The Future of Advertising, an annual event curated by the Advertising Producers Association, is coming to London’s Picturehouse Central this Wednesday, March 6th 2019, 12 – 5pm.
For over a decade, the APA has brought together talented speakers from across the creative, production and business worlds, to take to the stage and share their insights on what to look forward to and strive for in the year ahead.
The aim of The Future of Advertising (FOA) is to provide ideas and new thinking, that you can take away and factor into your business planning. Except for very ground breaking projects, the event steers clear of people talking about how projects are created - the client being unsure what they wanted, changing their mind and the pressure on the budget and time frame are things you deal with every day.
Instead it is about big thinking, whether we agree with the thinking or not, as long as it gets thinking going.
This year the APA have some great people to do that, starting with Rory Sutherland, the most famous presenter to emerge from our industry for good reason - his insights into human behaviour and how they shape future developments and how people engage with advertising are vital and, often, hilarious. If Rory were talking about the History of Cement it would be vastly entertaining - though he isn’t on this occasion.
Lindsey Clay is the champion of TV advertising, making the case to advertisers based on facts and figures. When it was fashionable to call everything you did digital and claim no one watched TV anymore, Lindsey proved that wrong. Now she has moved on to exploring the new future of TV and its role for advertisers - no longer the box in the corner of your room but content you can take everywhere.
Oliver Feldwick is the Global Head of Innovation at The & Partnership another big thinker and author, who will talk about finding the audience in The Distraction Economy.
As part of the event the APA will also be announcing the winners of this year’s IDEAS awards which celebrates the best immersive and non-traditional advertising work made by APA members.
Don’t miss out on what promises to be a bumper afternoon, tickets available at:
Speakers / Talks
The Surprising Power of Things That Don't Make Sense
Rory Sutherland – Vice Chairman, Ogilvy
In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.
Hopes & Fears: Riding and Surviving a Technological Revolution
Kevin Young – Head of Creative Technology, The Mill
Over the past five years the world of Creative Technology has grown significantly, invoking two overriding human instincts; the fear that it's is corrupting us but also the hope we can choose to use technology to enrich our lives. The talk will explore both the positive and negative impact on the human condition and how we have an obligation to use it responsibility.
What is TV in 2019?
Lindsey Clay – Chief Executive, Thinkbox
With 'TV' no longer only referring to the box that sits in the corner of your front room, how can we keep up to date with the changing viewing environment and ensure it stays relevant.
Fixing "The Distraction Economy"
Oliver Feldwick – Global Head of Innovation, The&Partnership
Oliver will be talking on the origins of the attention economy we all live and work in, how we've gone astray creating 'The Distraction Economy' and what we should be doing to fix this.
"Young and Hungry": Supporting the Next Generation
Morgan Whitlock - Head of Marketing & Sales, The Sweetshop
Scott Dungate – Creative Director, W+K London
Emma Bewley – Producer & Head of Content @ Agile Films
Matthew Fone – President!, Riff Raff Films
Georgi Banks-Davies – Director, Skunk
The panel discusses the realities of supporting new and emerging talent as production navigates in-house, freelance directors and working directly with clients. Is there a right and wrong way to be supporting the next generation of directors, and is the independent production industry living up to their ultimate raison d'etre?
The Rise of In-Housing
Dominic Mills – Columnist, Mediatel
Ed Haworth – Managing Partner, OLIVER
Ed Howarth, managing partner of in-house pioneers OLIVER, talks to Dominic Mills about why clients are increasingly in-housing creative. Among other things, they will discuss its evolution, the 'culture vs collateral' debate, and its impact on creative services suppliers.
What Does Your Future Boss Look Like?
Philip Thomas – Chairman, Cannes Lions
Anna Arnell – Creative Partner, And Rising
Jason Stone – Founder, David Reviews
Ben Sharpe – Head of Film & Joint Head of Integrated Production, adam&eveDDB
Sue Higgs – Group Creative Director, Grey London
Creativity is no longer monopolised by advertising agency creative teams. The most powerful global companies realise that creativity is the key to driving business results and want to have a hand in disrupting the very nature of the creative process. Consultancies and tech giants especially have made a big play for creative talent over the last few years. How does this affect the traditional creative models and the talent pool they has been carefully nurtured over time? How will they change their model? Who will be your next boss?