Media 360 agenda focuses on a return to growth

This year leading clients, agencies and media owner's will join together to address how the industry can be equipped for a return to growth. Join your peers to find out how the market is moving forward and ensure that your company doesn't get left behind.

Dominic Chambers: reviews this year's Media 360 programme
Dominic Chambers: reviews this year's Media 360 programme

Dominic Chambers, former European marketing director at LG Electronics

I've been asked to review this year's Media 360 programme from a "client" perspective and, hopefully, persuade you or your boss that spending two days out of the office will be a benefit to you and the business.

I think we can all say that we live in the fastest-changing marketing-media environment ever, with the speed of adoption of new media formats such as the iPad outpacing previous innovations.

The iPad 2 is likely to sell more than five million in its first month, while the iPad 1 sold  "only" one million and the first-generation iPhone took three months to get to the million mark. The much-hyped impact of the digital revolution on marketing is now significant, especially social networking and mobile.

We all know that it is difficult to find time to look at the wider landscape and future trends when you are battling to get a campaign out or arguing with sales or product about what should go into an ad or window. But it is essential that we all pause to absorb what is trending and take the opportunity to challenge the conventions that often lead to marketing inertia.

Media 360 sets a much-needed optimistic tone this year with 'Returning to Growth' as its theme. With UK GDP growth estimated at 1.5%, it's not back to being even close to what we have experienced over the past 10 years. However, in the world of marketing there is much more confidence – three-quarters of major advertisers increased adspend last year, with a 17%  increase even in traditional media among the top 100.

And so to the programme. There are many interesting speakers this year, and I have picked a few that I think will be particularly relevant and useful.

1. A new approach to integration

 Jon Goldstone, group marketing director, Premier Foods

Fresh from an IPA Grand Prix for the Hovis revitalisation campaign, Jon will highlight some of the learnings from the case study with a different approach to agency integration, especially how to get the most out of a group of agencies that are sometimes trying to compete. He will look at different ways of integrating digital within the agency roster.

2. Client & agency relationship: what  are the golden rules for innovation and happiness? 

Cameron Hughes, head of brand, EDF; Marc Mendoza, chief executive, MPG Media Contacts

This session will explore how to get the best out of the client-agency partnership in spite of the prevailing likelihood of restricted fees and risk-adverse clients. In my book, it's always been about trust and clarity of expectations, and opportunities for unhindered feedback from client and agency.

3. Engaging with the future

David Smith, chief executive, global futures and foresight

This will be a challenging and thought-provoking piece about the macro trends that are already having an impact on businesses in the UK, and will continue to do so over the coming years. You are guaranteed to be given many startling facts and predictions that will get you thinking long after you have left Manchester.

4. Emerging media & brand building

This will be a fun session where five forms of new media will pitch, and we will all get an opportunity to vote for the best/most-compelling presentation. My bet is on online video as it seems most people prefer to consume all content this way as they are too lazy to read.

5. Does marketing work?

Nigel Holland, regional president, Tata Beverages

Nigel's provocatively titled session will draw on his extensive marketing and general management experience. It will question whether a lot of marketing is effective andl then outline some specific conditions that need to be present for marketing to be successful. This should prove of great use to client marketers as well as agencies getting a better insight into client decision-making processes.

6. Event TV

John Nolan, head of N-ONE, commercial & digital division, North One Television; Simeon Adams, strategy director, Bartle Bogle Hegarty

I do sometimes miss the days before TV became multichannel and highly fragmented, where there were a few major programmes that would deliver such a large audience that the next day big ads would have the potential to be part of the national dialogue. This session will examine event TV and, I guess, how hard it is to pull off these days.

It will also highlight a case study featuring organic dairy brand Yeo Valley, advised by Bartle Bogle Hegarty, which took a punt and put its entire budget into one piece of event TV.

7. A blueprint for innovation

David Abraham, chief executive, Channel 4

We all need strong commercial TV. It is still the most powerful way to build a proper brand with an emotional resonance with consumers, and so it will be great to hear from David Abraham on how he is revitalising Channel 4 and building the broadcaster in the current media landscape.

8. Unilever's master plan for managing brands in the new media environment

Babs Rangaiah, vice-president media, Unilever

A session from the global media innovation supremo at one of the world's biggest FMCG companies will be a rousing way to finish off the conference. Rangaiah first caught the digital bug through his work on Procter & Gamble's Parenting Institute while at DMB&B. It gave him a glimpse into the media future, which Media 360 will help us all navigate with greater

Media 360's industry partners comprise some of the leading companies in the sector. They provide essential event content in support of Media 360's mission. These companies have taken the opportunity to engage with their peers to define and address critical industry issues throughout the two days of Media 360 2011: Aol Advertising / Channel 4 / Specific  Media / Telegraph Works

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