Rob Mayhew, neuroscience, AI, and driving brand fame confirmed for Mumbrella360

The next wave of speakers has been confirmed on the growing Mumbrella360 agenda. The newly released sessions will spotlight an array of topics such as using neuroscience to quantify mental availability, artificial intelligence and how eliciting joy drives brand fame. Plus, adland’s biggest “truth-teller” (according to The Drum) and content creator, Rob Mayhew, is set to keynote. 

Rob Mayhew

Titled ‘FOMO Sapiens: Grand Theft Culture – A Reality Check for Brands’, New York-based Mayhew will be flying into Sydney to exclusively deliver an eye-opening keynote takedown about brands desperately trying to hijack culture.

From “Just Do It” to “Just Don’t”, he’ll tell you exactly what you should be doing if you want your brand to be as big as ‘Brat’. Mayhew will also take up the role of Mumbrella360’s master of ceremonies.

(L-R): Chris Howatson, Hoang Nguyen, Katie Dally

Also set for the Mumbrella360 stage in May is Chris Howatson and Hoang Nguyen from Howatson+Company’s recently launched sister agency, Plus Also Studios.

The duo will team up with Endeavour Group’s GM of brand, creative & operations, Katie Dally, to lift the lid on their efficiency and effectiveness journey, and specifically how AI is transforming traditional methods of asset creation and automated rollout.

(L-R): Dani Bassil, Daniel Tobin

In another confirmed session, Clemenger BBDO Australia’s CEO, Dani Bassil, together with BMW’s head of brand communications, Daniel Tobin, will reveal how evoking “joy through the line” proves effective in driving brand fame.

Delegates will learn first-hand how BMW’s brand comms play a crucial role in combating the competitive landscape and threat of new entrants and established players, in the battle for market share.

Dr. Shannon Bosshard

Founder and managing director of Neuroconsulting Australia, Dr. Shannon Bosshard, also joins the Mumbrella360 lineup. With a PhD in psychology and over a decade specialising in consumer behavior and neuromarketing, Dr. Bosshard will demonstrate how neuroscience offers a new and innovative way of measuring and quantifying mental availability.

Examining brainwave patterns through EEG (electroencephalography), delegates will gain microscopic insights into the ways brands are mentally represented in the brain, how exposure to advertising modifies these connections, and why marketers need to avoid confusing mental availability with brand awareness.

(L-R): Jenny Melhuish, Shaun Briggs, Kirsten Hasler

Prominent industry leaders already announced on the bill include ALDI Australia’s marketing director, Jenny Melhuish; Specsavers’ director of marketing planning ANZ, Shaun Briggs, IKEA Australia’s chief marketing officer, Kirsten Hasler; REA Group’s general manager of audience and marketing, Sarah Myers; Uber (& Uber Eats) APAC’s director of marketing, Andy Morley; Dylan Alcott Foundation’s Shift 20 Initiative lead, Priya Addams Williams and more.

(L-R): Sarah Myers, Andy Morley, Priya Addams Williams

Mumbrella360 is taking place on 27-29 May 2025 at Carriageworks Sydney. The conference will span three days, ten streams of content, masterclasses and a dedicated networking event.

Earlybird ticket rates last until 28 March.

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topics BMW Chris Howatson Clemenger BBDO Dani Bassil Daniel Tobin Dr Shaun Bosshard Endeavour Group Hoang Nguyen Howatson+Co Howatson+Company Katie Dally Mumbrella360 Mumbrella360 2025 Neuroconsulting Australia Rob Mayhew

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Comments: 1

Love Rob! 19 Feb 25

This will be FUN!

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