At this year’s Client Gathering we’re considering all the developments – technological, business, societal – that are having an impact on advertising and hearing how brands are adapting to change. A recurring theme is trust: trust in politics, institutions, leaders and brands in a rapidly changing world.
We meet at a time of political upheaval and economic uncertainty over UK’s position on a global stage. Voters here and around the world have delivered angry verdicts to mainstream political parties; opinions are entrenched and societies divided. What caused these deep divisions and a breakdown in trust in politics, and leaders? Why are voters turning to populist alternatives? How might we heal as a nation, and what kind of leaders will we need in the future? Our high-level panel considers all these pressing topics, and more.
In this opening conversation we hear how Sky is navigating the digital era as a highly innovative business and trusted consumer brand. We get Sky’s perspective on the current business climate, touching on key economic, technological and consumer trends, and hear how Sky is responding to that change. Plus the merger with Comcast: what that means for advertisers and how Sky’s platform will benefit.
Which foundational technologies are likely to affect profound change in consumer adoption of products and services over the next decade? We hear from Rob Norman, whose career at the nexus of the disrupters and the disrupted has given him a rare perspective on the evolution of media and consumer behaviour, and Brian Wieser, a highly regarded marketing, media and technology analyst once called ‘Madison Avenue’s de facto Chief Economist’. Rob and Brian’s insights cover 5G, artificial intelligence and life after the smartphone, plus technology’s ongoing impact on identity, privacy and brand safety.
What can brands learn from the way we make decisions throughout each day? In this insightful and entertaining presentation Richard Shotton, author of The Choice Factory: 25 Behavioural Biases That Influence What We Buy, explains how behavioural science can be applied to marketing and how knowledge of behavioural biases and ‘anchoring’ can contribute to successful advertising campaigns.
Trust: the most valuable asset of any organisation; it’s fundamental to every action, interaction and relationship. But how do you build and maintain trust in a world of data breaches, fake news and political polarisation? Rachel Botsman, the world’s leading expert on the evolution of trust and author of ground-breaking book, Who Can You Trust? How Technology Brought Us Together – And Why It Could Drive Us Apart, explains how trust between individuals, and between individuals and businesses, government, and society is being redefined.
National treasure Harry Redknapp joins A League of Their Own’s Jamie Redknapp live on stage to talk about the beautiful game, team spirit, not forgetting your roots and the importance of family. The father-and-son duo will talk about their relationship on and off the pitch, Harry’s influence on Jamie’s playing career, and Jamie’s pride – and a nation’s delight – as Harry was crowned King of the Jungle. Plus Harry’s lessons, laughs and legendary tales from a lifetime in football.
Brian Skerry, a multiple award-winning photographer, has been shooting life above and below water for more than 30 years. His unique images for numerous National Geographic Magazine cover stories both celebrate the glory of the underwater world and raise awareness of the issues that imperil the diversity of our oceans. In this highly visual and inspiring presentation Brian will explain how he fell in love with the sea, sharing intimate shots of marine wildlife and endangered marine habitats that have helped prompt change.
Sky Ocean Rescue was launched in 2017 with the aim of shining a spotlight on the issues affecting ocean health, finding innovative solutions to tackle ocean plastics, and inspiring people to make everyday changes that collectively make a huge difference. Debbie Klein will explain Sky’s progress as it seeks to become a single-use plastic free business by 2020. She will also reveal how Sky Ocean Ventures – an impact investment fund – is now accelerating new ideas that will help turn off the plastics tap, and will introduce us to leading proponents in the drive to conserve marine biodiversity.
Insurer Direct Line relaunched its brand five years ago, creating a new proposition of being ‘the fixer’. In this insightful discussion, Mark Evans explains how the effectiveness of Direct Line’s TV advertising was turned around by reprising Pulp Fiction character Winston Wolf to tell its story. The entertaining ads were the brainchild of Richard Huntington and his team at Saatchi & Saatchi. In this discussion Mark and Richard talk about the brand idea, the pitch – ‘the best I’ve ever seen’, says Mark – and the outcome.
Marketing has lost its way and is losing audiences, says advertising legend Sir John Hegarty. Too many ads are bland and boring, the result of playing it safe and relying too much on data. In this stirring call-to-arms, Sir John – founder of BBH, one of the most talked about and awarded advertising agencies in the world – explores the cause of marketing’s malaise and explains how, with courage and creativity, brands can rediscover the power of fame.
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