MeasureUp, the largest measurement conference in Australia, returned for its 9th year on the 10th September 2025. MeasureUp brings together delegates across insights, data, advertising and agency professionals, marketers, academics, and vendors to co-create and influence the future of marketing measurement thinking.
Video content from the day can be found here.
Photo gallery from the day can be found here.
Presentations from the day can be found at the bottom of the page here.
Key takeaways from the day can be found in our wrap-up here.
Agenda:
| Time | Session | Speaker/s |
|---|---|---|
| 8.15am – 9.00am | Registrations open | |
| 9.00am – 9.15am | Welcome | |
| 9.15am – 9.45am | Driving to Outcomes: modernising measurement for today’s media reality | Liam Loan-Lack, Chief Customer Officer, Keystart Cameron Webb, Group Lead Marketing Effectiveness, TPG Lillian Zrim, Head of Research, PHD Matt Cranley, Head of Marketing Effectiveness, Superloop Gai Le Roy, CEO, IAB Australia (moderator) |
| 9.45am – 10.05am | Driving to Outcomes: a Global View on Measurement Leadership | Angelina Eng, VP, Measurement, Addressability & Data Center, IAB US (virtual) |
| 10.05am – 10.30am | Less Carbon, More Impact: Cutting Emissions to Boost Effectiveness | Xue Ying Chen, Market Lead Product Enablement, WPP Media Arum Nixon, Australia Chapter Lead, Ad Net Zero (moderator) |
| 10.30am – 10.55am | Networking break | |
| 10.55am – 11.30am | A Fresh Approach to Modern Measurement | Nicolas Celedon, Head of Data, Measurement & Analytics, Tom Braybrook, MD, Choreograph |
| 11.30am – 12.00pm | Partnering for Precision: How Media Owners Can Enable Better Marketing Measurement | Suzie Cardwell, Chief Data Product & Technology Officer, Nine Nicole Bence, Chief Commercial Officer, NOVA Entertainment Alex Smith, Data Strategy & Commercialisation Lead, Samsung Ads Abhishek Loumish, Group Manager Marketing Science, Snapchat Gai Le Roy, CEO, IAB Australia (moderator) |
| 12.00pm – 12.25pm | Reframing ROI through the lens of Retail Media | Barry Collins, Commercial Director Analytics, Media & Insights, Circana Andy Ford, Head of Data Intelligence & Measurement, Coles360 |
| 12.25pm – 12.50pm | Understanding GenZ: the first truly digital generation | Daren Poole, Creative Excellence Lead, Ipsos Shagnik Lahiri, Research Manager, Ipsos |
| 12.50pm – 1.50pm | Networking lunch break | |
| 1.50pm – 2.25pm | Unlocking Insights with Data Clean Rooms | Avik Dalal, Marketing Science Partner, Meta Trent Durfee, Director Data Collaboration & Data Partnerships, Annalect Raphael Ferraz de Campos, Consumer DNA Manager, PepsiCo |
| 2.25pm – 2.55pm | Closing the Loop: Proving Performance Across the Funnel and Channel | Tom Booth, E-Retail Performance Executive, Lion Beverages Harrison Bland, Head of eCommerce, Zenith Mohammad Heidari Far, Managing Director, Flywheel Alison Silver, National Account Manager, PepsiCo Lela Richmond-Johnson, Agency Sales Lead, Criteo (moderator) |
| 2.55pm – 3.15pm | Stop It At The Start: How an Innovative Cross-Channel Approach Drove Societal Impact and Media Synergy | Sharon Hilton, Head of Media, Kantar Alysha Calder, Group Solutions Lead, Powered by Nine |
| 3.15pm – 3.40pm | The Omnichannel Edge – how connecting omnichannel campaigns delivers better performance for brands | Maria Gudino, Digital & Data Lead, Unilever Jonathan Munschi, Senior Director Client Services, The Trade Desk |
| 3.40pm – 4.00pm | Networking break | |
| 4.00pm – 4.25pm | How Eftsure Scaled Growth with Full-Funnel B2B Measurement | Luke Fielding, Head of Demand Gen, Eftsure Will Sherbon, Senior Manager Marketing Solutions, |
| 4.25pm – 4.45pm | “Share my date” campaign: How TikTok & Tinder Delivered one of the World’s Most Effective Campaigns of 2024 | Andreea Chirila, Client Development Media ROI, Kantar Jon-Paul Stift, Marketing Science Lead, TikTok Rory Turley, Senior Marketing Manager, Tinder |
| 4.45pm – 5.00pm | Closing comments | |
| 5.00pm – 7.00pm | Networking in heritage room |
