INSPIRATIONAL IDEAS • BRAND-BUILDING STRATEGIES • INDUSTRY TRAILBLAZERS • brilliant networking
Build your reputation,
and turn it into revenue.
The ultimate one-day intensive, on scaling your personal brand in 2025.
By Georgia Rickard.
Does everyone need a personal brand? The rise of the visible founder. Do journalists need to be influencers now? The changing needs of Australian audiences. Is AI going to take my job? The steady erosion of institutional trust. CEOs as content creators? SEO algorithm updates. Do traditional media brands still hold the same power? The TikTokification of workplaces. The landscape has undeniably changed.
So how do you build your brand, in 2025?
Introducing
brand camp.
The ultimate one-day intensive, for professional storytellers who want to get ahead.
Wednesday, 21 May
Machine Hall, Clarence Street
Sydney, Australia
What Australian media wants now
Refine what you stand for in market
Identify + attract your target audience
Scale a cult following with clout
Cultivate a targeted email list
Create content that opens doors
Forge strategic brand alignments
The new rules of community
Build a brand tribe of advocates
And so. much. more.
What Australian media wants now
Refine what you stand for in market
Identify + attract your target audience
Scale a cult following with clout
Cultivate a targeted email list
Create content that opens doors
Forge strategic brand alignments
The new rules of growing a digital tribe
Build a brand tribe of advocates
Build a personal brand you're proud of.
but first, let us guess.
You're amazing at telling other people’s stories…
but not so great at promoting your own
You got into this industry to do what you love…
but what you actually work on isn’t always that inspiring
You'd love a bigger reputation...
but you’re not keen on self-serving ‘influencer’ culture
You're a damn hard worker…
but outside of your professional sphere, virtually no one knows about your work.
Sound familiar?
Hello.
Are you a freelancer or business owner?
Let me guess...
You're amazing at telling other people’s stories... but not so great at promoting your own
You’d like a bigger reputation...
but you’re not so keen on ‘influencer’ culture
You got into this industry to do what you love...
but what you actually work on isn’t always that inspiring
You’re great at what you do...
but outside of your professional sphere, virtually no one knows about your work
Are you a PR, marketer or employee?
let me guess...
You’ve got messages that need amplification... but in a splintering landscape, that's an on-going challenge
You can see what’s not working... but getting buy-in for something braver is an uphill battle
You're working hard to create stories with cut-through... but they don't always get traction like they used to
You’re being told to implement AI...
but how? And is it going to take your job?
Good news. You've come to the right website.
MEET YOUR SPEAKERS
SALLY OBERMEDER
Founder + Media Personality
SWIISH
On visibility, authenticity
and the rise of the visible founder.
REBEKAH SCANLAN
Lifestyle Editor
News.com.au
What kinds of stories does Australian media want now?
GEORGIA RICKARD
The OG
@georgiarickard
The modern formula for building a results-driven personal brand.
ALICE ELLIS
Editor in Chief
Time Out
How Google's new rules are impacting digital storytelling.
ADAM EDWARDS
Photographer + Nikon educator
@adzy_edwards
How to build a lucrative brand tribe around your expertise.
SAMANTHA SAUNDERS
Head of Marketing
SXSW Sydney
What is real influence, in an age of misinformation?
SHERINE YOUSSEF
Co-Founder
gloss etc
The rules of community (and creating a killer email list) in 2025.
to be REVEaled...
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to be REVEaled...
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to be REVEaled...
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to be REVEaled...
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To be announced. To be announced
Rebekah Scanlan
Lifestyle Editor
News.com.au
Jessie Marshall
Founder + Publicist
HIVE HQ
Poppy Reid
CoFounder + Music Journalist
Curious Music + Seven Network
Jacinta Tynan
Author, Journalist + Founder
The Spiritual Book Club
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um, maybe you've noticed:
We're in a new world order of storytelling.
The rules have changed – fast.
In an age of AI and corporate cynicism,
people now trust individuals, not faceless corporations –
and that's having a big effect on all of us.
For publicists, marketers, and storytellers,
it means adapting to an era where audiences connect with stories about people – not products.
For founders, executives, and employees, it’s no longer just about the company brand –
it’s about yours, too.
And for business owners, freelancers, and the self-employed among us?
Doing good work is no longer enough.
If we want a reputation that delivers recognition and results,
we must intentionally craft professional visibility, in a way that engenders expertise and trust.
This is not a passing fad.
In real time, we're experiencing a profound shift away from logos, towards faces.
Those who learn how to show up – consistently, strategically, and authentically – are the ones who will secure their future.
This isn't a conversation about vanity metrics or dancing on TikTok.
This is about the new rules of connection, content and how we do business as experts, leaders, and creatives.
And not just on social media...
...but in boardrooms, media headlines, and industry conversations.
If you craft stories, shape reputations or build brands,
this event is for you.
Don't miss it.
Wednesday, 21 May
Machine Hall, Clarence Street
Sydney, Australia
An event created for you.
Journalists + content creators
Agencies
Media + social media experts
Freelancers
PRs
Marketers
Brand-builders
Creative entrepreneurs
Tickets are limited.
Wednesday, 21 May
Machine Hall, Clarence Street
Sydney, Australia
What to expect
Here's what you can look forward to on the day.
A full day of learnings and insights.
Expect thought-provoking keynotes, expert-led panels, and interaction Q&A sessions. We’re bringing together the sharpest minds in media, marketing, and storytelling to share strategies you won’t find in a Google search.
Epic networking.
This isn’t about swapping business cards – it’s about connecting (and reconnecting) with the right people. Your people. Meet industry insiders, potential collaborators, and like-minded professionals.
Inspiration and motivation.
Building a modern brand isn’t just about tactics, it’s about courage, creativity and conviction. Walk away with fresh insights, renewed confidence, and the fire to take your results to the next level. If you've been waiting for a sign, this is it.
A cracking after party.
The best conversations don’t end when the sessions do. If you wish, you can join us for two hours of great drinks and great company afterwards – and the kind of networking that feels nothing like networking.
and introducing...
Longing for something more? If you're wanting to scale your business, grow your name and network, and build a digital reputation around your expertise, and you've been looking for guidance to help you get there – you've come to the right place.
Hear more about Brand School, here.
Curated by Georgia Rickard.
Australia's storyteller for storytellers.
A true master of brand building.
– Angela Cowley
Managing Director
Eight Communications
One of the rarest voices in the industry.
– Nicole Veauvy
Senior Brand PR Manager
IHG Hotels Worldwide
Georgia has shifted the way I think about brand forever.
– Jil Hogan
Columnist Australian
Financial Review
FAQs
What exactly is BRAND CAMP?
BRAND CAMP is a conference dedicated to the new business of storytelling. It’s where media, marketers, influentials, and storytellers come together to explore how authenticity, narrative, and visibility shape influence in today’s world.
Who should attend?
• Journalists
• Content Creators
• PRs
• Agencies
• Marketers
• Brand builders
• Creative founders
• Members of GMC
If you craft stories, shape reputations, or build brands—whether for yourself or others—this is for you. Expect to connect with journalists, PR pros, marketers, content creators, founders, and thought leaders who understand that in the attention economy, a strong personal brand is non-negotiable.
Where and when is the event?
Where: Machine Hall, 185 Clarence St, Sydney, New South Wales Australia.
When: 9am–5pm, Wednesday 21 May, 2025.
The entrance is clearly signposted.
What can I expect?
Compelling keynotes, thought-provoking panels, and live workshops led by industry insiders. We’ll cover everything from community building and reputation management to storytelling that resonates. You’ll leave with fresh insights, real connections, and the confidence to amplify your brand.
Is this just another networking event?
Not at all. This is a deep dive into what makes a modern brand truly magnetic, through storytelling. You’ll meet the right people, yes – but more importantly, you’ll walk away with strategies, perspectives, and inspirational ideas that stick.
Do I need to be ‘internet famous’ to attend?
Nope. Whether you're a behind-the-scenes strategist or a front-facing personality, this event is about the craft of brand – not follower counts.
What does my ticket include?
A huge day of inspiration, motivation, insights and strategy from Australia's top echelon of marketers, creative founders and professional storytellers. To keep the ticket price cost effective, we've given you the freedom to choose your own lunch from the many city options nearby – with morning and afternoon tea provided, so there's plenty of time for connecting with each other.
How do I get tickets?
Tickets are available here. Secure yours before they’re gone – our kind of people tend to move fast.
Can I buy multiple tickets?
You sure can. You'll find options for that here.
What should I bring?
Your curiosity, your business cards (if you’re old-school like that), and a willingness to rethink how you show up in the world.
Can I sponsor or partner with the event?
If your brand aligns with the art of storytelling, visibility, and brand trust in the era of AI, let's chat. Reach out at [email protected].
Last chance.
Don't miss out.
brand camp.
The event you don't want to miss.
Wednesday, 21 May
Machine Hall, Clarence Street
Sydney, Australia
Copyright 2025 | We Are George Pty Ltd
Journalists as influencers.
CEOs as content creators.
The TikTok-ification of workplaces.
The rise of the PR influencer.
Staff as brand ambassadors.
Social media as earned media.
The new rules of marketing.
No doubt about it, the way we tell stories has changed.