Protecting 50,000 years of culture, quantifying earned attention and ‘pre-bunking’ on Commscon 2026 agenda
Murujuga Aboriginal-Corporation will share a case study on countering misinformation through culturally grounded communications
Mumbrella can today announce four new sessions for the Commscon conference — to be held March 25, 2026 — reflecting the focus on PR and comms as a strategic force.
The program deep dives into measuring earned attention, a landmark Murujuga case study on countering misinformation through culturally grounded communications, guidance for independents on exporting local earned ideas globally, and a session on how AI and misinformation are reshaping the skills and ethics of modern communicators.
Get your early bird CommsCon tickets here.
Measuring earned attention
Tom Walter,
integrated marketing lead, Uber ANZ
In a case study session, Uber and Poem will focus on the measurement of earned attention.
The session will look at how the fragmentation of channels and shifts in audience behaviour are elevating the importance of earned moments within the marketing mix.
Using recent Uber campaigns as a case study, Rob Lowe, CEO and co-founder of Poem, and Tom Walter, Uber ANZ integrated marketing lead, will outline the factors that drive genuine attention, the limitations of traditional measurement, and emerging approaches linking earned activity to indicators such as search behaviour, brand lift and paid media efficiency.
The discussion will consider how an earned-first mindset is informing decision-making inside modern brands.
Protecting 50,000 years of culture
Amy Stevens,
Heritage Research Manager,
Murujuga Aboriginal Corporation
A landmark case study session, “This Is World Heritage: How Strategic Communications Helped Protect 50,000 Years of Culture”, will focus on the communications effort behind Murujuga’s successful 2025 UNESCO World Heritage nomination.
Representatives from the Murujuga Aboriginal Corporation (MAC) and consultancy Orizontas will detail how misinformation in the weeks preceding the vote prompted a rapid public affairs and advocacy response.
The panel will outline the development of a culturally safe, evidence-based narrative, stakeholder coordination across government, science and community, and the role of digital content in supporting custodian-led communication.
Independent dynamics
Independent agency dynamics will be explored in “Local Work, Global Opportunity: How to Out-Earn Global Players.” Stu Terry, founder and director of We Are Different, will discuss how independent agencies can position local earned ideas for global consideration.
The session will address what international clients look for from challenger agencies, approaches to building credibility without global scale, and the practicalities of presenting culturally specific work in a way that is adaptable to wider markets.
Stuart Terry, founder, We Are Different
The impact of AI and misinformation on communication practice will be the focus of “Humans Still Required: Communicators on the Frontline of AI and Misinformation”.
Behavioural strategist Amy Arbery (Elm Communications) and Professor Rebekah Russell-Bennett (University of Canberra) will present research and frameworks designed to support prebunking and critical thinking strategies.
The session will include a facilitated discussion on the responsibilities of brands and institutions, skills needed in an AI-affected media environment, current effectiveness of prebunking tactics, and the capabilities universities should prioritise for future practitioners.
It will conclude with a collaborative exercise to identify foundational principles for an industry code of practice relating to AI and marketing.
In previously announced speakers, Commscon will hear from communications veteran Peter Wilkinson — who will argue that reputation now outranks marketing in corporate power structures.
He’s joined by People Are Everything’s Lynnette Edmonds, who will explore how agencies can harness five generations in the workforce, and Good Company Law’s Hannah Marshall, who will run a greenwashing masterclass to help practitioners promote environmental claims without legal risk.
Commscon will be held at Sydney’s Crown on 25 March, alongside the Commscon Awards that evening, which return with new categories and a stronger focus on impact and measurable results.
