2017-06

5 things we learned at Mumbrella360 2017

by The Salmat Team
 | 
09 June 2017
Gary Briggs and Tim Burrowes
Where else could you hear Facebook CMO Gary Briggs, Spotify’s Global Creative Director Richard Frankel and Professor Mark Ritson all under one roof? 

Solar-powered planes, blue roses, and hipster’s love of Bieber – these are just some of the topics discussed at Mumbrella360 this month.
 
The well-established event was held in the Hilton hotel in Sydney from 6–8 June, 2017, bringing together the cream of marketing from around the globe to speak about everything under the marketing umbrella. 
 
In between meeting delegates at our stand outside the main stage, the Salmat team attended some of the sessions. Here’s a summary of our top five things we learnt:
 

1 The “blue app” and me

Facebook CMO Gary Briggs drew a huge crowd to his session in conversation with Mumbrella Founder and Content Director, Tim Burrowes. All aspects of life at the “blue app” were up for discussion, including working with Zuckerberg: “I’ve learned a lot from Mark about product marketing”, to safety check-ins: “If 100 people in an area that are commenting on a topic, they launch safety device”. 

Gary Briggs, Facebook CMO in conversation with Tim Burrowes
Left to right: Facebook CMO Gary Briggs in conversation with Mumbrella's Tim Burrowes.

What shone through was the perseverance required to work in marketing at a company where 400-500 things are launched every half and “Nearly 100% of our revenue now comes from products that didn’t exist fives years ago”. As Briggs explained: “When newsfeed launched, 10% of people using Facebook at the time joined a user group asking for it to be shut down.”
 

2.  Can your brand respond to a crisis in 5 minutes?

Social media was a central component of the session The Drill: Could You Survive A Brand Attack? Where the panel simulated a crisis management situation. Panelists walked through the different stages of an unfurling brand crisis and were asked to explain what they would do at each stage. The discussion raised some interesting points about the power of social media in crisis situations, both good and bad – including the speed at which we now have to respond (from hours down to minutes these days).

Crisis management
Left to right: Sue Cato, Andrew McGinnes, Nick Abahams, Max Markson and Gerry McCusker.

Host Gerry McCusker, Founder of The Drill Crisis Simulator encouraged delegates to check out the ACCC’s, recently updated social media guidelines. Qantas Group Executive Manager of Corporate Affairs made the interesting point about the “self-correcting nature of social media” whereby people will often step in to correct inaccuracies. 

3. The Suntory rose – a cautionary tale

Did you know that in the 1970s Suntory developed a blue rose? According to James Sykes, Global Head Innovation and Design at Beam Suntory it took the company 19 years to create. As he described it, it was “one of those fanciful things they did just to prove that they could”.

Running with knives
Left to right: Adam Donnelley, Peter MacGregor, Kinda Grange and James Sykes.

Delegates were teased that Sykes had intentions on using the rose, so watch out for that one in upcoming campaigns. However, his advice in the session Running with Knives: The Risk, Reward of Fast Thinking was to fail fast as nothing is ever going to be perfect: “We should be like scientists and try to get the least worst”.


4. What your playlist really says about you

People typically spend two hours a day on Spotify. Every user is registered and known and the company has meta data around every single track in its catalogue. It even scrapes social media to understand sentiment around songs. So what does a creative company do with all this data? Well, neg the people of Williamsburg, New York, that’s what.

Spotify's Richard Frankel
Spotify’s Global Creative Director Richard Frankel explains what your music says about you.

Spotify’s Global Creative Director Richard Frankel talked through some of the brand’s recent outdoor campaigns where ads were created based on the music listened to by residents of the area where the ad was located. These ads were just one illustration of the data the company can provide advertisers (and which will be presented in an upcoming whitepaper Understanding People through Music. Keep an eye out on Spotify Insights page.
 

5. Can you call yourself a marketer?

Content marketing may be the latest trend, but communications is just one component of being a marketer, delegates were told at the session: Make Marketing Great Again: Seven Ways to Improve Marketing Performance.

Mark Ritson
Professor Mark Ritson championed training in marketing.

In his session, Professor Mark Ritson challenged marketers to get trained in the fundamentals, strategy, the four Ps … before the skills leave the industry for good. In his lively session, where he called out all the current fads in the sector, he finished by summarising his manifesto to make marketing great again: 
 

Mark Ritson list

Thank you to everyone who popped by the stand during the conference. If you would like to find out more about Salmat's products and services call us on 1300 725 628 or explore our wesbite.

 

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About the author
The Salmat Team

Salmat is a marketing services business that helps clients with the constant pressure of acquiring customers, week-in, week-out. With media, digital and customer service capabilities, we manage the fundamentals to ensure this happens like clockwork.

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