Credited for redefining entertainment marketing, BARBIE mania swept Australia last year as the country turned PINK to celebrate the highly anticipated theatrical release. From unexpected brand partnerships and experiential stunts to iconic media activations, the local Australian marketing campaign for Barbie delivered record breaking box office results and local award wins.

With a career spanning 20+ years in film entertainment marketing, Alison Hearne is the Head of Media & Creative at Universal Pictures Australia & New Zealand. Releasing over 40 films a year for both Universal Pictures & Warner Bros. Alison and the team at Universal have launched some of the most memorable marketing campaigns of the past 12 months including Despicable Me 4, Dune 2, Kung Fu Panda 4, Fast X, Trolls 3, Wonka, Oppenheimer and of course Barbie. With specialist skills in media investment, strategic thinking & creative implementation, Alison is passionate about entertainment marketing and enjoys the challenges that a changing media landscape presents. Putting audience insights & creative connections first, Alison & the team at Universal have delivered award winning campaigns and outstanding box office results.