Snapchat goes for the great brand reset at ANZ upfront – Mumbrella

Young people are retreating from social interaction on open platforms and heading to direct messaging, according to an argument being made at Snapchat’s upfront event in Sydney on Thursday. The shift to private interaction has profound implications for marketers, who, the argument ran, must find ways of reaching and communicating with young users away from the passive platforms. The Snapchat Summit was held at Machine Hall in the CBD, in a tightly focused event that included a keynote from strategist Eugene Healey and a panel with cosmetic giant Coty. Enjoying Mumbrella? Sign up for our free daily newsletter. Snap Inc managing director Ryan Ferguson kicked the upfront off with a gentle dig at Nine and streamer Stan, which was hosting its own upfront at the same time. “There’s a fair few of you who are going to be slipping out the back door, heading down to the Channel Nine/Stan this afternoon, but chat seems to be quite a big thing for the industry,” he said. “In fact, Stan’s invited Australia to ‘enter the chat’. We’ve loved every second of their investment into our area, so thank you. They are calling it a brand campaign. We simply call it our product.”
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