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Program

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9.05 – Welcome

9.10 – Keynote Address: Nerida Conisbee (REA Chief Economist) – how the media and advertising industry will survive change

Nerida will explore for us the wider context of the world we’re operating in. Recent SMI figures show nine months of negative media spend, while the wider market is experiencing a softening housing market, a weakness in consumer confidence and a recession on a per capita basis. Nerida will reveal what it will take for our industry to survive this change.

Followed by Q&A with AdNews Editor, Chris Pash

9.50am – Panel: How agencies are remodelling to address client needs

The impact of global pitches, shrinking margins, regional structures, slashed budgets and the rise of the in-house model; there are many challenges facing media agencies, and therefore the brands that use them. The creative side isn’t shielded either, with margins and shrinking budgets also impacting how they function. In this session, AdNews will look at how the agency model has changed and how this impacts the brands they represent.

Moderator: DDB Head of Corporate Comms, Lindsay Bennett. Panelists: MediaCom CEO Willie Pang, VMLY&R Head of Client Services Katherine Chen, Myer Market Head of Marketing Scott Tindall, Specsavers Head of Marketing & Planning Shaun Briggs.

10.30am – Presentation: What world politics has taught me about leadership – Ben McCallum, MediaCom MD

Are the world’s leaders displaying the best examples of true leadership? In this keynote, Ben, in his own special style, looks at the best and worst from the world of politics when it comes to being a true leader, and what we can learn apply to our leadership styles.

11.05 – morning tea

11.30 – Panel: The mega change redefining “television” as a unified marketplace

The explosion in “television” viewing calls into question several challenges for agencies and brands: how to measure and how to optimise for performance, while developing a consistent measurement tool for all platforms. In this session will we take a look at all these aspects and the tech that is helping agencies and brands to understand such a central part of our marketplace.

Moderator: AdNews journalist Josh McDonnell. Panellists: TVSquared Head of ROW Sales Brett Gillett, PHD Head of Trading Joanna Barnes and Nine Sales Director Richard Hunwick.

12.10pm Presentation: LIDA’s investigation into the journey of the Australian woman within advertising from 1930s to today

AdNews joined forces with data and CX agency LIDA to engage in a one of a kind, six-month long data project – analysing more than 20,000 adverts published in The Australian Women’s Weekly since its inception in 1933 through to today. With the aid of a unique, AI-powered robot created by LIDA – named Minnie – we delved into every aspect of the adverts that have been presented to Australian women, via The Weekly, for nine decades.

Presenters: LIDA Australia MD Victoria Curro and Head of Data Jake Lyme. Post-presentation, they will be joined by Scentre Group Head of Content and Programming, Bronwyn Coooper and Fjord Melbourne’s Prue Jones

12.50pm – Lunch, sponsored by SCA

1.45pm – Presentation & Q&A: How an Australian API first promises to change adland

In an age of brands shifting media in-house, the online advertising marketplace is looking to champion the agency with a new stream of revenue and a point of differentiation that will draw clients in. All this sounds great – but how does it work? The Trade Desk and Cadreon will explain.

Moderator: Paige Murphy, AdNews journalist. Presenters: Trade Desk Director of Agency API Sales Stephanie Famolaro and Cadreon Programmatic Strategist Natalie Hatch.

2.15pm – In Conversation: Creative Agitator Adrian Elton

Melbourne-based Adrian Elton pitched for the Ikea creative business on LinkedIn and in the process earned them a ton of coverage for the “Geez, Clive…” stunt. We’re bringing Adrian in the room to talk creativity: what it’s like to work as a sole practitioner in adland; why he bid for the Ikea business online; what creativity means to him and the brands he has worked for, and where he thinks creativity in adland is headed. Expect the unusual.

In conversation with AdNews Associate Publisher, Nicola Riches

2.30pm Presentation: VERSA’s secret guide to creating an exceptional agency culture

VERSA is one of Australia’s largest independent digital experience and design agencies. In 2017, it launched Australia’s first enterprise-level voice experience agency, and in 2018, VERSA, as then part of Deepend Melbourne, had its most successful year ever – growing profit by 395% compared to 2017. It was also their most successful new business year securing 18 new clients – all of this with flexible hours and on a four-day week. Yes, that’s right. We bring VERSA to the Summit stage to talk reveal their secret guide to creating a perfect agency culture.

Presenters: Kath Blackham, VERSA Founder and CEO, and Jonny Clow, VERSA M, followed by Q&A with Paige Murphy, AdNews journalist.

3.00pm – afternoon tea

3.25pm – In Conversation: Clemenger BBDO Melbourne MD Simon Lamplough (Aboriginal Australia: Deadly Questions) and strategist Allan Dib (#LikeAGirl), on campaigns that instigate change

Clemenger BBDO Melbourne struck gold at the AdNews Agency of the Year Awards with their Aboriginal Australia: Deadly Questions campaign. The fact it was an ad campaign that changed Victorian government legislation propelled it into a league of its own. Meanwhile, Allan Dib has just returned to Australia. Having carved out a successful career in market research in Melbourne from 1992, he moved to the US where for 12 years he worked in the brand effectiveness division of GfK, as a strategist for Mediacom and latterly, leading research and strategy for MSLGroup – where his primary project was the now-notorious #LikeAGirl campaign. In this very special conversation with AdNews Editor Chris Pash, Lamplough and Dib will talk us through campaigns that matter and instigate change.

4.05pm – Panel: Could creativity and code be the perfect couple?

Now more than ever we are faced with a dilemma in advertising. An influx of ever-increasing data points and metrics predict, inform, evaluate and dictate the campaigns we deliver and channels we choose. At the same time companies and consumers are demanding more engaging and creative executions to halt them switching browser, changing channel or blocking ads all together.Could machine learning be the solution to bring creativity and code together to create the perfect couple? Quantcast is bringing together leaders from across the industry and to share their case studies and show how creativity and code are made for each other.

Moderator: Darren Morton –Sales Director Victorian & SA, Quantcast, Chaminda Ranasinghe – Chief Marketing Officer, RMIT University, Amelia Elston – Head of Digital and Operations, Dentsu Aegis Network, Dr Jaehyun Shin – Machine Learning Specialist, AKQA

4.45pm – Close & Drinks

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