Festival Schedule

Wednesday 8 and Thursday 9 October | Luna Park, Milsons Point, Sydney.

Networking Forum:
8 October
.  Formal appointment-based networking (2-5pm); drinks reception (5-6pm)

9 October, 8am – 6pm

BEfest Awards:
9 October
, 6pm onwards

Keynote: The Game of Love & Trust

Nick Worthington – Executive Creative Director, Colenso BBDO Auckland

Nick Worthington is one of the world’s most awarded and respected creatives, while his Auckland-based Colenso BBDO is one of the world’s most successful agencies. In this rare keynote interview, Worthington will share the story of the agency’s six year journey away from traditional advertising and his philosophy on creating branded entertainment.

Moderator – Tim Burrowes




Nick Worthington

Not another campaign brief

Just like any other form of marketing, branded entertainment and content marketing starts with a brief.

In this session, four agencies will approach the same hypothetical brief and propose a solution that goes beyond traditional advertising. After explaining the thinking behind the strategy, each presenter will set out their strategy; detail how it would be executed; their plan for distribution and how success will be measured. At the end, the audience will decide who made the best case.

Participants to be announced soon


How to develop a content strategy

Rather than rushing into content marketing simply because it’s fashionable, this panel offers pointers on how to develop a smart content marketing or branded entertainment strategy for any brand. This session will offer pointers on what a brief should cover, questions to ask, and how to assess whether your strategy makes sense.

Speakers include acclaimed brand strategist John Ford who was founding chairman of Account PLanning Group; Fairfax journalist-turned-content-marketer Lauren Quaintance and Cannes Titanium Grand Prix winning Kate Smithers who worked on Dove’s global Real Beauty Sketches and Camera Shy campaigns.



Brands beyond advertising

Brands that have previously invested heavily in above the line advertising are discovering they can amplify their messages beyond the 30 second spot through branded entertainment.

Our panel share real case studies, with real data about what works.


How to execute your content marketing plan

Developing a content marketing strategy is one thing – executing it is another.

Our panel shares advice and experiences on how to deliver on strategy, regardless what form the content marketing may take. What budgets and resources are realistic? Once you’ve started, how do you build a plan – and content diary – that will continue to work going forward?

  • Fergus Stoddart – Managing partner, Edge content marketing agency
  • Martin Wanless – Chief content officer, Mahlab Media
  • Lisa Carroll, Executive general manager, communication, content & publishing, CPA Australia
  • Kristen Vang – Director and founder, Hatchd

Danielle Long Branded ArtsWorld’s best branded entertainment showcase

  • Danielle Long – Editor, Branded Arts Review

In this entertaining and inspiring presentation, Danielle Long will return to BEfest to once again showcase an overview of the best in brand entertainment from Australia and the rest of the world over the last 12 months

Content sharing, and why going viral is (mostly) a myth

Dr Karen Nelson-Field – Senior research associate, Ehrenberg-Bass Institute for Marketing Science

In this presentation, Karen Nelson-Field, author of Viral Marketing, will share the controversial findings of one of the world’s most rigorous academic studies into video sharing.

Her findings underline the necessity of creating a distribution strategy to underpin any type of content marketing included brand-funded video



Native advertising – making it work

Native advertising has been one of the most talked about marketing topics of the last 12 months. Featuring real local examples, hear from practitioners about what works for brands and how to avoid the pitfalls.


  • Ian McClelland – Managing director, Guardian Australia
  • Tim Duggan – Content director, Sound Alliance
  • Kylie Rogers – National sales director, Mamamia
  • Felix Krueger – Custom Solutions Commercial Manager, Fairfax Media

Moderator: Tim Addington, Executive director, Publishers Australia

Distribution – the hidden piece of the jigsaw

The least understood – and arguably most important – element of any content marketing strategy is distribution.

How will you get your brand-created video, niche focused site or white paper in front of the right audience? Our panel discusses the paid element of distribution, how to budget effectively and who is best placed to lead the work.


  • Ayal Steiner – GM, Outbrain Australia and NZ
  • Matt Tindale – Director of marketing solutions, LinkedIn
  • Dr Karen Nelson-Field – Ehrenberg-Bass Institute for Marketing Science
  • Additional speaker to be announced soon

How to be a thought leader

Content marketing offers a huge opportunity for brands and individuals to position themselves as leaders and experts in their field.

This session explores methods of developing a thought-leading positioning – including through webinars, podcasts, brand journalism and white papers.

Individuals succeeding in all of these approaches will share the secrets of how to do it yourself. Panellists include blogging, content marketing strategist and podcaster Trevor Young, aka PR Warrior, and webinar expert James New. They are also joined by Cameron Reilly, director of Motherlode and presenter of Life Of Caesar which is currently a top 100 ranked show on iTunes in the USA.


  • James New – Senior marketing principal – Citrix SaaS
  • Trevor Young – Founder, Expermedia
  • Cameron Reilly – Director, Motherlode


Measuring ROI in content marketing

The increased investment in content marketing means that marketers are increasingly being expected to stop acting on hunches and start demonstrating the effectiveness of their campaigns.

When it comes to content marketing, what are the metrics that matter?

Our panelists explore questions around how to measure engagement, what ROI on content marketing really looks like and how to link content marketing to actual sales results.

Participants to be announced soon


Making brand integration work on television

How do you integrate brands into television vehicles – particularly in prime-time?

What does a brand look for – and how does a creator ensure that the content doesn’t turn off the audience?

Through a series of case studies, agency strategists and TV practitioners from major networks share their advice on how to make it work for both brands and viewers in new and existing formats


  • Gemma Hunter – Executive creative director, MediaCom Beyond Advertising. Case study: Westpac Air Rescue on Seven
  • Lizzie Young – Director of content and brand integration – Nine Entertainment Co
  • Libby Minogue – Head of strategic integration, Multi Channel Network


Question Time

In the final session of the day, a panel of four players in the content marketing world debate key topics raised across the day, and tackle questions from the audience.

Participants to be announced soon

Moderator: BEfest curator Tim Burrowes

Followed by the third annual BEfest Awards for content marketing and branded entertainment


Note: This program is a draft only and may be subject to change