Take aged care marketing to the next level

Australia’s biggest media and marketing conference, Mumbrella360, returns to Sydney’s Carriageworks from 27-29 May. Now that Mumbrella is part of The Intermedia Group, which also publishes Australian Ageing Agenda, we can offer all AAA readers an exclusive 20 per cent discount on tickets, using the code M360AAA25.

While Mumbrella360 spans the entire media landscape, the focus on creativity, brand building and effective marketing makes this year’s event particularly valuable for aged care providers and suppliers looking to sharpen their marketing strategies and stay ahead in an increasingly competitive environment.

Across three packed days, delegates will have access to over 90 expert speakers and 10 streams of content designed to address the challenges and opportunities in today’s market.

Aged care organisations looking to future-proof their marketing will benefit from the ‘CMO Unplugged’ panel, featuring top marketers from IKEA, REA Group and Goodman Fielder. The panellists will share strategies for staying culturally relevant, adopting new tech wisely, and demonstrating the ROI of marketing – essential insights for operators and suppliers aiming to drive customer loyalty and business growth.

A panel of leaders representing Australian Red Cross Lifeblood, Tik Tok Australia and New Zealand, Ground Swell Advisory and Youi Insurance will dive into the role cultural presence plays in driving real business impact. They will look at whether great products and media spends are still enough and whether it is time to think differently about shaping culture, influencing behaviour, and staying relevant.

Aged care providers interested in inclusive marketing will benefit from the presentation of Mable’s head of marketing and communications Guillaume Papillon, who asks whether diversity has become mainstream and shares his tips for ensuring authentic outcomes – including the need to engage with the right people.

Likewise, those wanting to authentically brand with Indigenous Australian culture will benefit from the following session with Ros Moriarty and Johnny Bridges from Balarinji who will address the risks of interpreting cultural narratives to develop branding as well as the returns where it is done with authenticity.

In sessions that will be particularly relevant to all operators in 2025, experts will look at the role AI plays in content creation and automated rollout – with a case study from Endeavour Group’s general manager of brand, creative and operations Katie Dally.

With attention spans at an all-time low and competition fiercer than ever, the 2025 conference theme – FAME – is all about helping brands, big and small, capture and keep share of mind.

Don’t miss your chance to connect with Australia’s leading marketers and media minds. Visit Mumbrella360 to view the full program. You can claim your 20 per cent discount by using the code M360AAA25 at the checkout.

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