Proud presenting partner of the
SXSW Sydney® Advertising & Marketing track
The Future Belongs to the Curious
Dedicated to helping creative people achieve their goals, SXSW Sydney® is for anyone with a desire for discovery. The ‘festival of festivals’ includes over 1,000 sessions, events and experiences, creating a platform for countless connections that drive new ideas and innovation.
Following a successful first year outside of Austin, Texas, last year’s inaugural SXSW Sydney® event saw a long list of renowned names descend on Sydney, the global centre point for creativity in the Asia-Pacific, for a seven-day celebration of technology, innovation, music, screen and games.
A New Era of Attention-Driven Out of Home has arrived
We launched the results from our global-first research study on the role human attention plays in Out of Home (OOH) environments at SXSW Sydney®.
The ground-breaking research has been two years in the making, and has been conducted by audience measurement company, Amplified Intelligence. It has measured Attention across QMS formats to help deliver greater accountability, audience understanding and ultimately, better outcomes for clients.
QMS Chief Strategy Officer, Christian Zavecz, and Dr Karen Nelson-Field CEO and Founder of Amplified Intelligence presented the highly anticipated results of this study, followed by a media and marketing panel discussion including Suncorp’s Executive Manager of Media, Greg Kearney; and OMD National Head of Communications Planning, Thad King. The panel will discuss the real-world implications and applications of the global-first OOH Attention study.
Insights & Learnings from SXSW Sydney®
Reflect + Connect: Become A Part of Culture
Sofia Hernandez – Global Head of Business Marketing at TikTok
Sofia Hernandez shared insights on how to stay in tune with culture as it unfolds on TikTok and participate in ways that are authentic, relevant, and meaningful to a brand’s audience.
TikTok users are engaging with global culture daily and they expect their favourite brands to be doing the same thing online. Hernandez, advised that marketers should think like marketers, but act like creators.
Key takeaways: audiences expect more from your brand on TikTok including ‘unhinged’ storytelling, creative bravery, and pique their curiosity.
The Power of Stupid Ideas – How to Unlock Creative Brilliance
Nicole Velik, Founder and Director, The Ideas Bodega
Nicole Velik demonstrated through storytelling, interactive brainstorms and challenging the room to produce “ideas that will get you fired” how creative brilliance can be unlocked.
Velik emphasised the importance to unlocking creativity is to foster safe spaces where ideas, no matter how outlandish, can flourish without fear of judgment. She explained leadership should encourage bold thinking, celebrate heroic failures, and create environments where titles are left at the door.
Key takeaways: when everyone feels empowered to share “stupid” ideas, magic happens, after all, creativity is intelligence having fun!
Technographics: The most influential view of your customers that’s hiding in plain sight.
Dan Krigstein – Director of The Growth Distillery, The Growth Distillery and News Corp Australia
Rikki Pearce – Managing Director, Verve
This discussion on technographics explained it is all about understanding customers’ “posture” toward technology—how they interact with it and the trust they place in it. It goes beyond simple demographics like age or location, providing a more nuanced view of how tech influences their shopping habits and experiences.
When exploring the trend of ‘frictionless experiences’ online, they discussed how that not all friction is negative. Some customers prefer a more tactile, hands-on approach, especially when security concerns arise.
Krigstein and Pearce explained the focus shouldn’t just be on making UX easier but about sparking joy.
Key takeaway: Diversity in journey = Consistency in Joy
The Plausible Future of Trust
Michael Schneider, Managing Director – Bunnings
Michael Schneider offered fascinating insights into how trust, an intangible but powerful element, had helped build and maintain the success for the longstanding Bunnings brand.
Schneider explained how Honesty, Humility, Helpfulness, and Happiness are foundational to fostering trust. Bunnings’ focus on these values helps keep the company grounded, from the CEO down to every team member.
Bunnings’ success comes from doing the basics well, time and time again – consistency matters when building and maintaining trust.
Key takeaway: don’t under promise and overdeliver. Just do what you say you will, every time.
Returning As SXSW Sydney® Advertising & Marketing Track Sponsor
QMS are proud to return to SXSW Sydney® as the presenting partner of the Advertising & Marketing track of the conference.
The track is tailored to agencies and organisations that want to strengthen connections with their communities and clients, the program features effective approaches to brand strategy as well as novel methods of engaging audiences through traditional, digital, and experiential marketing practices.
SXSW Sydney® News
