An agency view of Australia's newsmedia industry comes in the second round of speaker announcements for Inform.

Planned for September 24 in Sydney's Ivy Ballroom, the Inform News Media Summit strives to be APAC's annual gathering of the leading minds in news media.

Joining the speaker roster this week are Mindshare group strategy director Caitlyn Lloyd, Ali Tilling CSO of VMLY&R, Matthew Daniell (market effectiveness lead at IAG) and Adam Ferrier, co-founder of Thinkerbell.

What have become the "usual suspects" in any media event - representatives of tech giants Google and Facebook - are also in the second round announcement, in this case Facebook's regional news partnerships lead Andrew Hunter, and his opposite number at Google, Kate Beddoe.