The role of agencies has changed amidst concerns of transparency, and now we are starting to see how. Trading desks don’t have the power they once did. With consultancies on the rise and talent hard to find, clients demand more specialized services and agencies are expected to be able to turn on a dime.

At the Digiday Media Buying Forum, we’ll bring together agency executives to discuss the new ways they are working with clients, spending more efficiently across platforms, how they are ensuring visibility in the supply chain and being transparent about the data they use.

Join us at Digiday Media Buying Forum for an honest discussion on these challenges and the chance to connect with a group of media buying leaders responsible for more than $15 billion in spending power.

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Speakers

  • Howard Bareham
    CO-FOUNDER
    TRISONIC
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  • Toby Benjamin
    HEAD OF SERVICE PARTNERS
    MERKLE | PERISCOPEIX
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  • Phillip Dyte
    HEAD OF STRATEGY
    IPROSPECT
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  • David Fletcher
    CHIEF DATA OFFICER
    WAVEMAKER
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  • Sherif Guindy
    EMEA HEAD OF DATA STRATEGY
    ESSENCE GLOBAL
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  • Yulia Livne
    CLIENT director, ECOMMERCE
    MINDSHARE
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  • Aidan Mark
    HEAD OF PERFORMANCE PLANNING
    HAVAS MEDIA GROUP
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  • John McGarvey
    HEAD OF SUPPLY CHAIN OPTIMISATION
    INFECTIOUS MEDIA
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  • Jeffrey Nicholson
    CHIEF MEDIA OFFICER
    VAYNERMEDIA
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  • Matt Rhodes
    HEAD OF STRATEGY
    ENGINE GROUP
  • Pete Robins
    CO-FOUNDER
    AGENDA21
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  • Julie Selman
    SENIOR director & HEAD OF DEMAND STRATEGY - UK & NORTHERN Europe
    FREEWHEEL, A COMCAST COMPANY
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  • Matt Taylor
    HEAD OF DIGITAL, OMNIGOV
    MANNING GOTTLIEB OMD
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  • Leena Vara-Patel
    director OF AD TECHNOLOGY
    AGENDA21
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Agenda

Tuesday, March 26

  • 9:00 a.m.
    Registration Opens and Breakfast is Served
  • 9:30 a.m.
    Trend Focus and Challenge Board

    Catch up with other forum attendees before the action begins with some industry chat over breakfast. You'll have a chance to interact before the content begins and get familiar with the trends driving this event.

    • Jess Davies

      UK EDITOR

      DIGIDAY

  • 9:50 a.m.
    Investment in 2019

    The media-buying landscape is demanding of agencies, requiring a vast array of skillsets, general and specialised, consultancy and traditional services. Talent is being usurped by tech, and tech is changing rapidly meaning skills are quickly out of date and distribution is an increasingly complex web of channels.

    Where are the big agencies investing?

    • David Fletcher

      CHIEF DATA OFFICER

      WAVEMAKER

  • 10:10 a.m.
    Making Sense of the Performance Landscape

    The worlds of brand and performance marketing have collided and the lines separating brand and performance channels and tactics are increasingly blurred. However our understanding of how to measure and attribute success between off and online channels across these marketing areas has not developed in step, exacerbated by the siloed nature of the client and agency teams managing them.

    In this session, Aidan Mark of Havas Media will reveal how to better navigate the performance landscape and how to use a broader range of metrics to measure success.

    • Aidan Mark

      HEAD OF PERFORMANCE PLANNING

      HAVAS MEDIA GROUP

  • 10:30 a.m.
    OTT: TV Evolution or Digital Revolution?

    OTT is key to improving ad experience, relevancy and reach, and will help conquer a younger, more sophisticated, and valuable audience. However, it has a reputation of being too complex, opaque and difficult to measure, meaning that OTT remains an untapped advertising opportunity.

    In this session, Julie Selman, senior director and head of demand strategy, UK and Northern Europe, will enlighten those buyers who are still hesitant to embrace OTT by defining OTT and why its tomorrow’s leading platform for video advertising.

    • Julie Selman

      SENIOR DIRECTOR & HEAD OF DEMAND STRATEGY - UK & NORTHERN EUROPE

      FREEWHEEL, A COMCAST COMPANY

  • 10:50 a.m.
    The Age of Transparency

    Concerns over transparency in media buying have shaken the agency world. This session will consider how we will move forward as an industry to ensure that we build new services for clients with transparency at the core.

    • Jeffrey Nicholson

      CHIEF MEDIA OFFICER

      VAYNERMEDIA

  • 11:10 a.m.
    Networking Break
  • 11:30 a.m.
    Lessons Learned: The Realities of ‘In-Housing’

    Stricter data regulations, increasing consumer demand for personalization and an erosion of trust in the digital marketing ecosystem are all driving brands to take more direct control of their marketing functions in-house - re-shaping the traditional relationship between client & media agency. This session will explore what lessons can be learned from this process and outline some key principles to adopt when supporting clients on this journey.

    • Toby Benjamin

      HEAD OF SERVICE PARTNERS

      MERKLE | PERISCOPEIX

  • 11:50 a.m.
    Spotlight: Metrics That Matter

    After one of the most high-profile and coveted account wins in the UK last year, Manning Gottlieb OMD's OmniGov, head of digital, Matthew Taylor will discuss how OmniGov has approached HM Government Communications and how it is busy redefining what metrics media should be focussing on.

    • Matt Taylor

      HEAD OF DIGITAL, OMNIGOV

      MANNING GOTTLIEB OMD

  • 12:10 p.m.
    Why Data Strategy is the Key to Addressable Media Buying

    It is generally assumed that in order to do addressable media well, you need access to premium inventory, machine learning and a skilled team. But what is often taken for granted is the quality of the data that feeds into addressable platforms. If data is going to drive our marketing decisions, then we need to be as diligent with it as we are with our media buys.

    In this session, Sherif Guindy, Head of Data Strategy EMEA, will reveal the top three things needed for a great data strategy and key areas of focus that practitioners need to get right.

    • Sherif Guindy

      EMEA HEAD OF DATA STRATEGY

      ESSENCE GLOBAL

  • 12:30 p.m.
    What is the Future of the Open Marketplace?

    With a reduction in open marketplace buying predicted for 2019 due to fraud and brand safety concerns, buyers may be showing a preference for premium marketplaces. Do open marketplaces have a future?

    • John McGarvey

      HEAD OF SUPPLY CHAIN OPTIMISATION

      INFECTIOUS MEDIA

  • 12:50 p.m.
    Lunch
  • 1:30 p.m.
    Town Hall

    Part roundtable, part workshop, this interactive session will give you face time with Digiday's editorial team on the challenges raised earlier in the forum. In addition, you have the time to discuss issues with your peers and to raise questions in a forum for group discussion.

    • Jess Davies

      UK EDITOR

      DIGIDAY

    • Seb Joseph

      BRANDS EDITOR, UK

      DIGIDAY

  • 2:30 p.m.
    The Great Skills Debate

    Modern media has changed the art of media planning. The skills to make this happen have slipped behind the potential.

    Discuss.

    • Pete Robins

      CO-FOUNDER

      AGENDA21

    • Leena Vara-Patel

      DIRECTOR OF AD TECHNOLOGY

      AGENDA21

  • 3:00 p.m.
    Networking Break
  • 3:20 p.m.
    Addressing Talent Retention & Life After Buying

    Phillip used to be a top Paid Social specialist. Then, he wasn’t.

    As digital continues to become the dominant force in media, organizations are more than ever going to need to bring technical ability right through from the coal-face to the exec.

    This session will talk about the strange process of giving up what you’re good at, what you can and can’t take with you, and how managers can make sure they retain and develop their team of experts into the next generation of leaders.

    • Phillip Dyte

      HEAD OF STRATEGY

      IPROSPECT

  • 3:40 p.m.
    Spotlight: Influencers

    The reach and influence of social media stars has turned them into media buys. While advertisers have rapidly embraced influencer marketing, their media and legal strategies haven’t always kept pace. Missteps around fake engagement, content ownership and bad chemistry between brand and influencer have led to costly mistakes. Agencies are often caught in the middle of influencer marketing’s biggest tensions, but some are developing tools and hiring experts to ease them.

    • Matt Rhodes

      HEAD OF STRATEGY

      ENGINE GROUP

  • 4:00 p.m.
    What it Takes to Succeed on Amazon

    This session will cover what must be done in order to prepare before running media campaigns, to ensure efficiency, conversion and return on media investment.

    • Yulia Livne

      CLIENT DIRECTOR, ECOMMERCE

      MINDSHARE

  • 4:20 p.m.
    The New Age of Audio

    With podcasting’s popularity on the rise, there’s renewed interest in audio. From podcasts on the commute to work to the advent of ad tech in streaming services, audio’s share of the media mix is growing. As advertisers look ahead, the opportunities in audio should be at the top of the agenda for agencies

    • Howard Bareham

      CO-FOUNDER

      TRISONIC

  • 4:20 p.m.
    5 Things We've Learned
    • Seb Joseph

      BRANDS EDITOR, UK

      DIGIDAY

Attendees

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200 Aldersgate
St. Pauls
London, United Kingdom EC1A 4HD

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