Are we speeding towards a brighter media future?

CAMPAIGN360 PREVIEW: The pace of change in media is so fast that by the time we’ve worked on one solution, we’re already standing at the next fork in the road. With complex forces impacting business models, the next 12 months are crucial.

Are we speeding towards a brighter media future?

2017 was relentless. One year on from that infamous speech by P&G’s Marc Pritchard and the industry is making leaps and bounds towards a more sustainable media future.

But, much of the evolution is yet to happen. We’re at the tipping point and business leaders need to think strategically about the forces of change and innovation shaping the future. 

Industry growth comes through bravery to innovate and reinvent. It comes through collaboration and recognising weaknesses so we can challenge the practices and models that have built the business of media—but may not stand the test of time. To reinvent we need a fresh approach and we must identify where the pockets of growth are so we can act.

Campaign’s flagship Asia event—Campaign360—brings leaders from every corner of the industry to work together on identifying and actioning the best next steps. Through a mix of engaging content sessions and live panels, the programme takes the audience through solutions and best practices to confront the big issues, delivered by the biggest local and global players. Already confirmed are leaders from the likes of Google, Unilever and Alibaba.

What’s on the agenda this year?

Still to be announced is Campaign360’s opening act. You can expect a global view on what lies ahead from the players already driving change for their business.

One of the hottest topics on the agenda, is the bid to reinvent media models. We know the current media business model is not fit for purpose. What is working and what isn’t? Google, L'Oréal and one other to be announced, will brainstorm and strategise on how media agencies can reinvent.

With transparency between agencies and clients constantly under question, the mid-morning session on the client view on performance and generating cost of value, explores two key issues. Firstly, how agencies and clients structure contracts. How is commission-based remuneration changing and are clients really willing to structure contracts in new ways? The second looks at what we define as being valuable. What are the metrics that matter and determine if media is successful? For a fiery debate, we’ve brought onboard Richard Bleasdale from marketing and media consultancy The Observatory International, who will facilitate the panel of clients and agencies.

Exploring and debating creativity and effectiveness, are chief creative officers Valerie Madon from Havas and David Guerrero of BBDO Guerrero, along with Kauveri Khullaar at Diageo and a keynote from The ZOO, Google. Is our preoccupation with machines taking away from creativity and effectiveness?

Other sessions include Alibaba and a luxury retail brand talking through the e-commerce opportunities in China and the young talent panel, where juniors from Dentsu, Omnicom and Mindshare lift the lid on what empowers them in the workplace. Do their CEOs need to buck up their ideas?

With a showcase from pioneering innovators, the afternoon media formats session dives into the key trends, ideas and technologies that will shape the next 12 months and beyond. In a space that is crowded with new technologies and ideas, what ideas can we challenge and brief our agency and brand teams to look out for?

Probably one of the most anticipated discussions of the day, is the session around brand safety and transparency with Unilever’s VP of Global Media, David Porter. Do media agencies need to restore confidence on the issues of transparency and brand safety? Or should brands be taking control of their media, asking the right questions and driving change? Can technology solve all our problems? Brands are slashing spend and the number of agencies they work with in a bid to clear the ‘murky’ supply chain and ensure brand safety. Is this the answer?

There’s still plenty more in-store, with two more sessions and the second release of speakers to be announced. Watch this space!

Expect unrivalled content, top-level speakers and premium networking. The event is invitation-only but if you are a CEO, CMO or senior brand marketer and would like to register your interest, please email eleanor.hawkins@haymarket.asia

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