Marketing on Shifting Sand | Breakfast Event

Australian Marketing Institute (AMI) Queensland is delighted to invite you to a breakfast to explore the upcoming changes to privacy regulations and the growth of the tech giant walled garden monopolies (Google, Facebook and Amazon).

In line with these themes, we are honoured to host keynote speaker Ashleigh Toeke, Account Director of Audience Group and a panel of compelling and inspiring experts – Rob Hudson, Founder of Spout Logic, Andrew Kolb, the Head of Strategy at VMLY&R, Jarrod Price, Manager of Member Marketing at RACQ and Nelson Demartini, the Strategy Director at Universal McCann. Hosted and MC'd by Queensland Committee Chair, Michelle Fragar.

The keynote will encourage you to take control of your first party data. It’s the way to build a stable platform on top of the ‘shifting sands’. It’s the way to better insights, strategy and tactics for your marketing, advertising and media programs. It’ll also help you in your efforts to comply with GDPR-like legislation and privacy regulation.

Discussion will include personalisation at scale vs. mass marketing and the benefits and drawbacks of each. We’ll discuss if Facebook and Google should have to pay to feature Australian news content even though those outlets get significant referral traffic and whether this is a good way to ensure a healthy Australian news media landscape.

You’ll also hear about the pending privacy changes and their impact on data collection, how brands and publishers are building first party data assets, the impact of changing consumer behaviours and the future role of contextual targeting.

Event Details

Included along with the amazing panel and stimulating discussion is a hot plated breakfast, tea, coffee and juice (any dietary requirements must be requested a week prior to the event).
7.00am - Registration
7.30am - Event start
9.00am - Event wrap up

Registrations close 17th May 2021

Host and MC

Michelle Fragar
AMI Queensland Committee Chair

Michelle Fragar is a world-class marketer, with 21-years of experience spanning from running global marketing departments for billion-dollar multi-nationals, to helping start-ups achieving their lifelong dreams. Michelle has held positions in the C-Suite for a substantial period of her career, she now brings extensive knowledge to clients in her branding & marketing strategy agency, BRANDiT, based on the Gold Coast and is a member of the global CMO Council.

Starting her career in Sydney she worked up to an AUS/NZ Marketing Manager role of Fortune 100 company, BOSCH. She then spent almost a decade in the C-Suite role at the innovative mining technology company, Bradken. Working on the company’s aggressive globalisation strategies and post-acquisition assimilation programs. This role lead to Michelle’s passion of strategy, branding and the development of CX that enhance internal culture.

Keynote Speaker

Ashleigh Toeke 
Account Director, Audience Group

Account Director for full-service, independent media agency Audience Group, Ashleigh Toeke's point of view is the product of more than a decade of experience in media strategy across such organisations as SBS, Carat Australia, Starcom and OMD Australia. Her team's specialty is showing clients better ways to buy media, using first-party data and an evidence-based approach. Their clients buy less waste, measure what’s really working and predict the effect of advertising spend to invest media dollars with confidence. 

Ashleigh and Audience Group transform the data being generated by clients’ businesses and connect it to their media buying & planning, often in real-time, which is key to unlocking the value in first party data to inform media buying decisions.

Panellists

Rob Hudson
Founder, Spout Logic

Areas of Specialty: Behavioural economics, marketing technology, brand strategy, behaviour change

Rob has over 28 years in digital industries. He is a former director of Greenfield and Icon in London and VMLY&R and Clemenger BBDO in Australia. As a marketing architect, Rob focuses on the practical application of human-centred design, behavioural research, multidisciplinary thinking and emerging technology. Working across industry, academia and governments, Rob delivers brand rigour, digital innovation and marketing advantage.

He is a consulting fellow to QUT with specialisms in behavioural economics, marketing technology, brand strategy and behaviour change. He is also an IPA Certified Strategist and author of 'Digital Analytics for Marketing' the most recent IMC book from McGraw-Hill.

Rob is also a director of Par8o, a Geospatial data analytics business that uses machine learning and deep data sets to unlock commercial advantage for location dependent businesses.

Robs career highlights include delivering a public review of social media and technology within the Australian Defence Force – a five month undertaking that included consultation with both National and International armed forces. His passion for the arts is also personified in the fact that he is a founding director of the Brisbane Portrait Prize. 

Andrew Kolb
Head of Strategy, VMLY&R

Areas of Specialty: Brand Strategy, CX Strategy, Digital Strategy

Andrew is an award-winning strategist who as Head of Strategy at VMLY&R Brisbane leads the strategy team across Brand Strategy and Customer Experience. His strategic focus is to create connected brands that have a strong emotional connection with their customers and delivering customer first brand experiences which all lead to strong commercial growth for his client.

With broad experience working with top tier clients across brand strategy, experience planning, digital strategy and comms planning he has developed and implemented work for clients including: FMCG (Coca-Cola, Lion), Education (University of Queensland, Bond Uni and TAFE), Retail (TABCORP, TerryWhite Chemmart, Amart Furniture and Foot Locker), Banking (Comm Bank, CUA, Bupa) and Travel (Tourism and Events Queensland, Air Asia).

Andrew has also worked extensively on a number of large-scale brand transformation campaigns for retail clients such as Amart furniture, TerryWhite Chemmart and The Coffee Club. These brand campaigns all celebrated a strong brand and customer truth that was discovered through a range of research tools including leveraging BAV®, the largest and longest quantative study of brands globally which is a proprietary research tool of VMLY&R.

He leads that research survey locally here in Australia working closely with the global team to roll out each year to be used by clients locally. He also has a keen focus on understanding audiences, how they think and what drives them to act, spending hours having pertinent conversations to gain a deeper appreciation of the human psyche. He has spearheaded several VMLY&R initiatives including our Field Trip program and building partnerships with behaviour change scientist. Andrew currently sits on the board of directors for a non-for-profit services organisation called Community.

Jarrod Price
Manager Member Marketing, RACQ

Areas of Specialty: Digital Marketing, Direct Marketing, Content Strategy, Leadership

Jarrod has over 17 years experience in the marketing and digital media industry and worked on well-known brands like QUT, the Brisbane Lions and RACQ. He is passionate about digital marketing, leveraging data and behavioural economics opportunities for marketing.

An advocate for customer centricity, Jarrod believes having a deep understand of the customer and the drivers of their behaviours allows businesses to create positive customer experiences at every stage of the customer journey.

Jarrod has been an instructor for ADMA’s Digital Marketing Certificate since 2018 and spoken at a range of industry and events and conferences.

Nelson Demartini
Strategy Director, Universal McCann