Mumbrella
Mumbrella is an Australian B2B media company (founded 2008) that publishes daily news, analysis, and podcasts covering Australia's media and marketing industry, monetizing via advertising, a Mumbrella Pro subscription (A$650/year), and industry events including Mumbrella360.
- Company typePrivate
- Founded2008
- HeadquartersChippendale, Australia
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Mumbrella does
Mumbrella is an Australian B2B media company founded in 2008 that operates as the primary trade publication covering Australia's media and marketing industry. Its core product is a web-based digital media platform (mumbrella.com.au) publishing daily news, opinion, analysis, features, FYI briefings, and the Mumbrellacast podcast, distributed via owned website, daily email newsletter, and a Jobs Board. The company is privately held under the legal entity Mumbrella Media Pty Ltd (ABN 19 68 28 15 309) and operates from headquarters in Glebe, NSW with a second office in North Sydney; it is described as part of The Intermedia Group portfolio of media brands. Founder Tim Burrowes remains involved as Founder and Content Editor.
Mumbrella monetizes through three revenue streams: (1) advertising placements across the website, newsletters, and event inventory (sold via DoubleClick, Google AdWords/Remarketing, Facebook/Instagram, LinkedIn, Twitter, and AdRoll integrations); (2) Mumbrella Pro, a recurring subscription product priced at A$65/month or A$650/year (+ GST) with a 7-day free trial, bundling exclusive paywalled analysis, a 2,000+ listing industry directory of agencies, brands, media owners and professionals, recordings of all Mumbrella events, and 20% discounts on event tickets; and (3) ticketed industry events including the flagship three-day Mumbrella360 conference in Sydney, the Mumbrella Travel Marketing Summit, and the Australian Audio Awards (launched November 2025 in partnership with Radioinfo and RadioToday). The technology stack is a web CMS with standard analytics, tag management, and ad-tech integrations; no proprietary AI, API, SDK, or mobile app is offered.
Mumbrella firmographics
Firmographics- Name
- Mumbrella
- Legal name
- Mumbrella Media Pty Ltd
- Website
- https://mumbrella.com.au
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Mumbrella is an Australian B2B media company (founded 2008) that publishes daily news, analysis, and podcasts covering Australia's media and marketing industry, monetizing via advertising, a Mumbrella Pro subscription (A$650/year), and industry events including Mumbrella360.
- Ownership category
- akta.pro rank
Mumbrella industry classification
Industry- Product category
- Trade media and marketing industry news
- NAICS
- Other Sound Recording Industries (512290)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Audio Production & Podcasting (BPAFAIAE)
Keywords
Where Mumbrella is headquartered
LocationHeadquarters
- HQ city
- Chippendale
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Mumbrella business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Advertising: Revenue from advertising placements across Mumbrella's digital platforms including website and email newsletters. Advertisers can book campaigns targeting the media and marketing industry audience.
- Mumbrella Pro Subscription: Premium membership subscription providing market intelligence through daily news and exclusive in-depth analysis beyond the paywall, comprehensive industry directory with over 2,000 listings, event recordings of all Mumbrella events, and 20% discount on Mumbrella events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription to Mumbrella Pro |
| Subscription | Annual | Annual subscription to Mumbrella Pro |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Mumbrella product offering
Product offeringCore offering
Mumbrella is an Australian B2B media company that publishes daily news, opinion, analysis, features, podcasts, and a newsletter covering the media, marketing, and advertising industry. Its flagship commercial offering, Mumbrella Pro, is a paid membership providing exclusive market intelligence, a 2,000+ listing industry directory, and recordings of Mumbrella events. The company also produces industry conferences and awards, notably Mumbrella360, the Travel Marketing Summit, and the Australian Audio Awards.
Product overview
Mumbrella is an Australian media and marketing industry platform offering a comprehensive suite of products and services. The core offering is the Mumbrella news and content platform (news, opinion, analysis, features, podcasts) plus Mumbrella Events for industry conferences. Mumbrella Pro is the premium subscription tier providing market intelligence, exclusive analysis, a directory of over 2,000 industry listings, event recordings, and event discounts. Key events include Mumbrella360 (a three-day marketing conference in Sydney), the Mumbrella Travel Marketing Summit, and the Australian Audio Awards (in partnership with Radioinfo/RadioToday). The product portfolio serves the Australian media and marketing industry with both free content and paid professional intelligence services.
Differentiator
Problem solved
Functional benefit
Brands
- Mumbrella Pro: Premium membership program providing market intelligence, industry directory with over 2,000 listings, event recordings, and event discounts for the Australian media and marketing industry.
- Mumbrella360
- Mumbrella Travel Marketing Summit
- Australian Audio Awards
Products and services
- Mumbrella news and content platform Australian media and marketing industry news platform providing daily news, opinion, analysis, features, podcasts, and event coverage for the media, marketing, and advertising sectors.
- Mumbrella Pro
- Mumbrella360
- Mumbrella Travel Marketing Summit
- Australian Audio Awards Awards program recognising excellence across radio and podcasting, launched in partnership with Radioinfo and RadioToday to replace the discontinued Australian Commercial Radio Awards.
Companies that use Mumbrella
Customer profileSegments1 record
Ideal customer profiles2 records
Mumbrella technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Mumbrella partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Radioinfo and RadioTodayflagshipMumbrella partnered with Radioinfo and RadioToday to launch the Australian Audio Awards, a new awards program replacing the discontinued Australian Commercial Radio Awards. The partnership focuses on recognizing excellence across radio and podcasting with entries open to various broadcasters and producers.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Mumbrella competitors and assessment
Company assessmentDirect peers
- AdNews: Long-running Australian advertising and media industry trade publication covering news, opinion and events. Directly comparable to Mumbrella as a competing B2B trade media outlet targeting the same Australian media/marketing audience.
- B&T (BandT): Australian marketing, advertising and media industry magazine and digital publication with events and awards. Operates in the same niche as Mumbrella, serving the same local marketing community with overlapping editorial and event products.
- Mediaweek: Australian media industry trade publication covering broadcasters, publishers and platforms. Closely comparable as a domestic trade-media outlet with overlapping audience and editorial coverage of the Australian media sector.
- Mi3: Australian marketing and media industry publication and newsletter. Comparable to Mumbrella as a focused trade-media outlet serving marketing/media professionals with paid intelligence products in the same Australian market.
- Campaign Asia: Regional marketing and advertising trade media brand covering APAC. Closely comparable business model (news, analysis, events, awards) and the most direct competitor to Mumbrella's stated APAC marketing-industry remit.
Broad incumbents
- Marketing Week: UK-based marketing industry publication and intelligence provider for marketing professionals. Comparable audience and subscription intelligence model, though serving UK/European marketers rather than Mumbrella's Australian base.
- Adweek: Large US-based marketing, advertising and media industry publication. Comparable in editorial coverage and audience (marketing decision-makers), but operates at much greater scale and is a global incumbent rather than a specialist in Mumbrella's local niche.
- The Drum: Global marketing and media industry news outlet. Comparable trade-media coverage of marketing/advertising, with a broader international scope that overlaps Mumbrella's editorial remit but at significantly larger scale.
- Ad Age: Established US marketing and advertising industry publication with global reach. Similar trade-media model targeting marketing professionals, but with a broader portfolio and global footprint versus Mumbrella's Australian focus.
Emerging players
- Unmade: Australian media and marketing industry publication frequently cited alongside Mumbrella (including on its own site). Comparable as a trade-media outlet focused on the same Australian audience, but smaller and more niche in scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Mumbrella social profiles
Digital presenceMumbrella financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mumbrella leadership team
Management profileNumber of profiles
Profiles1 record
Mumbrella funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mumbrella M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mumbrella
What does Mumbrella do?
Mumbrella is an Australian B2B media company that publishes daily news, opinion, analysis, features, podcasts, and a newsletter covering the media, marketing, and advertising industry. Its flagship commercial offering, Mumbrella Pro, is a paid membership providing exclusive market intelligence, a 2,000+ listing industry directory, and recordings of Mumbrella events. The company also produces industry conferences and awards, notably Mumbrella360, the Travel Marketing Summit, and the Australian Audio Awards.
Is Mumbrella a public or private company?
Mumbrella is a private company. It is classified as corporate owned and is currently operating.
When was Mumbrella founded?
Mumbrella was founded in 2008. It employs 11 to 50 people.
Where is Mumbrella based?
Mumbrella is headquartered in Chippendale, Australia, in the Oceania region.
How does Mumbrella make money?
Two revenue lines are on record. Advertising is the primary driver. The others are mumbrella Pro Subscription.
Who are Mumbrella's main competitors?
Direct peers on record are AdNews, B&T (BandT), Mediaweek, Mi3 and Campaign Asia. Broad incumbents are Marketing Week, Adweek, The Drum and Ad Age. Unmade is listed as an emerging player.
Does Mumbrella have an API?
No public API is recorded for Mumbrella.
What industry is Mumbrella in?
Mumbrella's product category is Trade media and marketing industry news. Its primary akta.pro industry code is BPAFAIAE, Audio Production & Podcasting. Its NAICS code is 512290 and its SIC code is 7310.