Cost-of-living pressures changing consumer habits forever, brands greenwashing, cancel culture and the effect of Artificial Intelligence on creativity are some of the big topics that will ignite conversations at Powered by Nine’s Big Ideas Store, which returns for its sixth year from Monday, May 15 to Friday, May 19.
There were more than 15,000 visits to last year’s Big Ideas Store – either virtually or in-person – and National Director of Powered, Nicki Kenyon, says it is now firmly cemented as a must-see annual event.
“Never has there been such a need for big ideas and brands understanding the importance of driving business results through brilliantly-executed creativity,” says Kenyon. “The sessions will feature fresh perspectives and valuable insights from some of the country’s most renowned business leaders on a range of topics affecting brands and the role marketing plays in growing business.”
Bringing this year’s series to life will be industry leaders, including Amiee Buchanan from Group M, Mike Rebelo from Publicis, Wavemaker’s Shivani Maharaj; Josh Faulks from AANA; Colin Glynn from McDonalds; PHD’s Gemma Dawkins; Mike Spirkovski from Rethink Everything; and Channel Nine names including Karl Stefanovic, Russel Howcroft, Osman Faruqi, and MAFS star Sandy Jawanda.
Taking over the Beta event space in Sydney’s CBD, The Big Ideas Store will take place within an immersive gallery that brings to life a number of the themes from this year’s events, Nine’s content ecosystem, and the work Powered has recently delivered for brands.
Sessions will cover a diverse range of topics from greenwashing, cancel culture, finding the sweet spot where technology and creativity deliver results in a world grappling with AI, and how investing in brands during a cost of living crisis will deliver results, to new research in conjunction with GfK about the rise of the super consumer aged 45 years and older, and the Big Ideas Store Great Debate.
New research will be released delving into how brands can deliver value for consumers that are rapidly changing their spending and emotional habits. In partnership with cultural insights agency FiftyFive5, the research shares the drivers of where consumers see value from brands given the current economic pressures and how brands can respond to this changing landscape.
Also in partnership with FiftyFive5, new research will explore the ways in which consumers live their identity and the role brands play in supporting people’s self-expression, from diversity to increased personalisation in the products and services that they engage with.
Further, session in partnership with Initiative will dive into the controversial topic of cancel culture and how businesses, brands and individuals navigate a world filled with outrage and social unacceptability.
The Big Ideas Store 2023 schedule
GO BIG OR GO NOWHERE: WHY BRANDS NEED BIG IDEAS IN 2023
Monday, May 15 – 4pm
When consumers are feeling the pressures of the cost-of-living, many advertisers retreat to a position of apparent safety – pricepoint and product. But research tells us that there is opportunity for big brand plays and creativity. A panel featuring some of Australia’s leading marketers and creatives discuss why big ideas will make the difference in 2023, providing insights on both why creativity delivers and advice on how to leverage big ideas to drive growth.
WASHED OUT: WHY THE DAYS OF GREENWASHING ARE NUMBERED
Tuesday, May 16 – 9am
As consumers have increasingly high expectations of brands as good corporate citizens, and agencies take up strong positions on sustainability, how do advertisers showcase that they are doing the right thing in the right way? This session will provide information and perspectives on how brands can navigate the issue of sustainability with confidence.
CULTURAL CONVERSATIONS: THE VALUE EQUATION
Tuesday, May 16 – 12pm
Consumers are redefining their needs and wants and recognising where they see the most value. But this isn’t just about price point, it’s about giving consumers value in different ways. New research from Powered and FiftyFive5 shares the drivers of where consumers see value from brands given the current economic pressures. The research reveals new insights to help brands understand what key audiences are thinking and how they can respond to this changing landscape.
DATIVITY: DEFINING THE FUTURE OF TECHNOLOGY AND CREATIVE
Wednesday, May 17 – 9am
All too often advertising is positioned as art vs science, but in truth, the most effective campaigns are usually a marriage of the two. Our panel will explore the different approaches to bringing data and creativity together – including new innovation around automation and AI – from the perspective of clients, creatives, media agencies and publishers. The use of AI, changing data regulations and increased use of automation makes this conversation unmissable.
GIANT SLAYERS: THE BIG IDEAS HELPING SMEs WIN BIG
Wednesday, May 17 – 4pm
Investing in marketing helps brands ride out challenging times – and yet marketing budgets often come under threat. We hear the view from the C Suite and how they justify their existence and connect the dots between marketing and business growth.
CONNECTING THE DOTS: WHY MARKETING MATTERS
Thursday, May 18 – 9am
When consumers are feeling the pressures of the cost-of-living, many advertisers retreat to a position of apparent safety – pricepoint and product. But research tells us that there is opportunity for big brand plays and creativity. A panel featuring some of Australia’s leading marketers and creatives discuss why big ideas will make the difference in 2023.
CULTURAL CONVERSATIONS: I AM WHAT I AM – IDENTITY & BRANDS
Thursday, May 18 – 12pm
New research explores the ways in which consumers live their identity and the role brands play in supporting people’s identity and self-expression, from diversity to increased personalisation in the products and services that they engage with. Our research offers fresh insights into the ways consumers want brands to interact with them and how they expect brands to treat them as individuals.
THE GREAT DEBATE: YOU CAN BE CAUTIOUS OR CREATIVE, YOU CAN’T BE BOTH
Thursday, May 18 – 4pm
The main event! The Great Debate is the Big Ideas Store’s annual battle over the big issues of the day for marketers. Two teams use wit, wisdom and occasional dirty tricks to argue their case. This year, we debate whether big ideas require bravery, or whether sometimes the slow and steady can win the race.
INITIATIVE PRESENTS CULTURE SHOCK: GREY MATTERS
Friday, May 19 – 10am
In partnership with Initiative, this highly provocative (and potentially confronting) session will dive into the controversial topic of cancel culture and how businesses, brands and individuals navigate a world filled with outrage and social unacceptability. Learn how others balance the risk of being cancelled with the risk of something worse…becoming bland.
THE RISE OF THE SUPERCONSUMERS
Friday, May 19 – 12pm
In 2021, Nine introduced the Superconsumers – an under-valued audience of 55+ Australians worth $2.3bn of household spend a week. Now, new research explores how an expanded cohort of 45+ consumers are emerging as the most influential and powerful consumer set in Australia. The research delivers insights into a key demographic that marketers can not afford to ignore.