2016 Program


8:30- 9:30am

International Keynote – Rebuilding a Brand: How the UK’s Biggest Commercial TV Broadcaster Regained its X Factor

Many know ITV as the largest commercial TV channel in the UK, broadcasting some of the most well-known shows in the globe including The X Factor, Downton Abbey and Britain’s Got Talent. But in 2010, suffering the effects of the global financial crisis and the long-term decline in advertising revenues, the media company embarked on a five-year transformation plan, taking a long hard look at its business and its brand.

ITV’s Director of Network Marketing and Media, Reemah Sakaan, joins the Summit to share her insights into what goes into rebuilding a brand.

Moderator: Camille Alarcon, Content Director – Events, Mumbrella

Reemah Sakaan, Director Marketing & Media, ITV


9:30 - 10:15am

The Big Bang: How to Integrate Brand Partners into the Next Film, Music or TV Hit

In an industry with big budgets, big egos and big expectations, there’s often a difference between the expectations of the IP rights holders and the brands they work with.

So how do you manage competing agendas to create a great partnership between a brand and film, music or TV property?

A panel of industry heavyweights share their experiences and recipes for a happy commercial marriage.

Francis Cody_Headshot_Entertainment Marketing_2016 Olivier headshot Kate Nichols_Headshot_Linkedin_Entertainment Marketing_2016  Scott Howard_Headshot_Entertainment Marketing_2016 

10:15 - 10:35am

Morning Tea

10:35 - 11:20am

Celebrity Chefs & the Food Revolution: The Entertainment Industry’s Newest Rockstars

Australia’s foodie culture, the rise of the celebrity chef, food bloggers, and the insatiable appetite for food-themed TV shows, publications and events has seen the food space grow to become as exciting and popular as traditional entertainment genres such as music and sports.

What are the opportunities for further growth in this burgeoning entertainment space, and what are interesting brands doing to tap into these hungry audiences?

jason-fielding_headshot_entertainment-marketing-summit_2016-res neil-perry_headshot_entertainment-marketing-summit_2016 andrew-mcevoy_linkedin-headshot_entertainment-marketing-summit-2016 sarak-pike_linkedin-headshot_entertainment-marketing-summit_2016 geoff-ikin-professional-photo 

Keeping the Brand Alive: Breathing New Life into Old Favourites

Case study presentations on how to breathe new life into old favourites, including:

  • The BBC Worldwide’s Linda Deubel will outline how to refresh much-loved brands such as UKTV – winning new fans and without losing the elements that are so valued by loyal viewers.
  • ARN’s Duncan Campbell and Anthony Xydis will share their insights on the KIIS 1065 brand journey, from when they lured Kyle & Jackie O across town, blew up the existing MIX brand, and created KIIS 1065.
  • Taboo, the Australian ad agency of the Mattel-owned Barbie doll, will share the work it has done on the new Barbie campaign, taking the brand back to its roots of inspiring girls to live their dreams.

ARN Executive Team Corporate Portrait Shoot in Sydney, Australia on June 20, 2016. james-mackinnon_headshot_entertainmetn-marketing-summit-2016 ARN Executive Team Corporate Portrait Shoot in Sydney, Australia on June 20, 2016. Linda Deubel_Headshot_Entertainment Marketing Summit_2016

11:25 - 12:15pm

The Recipe to Successfully Marketing a TV Show

Chief marketers from Australia’s major broadcasters join a panel discussion on what goes into marketing a TV show, from Ten’s long-running Masterchef and The Bachelor franchises, to Seven’s My Kitchen Rules, Foxtel’s A Place to Call Home, and how Stan gained public attention for its promotional efforts behind the remake of Wolf Creek and its other locally-produced success story, No Activity.

Rob Farmer_Headshot_Entertainment Marketing Summit_2016 AnaBacic_CorporateHead Shot_2016 Matt McGrath Melanie Novacan_Headshot_Linkedin_Entertainment Marketing_2016

Harnessing the Power of Social

From TV, to film and music, hear the latest on how brands are innovating through social:

  • FremantleMedia Australia and OMD will present on how they collaborated to marry media and social listening data with TV programming ideas – creating new formats and branded content opportunities.
  • Universal Pictures International (UPI) and Mediacom will share how they’re creating experiences around UPI’s new films through social media, and how the approach has changed the way people experience films.
  • If you’re a pop star, how do you get your fans excited about the release of your new album? If you’re Reece Mastin, you launch a world first with Twitter. Hear from Twitter and social media agency Jaden Social on what they did.

Jennie Sager_Headshot_M360 2016Alison Hearne_Headshot_Entertainment Marketing Summit_2016caroline-spencerTom Robinson[4] copy katy-headshot-bwallihodge

12:20 - 1:00pm

From Little Things, Big Things Grow: How to Build a New Community Around your Brand

Presentations by entertainment brands about growing their community of followers, including Pandora Internet Radio, which entered the Australian market in 2012 as a challenger brand.

And how do you inspire fresh interest in an art form that has been around for more than 400 years? Hear about the strategy Opera Australia has undertaken over the past two years to win over new audiences.

In this session, Opera Australia tenor, Simon Kim, will perform one of the most famous arias ever written, ‘Nessun Dorma’ from Turandot, popularised by Luciano Pavarotti.

Thomas Heymann, Pandora Radio AusNZ. photo: (Narrative Post) Rick Gleave, Director of Business Development, Pandora Radio Australia & New Zealand. (photo: Dianne Engesser/Narrative Post) John Quertermous Rachael Lonergan LinkedIn simon-kim_headshot_web-image_em-2016

The Mobile Gaming Opportunity for Brands

With the Asia-Pacific region expected to account for almost half of total global game revenues this year, and mobile gaming for the first time predicted to take a larger share of revenues than PC, the opportunities for brands are numerous.

Find out how brands are using mobile games to reach audiences, and hear about the rapidly evolving space of mobile game marketing with Hong Kong-based mobile games company, Animoca Brands.

Digital agency Soap will present a case study on ‘Thumb Drift’, the mobile game it developed which reached the top five list in several countries including the US and Australia, notching up two million downloads in its first week. The agency is now in discussions with a major Hollywood studio interested in integrating its next blockbuster sequel into the mobile game.

Ashley Ringrose_Headshot_Entertainment Marketing Summit_2016 Rob Yung_headshot

1:00 - 1:45pm


1:45 - 2:30pm

International Keynote: Brands, the Next Big Thing in Entertainment

Lucien Boyer, CMO of global media and content group Vivendi, will explore the collision between entertainment and the world of brands which is provoking a shift in the way marketers, agencies and content creators are working together.

Boyer, who was previously global president and CEO of Havas Sports & Entertainment, will outline why now more than ever, it has become critical for brands to invent new models to fully leverage the power of entertainment and content to engage consumers and connect with them as fans beyond the traditional advertising path.

Boyer will also argue that brands can become IP co-creators, co-producers and co-distributors of entertainment alongside traditional stakeholders, bringing their marketing power into the equation to dramatically evolve the entertainment ecosystem.

Francis Cody_Headshot_Entertainment Marketing_2016 lucien-boyer_headshot_entertainment-marketing-summit_2016

2:30 - 3:10pm

A Look at the Modern-Day Entertainment Media Company

Following Lucien Boyer’s keynote on how brands are the next big thing in entertainment, hear from Optus and its brand strategy agency RE on how the company is positioning and communicating its growing media offering.

Jane Saleh_Headshot_Entertainmetn Marketing_2016 Benjamin Harris_Headshot_Entertainment Marketing Summit_2016

3:10 - 3:30pm

Afternoon Tea

3:30 - 4:00pm

Engaging Reality: How AR & VR will Drive True Consumer Connection for Brands

The blur between real and virtual worlds is upon us. Technologies designed to enhance consumer interaction with the real world and virtual worlds are no longer stuff of science fiction.

16K Agency’s James Towers explores how entertainment brands can get onboard and utilise this new realm to drive better consumer engagement. Then hear from the Sydney Opera House on learnings from their VR initiatives working with Samsung, and their digital innovations.

Chris Daniels_Headshot_Entertainment marketing Summit_2016 James Towers headshot martin-brown_linkedin_headshot_entertainmetn-marketing-summit_2016

Top of the Pops: How to Take a Brand to Number One

It’s been 11 years since Nova Entertainment first brought the baby boomer Vega brand to life in the Sydney and Melbourne markets. Since then it’s been relaunched as Classic Rock, and then relaunched again to what we now know it as today, SmoothFM.

Since its rocky start, it’s achieved the enviable position of reaching number one in the hotly contested Sydney FM market.

Hear about the 11-year brand journey that finally saw Nova crack it.

Tony Thomas headshot 30 April, 2012; Sydney, NSW, Australia; Headshots for NOVA FM. Chris Sioris

4:00 - 4:45pm

DIY Branding: Building your Personal Brand

From humble beginnings as a YouTube sensation, a contestant on a talent show, a dance party DJ and a little-known stand-up comedian, we ask a panel of self-made celebrities and success stories how they’ve built their profiles and what goes into creating their personal brands.

tom-loud_hot-dub-time-machine_em_site-photo_2016 tim-ross em-rusciano-headshot Christiaan-Van-Vuuren web pic

4:45 - 5:30pm

Closing Keynote : An Interview with the Godfather of Australian Music

Michael Gudinski is the most powerful and influential figure in the Australian music industry, responsible for touring some of the biggest international artists in Australia.

Previously awarded the Australian Marketing Institute’s (AMI) ‘Marketer of the Year Award’, Gudinski became a household name in the seventies with his label Mushroom Records and Frontier Touring.

He’ll share the story of his 40-year journey to the top in an interview with Stuart Coupe – the veteran Aussie rock writer and former band manager of the Hoodoo Gurus and Paul Kelly.

Last year, Coupe released his biography of Gudinski – “Gudinski – the Godfather of Australian Music”.

Michael Gudinski_Headshot_Entertainment Marketing 2016 Stuart Coupe_Headdshot_Entertainmetn Marketing Summit_2016

5:30 - 6:30pm

Networking Drinks