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Youth marketing is broken. Brands are throwing money at Gen Z, chasing impressions, influencers, and reach, but loyalty is flatlining. Students are overwhelmed by ads, underwhelmed by relevance, and misunderstood by brands that still see them as one size fits all.
In this session, Blackbullion CEO Vivi Friedgut is joined by Tony Surtees, a global leader with deep experience in data-driven brand strategy. Together, they’ll explore how behavioural, ethical student data can unlock smarter campaigns, deeper engagement, and long-term results for both brands and students.
If your team is struggling to justify media budgets or move beyond short-term metrics, this session will show how intelligent data can drive real, measurable outcomes.
Agenda
- Marketing’s Student Disconnect: Why traditional targeting fails Gen Z, and what works better
- Inside the Intent Layer: How behaviour-led data reshapes campaign efficiency
- Helping Students Helps Everyone: How brands can do well by doing good, with better insight
Meet the Speakers
Tony Surtees, AM, is a global leader in digital innovation, strategy, and entrepreneurship with over two decades of experience scaling organisations and driving transformation across technology, media, and commerce. As former Vice President and General Manager at Yahoo!’s Commerce Group, he oversaw 14 business units generating $2.5 billion annually and went on to found and lead ventures including iPrime and Zeetings, later acquired by Canva. Recognised as one of Australia’s top digital entrepreneurs, Tony has also guided the first Nasdaq IPO of an Australian venture-backed start-up, advised governments on innovation policy funding over 640 businesses, and served as a director across public and private companies. With a proven track record of building risk-tolerant cultures and navigating disruption, he continues to help organisations innovate, reinvent, and achieve sustainable growth worldwide.
Vivi Friedgut is the Founder and CEO of Blackbullion; the multi-award-winning student finance platform partnering with universities and colleges to equip students with money skills for life while leveraging behavioural and financial data to drive better decision-making. Since launching in 2016 Blackbullion has grown into a widely adopted solution, driving social impact through financial empowerment. Vivi, a former UHNW wealth manager, is a respected voice at the intersection of finance, education, and technology. She is a sought-after speaker, media commentator, and recipient of FinTech Magazine’s Standout 45 Women in FinTech. Vivi’s third book “Financial Adulting: how to grow your money to build a sustainable future” will be released in September ’25.