Free TV Australia hosted the day-one closing session at Mumbrella360 2026 with ‘The CreaTVity Multiplier: How to Supercharge Your Campaign to Create Cultural Capital, exploring television’s role as a creative and cultural force, and how strong creativity on TV amplifies effectiveness across every other channel.
Joined by System1’s SVP Global Partnerships, Andrew Tindall, the global marketing effectiveness expert’s opening keynote presentation explored the science behind campaigns that deliver brand fame, cultural relevance and rapid sales growth, unpacking why doubling down on emotion-driven creativity has never mattered more – and why television remain the ultimate multiplier, laying the memory structures that make every other channel work harder.
Following the keynote, our panel of leading CMOs – featuring Nicole Bardsley (Head of Marketing, Uber and Uber Eats ANZ), Ben Lovitt (VP of Marketing, SharkNinja), and Gemma Lemieux (Marketing Director, LG Electronics ANZ), led by Mumbrella editor Tim Burrowes, had a discussion and Q&A on the collaborative process of brand integrations with TV’s unique reach, building the bonfires of front-of-mind mental availability with long-term investments, and providing more opportunities to connect deeper to the culture of the audience.
“We’re spending more on media, and we’re doing less with it. Naughty naughty marketers,” – Andrew Tindall, Chief Growth Officer of System1.
“At Uber, we use the terminology internally around (cultural) bonfires and fireworks… investment in those longer term brand building moments is those bonfires, which has to be the first thing that we do. And it’s what we fundamentally try and invest in that top of mind brand saliency and tapping into culture and having the brand show up.” – Nicole Bardsley Head of Marketing at Uber and Uber Eats
“These are relevant programs for our audience. They’re engaging. They’re highly emotive. It allows us to tell our brand story in an interactive, cross platform way, and deliver our message really conclusively to our target audience. There is a very strong layer of TV, because that allows us to tell our brand story and, overall, really, drive our product from awareness to brand love.” – Gemma Lemieux, Marketing Director LG Electronics ANZ