Mumbrella360 brings hostage negotiation lessons to the 2026 program
L-R: Lee Wolahan, Brenda Denbesten, Maddy MacRae and Britt Wickes
Mumbrella360 is bringing in big guns from outside the media and marketing echo chamber this year, deliberately widening the lens to give delegates practical leadership skills they’ll need in 2026.
Early bird tickets for Mumbrella360 are on sale now.
The latest tranche of sessions confirmed for Mumbrella360 reflects a clear editorial intent: to learn from people who operate in high-pressure environments where attention, trust and decision-making have immediate, real-world consequences. From police negotiation and public speaking to entertainment and elite sport, these sessions focus on transferable skills that cut across leadership, culture and commercial impact.
One of the most striking additions comes from law enforcement.
Lessons in High-Stakes Negotiation from a Police Hostage Negotiator will be led by Lee Wolahan, one of Victoria Police’s most experienced and respected negotiators. The session examines how to negotiate when there is no script, no deck, and no margin for error. Wolahan will break down how to read body language and stress signals, build trust quickly with hostile or resistant counterparts, and de-escalate conflict without losing authority, translating life-or-death techniques into commercial and leadership contexts where emotions run high and time is limited.
Another session tackles a different but equally familiar challenge inside the industry: visibility and voice. Claiming the Mic: Practical Confidence for Underrepresented Voices in Media is an interactive session with communication strategist Brenda Denbesten, a former chemical engineer turned public speaking consultant. Designed for women and underrepresented voices, the session moves beyond surface-level presentation advice to address the structural and psychological barriers that keep talent from stepping forward. Participants will leave with practical frameworks, low-risk practice techniques and tangible career skills to use their voice strategically in pitches, panels and leadership conversations.
Entertainment — and the rising expectation that brands must compete with it — is the focus of Attention Academy: The Creative Education This Industry Desperately Needs. Hosted by Emmy and Effie-awarded creative leader Dave Jansen, the session argues that in the attention economy, entertainment is no longer optional. The panel brings together senior figures from film, television and digital culture to examine how audiences engage today, and what marketers can learn from entertainment formats, storytelling universes and creator-led communities. Speakers include documentary and commercial producer Erin McBean, award-winning director Dan Reisinger, and creator and actor Maddy MacRae.
Rounding out the announcement is a major local case study that looks at culture as a commercial lever. In From Centre Court to Centre Stage, Tennis Australia Head of Event Branding Marketing Britt Wickes will unpack how the Australian Open evolved from being “the other Slam” into a global cultural event. The session explores how creativity, partnerships and long-term brand thinking turned a sporting tournament into a national icon, and what other brands can learn about building fame, unlocking commercial returns, and creating cultural relevance at scale.
