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When Marty McFly jumped into the DeLorean with madcap mentor Doc Brown in Back to the Future, he had no idea where he was going or what was in store. Similarly the advertising and marketing industries have been going through rapid changes that no one could have predicted in recent years with developments such as dual-screen viewing and real time social blogging affecting the way we consume content. Good job, then, that we have the APA and its latest event next month to plug into how our industry is changing and how you can utilise those changes to ensure your business thrives.

The Future of Advertising... In One Afternoon, hosted at BAFTA in London, will provide an opportunity to get together with peers to grasp an understanding of the latest developments in technology and communication, and to see the possibilities they create for brands to talk to consumers.

For production companies and agencies, understanding those possibilities is essential to providing the best solutions for advertisers’ marketing objectives, and for ensuring that they are part of the future of advertising and commercials production.

Organisers have trawled through the channels to secure a great line-up of speakers for the day, focusing on the most important new developments in technology, including Duan Evans, ECD at AKQA; Chris O’Reilly, ECD at Nexus; Simon Gosling, EP at Framestore; Neil Riley, VFX supervisor at Passion Pictures; as well as representatives from ITV, Twitter and Blinkx.

Delegates will hear how second-screen viewing is being utilised to reinforce the viewer’s connection with the TV programme they are watching (and the advertising within it), and how the second screen can be used for advertising itself. Also, how Twitter creates communities of viewers to the same end and particularly how ITV has utilised these new possibilities and other initiatives to bring about resurgence in its fortunes.

Creative thinking for this new era is another highlight, and the event includes analysis of ground-breaking work in new communication environments from APA members.

Fresh from their trip to Silicon Valley, APA chief executive Steve Davies and his team will also share their findings from Creative London Comes to Silicon Valley, which saw 35 representatives of APA members travel to San Francisco to meet YouTube and Google, Twitter, Netflix, Blinkx and many more for a fascinating week of learning.

In addition to The APA’s partnership with the IPA for the event, The Marketing Society has also got on board this time round with the aim to strive for as broad an audience as possible, with APA members, agencies and clients represented, to create the most dynamic networking environment on the day.

The packed programme of speakers will cram everything into four hours with each giving a 20-minute presentation. The event takes place on Wednesday 8 May, and is being offered at a fraction of the price of the association’s other conferences.

Price per delegate is £325 plus VAT. APA, IPA & Marketing Society members can attend for £110 plus VAT. To book your passenger seat in the APA’s own DeLorean call 020 7434 2651 or email either Natali or Laura.

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