Ritson returns to Mumbrella360 to trash marketing myths
Mark Ritson -- shown here in 2017 -- will take to the stage once again at Mumbrella360 in May
The inimitable Mark Ritson will take the stage at this year’s Mumbrella360 with a warning that the industry’s biggest threat isn’t disruption, it’s a collapse in core marketing skills and confidence.
Never short of an acerbic remark, the founder of the Mini MBA course will headline the session Marketing Anchors: the case for capability in an era of transformation, joining a stellar roster for the three-day Mumbrella360 conference, running May 26–28.
Marketing is moving at breakneck speed, yet new research from Ipsos and Ritson shows the industry’s foundational knowledge is increasingly fragile. In a global study of 1,226 practitioners, only 35% met a basic capability benchmark. While recognition of classic frameworks like the 4Ps remains strong, understanding of critical growth mechanics, including excess share of voice (ESOV), penetration, and research methodology, is slipping.
During the session, Ritson and Ipsos managing director and client partnerships lead Liz Harley will challenge the “untrained savant” myth and show that formal training is the single strongest predictor of marketing success. Trained professionals are 4.4 times more likely to pass basic capability tests and report significantly higher strategic clarity, budgetary influence, and career longevity.
As AI accelerates execution, the differentiator shifts to disciplined judgment. Marketing Anchors will reveal why returning to foundational principles is essential for turning speed into a competitive advantage rather than a liability.
Ritson will join a schedule packed with local luminaries, such as influencer Maddy McRae, ex Seven CMO Mel Hopkins, plus chief marketers from BMW, Tennis Australia, Uber, and The Iconic. There are also speed networking sessions, master classes, and copious snacks.
The new session announcement comes as the Mumbrella360 earlybird deadline approaches, with attendees having until midnight this Friday to secure $600 off all-access passes.
Other sessions revealed today include: Will The Real Snoop Please Stand Up? The Power of Cultural Spikes.
This session will show how a perfectly engineered cultural moment can blur reality and illusion, fuel attention, and drive fame.
A Snoop Dogg lookalike has been fooling Melbourne fans
Attendees will hear from Laura Pennycuick, of Treasury Collective, Phil van Bruchem of its in-house agency Splash, Hannah Nickels, and Alex Light of Bolster Group about the strategy, chaos, and risk behind a moment that had Melbourne talking — or thinking they saw Snoop Dogg.
Relevance in the AI Era will see Peter Chun explore how brands can stand out as AI commoditises content. He will unpack the intersection of social-first storytelling and algorithmic discovery, showing how balancing the immediacy of organic social with the unreplicable energy of real-world experiences can help build brands that AI doesn’t just process, but prioritise.
Meanwhile, another session, How to Thrive and Avoid Burnout With Stoic Tools, tackles the human side of high-pressure work. Fast-paced environments can leave even the best teams running on empty, and best-selling author Brigid Delaney (Stoic Solutions) will guide participants through practical Stoic frameworks to manage stress, stay grounded, and maintain focus. Through interactive exercises and scenario-based learning, attendees will discover how to thrive without burning out.
Last but not least, Aarron Spinley of the Field Bell Institute will explore who’s really in control amid the flood of emerging tools. His session, Can We Protect Marketing From a Technology-Fuelled Industrial Complex?, will show how to separate hype from true value, navigate the martech, CX, and AI maelstrom, and ensure technology serves strategy and not the other way around.
Mumbrella360 takes place on May 26-28 at Carriageworks in Sydney.
