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Ever seen a moment that led you to think to yourself, “That’s massive”? What was the moment that led you to think that? Chances are it could have been a moment created by one of the globally recognised CMOs who lead this thought-provoking, informative and entertaining session.

Mass cultural moments are remembered at a distinct time and place. You will remember where you watched Cortnee Vine line up for that penalty winning goal during the FIFA Women’s World Cup 2023. But more importantly, you will remember how it made you feel. The ability to create such an impact on audiences because of these massive moments are greater than the game, the concert, the show, and the moment itself.

Our expert panel dissect how to create mass cultural moments for your brand.


Sarah Greenhalgh

Reporter 7NEWS Spotlight, Seven

Based in London since 2019 as 7NEWS Europe correspondent, Sarah has been recognised for her extraordinary reporting, most notably after the death of Her Majesty, Queen Elizabeth II last year, extensive coverage of King Charles III’s coronation, and for her compassionate coverage of the Turkey-Syria earthquake in February this year.

After breaking news from around the world for Sunrise, 7NEWS and The Latest, Sarah relocated back to Sydney last months to join 7NEWS Spotlight host Michael Usher, executive producer Mark Llewellyn and investigative reporter Liam Bartlett on the program.

In 2023, Sarah and her team won The Harry Potter Award for Television News Reporting at the Kennedy Awards for coverage on the Turley Earthquakes. She was also recognised as part of the 7NEWS reporting team who won the 2022 Walkley Awards for outstanding coverage of Frontline Ukraine.

Michelle Klein

Chief Customer & Marketing Officer, IAG

Michelle Klein is a socially conscious international business leader who redefines and champions the role of brands and technology to drive real world change. In her 25-year career, she has led multidisciplinary teams to transform results across a wide range of categories, including technology, consumer packaged goods, travel, hospitality, financial services and insurance. Michelle’s career spans five continents and a range of functions including B2B and B2C marketing, customer growth and experience, product development and innovation.

In May 2023, Michelle was named Chief Customer and Marketing Officer at Insurance Australia Group (IAG). IAG’s purpose is to make the world a safer place and is deeply committed to helping Australians through disaster resilience and recovery, climate change, sustainability, with a focus on First Nations and DEI initiatives. IAG’s portfolio of brands includes trusted Australian names such as NRMA insurance, which was recently listed as #9 in terms of strongest brand by Brand Finance.

Michelle spent the a decade of her career at Meta in Silicon Valley where she led an organisation of more than 1,000 people as Vice President of Global Business and Product Marketing. In her role, she set the global strategy for how Meta connects the ecosystem of people, businesses, partners, communities, creators and developers, shaping the go-to-market approach across the company’s family of apps. Michelle was a key leader in rebranding “Facebook” to “Meta” and has been instrumental in preparing leaders everywhere to understand the opportunity presented by Web3 and AI.

Chris Brown

SVP and Chief Customer Officer, McDonald’s Australia

Chris Brown joined McDonald’s Australia in December 2020 as Chief Marketing Officer, and in May 2022 was promoted to Chief Customer Officer, overseeing Marketing, McCafé and Customer Experience.

Chris brought a wealth of strategic, creative and digital leadership experience to McDonald’s Australia. He is passionate about creativity, with a focus on putting the customer first and strengthening their connection with the McDonald’s brand. Over the past 18 months he has restructured the marketing department and created a new marketing framework to drive greater impact which has led to significant brand and business success. Highlights include the successful launch of the new McCafé platform “Coffee fit for an Aussie” and the new Value strategy.

Chris joined McDonald’s from R/GA in New York, where he was SVP / Group Managing Director leading digital transformation across a large portfolio of clients including Samsung, Amex and J&J. Previously he was President and CEO of DDB New York and CEO of DDB Australia.

Michelle Hopkins

Chief Marketing Audience Officer, Seven

Mel Hopkins is Seven West Media’s Chief Marketing and Audience Officer, responsible for driving audience numbers and growth across Seven West Media. Her portfolio includes brand strategy, consumer and trade marketing, audience research, promotions, publicity, social media and corporate communications.

One of Australia’s most successful and acclaimed marketers, Hopkins was previously Vice President Marketing CMO at Optus. In 2021, Optus was recognised as Australia’s strongest brand (Campaign Asia) and led the team that was awarded ‘Marketing Team of the Year’ (Mumbrella).

With over 25 years’ global experience both agency and client side, Hopkins has deep consumer and enterprise experience across a wide range of sectors and high-profile brands, and in November 2022 was named #4 in CM050 2022, and in 2021 was awarded APAC Marketer of the Year (Campaign Asia).

Hopkins is also a strategic advisor to the National Mental Health Commission and an advisory board member at ADMA.