2025 Agenda
08:30 - 09:30
Registration and refreshments
09:30 - 09:40
Welcome from Campaign and chairs’ opening remarks
09:40 - 10:10
Opening Fireside Chat Jamie Laing: Conquering Candy, Culture & Conversation – Authenticity in Action
Fireside Chat
From reality TV to real impact, Jamie Laing has become a master of reinvention – building cultural relevance across three major media touchpoints: brand, broadcast, and podcast. In this energising fireside chat, Jamie unpacks how authenticity has been the consistent thread powering the success of his sustainable confectionery brand Candy Kittens, his bold voice on BBC Radio 1, and his candid podcasting ventures.
With tangible insights into building trust with Gen Z and millennial audiences, creating values-driven content, and scaling a brand with purpose at its core, this session offers takeaways for brands, agencies, and media owners navigating today’s attention economy.
Jamie will also reflect on his recent ultramarathon for Comic Relief and what it revealed about positive masculinity – offering a powerful counter-narrative to portrayals like Netflix’s Adolescence and showing how vulnerability can be a superpower in both storytelling and leadership.
Explore:
- Embedding authenticity in brand-building and cross-platform storytelling
- The role of values and vulnerability in reaching younger audiences
- Why positive portrayals of masculinity matter – and how media can shape them
- What cross-platform success looks like when purpose is the driver
This will be a Campaign exclusive – a rare chance to hear how one cultural entrepreneur is using influence (across three mediums) to spark conversations that matter and power positive cultural change.
10:10 - 10:35
Panel Discussion - Media Leaders: How can media drive your business?
Panel Discussion
10:35 - 10:50
Reimagining customer connection. How AI can humanise the online experience
Keynote
As scrutiny on ad spend intensifies and the divide between marketing and finance grows, this session challenges the industry’s over-reliance on performance marketing. It explores how AI can help brands reconnect with consumers through emotionally intelligent, hyper-personalised storytelling that fits seamlessly into their digital lives.
- Rediscover the purpose of advertising: why rebalancing brand and performance is critical to long-term value and customer connection.
- Breaking down advertising silos: the importance of building seamless experiences that reflect real consumer behaviour.
- Using AI to humanise, not just optimise: discover how AI can help brands reconnect with their audiences in more meaningful, memorable ways.
10:50 - 11:05
From Insight to Impact: supercharging incrementality for UKTV
Keynote
CTV's potential is undeniable but are you at the forefront of the most progressive opportunities it offers? Join MiQ, alongside our partners at Arena Media and UKTV, as we unpack winning strategies to supercharge CTV performance, overcome fragmentation and achieve incremental reach and ROI. The session will explore how MiQ connected a unique, custom measurement solution with UKTV's specific business goals delivering incremental tune-in across a collection of hero shows.
11:05 - 11:35
Networking break
Networking Break
11:35 - 12:10
Brand Safety Vs. Reach in a Fragmented Media Landscape: Is Trust the Price we Pay for Media Expansion?
Debate
Moderated by Debate Mate
- What are the real trade-offs between maximising audience engagement and safeguarding brand reputation? Are brands playing with fire?
- Can brand safety truly survive in high-reach channels, or is it an illusion?
- Are brands willingly sacrificing consumer trust for the sake of visibility? - What’s the long-term cost of this gamble?
- In today’s fragmented media landscape, is it even possible to achieve both expansive reach and unwavering trust, or are we destined to choose one over the other?
*During the debate sessions, speakers are assigned opposing positions to present diverse perspectives. They aren’t necessarily advocating for their personal views or the beliefs of the brands they represent, but rather contributing to a balanced discussion that encourages deeper conversation and critical thinking.
12:10 - 12:35
Panel Discussion - AI Revolution: Catalyst for Progress or Threat to Authenticity?
Panel Discussion
In what ways are AI and automation transforming media processes, and where do they fall short?
Are we sacrificing the human touch for efficiency? What are the implications for brand storytelling and audience connection?
As we embrace AI-driven solutions, are we relinquishing too much control over our strategies and decisions?
How do we navigate the ethical implications of automation in our media strategies?
12:35 - 12:45
Breakout to HUB sessions
Hub
12:45 - 13:10
HUB A1: Reframing reach: The new era of programmatic out-of-home
Hub
Out-of-home (OOH) advertising is evolving fast, and programmatic is at the heart of that transformation. In this fireside conversation, Beau Jackson, Media Editor at Campaign, sits down with Lee Cutter, VP Sales Nordics & MENA at Hivestack, to explore how programmatic DOOH is reshaping planning, targeting, and measurement in the UK and globally. From real-world success stories to future-forward trends, they’ll unpack how OOH is becoming a powerful player in omnichannel strategies and why the future of outdoor has never looked more dynamic.
12:45 - 13:10
HUB A2: Measuring the quality of your media execution
Hub
With most of a digital media budget being spent on campaign execution, getting this critical stage right is essential. While significant energy goes into strategy, audience planning and creative, poor execution can undermine even the best-laid plans. In this session, Percept will share practical insight from working with brands and agencies including Vodafone and Jellyfish — offering a behind-the-scenes look at how small improvements in execution can lead to big gains in campaign performance.
12:45 - 13:10
HUB A3: The Alchemy of Brand Growth: Turning attention into action, fame into frictionless flow, and humour into lasting impact
Hub
At Initiative, we talk a lot about brand growth as an alchemy and an art, not a trade-off. Not brand or performance. But the powerful blend of emotional resonance, uniting brands in culture and driving commercial momentum, and seamless customer flow. It’s our mental model for growth that spans beyond the realms of just paid media, knowing a wider ecosystem can impact how a brand grows, we call this philosophy for growth Fame & Flow.
Join Rachel Coffey, Chief Strategy Officer at Initiative in conversation with Russell Jackson-Pugh, Head of Media at Deliveroo and Tim Pearson, Chief Revenue Officer at LADbible Group as they explore what it takes to create meaning and movement in a modern media ecosystem.
14:10 - 14:35
HUB B1: Measurement - Challenging the Zeitgeist
Hub
As marketing effectiveness continues to grow in popularity, it’s becoming increasingly challenging work out where to start, what matters most and how to scale your programme.
In this session, you’ll get some practical tips and insight into how to solve those problems with a particular focus on why MMM shouldn’t be your starting point (despite what the industry tells you!)
14:10 - 14:35
HUB B2: Is Ad-land falling asleep at the wheel?
Hub
We are at the centre of a pandemic of misinformation, with growing rates of anxiety and depression amongst young people. Evidence shows social media is the catalyst behind many of society's biggest issues – so should the advertising industry take stock of their investment in social platforms?
Bauer Media’s Managing Director Simon Kilby will explore how brands and media agencies can take a more conscientious approach to their media spend, to help protect the future of both the advertising industry and more importantly, wider society.
14:10 - 14:35
HUB B3: If You’re Not in Gaming, You’re Not in Culture: A Playbook for Brands in 2025
Hub
Gaming is no longer a niche. It’s the dominant force in global entertainment, eclipsing the combined scale of film and music. For brands in 2025, gaming is now a strategic imperative for relevance, reach, and resonance.
Today’s top 10 games drive more engagement than the 100 biggest influencers, demonstrating the unmatched power and scale of playtime across every audience demographic.
In this forward-looking conversation between Overwolf Ads and dentsu, we’ll explore:
Why every brand needs a gaming expert in the room
Key takeaways for an integrated gaming strategy in 2025
KPIs and media metrics to measure brand success in gaming
Case studies from category leaders like Pringles that are already setting the standard
14:35 - 14:45
Switchover between HUBS
Hub
14:45 - 15:10
HUB C1: Don’t just reach, connect: The secret to engaging all types of sports fans
Hub
At a time when viewing is increasingly fragmented and it’s harder to reach large audiences at once, live sport is not only retaining audiences - it’s growing fast.
In this session, you’ll hear how a deeper understanding of the evolving sports fan and their viewing habits is helping advertisers drive deeper engagement and greater impact from their ad spend.
Lexus will share how they’ve tapped into talent and connected with a new generation of sports fans through their Sky Sports Tennis partnership. Mat will share the key learnings and the impact it’s had on both their brand metrics and business performance
14:45 - 15:10
HUB C2: Signals of Change: Unlocking consumer insights across screens
Hub
This session dives into how Samsung is harnessing the world’s largest set of first-party TV data—now enriched with 1st party deterministic Samsung mobile insights—to unlock the most powerful cross-device understanding to date. Discover how these layered signals can help advertisers better understand audiences, predict behaviour, and drive effectiveness. From a fully consumer-centric approach to media planning, to AI-driven optimisation tactics, we’ll explore how multi-screen intelligence is shaping the future of audience buys and campaign impact. And this is just the beginning—there’s much more to come.
14:45 - 15:10
HUB C3: The Business of Belonging: LGBTQIA+ Inclusion and How It Benefits Everyone
Hub
This session will:
- Outline some of the challenges LGBTQIA+ people face in 2025
- Explore how LGBTQIA+ inclusion can benefit everyone and build stronger teams
- Equip you with a framework to drive LGBTQIA+ equity in your organisation
- Provide examples of workplace initiatives that are making a tangible difference
- Give you 3 actions every organisation can start doing today
15:10 - 15:40
Switch back to plenary via networking break
Networking Break
15:40 - 16:00
Unlocking Retail Media’s £5bn Opportunity: How Brands, Agencies, and Retailers Can Win Big in 2025
Keynote
- Discover actionable insights from ISBA and MediaSense’s latest 2025 research into the retail media landscape
- Learn how brands, agencies, tech vendors, media owners, and retailers can collaborate to maximise value and ROI
- Identify the key strategies needed to thrive in a sector predicted to surpass £5bn in the UK next year
16:00 - 16:25
Panel Discussion - Breaking Silos: Can True Inclusion and Effectiveness Coexist in Multidisciplinary Teams?
Panel Discussion
- What truly qualifies as a “multidisciplinary team” in practice?
- Is conflict an inevitable part of collaboration?
- Are certain fields or voices consistently overpowering others—and how can teams balance the influence?
- Is it possible to build genuine trust and psychological safety across different skill sets, experiences, and expectations, or are they just buzzwords?
16:25 - 16:40
An Ad Tech CEO’s Perspective on How Sell-Side Decisioning is Reshaping Programmatic Advertising
Keynote
Programmatic advertising is undergoing a major shift, with innovation increasingly coming from the sell side. By moving intelligence and decisioning closer to the impression, publishers are unlocking new efficiencies and creating greater value. This evolution is not about reducing buy-side influence; it is about enhancing collaboration and driving better outcomes across the board.
With advancements in AI, improved transparency, and access to richer datasets, advertisers are empowered to invest with greater precision, while publishers retain more control and revenue from their inventory.
In this session, Andrew Casale, President and CEO of Index Exchange, will explore how this transformation is creating a more effective, agile, and mutually beneficial programmatic ecosystem for media owners, brands, and technology partners alike.
16:40 - 17:05
Debate - Is Social Media the Silent Killer of Television?
Debate
Moderated by Debate Mate
- Are audiences abandoning TV for social platforms?
- Is social media diluting the value of storytelling?
- Are brands shifting their focus from TV to social media?
- Can TV compete with the instant gratification of social media?
- Will TV become extinct?
- Should brands and agencies rethink their over-reliance and over-investment in social media?
*During the debate sessions, speakers are assigned opposing positions to present diverse perspectives. They aren’t necessarily advocating for their personal views or the beliefs of the brands they represent, but rather contributing to a balanced discussion that encourages deeper conversation and critical thinking.
17:05 - 17:15
Campaign and chairs’ closing remarks
18:00 - 19:30
🍸🌅💬 -- Teads reception at i360 --🍸🌅💬
Step inside the futuristic glass pod and soar 450 feet above the city for a sunset experience like no other. With 360-degree views of Brighton, the South Downs, and the sea beyond, this is networking at new heights, literally.
Expect great company, premium drinks, and meaningful conversation with industry leaders — all set against a breathtaking coastal backdrop. As the pod glides above the skyline, you’ll share ideas, perspectives, and a moment of calm clarity away from the conference buzz.
19:30 - 00:00
🎉🍔🍻 🎧 🌊 -- After Party Dinner at Shelton Hall -- 🌊 🎧🍻🍔🎉
As the I360 pod gently touches down, the celebration continues at Shelter Hall
Media360 invites you to join us for an evening takeover at Shelter Hall, Brighton’s iconic seafront venue. Set in a beautifully restored Victorian building, this buzzing food hall is home to seven award-winning kitchens, craft bars, and live DJ sets, the perfect blend of atmosphere and energy to wind down (or keep the momentum going).
Expect street food from Brighton’s best independent chefs, a flowing bar, and laid-back networking with fellow attendees, speakers, and industry leaders, all against the backdrop of the sea. Whether you're debriefing the day, catching up with old faces, or forging new connections, this is your chance to recharge, reconnect, and enjoy Brighton at its best.
We’ve got the space until 11:30pm, and it’s set to be a standout moment of Media360