Mumbrella MSIX

Brand quality, pre-testing and crowd wisdom

When science says the client was right, you listen.

New speakers have been added to the program line-up for Mumbrella's MSIX, including award-winning academic experts in advertising pre-testing and brand communications research.

The science is in, and the age old argument for making the logo bigger has been won by the client according to Professor Karen Nelson-Field PhD, a globally acclaimed researcher in media science. She will be discussing her work on how to optimise branding communications, and the impact it has on creativity.

To kick off our panel debate on advertising pre-testing will be Professor Rachel Kennedy - Director (Product Development), Ehrenberg-Bass Institute for Marketing Science and a regular advisor to some of the world's biggest advertisers. Rachel will set the scene with a presentation on what the science tells us about pre-testing, and her comments will be used as input for a hotly contested debate that welcomes audience participation.

This year's MSIX will also offer you an unusual and experimental way to get involved. All you need to do is write down a suggested topic synopsis when you arrive on the day and put it on the 'Ideas Wall'. After an audience vote, the three delegates will be chosen to speak on their proposed topic. It could be anything from a case study, to how your organisation is embracing marketing sciences more, to a fundamental question you just want answered and discussed in a break-out forum.

Earlybird tickets will save you $100 - grab yours today.

GRAB EARLYBIRD TICKETS

VIEW THE FIRST SESSIONS

PROF. KAREN NELSON-FIELD PHD

Industry Professor
of Media Innovation,
University of Adelaide
& Executive Director,
Centre for Amplified Intelligence

The Client was Right:
Make the Logo Bigger

One critical component that is often overlooked in measuring ad effectiveness is brand quality. In this session hear from a globally acclaimed researcher in media science, whose work has been noted in The New York Times, Bloomberg Business, Forbes and more. Professor Karen Nelson-Field will talk about using technology to consider how branding quality and other variables have an impact on attention. Walk away with suggestions for marketers and creative based on the latest science and technology insights.

The Need For Feed:
How To Use Your Data To Grow A Loyal Audience

As competition for airtime in social media news feeds intensifies, brands will get their edge by using data and speed to beat the algorithms. In this session, get the findings from Junkee's latest experiments which shape the way it uses signals in its data to turn around quick, thumb-stopping creative that’s distributed across social media.

TOM PITNEY

Managing Editor,
Punkee

RAEN WAGHORN-HUGHES

Audience Development Manager,
Junkee Media

PROF. RACHEL
KENNEDY

Director,
Product Development,
Ehrenberg-Bass Institute
for Marketing Science

What the Science Tells us About Advertising Pre-Testing

This session will set the scene for a more robust debate on the merits of advertising pre-testing. Professor Rachel Kennedy will lead a talk to provide a overview on what science tells us are the strongest methods for pre-testing creative work. Rachel ranks globally in the top 1% of advertising researchers, and was recently acknowledged as one of “Advertising’s Big Thinkers” by the Advertising Association (UK). She regularly advises the world’s biggest advertisers.

Rachel will be joined on the panel by Cassie Govan & Daren Poole

CASSIE GOVAN

Senior Lecturer: Psychological Sciences,
The University of Melbourne
& Managing Director, Empirica Research

DAREN POOLE

Global Head of Creative,
Insights Division,
Kantar Millward Brown

COULD IT BE YOU?

Wisdom Within The Crowd -
Your Turn to Take the Stage

At the beginning of the day anyone who wants to speak on a marketing sciences subject they are passionate about can register their name and subject matter. Whoever gets the most votes from delegates will be chosen to speak. There’s always wisdom within the crowd and we can’t wait to hear it...