“Convergence” Is The Hot Topic For KONTENTED At SWIMM Event In Sydney

“Convergence” Is The Hot Topic For KONTENTED At SWIMM Event In Sydney

On Tuesday night at ivy Penthouse in Sydney, KONTENTED and Mamamia Women’s Network (MWN) joined forces to present the latest Senior Women In Media and Marketing (SWIMM) event.

Anna Fitzgerald
Posted by Anna Fitzgerald

SWIMM is a mentoring and networking group that encourages information sharing and forward thinking for female leaders in the media and marketing industries. The event featured speakers Mia Freedman (co-founder, content director, MWN), Kate Edwards (founder & CEO, KONTENTED and FOSTERED), Hannah Barnes (GM, Lifestyle Channel Group, Foxtel) and Antonia Farquhar (head of media and brand experience, Nestlé Australia).

The SWIMM panel discussed how the changing contemporary media, digital, telecoms, social technology and convergence landscape is affecting media and marketing communications and capabilities. As consumer buying patterns and media consumption habits are changing rapidly, so too are the way brands can communicate, and the way communicators are branding.

Brand assets and tools are changing, and being leveraged and invested in differently, whilst monetisation and business models have shifted.

Over the last six months KONTENTED has been forging new working partnerships across the breadth of the media landscape with the sole objective to help brands, broadcasters and publishers execute campaigns utilising KONTENTED’s experience in content, production and activations.

Convergence is at the forefront of discussion in the advertising world and KONTENTED is marking its own path in this space by collaborating with core partners such as MWN on delivering to the needs of client demands and supporting such a great event last night. Beyond the SWIMM event with MWN, KONTENTED has been executing work with Nova Entertainment, Frukt and We Are Social, with more to come in the coming months.

Kate Edwards, Founder & CEO of KONTENTED & FOSTERED, said,After recently coming back from maternity leave, I’m thrilled to see the amount of opportunity in which we can grow our businesses.

“This shifting landscape and the increased need that convergence has highlighted a serious need for quality content execution and strategy around content and activations. Sure the landscape is changing rapidly, but herein lies the opportunity, and in my opinion it is those businesses that show true collaboration that will be the ones that brands will gravitate to.

Luke Cook, head of brand partnerships at KONTENTED, said,Our business is unique in the fact that we are not only independently owned, but we also have a proven track record of delivering great quality content.

“It’s a real sweet spot to have the confidence from all sides of the fence along with having the commercial freedom to work with the right partners in executing ideas for brands.”