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Writer's pictureCat McGinn

Four Pillars co-founder to distill brand success in the 24-hour economy for Unlock audience

We can today unveil the opening keynote for next month's Unlock conference, where we'll explore the untapped potential of the after-dark economy for marketers.

Opening the conference with a keynote on leveraging the power of storytelling and brand experience in the 24 hour economy is communications strategist turned award-winning gin distiller, Four Pillars Gin co-founder Matt Jones. 

Jones was chief creative and strategy office at Jack Morton Worldwide before becoming one of the co-founders of the iconic Australian Four Pillars Gin, where he led brand development.

Jones has written a book, Lessons from Gin, sharing the secrets behind building a brand that started as a small cult favourite and has become a world-leading success. Jones currently chairs the City of Sydney’s Business Advisory Panel, helping to shape Sydney’s future economic landscape. The book is due to be published the week of Unlock.

In his keynote, Jones will explore the role of storytelling and brand experiences to unlock the potential of the 24-hour economy, a deep exploration into how storytelling can create emotional connections, build brand loyalty, and drive engagement in the 24-hour economy.  Drawing on the Four Pillars case study, the session will examine building narratives, designing unforgettable brand experiences and creating memorable moments for customers outside the nine to five. 

The session will outline the benefits of investing in real-world experiences and culture within the 24-hour economy. Following Matt's presentation, a diverse group of panellists with expertise in storytelling, brand experiences, and the 24-hour economy will join Matt on stage to take part in a live interactive workshop.



The program, developed in consultation with our advisory panel, is filling up, but those wanting to pitch sessions should contact Cat McGinn at Unmade

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