Held at the spectacular London Film Museum, the Next Gen: Future Thinking conference provided a rapid fire glimpse into the key players and forces that are disrupting and reshaping marketing services and technology. The event brought together representatives from the entire ecosystem, ranging from Facebook to HubSpot to Accenture, Merkle and Cheil.
We’ve put together videos, speaker presentations and photos to provide you with all the insights from the event, please find below.
Summary of the event
Media and creative convergence, IT and marketing services converging, and new networks and business models emerging to challenge the existing order – these are all key themes for the world of marketing services and technology. At the same time, great storytelling skills will be more important than ever to cut through the noise, and they won’t be replaced by technology. All of these themes, and more, were explored at the Next Gen: Future Thinking event.
Facebook’s director of agency partnerships, Claire Valoti, was on hand to remind the audience of the power of a platform that claims one in four of all minutes spent on mobile. Tools like Facebook show that search is no longer enough to engage with consumers as often they don’t actually know what content they are looking for. The rise of imagery, which we can process 60 times as fast as text, was one outcome, she said. The amount of content available has gone up, but the brain’s capacity to process it has not, so brands have to find smarter ways to put people at the centre of their efforts.
Meanwhile, Craig Dempster, executive vice-president at performance marketing company Merkle, said that today is the ‘age of the consumer’, giving rise to the ‘platform marketer’, to handle the ability to address individuals at scale. These new marketers have to master the three Cs – context, connectivity and content. They also have to rationalise a bewilderingly complex tech stack by developing platform marketing competency.
Read the full summary of the event here.
Facebook – Claire Valoti, Director of Agency Partnerships, UK
Merkle – Craig Dempster, Executive Vice President and Digital Agency Group Leader
Scoota – James Booth, CEO
Hubspot – Kieran Flanagan, Marketing Director EMEA
BGF – Chris Hodges, Investor
WE – Chris Talago, Executive Vice President and General Manager – EMEA
Quill – Ed Bussey, CEO
Cheil – Aaron Lau, President & CEO of Cheil Greater China and President of International
Huge thanks to our event partners; WE, The Drum, HubSpot and Osborne Clarke.