Mumsnet secures Sainsbury's and Starbucks for Mumstock 2016

Mumsnet's Mumstock event will return for a third year on 15 March
Mumsnet's Mumstock event will return for a third year on 15 March

Mumsnet's third annual Mumstock marketing event will see presentations from the likes of Sainsbury's CEO Mike Coupe and Steve Flanagan, director of marketing and category at Starbucks.

Other confirmed speakers include Andy Clarke, CEO at Asda, Zaid Al-Qassab, chief brand officer at BT, Penny Herriman, global brand director at Boden, and Andrea Newman, global head of marketing wealth and brand communications at HSBC.

The speakers will build on the research Mumsnet it is set to reveal on the day, which it has arrived at in partnership with Saatchi & Saatchi. The findings will challenge the traditional practices of segmentation and consumer understanding when it comes to targeting modern mums.

The brand representatives will discuss how they are working to build a deeper understanding of modern motherhood in order to successfully market to mothers.

The event will also see marketing professionals deliver case studies that look at particular brands and campaigns that have been well received by the group. 

Mumstock is once again aimed at marketing and advertising professionals who work with brands that see mothers as a key target market.

It is scheduled to take place at London's Bafta venue on 15 March 2016, with tickets available via the Mumsnet website. 

Justine Roberts, founder, Mumsnet said: "The advent of motherhood is, unsurprisingly, a seismic change in the lives of women and the resultant landscape is complex and multi-layered.

"Marketeers have tended to split mothers into very broad types - stay-at-home versus working mums, older versus younger mums but we know from the last 16-odd years of watching Mumsnetters in action and hearing their unique stories that what defines mothers is much more nuanced. Our simple aim at Mumstock is to contribute to the understanding of the multi-various identities of today’s mothers."

Richard Huntington, chief strategy officer, Saatchi & Saatchi added: "Marketers love simplicity. But to achieve this we first have to embrace complexity and there is no audience more complex than modern mums. Something rarely reflected in the practices and output of the marketing industry."

Mumsnet similarly secured top brands for its Blogfest event in November, including Unilever and Coca-Cola. The parents website also featured in Event's hot brands to watch in 2015

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter 


Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free