Building an Advertising Campaign



“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker

In this session, we will be looking at the changing, complex, and sometimes dark arts of media planning and buying. It remains a crucial element of budget spending for marketeers but with the fragmentation of media and multiple routes to market - how do you best optimise your constantly under pressure budgets to deliver campaign objectives?

Data, analytics, social media, technology, demographics, and changing consumer habits have made media planning more complex.

We join both in-house marketeers and media planning agencies and talk about all things ads, the shift in the market, and how to get the best return on that precious, pressurised, accountable, media budget.


Steve Wild, Head of Sales - Local & Development, Sky Media

Mathew Greenlay, Head of Global Digital Marketing & Analytics, abrdn

Will Wright, Business Director, Libertine

Tom Chandler, Head of Paid Search & Shopping, Mediaworks

Chaired by David Cowan, Managing Director, The Financial Services Forum

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