CEO, The Misfits Media Company
Once upon a time we called ourselves a publisher.
A lot has happened since then. The Misfits might own two of the most respected and awarded business to business media brands in Australia, but we do far more than writing stories on the back of adverts nowadays.
Founded by David Hovenden and Dan Uglow, the Misfits are embracers of change. We aim to make sense of media disruption and guide our friends to find truly effective outcomes from their marketing budgets.
The Misfits have become a full service agency. We build websites, create games, work with brands on content, design ads, conceive digital campaigns, help with strategy, develop organisational culture, organise events for thousands of people… and that’s just the tip of the iceberg.
We’re a publisher and an advertising agency. We’re a Misfit.
What does it take to lead marketing for one of the world’s most recognised brands across very different cultures? Hear from a trio of top marketers behind IKEA in Australia & New Zealand, Japan and South Korea as they share how they balance global brand power with local insight. With Australia marking 50 years of IKEA, New Zealand only just launching in December 2025, and Japan and South Korea’s highly distinctive retail landscapes, these marketing leaders reveal how strategy, creativity and cultural understanding shape success across multiple markets. A rare look at how global brands stay relevant, bold and locally loved.
Creativity is a powerful force in the fight for a sustainable future. This session brings together industry and world leaders who are using creativity to drive real environmental impact. From bold campaigns that shift consumer behaviour to innovative strategies that champion sustainability, we’ll explore how advertising can be a catalyst for change.
