As technology and digital innovations continue to drive shifts in consumer behaviour and media consumption, the notion of what constitutes an entertainment brand is no longer what it used to be.

We’re now seeing companies from across the field in sectors such as retail, FMCG and telecommunications vying for the attention of consumers with their owned media offerings. As a local example, today we’ll hear from Optus on what makes a modern-day media company and how the telco is positioning itself to consumers.

And while many traditional entertainment media companies are continuing to innovate and grow their offerings, there’s no doubting that what we are starting to witness is an evolution in the entertainment ecosystem – with more clients increasingly taking on the role of content creators and IP rights holders.

What this means is that traditional entertainment brands need to get even more creative and clever in the way that they market themselves.

At Mumbrella’s first Entertainment Marketing Summit, we’ve brought together the marketing leaders from the worlds of television, radio, film, publishing, music and the broader entertainment industry, and their partner agencies, to share insights into how they’re marketing themselves in the face of constant change and challenge.

We’ve also flown in marketing talent from across the globe. From the UK, you’ll hear from ITV’s Reemah Sakaan on how the UK’s biggest commercial TV channel rebuilt its brand. Also from the UK is Olivier Robert-Murphy, the Global Head of New Business at Universal Music Group, who joins a panel discussion on what goes into creating a happy commercial marriage with brand partners. And from Paris, Lucien Boyer, CMO of global media and content group Vivendi, will explore the collision between entertainment and the world of brands.

We hope you enjoy the program we’ve put together for you and importantly, we hope and that you learn something new and useful along the way.

Camille AlarconContent Director – Events,

Mumbrella

Welcome

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STREAM 1

8:30am INTERNATIONAL KEYNOTE – How the UK’s Biggest Commercial TV Broadcaster Regained its X Factor

9:30am The Big Bang: How to Integrate Brand Partners into the Next Film, Music or TV Hit

10:15am Morning Tea

10:35am

STREAM 1 STREAM 2

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

Keeping the Brand Alive: Breathing New Life into Old Favourites

11:25am The Recipe to Successfully Marketing a TV Show

Harnessing the Power of Social

12:20pm

How to Build a New Community Around Your Brandplus a special performance by Opera Australia Tenor, Simon Kim

The Mobile Gaming Opportunityfor Brands

1:00pm Lunch

1:45pm INTERNATIONAL KEYNOTE: Brands, The Next Big Thing in Entertainment Marketing

2:30pm A Look at the Modern-Day Entertainment Media Company

3:10pm Afternoon Tea

3:30pm

STREAM 1 STREAM 2

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

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

4:00pm DIY Branding: Building Your Personal Brand

4:45pm CLOSING KEYNOTE: An Interview with the Most Influential Figure in Australian Music

5:30pm Networking Drinks Sponsored by:

10:15am Morning Tea

International Keynote – How the UK’s Biggest Commercial TV Broadcaster Regained its X Factor The UK’s oldest and largest commercial television network, ITV, home to some of the most well-known shows in the world, including The X Factor, Downton Abbey and Britain’s Got Talent, will see its marketing chief, Reemah Sakaan deliver a keynote case study on what goes into rebuilding a brand and how ITV rebuilt its brand after embarking on a five-year transformation plan.

Reemah SakaanDirector Marketing &

Media, ITV

Camille AlarconContent Director – Events, Mumbrella

(Moderator)

9:30am

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

Olivier Robert-MurphyGlobal Head of New Business, Universal

Music Group

Kate NichollsHead of Promotions,

20th Century Fox

Scott HowardCommercial Director,

EndemolShine Australia

Francis Coady General Manager,

Havas Sports & Entertainment

(Moderator)

8:30am

STREAM 1

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?

Neil Perry Director,

The Rockpool Group

Andrew McEvoy Managing Director, Life Media Events,

Fairfax Media

Sarah Pike Head of Marketing,

Mastercard

Geoff Ikin General Manager,

Global Media and PR, Tourism Australia

Jason Fielding CEO,

The Sound Campaign (Moderator)

STREAM 2

Keeping the Brand Alive: Breathing New Life into Old FavouritesCase studies on how to breathe new life into old favourites, including:• How to refresh much-loved brands with a focus on the relaunch of UKTV and how to win

new fans without losing the elements that are so valued by loyal viewers.• Insights into the KIIS 1065 brand journey, from how the station lured Kyle & Jackie O

across town, blew up the existing MIX brand, and created KIIS 1065.• How the new campaign for the Mattel-owned Barbie doll is taking the brand back to its roots.

Linda Deubel Director of Brands

and Marketing, BBC Worldwide ANZ

Anthony XydisChief Marketing Officer,

ARN

Duncan Campbell National Content

Director, ARN

James Mackinnon Partner / Strategy

Director, Taboo

10:35am

Space is limited in Stream 2, so please arrive early to ensure a seat.

STREAM 1

The Recipe to Successfully Marketing a TV ShowChief 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, Nine’s The Block, to Seven’s My Kitchen Rules and Foxtel’s A Place to Call Home; plus how Stan gained public attention for its promotional efforts behind the remake of Wolf Creek along with its other locally-produced success story, No Activity.

Rob Farmer Director of Content Marketing, Foxtel

Ana Bacic Marketing Director,

Seven Network

Matt McGrath Chief Brand Officer,

Network Ten

Melanie Novacan Marketing Director,

Stan

Simon Canning Marketing & Advertising

Editor, Mumbrella (Moderator)

STREAM 2

Harnessing the Power of SocialCase studies on innovating through social:• FremantleMedia Australia and OMD will present on how they collaborated to marry media

and social listening data with TV programming ideas.• Universal Pictures International (UPI) and Mediacom will share how they’re creating

experiences around UPI’s new films through social media.• 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.

Caroline Spencer Director of

Development, FremantleMedia

Australia

Katy Eng Content Strategy

Director, OMD

Alison Hearne National Marketing

Manager, Universal Pictures

International

Tom Robinson Head of Content

Strategy & Distribution, Mediacom

Jennie Sager Global Chair of Music / Head

of Music & Entertainment,

Twitter

Alli Hodge Head of Artist & Label Marketing,

Jaden Social

11:25am

Space is limited in Stream 2, so please arrive early to ensure a seat.

12:20pm

STREAM 1

How to Build a New Community Around Your BrandPresentations on how to grow your 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 Head of Artist &

Industry Relations ANZ, Pandora

Rick GleaveDirector of Business

Development, Pandora

John Quertermous Head of Marketing &

Tourism, Opera Australia

Rachael Lonergan Head of Strategy,

Foundation

Simon Kim Tenor,

Opera Australia

1:00pm Lunch

STREAM 2

The Mobile Gaming Opportunity for BrandsWith the Asia-Pacific region expected to account for almost half of total global game revenues this year, and mobile gaming predicted to take a larger share of revenues than PC for the first time, the opportunities for brands are numerous. Find out how brands are using mobile games to reach audiences, and hear about the growing area of mobile game marketing, including a case study on the successful mobile game developed by Soap, called ‘Thumb Drift’.

Ashley RingroseOwner,

Soap Creative

Robby Yung CEO,

Animoca Brands

Space is limited in Stream 2, so please arrive early to ensure a seat.

3:10pm Afternoon Tea

1:45pm

International Keynote: Brands, The Next Big Thing in Entertainment MarketingLucien Boyer, CMO of global media and content group Vivendi, will explore the collision of entertainment and the world of brands which is provoking a shift in the way marketers, agencies and content creators are working together. Boyer will 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.

Lucien BoyerChief Marketing Officer,

Vivendi

Francis Coady General Manager,

Havas Sports & Entertainment

(Moderator)

2:30pm

A Look at the Modern-Day Entertainment Media Company Often when we think about a media entertainment brand, the instinctive reaction is to name a broadcaster, film, music or publishing company. But increasingly, the lines are blurring between sectors. Following on from Lucien Boyer’s keynote on the collision of entertainment and the world of brands, hear a case study presentation from Optus and its brand strategy agency RE on how the company is positioning and communicating its growing media offering.

Jane Saleh Associate Director

Brand Strategy, Optus

Benjamin Harrison Head of Strategy,

RE

3:30pm

STREAM 1

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 explores how entertainment brands can get onboard and utilise this new realm to drive better consumer engagement. The Sydney Opera House will reveal learnings from its VR initiatives in partnership with Samsung and its digital innovations.

James Towers Founding Partner,

16K Agency

Chris Daniels Head of Digital

Transformation, Sydney Opera House

Martin BrownHead of Alliances & Partner Solutions,

Samsung

STREAM 2

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. Discover the 11-year brand journey that resulted in Nova cracking the #1 spot.

Tony Thomas Chief Marketing &

Digital Officer, Nova Entertainment

Paul JacksonGroup Programme

Director, Nova Entertainment

Space is limited in Stream 2, so please arrive early to ensure a seat.

5:30pm Networking Drinks

4:00pm

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 (aka Hot Dub Time

Machine), DJ

Tim ‘Rosso’ Ross TV & Radio Presenter, Stand-up Comedian,

Writer

Em RuscianoSinger, Writer, TV &

Radio Presenter, Stand-up Comedian

Christiaan Van Vuuren Actor & Co-creator of Bondi Hipsters & ABC

TV’s Soul Mates

Tim BurrowesContent Director,

Mumbrella (Moderator)

4:45pm

Closing Keynote: An Interview with the Most Influential Figure in Australian MusicMichael 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 will 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.

Michael Gudinski Chairman,

The Mushroom Group of Companies

Stuart CoupeMusic Journalist, Promoter, Band

Manager and Writer (Interviewer)

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Ken RobertsCEO,

Forethought

Adam FerrierGlobal Chief

Strategy Officer, Cummins & Partners

Jules LundFounder,

TRIBE

Jennifer CumminsPrincipal,

Heiress Films

Jackie TurnureDigital Strategist,

Producer

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entertainmentmarketingsummit.com.au

November 10, 2016 | The Chauvel, Sydney