Meat & Livestock Australia group marketing manager Andrew Howie and The Monkeys’ co-founder Scott Nowell will exclusively unveil a behind-the-scenes look at how the MLA campaign has been built to specifically target super-diverse Australia - all at AdNews Live! Reframing Australia on 15 November.
Hot on the heels of a fresh ad under the banner ‘You Never Lamb Alone’, this latest instalment brought together many of the world’s gods to dine at one table.
MLA's spring campaign last year saw the brave brand challenge perceptions of sexuality, culture and language, as well as an issue that has recently come under the spotlight again - that the media is guilty in Australia of alleged creative whitewashing. Both issues will be scrutinised at AdNews Live! Reframing Australia.
Howie and Nowell will reveal how their strategy, creative decisions and media buy are entwined to realise the full effects of reaching the entire, and genuine, Australian population.
Their ‘nuts and bolts’ presentation will be followed by a 20-minute Q&A session, where the audience is encouraged to get involved. Come armed in advance with questions. The team has also offered to present their findings via the medium of interpretative dance; who knows what the day will deliver.
AdNews Live! Reframing Australia is a half-day forum on 15 November in Sydney that will dispel myths and set in motion ways in which a re-imagined ‘Straya' can take shape in today’s media landscape.
AdNews Live! Reframing Australia will explore the disconnect between the industry and our changing demography and why brands that do not adopt a more representative approach will lose.
The event will look at the cost of creative whitewashing and the business benefits of connecting to Australia’s super-diverse population.
Our keynote for this event is Australia's first female Muslim MP Mehreen Faruqi, who campaigns specificially on issues relating to diversity.
The full program of events can be found here: AdNews Live! Reframing Australia.
Early Bird: $275 (ends October 6th)
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