The Big Ideas Store is now open for its fourth event as Powered by Nine takes attendees sky high with two-weeks of high-profile speakers, creative workshops, exclusive research, and a retail pop-up taking over the 22nd floor of Nine’s new HQ in North Sydney.
The Big Ideas Store will showcase the way Powered – Nine’s marketing solutions division – can leverage creativity across TV, digital, print and radio, and bring guests physically closer to engage with Nine’s ecosystem of brands.
Running across the full two weeks is the interactive pop-up, grouped into four categories: Youth, Lifestyle, Christmas Retail and Sport, as well as a series of client and content events, sharing insights from thinkers, leaders and creative minds.
Week one will dig deep into topics such as the allure of branded long-form content; sustainability and societal impact; the power of audio, and effectiveness for senior marketers – with all in-person attendees at this session receiving a copy of Powered’s exclusive new book, What We Know About Advertising Effectively.
Week one of The Big Ideas Store will wrap up with the virtual-only Culture Shock event in partnership with Initiative, titled Cannabusiness, which lifts the lid on Australia’s medical cannabis market – the fastest-growing in the world – and the opportunities for brands and marketers to capitalise on this momentum.
Week two will tackle the changing Australian dream of home ownership; a world without third-party cookies; creativity and innovation in a hybrid workplace; big creative bets, and two exclusive pieces of research. The first explores the phenomenon of “living local”, and the second ‘unboxes’ the trends in retail, food and culture for the 2021 festive season.
The second week will culminate with the Great Debate, with two teams battling it out over this question: ‘Does advertising lead culture, or is advertising led by culture?’
Register to see Powered’s, director of strategy, insights & effectiveness, Toby Boon, alongside, Rachael Fraser, head of strategy at M&C Saatchi, and Roshni Hegerman, chief strategy officer at McCann go head-to-head with Powered Enterprise’s, Michele O’Neill and Andrew Wynne, CEO of Joy.
“The Big Ideas Store continues to grow year-on year and has become one of the biggest events on the calendar for marketers and agencies. We’re incredibly proud to be back for the fourth year, showcasing the unique ability Powered has to help brands grab hold of big marketing moments and amplify them through incredible content”, said director of Powered, Liana Dubois.
“We can’t wait to welcome guests back for in-person events, much needed networking and a cheeky cocktail and canape, after Covid sent us all virtual last year. However, we embrace new found flexibilities and so for the first time we are offering The Big Ideas Store as a hybrid event, including virtual options so even more people can benefit from our big thinkers, big ideas, and tackle the big issues challenging marketers right now.
Register for The Big Ideas Store here.
The Big Ideas Store sessions and contributors
Branded Content Strategy: The Allure Of Longform – Tuesday 11 May, 3:30pm
Long-form storytelling is once again emerging as a key element in many brands’ content strategy. But who is best-placed to bring that content to life – the marketers who live and breathe their brand and its message, or the media owners who create content with the audience front-of-mind?
Advertisers, agencies and content creators come together with Powered by Nine to discuss the impact of long-form content and how it can best deliver for brands and audiences.
Panellists
• Sarah Stewart, director of content partnerships and client experience, Powered
• Hamish Turner, program director, 9Network
• Zara Curtis, director of content, IAG
• Liana Dubois, director of Powered by Nine
Effectiveness The Language Of The Boardroom – Wednesday 12 May, 3:30pm
How do senior marketers build internal trust to pursue brand growth whilst delivering against short-term goals? What is the best approach for bringing together audience data, sales results and measurement when looking back at past campaigns and planning for the future?
Join Powered’s director of effectiveness, Jon Fox, and director of Powered Enterprise, Nicki Kenyon, with a panel of Australia’s leading marketers to discuss their Effectiveness journey.
Panellists
• Jonathan Fox, director of effectiveness, Powered
• Nicki Kenyon, director, Powered Enterprise
• Henry Turgoose, marketing director, Reckitt Health
• Phil Springall, sales & marketing director – Retail, Karcher
The New Commercial Imperative: Doing Well + Doing Good – Thursday 13 May, 11:00am
The pandemic has given many companies the opportunity to reset and rebuild aspects of their businesses on stronger foundations for the future. Those taking the lead are defining and measuring their sustainability and societal impact. Beyond doing no harm, they are actively setting out to do good. Is there a rise in conscious consumption and are we holding companies and brands to account?
Director of Powered Enterprise, Michele O’Neill will lead an international panel of leading marketers to discuss why doing the right thing matters for all stakeholders; investors, employees, consumers and communities – and why it has become a commercial imperative.
Panellists
• Michele O’Neill, director, Powered Enterprise
• Rupen Desai, Global CMO, Dole Packaged Foods
• Kimberlee Wells, CEO, TBWA
Simon Lowden, chief transformation officer, Arnott’s
• Lisa Davies, editor, The Sydney Morning Herald
Surround Sound: The Audio Evolution – Thursday 13 May, 3:30pm
In 2020, Australian audiences doubled the amount of time they spent listening to podcasts. Talk radio continues to win ratings battles, and the emergence of new social channels like Clubhouse signal that we are entering a new era in the evolution of audio.
What is it about audio that connects so deeply with audiences in the 21st century, and how can the platform continue to innovate? A panel of audio evangelists will debate the latest developments in the space, as well as exploring why audio formats are such powerful vehicles for brands to reach consumers and drive real results.
Panellists
• Sophie Cook, head of content partnerships – Radio, Powered
• Russel Howcroft, 3AW Breakfast host
• Helen McCabe, founder, Future Women
Culture Shock: Cannabusiness – Friday 14 May, 10:30am (virtual only)
In partnership with Initiative, this session explores the rising cultural (re)acceptance of cannabis and how brands are leveraging this wave to power business growth.
For the last century, the communications around cannabis have been centred on its destructive effects. With a largely negative reputation, cannabis has been attributed to unemployment, violence, and a gateway to the consumption of more illicit and harmful substances. In a way, it’s a lesson in marketing 101: apply a consistent message for a long period of time and in turn you will build up the desired memory structures. However, there is an undercurrent of change that’s closer to our shores than you may think. Australia is now the fastest growing medicinal cannabis market in the world and decriminalisation is building momentum. With the regulatory landscape moving at pace and multi-billion-dollar acquisitions taking place across the world, cannabis is one of the fastest growing industries globally…and it’s a matter of time before it comes Down Under.
So, the real question is, for a commodity that has a lifetime of preconceptions, misconceptions, and demonisation, how do you set up or study up to ensure you’re either leading the charge or leveraging this cultural movement?
Panellists
• Sam Greer, national managing director, Initiative
• Martin Lane, co-founder and chief growth officer, Cannabiz
• Natasha Gillezeau, journalist, The Australian Financial Review
The Changing Australian Dream – Monday 17 May, 11:00am
In 2018, Powered by Nine launched “The Australian Dream Reimagined”, a study exploring what “home” means for Australians – homeowners and renters alike. Three years on, for many of us our homes have become even more central to our lives: our workplace, school, and place of safety. What does that mean for how and where we choose to live? How do different generations feel about investing in property? And is it time to accept that for some, home ownership is a dream that will never come true?
Join Nine’s panel of experts as they explore the trends driving property in 2021 and look ahead to what they mean for the next ten years.
Panellists
• Lisa Day, partnerships director, Nine
• James Hennessy, editor, Business Insider
• Nicola Powell, Senior Research Analyst, Domain
• Brooke Corte, host, Money News, Nine Radio
Cookies Crumbled: Data And Advertising Beyond Third Party Cookies – Monday 17 May, 3:30pm
With major changes to data and privacy regulations on the horizon, advertisers are facing targeting and measurement headwinds which they have never had to navigate before. Join Powered by Nine as they uncover what the new world will look like without third party cookies, the impact for brands and explore data-led advertising solutions that will be available when third party cookies cease being supported.
Hosted by Mi3’s Paul McIntyre, this session will bring together Nine’s director of advertising and data products, Ben Campbell, with a panel of experts across Australia’s leading data and technology providers.
Panellists
• Ben Campbell, director of advertising and data products, Nine
• Gabbi Stubbs, APAC product marketing lead, Adobe
• James Young, managing director, Magnite
• Jonas Jaanimagi, technology lead, iAB
• Paul McIntyre, executive editor, Mi3
• Culture Club: – Tuesday 18 May, 10:30am
Marketing and advertising businesses have always thrived on a creative culture and passionate workforce. Collaboration and big ideas came off the back of brainstorms, impromptu or planned, and careers were built from networks made in those formative years. Then along came Covid and the impromptu kitchen table workforce: one defined by Zoom calls, sweatpants and flexible work. As a new normal descends, there is a reluctance to return to the “before” in order to not lose the “new wins”. But will it cost in the creativity, careers and office culture stakes?
In this session, Nine’s experts, along with CEO of Culture Garden Karl Treacher, discuss how to navigate a hybrid workforce and incorporate the lessons of COVID while continuing to innovate, create and move forward.
The panel discuss these questions and more as they explore what the future of work could look like.
Panellists
• Anna Quinn, general manager, Powered Studios
• Karl Treacher, CEO, Culture Garden
• Matt Rowley, chief executive officer, Pedestrian Group
• Janine Allis, founder, Boost Juice
Neighbourhood Watch: Is Local The New Global? – Tuesday 18 May, 3.30pm
From the noisy clash of State of Origin to fiery debates over whose local café serves the best flat white, the ties between community and Australian identity run deep. For some time now, unifying moments of disruption – such as the 2019 bushfires and 2020’s pandemic – have accelerated the hold that local identity has on our culture. More than ever before, we have adapted to “living local”, we have travelled closer to home, and our inclination to support brands and businesses that align to community values has increased significantly.
In partnership with Fiftyfive5, Powered by Nine has explored this phenomenon and what it means for brands. In this session Nine will share their latest research and explore its implications for advertisers – both homegrown brands taking ownership of their role within the community and international brands seeking to harness some Aussie magic to connect with audiences.
Panellists
• Toby Boon, director strategy, insight and effectiveness, Powered by Nine
• Hannah Krijnen, director, Fiftyfive5
• Susan Wheeldon, country manager, Airbnb
• Stuart Gregor, co-founder & trade director, Four Pillars Gin
• Placing Big Creative Bets – Wednesday 19 May, 3:30pm
For brands trying to navigate testing times and a disruptive environment, it can be tempting to play it safe. Just how tempting became apparent in early 2020 when, faced with the uncertainty of the pandemic and production restrictions, numerous advertisers went to market with similar messaging, musical cues and imagery – much of which did little to help them communicate their distinct objectives and values.
There is, however, evidence to suggest that those brands who were prepared to take risks and innovate have emerged from the Covid era in a stronger position. As Nine prepares to celebrate creativity with the launch of State of Originality – Australia’s richest creative prize, worth $1 million – the panel will look back on the brands and campaigns that delivered, and explore the power of placing creative bets.
Panellists
• Liana Dubois, director of Powered by Nine
• Tara Ford, chief creative officer, The Monkeys
• Ant White, chief creative officer, Howatson+White
• Chris Howatson, CEO, Howatson+White
• Melissa Hopkins, CMO, Optus
Unboxing Christmas 2021 – Thursday 20 May, 11:30am (followed by lunch)
Last year, in partnership with The Lab, Powered by Nine launched “Unboxing a Christmas like no other” – the research looking back at Christmas 2019 and forward to an unpredictable Christmas 2020. This study helped brands and agencies to navigate the unchartered waters of a Covid Christmas and the broader impact on the Australian summer.
Building on this foundation, Unboxing Christmas 2021 will look ahead to the trends in retail, food and culture which will influence our purchasing decisions during the festive season. Powered will also reflect on the dominant marketing messages of last year, revealing the advertising approaches which delivered the most effective results for brands.
Panellists
• Toby Boon, director strategy, insight and effectiveness, Powered by Nine
• Bec Brody, strategy director, The Lab
• Jane De Graaff, food editor, nine.com.au and Today
• Genevieve Quigley, associate editor, Sunday Life
The Great Debate Does Advertising Lead Culture, Or Is Advertising Led By Culture? – Thursday 20 May, 4:30pm
Great advertising can open our eyes to new products, new categories and new ways of living. Catchphrases and taglines become so embedded in everyday conversations that we sometimes forget where they came from. But does advertising really hold sway over our culture, or is it cynically raiding the zeitgeist and exploiting the human experience for commercial ends?
In 2021, The Big Ideas Store’s Great Debate returns – this year bigger than ever. Join as industry heavyweights battle it out to determine once and for all whether the dog wags the tail, or the tail wags the dog.
Adjudicator
• Tim Burrowes, editor-at-large, Mumbrella
Debaters
• Toby Boon, director of strategy, Insights & Effectiveness, Nine
• Rachel Fraser, head of strategy, M+C Saatchi
• Roshni Hegerman, chief strategy officer, McCann
• Michele O’Neill, director, Powered Enterprise
• Andrew Wynne, CEO, Joy