Procurement has officially opened for the Brisbane 2032 Olympic and Paralympic Games — and with it, the race for one of the biggest commercial opportunities in a generation.
For agencies, marketers and media players, the countdown starts now.
Today, the full program for AdNews Live Brisbane: Adland, what’s your game plan? is revealed, unpacking how adland can turn the Games into long-term growth. Register here before it sells out.
Headline speakers include newly appointed Brisbane 2032 CMO Brent Hill, Brisbane 2032 director of strategic engagement, brand and marketing communications Rebecca Masci, Deloitte national sports practice lead Sandra Sweeney and Professor John Cairney from the country’s only IOC-sanctioned research body.
1:00pm Registration
1:30pm AdNews Welcome
1:35pm Going for Gold: An economic opportunity for the taking
Deloitte National Sports Practice Lead Sandra Sweeney
Queensland’s growth trajectory is accelerating with more than $70 billion in potential economic opportunity forecast between 2032–2052. This will ripple across the state’s key industries, offering adland not only the chance to shape how Queensland is seen on the world stage, but also to capture new client demand as businesses chase growth. This session delivers a data-backed view of what’s driving the opportunity, where the gains lie and how businesses should respond.
2:00pm Cutting-edge: Insights from Australia’s only IOC-sanctioned research body
Queensland Centre for Olympic & Paralympic Studies director Professor John Cairney
The Queensland Centre for Olympic and Paralympic Studies, Australia’s only IOC-sanctioned research body, reveals how the Brisbane 2032 Games will transform industries and drive innovation. In this session, QCOPS will explore how the event will reshape the way consumers experience sport. From immersive digital experiences and AI to virtual and augmented reality, the Games will redefine fan engagement, media consumption and sports participation—while creating opportunities for adland to showcase Queensland on the world stage.
2:25pm Gold Medal for Attention: Competing for Fans in a Fragmented Sports Landscape
Swimming Australia Executive General Manager, Commercial Jodie Hawkins, Paralympics Australia General Manager – Brand, Marketing & Digital Brendon Harrington, Blis Group Head QLD & WA Scott Mathison, Audience360 Head of Sales Moritz von Sanden
Capturing attention across multiple channels is becoming increasingly challenging for marketers. This panel will explore how today’s campaigns cut through the noise and create meaningful engagement with fans by leveraging unified campaign strategies and data-driven insights. The discussion will provide practical guidance on how to maximise impact, connect with audiences and drive both commercial and community outcomes in today’s fragmented sports marketing landscape.
2:55pm Afternoon tea break
3:25pm Khemistry’s Reboot: What Every Agency Can Learn
Khemistry Managing Director Kelly Brightwell and Director Andrew Welstead
Brisbane agencies are stepping into a rare window of opportunity—one that’s energising the industry but also raising the stakes as tough competition, leaner budgets and shifting expectations take their toll. This year, creative agency Khemistry re-emerged as a world-class independent after a period of uncertainty and challenges. In this session, managing director Kelly Brightwell and director Andrew Welstead share lessons from Khemistry’s revival and what it means for agencies operating in today’s turbulent landscape.
3:50pm Inside the pitch: Publicis and the Olympic Win of the Decade
Publicis Worldwide ECD Ryan Petrie
Brisbane’s 2032 bid was more than a proposal — it was a high-stakes creative race. This session reveals the untold story behind the successful Olympic and Paralympic pitch, unpacking the strategy, technical planning and stakeholder engagement that made it possible. Attendees will gain a behind-the-scenes look at how ideas, collaboration and execution came together to win the bid. Publicis leaders will share lessons from the process and what it takes to win a pitch that secures a global event of this scale.
4:15pm Time to pitch: New business opportunities for agencies, marketers and adland
Brisbane 2032 CMO Brent Hill, Brisbane 2032 Director of Strategic Engagement, Brand and Marketing Communications Rebecca Masci, Olympic & Paralympic Games Office Deputy Director-General Eugenie Buckley, Nine Olympic & Paralympic Director of Sales Andy Cann.
As Brisbane 2032 draws closer, the pipeline of new work for agencies, marketers and adland is already taking shape. This session will explore the initiatives already underway, spotlight what’s on the horizon and provide insights into how the broader industry can position itself for opportunities. Attendees will gain a clear view of the commercial landscape, pitch opportunities and practical guidance on how to navigate the growth potential the Games present.
4:55pm AdNews closing remarks
5:00pm Formalities conclude, networking begins
AdNews would like to thank our sponsors. Supporting partners: Audience360,Blis,Foxtel Media and NINE. Associate Partners: LiSTNR and PubMatic. Friends of AdNews: BAA and BADC
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