Mumbrella360: How to avoid the crocodile infested content chasm that gobbled up Woolworths and Mortein this week

A further series of speakers have today been revealed for June’s Mumbrella360 conference. Sessions include:

• A presentation from Ben Shipley on how brands can avoid content marketing that alienates real people and instead delivers what the public will value and share;
• The inside story of how Qantas launched Australia’s biggest native advertising play to date;
• How “You Bought A Jeep? entered the zeitgeist;
• Lessons from the world’s smartest marketing campaigns.

Shipley: How to avoid the content crocodiles

Shipley’s session The chasm between brands and real people is deep and teeming with crocodiles – how to build bridges across it using content will explore how to avoid creating content that people either do not engage with, or are offended by. This week saw Mortein apologise for a tasteless Louie The Fly Facebook post regarding the murder of Stephanie Scott. And Woolworths has been forced to cancel its Anzac Day “Fresh in our memories” Facebook campaign.

Shipley will explore the types of team needed to create content that people genuinely value. Shipley heads new content agency Colloquial – a venture backed by H+K, creative agency JWT and US content agency SJR.