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PROGRAM
9:00 Registration opens
9:30 Welcome to Country - Uncle Michael West
9:40 Keynote: Storytelling and Brand Experiences in the 24-Hour Economy
This session explores how storytelling can drive emotional connections and ROI in the 24-hour economy. Using case studies, it highlights how brands can create memorable experiences. After Four Pillars co-founder Matt Jones’ presentation, a panel will discuss real-world challenges and solutions, with audience participation.
Matt Jones, Co-founder, Four Pillars Gin, Chair of Business Advisory Panel, City of Sydney
Panel discussion:
Ben Liebmann, Founder, Understory
Naysla Edwards, Vice President ICS Marketing, Australia and New Zealand, Amex
Nathan Richman, MD, Elastic
Kerrie McCallum, Head of Travel, Food and Health, News Corp
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10:50 Telling Stories: Creating New Narratives in the Night-Time Economy
Discussing how to create engaging narratives for diverse audiences in the 24-hour economy, this session covers content creation across different time slots and perspectives from media on changing perceptions on NSW after dark.
Panellist
Alice Ellis, Editor in Chief, Australia, Time Out Media
Tahlia Phillips, General Manager, Concrete Playground
Catherine Terracini, Executive Producer, Elastic Studios
​The panel will be moderated by Matt Levinson, Head of Corporate Affairs / Culture Policy Lead, Committee for Sydney.
11:30 Morning Tea
12:00 Bringing SXSW to Sydney: challenges and triumphs
Colin Daniels, Managing Director, South by Southwest Sydney (SXSW) shares the challenges and triumphs of bringing SXSW to Sydney, highlighting its impact on the city's cultural and nighttime economy, and offering insights on collaborating with government, and event partnerships.
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Colin Daniels, Managing Director, South by Southwest (SXSW), Sydney
12:40 From ROI to ROX: Rethinking Return on Experience
It’s time for brands to rethink how they measure the value of their investments, moving beyond short-term metrics to focus on the long game. It's not just about the immediate ROI; it's about Return on Experience (ROX) and how creating meaningful, emotional connections through cultural experiences and live events drives brand loyalty, deeper engagement, and sustained growth.
We’ll dive into how these experiential strategies shape perception, foster lasting relationships with target audiences, and help brands stand out in the attention economy. We'll also explore practical tools and methods for measuring the often intangible benefits—brand sentiment, word-of-mouth, and social amplification. With real-world case studies, we’ll see how brands are successfully applying ROX to reshape their marketing efforts and make smarter, more impactful investments for long-term success.
Kate Wickett, Former CEO of Sydney WorldPride and CEO of City Recital Hall
Jeanine Bribosia - Director & Founder, The Cru
Amy Kingon Smith, Head of Marketing, Revlon Australia & New Zealand
Luke Haynes, Strategy Director, M&C Saatchi Sport & Entertainment
Moderated by Jet Swain, Founder, The Affection Economy/ Executive Director, Experience Design
1:20 Networking Lunch
2:20 Becoming an Iconic Youth Brand
Almost every major brand wants to connect with young people, but few are willing to do the work required, employing outdated models of brand building to an audience they just don’t get.
This session busts some simplistic myths and stereotypes of young people’s attitudes and behaviours, and explores how brands can become relevant with this audience by adopting a simple principle: cooperate with culture, don’t co-opt it. Learn how brands can use the night-time economy to show up where young people want to be, entertaining them rather than annoying them, and enriching their experiences rather than appropriating them.
Eugene Healey, Brand Strategy Consultant
2:50 Leadership Q&A: The future of NSW’s 24-Hour Economy
A panel of industry leaders will discuss global trends, future opportunities for marketers, and their visions for the future of NSW’s 24-hour economy. Gain insights and inspiration from those shaping the future landscape of the night-time economy.
Michael Rodrigues, 24-Hour Economy Commissioner, Office of the 24-Hour Economy Commissioner, NSW Government
Brett Robinson, Group CEO, The Point Group
Kate Wickett, Former CEO of Sydney WorldPride, City Recital Hall
3:30 Afternoon Tea
3:50 We Built This City on Rock and Roll
This session covers how music, particularly live performance, can shape brand perception and resonate with younger audiences, focusing on scalable, shareable brand-artist collaborations.
The panel will share success stories of brands collaborating with artists within the nighttime economy to unlock customer preference.
The panel will discuss how brands can work with artists to create live music experiences that are scalable, shareable and ownable - around the clock.
The panel:
Young Franco, DJ and Music Producer
Naysla Edwards, Vice President ICS Marketing, Amex
Adam Ireland, MD, BRING Universal Music For Brands
4:20 CONFERENCE CLOSE
CLOSE TIL LATE: HOLLYWOOD PRECINCT AFTERPARTY HOSTED BY TEAM 24
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