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Creating
contagious ideas
Creative systems are
inherently networked systems, from the spread of applause to the
adoption of a new fashion. This session explores why some ideas
reach ‘the tipping point’, whilst others languish and
die.
What
does it take to create a contagious business, marketing or
advertising idea? What are the essential ingredients – cash,
creativity, hard work, serendipity? And what is the role for a
marketer in spreading an idea virus?
Expert Panel
includes:
- Belinda Payne,
Marketing Manager, Funtastic
- Sandra
Galiazzo, Senior Creative, M&C Saatchi
- Vikki
Conley, Marketing Office, World Vision
Panel Moderator:
Chris Grannell, Brand Strategist, swat>marketing
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Speaker
profiles
Belinda
Payne
Belinda
has been with Funtastic since 2002. In her current role, her key
focus is driving the latest fad for kids 5 to 12. In her previous
marketing roles she has worked with homewares & textiles
(Tontine, Pacific Brands) and Apparel (Austin Reed UK).
Funtastic is an
entrepreneurial marketer and distributor of consumer branded
lifestyle merchandise with product spanning all aspects of family
life – from children’s toys, apparel and footwear to publishing,
sporting goods, DVD and entertainment and homewares.
Distribution
arrangements and licenses of brands form a major part of
Funtastic’s business and many of the world’s hottest licenses have
found a home at Funtastic. Classic brands like Spider-Man, Barbie,
Thomas and Friends, Bob the Builder, The Wiggles and Winnie the
Pooh along with more recent smash hits such as Tamagotchi, Bratz,
Robosapien and Leapfrog. The 2006 acquisition of Madman
Entertainment brings to Funtastic key brands in anime and
manga.
Sandra
Galiazzo
M&C
Saatchi is founded on the principle of Brutal Simplicity. It is the
only agency to be international from birth. It was born in 1995 in
London, Sydney, New York, Hong Kong and Singapore. In 2004, M&C
Saatchi floated 49% of the agency on AIM. There are currently 17
offices in 13 countries around the world. All share the same
entrepreneurial spirit.
Vikki
Conley
Vikki
joined World Vision in 2001, with a strategic mind and creative
thirst to engage hearts and minds to change lives. The last six
years have seen Vikki re-energise World Vision’s brand and
positioning, new product development and consumer market
understanding. Her market segmentation and positioning work
received accolades in 2005 with an Australian Marketing Institute
Consumer Insight Award.
Vikki’s
broad communications background has also taken her from the ‘board
room’ to the heart of Africa and post-tsunami Sri Lanka, directing
film crews and exercising her photography and media skills. Vikki
has a BA in Public Relations and has worked for one of Australia’s
largest communications consultancies, Royce Communications,
advising clients including Holden, Webjet and Dunlop in the areas
of strategic communications, PR and marketing.
Vikki
is an innovator and woman of action. She thrives on the cultural
and professional diversity that World Vision offers. She is
recently married and loves anything to do with the outdoors,
travel, photography and anthropology.
World
Vision is Australian’s largest overseas humanitarian organisation
working to create lasting change in the lives of children, families
and communities living in poverty.
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