Senior marketers Mim Haysom (Suncorp), Steph Garner (Australian Red Cross Lifeblood) and Shannon Wright (Nestlé) will headline Inside Effectiveness this month, sharing the decisions behind their Effie-winning work and practical lessons for marketers.
As scrutiny on marketing investment increases and pressure to demonstrate measurable impact grows, the focus is shifting to long-term effectiveness. The Sydney (24 February) and Melbourne (26 February) events will examine the decisions, trade-offs and strategies behind campaigns that delivered proven results.
Sydney highlights
Haysom and Catherine King (Leo Australia) will outline how an effectiveness strategy helped rebuild trust and support the recovery of the Suncorp business following industry disruption. Garner, with Luke Egan (Clemenger BBDO), will explain how a media-first approach turned blood donation into a national news story and converted attention into action at scale, helping save up to 28,848 lives.
Melbourne highlights
Suncorp features again, while Wright and Alison Tilling (VML ANZ) will detail how the Effie-winning KitKat Break Chair evolved a long-running brand platform to drive stronger commercial results.
At both events, Christina Aventi and Anna Bollinger of BMF Australia – Effie 2025 Effective Agency of the Year (Gold and Silver) – will outline how effectiveness is embedded across BMF’s strategy and execution. WARC’s Rica Facundo, Managing Editor, APAC, will present The Marketer’s Toolkit 2026: Clarity in Chaos, outlining five macro trends shaping marketing decision-making in 2026 and beyond.
Tony Hale, CEO of Advertising Council Australia, said: “Marketing is under more scrutiny than ever. This is about the decisions behind work that delivered, and what marketers need to prioritise now to drive results.”
Inside Effectiveness is presented by Advertising Council Australia and the Australian Association of National Advertisers (AANA), and is sponsored by Google, Meta, LinkedIn, Ideally, OMA, Analytic Partners, AdStandards and UnLtd.
Book your team’s seats here.
