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Telegraph Media Group’s new Editor-in-Chief and Chief Content Officer Jason Seiken recently came on board to reinvent the company’s content across all platforms – and to incite a growing Telegraph audience to take its full advantage in a variety of ways and to become loyal members of The Telegraph community. He’ll lead a discussion with a Telegraph journalist who’s developed a groundbreaking technology to help do just that, and a non-Telegraph digital news expert to explore how it’s done on a fast-rising platform. MORE
Jason Seiken Editor-in-Chief & Chief Content Officer, THE TELEGRAPH
Heavyweight champions of the Programmatic ecosystem go "mano a mano" in this no-holds barred journey into the Programmatic squared circle.
Arun Kumar President, G-14, Mediabrands Audience Platform, IPG MEDIABRANDS
Rohit Dhawan Director of Product Management, GOOGLE
Nick Reid UK Managing Director, TUBEMOGUL
Jay Sears SVP Marketplace Development, THE RUBICON PROJECT
Preetham VV Global Head of Brand & Commerce, INMOBI
Jonathan Wolf Chief Product Officer, CRITEO
An eclectic gathering of new frontier thinkers who are blazing the trail, tapping a state of the art digital toolkit and defining the future of media.
Abba Newbery Strategy Director, NEWS UK
Toby Gunton Chief Innovation Officer, OMD UK
Robert Horler CEO, Western Europe, DENTSU AEGIS NETWORK
Josh Krichefski COO, MEDIACOM UK
Paul Mead Founder & Managing Director, VCCP MEDIA
Technology is at once reshaping and reaffirming the power of the ancient art of storytelling. Through work with brands like Google and Samsung, on campaigns that run the gamut from documentaries to album releases, the future of storytelling is one of the things preoccupying teams at 72andSunny. Can stories humanise intangible brands? How do we use technological advancements to tell stories in innovative, inspiring ways? Join 72andSunny Amsterdam as they explore how the art of the narrative animates marketing today.
Carlo Cavallone Executive Creative Director, 72ANDSUNNY AMSTERDAM
Simon Summerscales Director of Communication Strategy, 72ANDSUNNY AMSTERDAM
Stephanie Newman Director of Strategy, 72ANDSUNNY AMSTERDAM
Imagine if there was a group of people, largely ignored by marketers and advertising, who have the financial power to significantly influence the success of brands.

Now imagine that this group is not only crucial to brands now, but its importance is increasing over time.

At Advertising Week 2014 hear from Enders Analysis and YouGov, how this mature ABC1 audience, Generation Wealth, are increasingly the power players of consumer spending. MORE
Duncan Tickell Group Commercial Director , IMMEDIATE MEDIA CO.
Jane Carn Head of Qualitative Research, YOUGOV
From East London to Africa, the music that has inspired Idris Elba.

Join Chris Maples, Spotify's VP Europe, for an intimate chat with the star of Mandela, Luther and The Wire about how his passion for music has been a major influence on his life and his career.

In a rare one-to-one interview, Idris will share his musical journey with you.
Chris Maples VP Europe, SPOTIFY
Idris Elba Actor
Talent is now more powerful than ever. So we'll explore how the advertising world is is being turned on its head by a new generation of connected talent that has direct relationships with same audiences that brands covet. Gravity Road - and some very special guests - host a lively debate.
James Corden Actor
Zoe Collins Managing Executive Producer, FRESH ONE PRODUCTIONS - FOOD TUBE
Joanna Scarratt Head of Brand Partnerships, UNITED AGENTS
A hands-on workshop on combining media channels for more impact.
Dave Birss Head of Innovation and Culture, ESI MEDIA: THE INDEPENDENT, I, LONDON EVENING STANDARD AND LONDON LIVE
09:45 AM
David Lean Room

Agency Trading Desks Look at Programmatic

Not you're typical panel, AOL invites each one of the major trading desks to stage to debate the role and future of programmatic advertising in the UK. This panel will not only dig into the challenges of the current market, but take a look forward sharing their unique knowledge and insights with the audience.
Noel Penzer Managing Director, AOL UK
Darren Goldie Chief Development Officer, HAVAS
Steve Hobbs MD, UK, AMNET GROUP
Danny Hopwood Head of Platform EMEA , VIVAKI
Dave Katz Head of Business Development, ANNALECT
Consumers are a passive target audience, the ad industry knows what's best for them and ad blocking is for geeks. For the first time in public we are going to debate the 'real' impacts of personal advertising. Hosted by Dominic Mills from Mediatel, please come a join our panel of experts for lively debate, real numbers and new, exclusive research on the human reactions to behavioural advertising. MORE
Dominc Mills Columnist, MEDIATEL
Tim Abraham Director Data and Audience, XAXIS EMEA
Sacha Bunatyan COO, AMNET UK
Adam Freeman Chairman, MEDIA BUSINESS COURSE
Tim Gentry Revenue Director, GUARDIAN NEWS & MEDIA
Colin Strong MD, GFK UK
Programmatic is widely hailed as a key to delivering on the promise of digital disruption and the data-rich ecosystem. Industry leaders debate programmatic's present and future and go deep on the industry’s biggest hot button of 2014.
Brian Morrissey Editor-in-Chief, DIGIDAY
Jamie McCloskey Head of Programmatic, AOL UK
Dora Michail Senior Director, Audience Solutions, EMEA, YAHOO!
Geoff Smith General Manager, Audience On Demand, VIVAKI
Dan Wilson GM, Business Managment, AMOBEE
Like all evolution, the boom in online video cannot be described by just one environmental factor. Several fundamental tailwinds are fueling these trends, rocketing online video traffic to almost double in the last three years. The text-based Web has become increasingly video enabled, with video players bumping text aside and each new social media craze evolving to embrace video at an ever-quickening pace. The proliferation of connected devices, from smartphones and tablets to Connected TVs, has transformed the online video experience, freeing viewers from the confines of their desktops to watch unlimited content on their big screens or in the palms of their hands. The market has truly evolved to an on-demand environment where “prime time” is at the discretion of the consumer. MORE
Donald Hamilton Managing Director, BLINKX UK
Prepare to be challenged! We hand this year’s lecture over to The Ad Contrarian (Bob Hoffman), and invite him to give a personal and provocative perspective on the advertising industry. Hoffman is director of consultancy Type A Group, author of 101 Contrarian Ideas About Advertising, and a prolific blogger and speaker. www.adcontrarian.blogspot.com
Mark Austin Broadcaster, ITN
Bob Hoffman Author & Partner, Type A Group, THE AD CONTRARIAN
A masterclass in content marketing and an audience with Henry Normal - the man behind Alan Partridge and Baby Cow Productions.
Scott Donaton Global Chief Content Officer & Head of UM Studios, UM
James McAllister Content Director, UM STUDIOS
Henry Normal CEO, BABY COW PRODUCTIONS
Discussion of neuromarketing research tools and methods, their help in measuring emotional links and how they can help you make more effective advertising. Presentations by The ARF, Nielsen Neuro and a panel discussion of industry leaders.
Michael Smith Director, Industry Relations, NIELSEN
Martin de Munnik Founding Partners, NEURENSIC
Carla Nagel Executive Director, NEUROMARKETING SCIENCE & BUSINESS ASSOCIATION
Michael Smith Nielsen, DIRECTOR, INDUSTRY RELATIONS
Horst Stipp EVP, research and innovation, Global and Ad Effectiveness, ADVERTISING RESEARCH FOUNDATION
Pranav Yadav CEO, NEURO-INSIGHT US
Ngens are one of Clear Channel’s audience ‘tribes’. Young, social, connected and passionate about their cities, Ngens are the future of the UK.
For the last 12 months Clear Channel has been working with some of the country’s biggest brands, holding in-depth conversations with Ngens through its unique audience insight community. Coinciding with the publication of a report based on the findings of the Ngen community, this innovative and interactive session provides a fascinating insight into this influential group. MORE
How the programmatic revolution is transforming the media business model. MORE
Duncan McCrum Head of Digital Sales, MTV
Jamie Jouning Director of Conde Nast Digital, CONDE NAST
Stuart Mays Director of Commercial Strategy, GLOBAL RADIO
Kathleen will speak to lessons learned from over 30 years in the Advertising business—drawing from her unique experiences in the industry and sharing, in her words, “Things I Wish I’d Known Then.” MORE
Kathleen Hall General Manager,Global Advertising, MICROSOFT
Daren Rubins CEO, PHD UK
Inspiring modern, urban professionals requires both skill and style. Media brands doing it successfully deliver consistently authentic, credible, inspiring content across multiple channels – offering interactive, effective advertising opportunities as they go.

In this session, StyList and Time Out - two highly-successful, urban media brands - showcase the latest in innovative, integrated commercial partnerships, and offer insights into the inventive advertising solutions they bring to market. MORE
St. John Betteridge, TIME OUT
Lisa Smosarski Editor, STYLIST
Oystercatchers brings together two of businesses most successful CEO's, Sainsbury's, Justin King CBE and Martin Glenn, United Biscuits. In discussion with Suki Thompson, Oystercatchers' Founder, the debate will particularly focus on the value of partnerships; manufacturer and retailer, internal and external, brands and agencies, marketing and IT and the importance of the individual's relationships. Justin and Martin will talk about how their leadership styles and beliefs have created environments for success. MORE
Suki Thompson Founding Partner , OYSTERCATCHERS
Martin Glenn CEO, UNITED BISCUITS
Justin King CBE CEO , SAINSBURY'S
The massive consumer shift to mobile devices is fundamentally – and rapidly – changing digital advertising. Leaders in publishing and advertising will explore how the fusion of Real-Time Advertising, new Native ad formats and mobile are reshaping the multiscreen landscape.
Cameran Harman MD EMEA, OPENX
Linda Davidson European IT Director, DISCOVERY NETWORKS
Andrew Davis Leading Digital Strategist
Will Hayward Vice President of Advertising, Europe , BUZZFEED
Paul Jakimciw Managing Partner, ALBION LONDON
Trading desks have become the focal point for programmatic and advertising automation. As automation encompasses direct orders and sweeps across the holding companies, what are the accelerators that will drive this change even faster?
Jay Sears SVP Marketplace Development, THE RUBICON PROJECT
Marco Bertozzi Executive Managing Director EMEA, VIVAKI
Nicolas Bidon Managing Director, XAXIS UK
Steve Hobbs UK Managing Director, AEGIS INTERNATIONAL, AMNET
Arun Kumar President, G-14, Mediabrands Audience Platform, IPG MEDIABRANDS
Cristina Sagarduy Deputy Managing Director EMEA, OMNICOM, ACCUEN
As a leader, you may be articulate, wise and visionary but are you fully aware of the signals you subconsciously transmit? What you wear, how you move and indeed how you are thinking all silently influence the way you are perceived - so what can you learn to master these elements?

Join Kathleen Saxton, CEO of talent agency The Lighthouse Company; fashion guru Gok Wan; body language expert Judi James; and psychologist Oliver James, as we dissect the unspoken truth, that as a leader, substance is only part of your equation.
Kathleen Saxton Founder & Chief Executive, THE LIGHTHOUSE COMPANY
Judi James Body language expert, author and television presenter
Oliver James Clinical psychologist, author and broadcaster
Gok Wan Fashion expert, author and television presenter
Are you ignoring half of the purchase journey? MEC Momentum is MEC’s research-fuelled approach for understanding the purchase journey. MEC Momentum shows the connections between people’s perceptions of brands, consumer behaviour in the purchase journey, and how they use touchpoints in relation to categories, providing a whole new take on the purchase process and a new strategic approach to growing our clients business. MORE
Julie Hamshere Research Group Consultant Director, MEC
Richard Bradford Strategy Director, MEC
Who said being controversial was a bad thing?

Join Graham Goodkind, PR extraordinaire and founder of the award winning Frank PR, as he talks about creating reactions, the power of buzz and how to manage it.

If you take away even just one nugget of advice that you can implement into your business, it is sure to be 45 minutes well spent.

Eureka moments and hilarious anecdotes guaranteed.

Also attending on the day
Tom Pellereau aka 'Inventor Tom' from series 7 of The Apprentice.

Graham Goodkind Founder, FRANK PR
Does London have the right ingredients to become THE number one global mega city, dwarfing heavy-weight contenders like New York, Tokyo, Shanghai & Delhi? MORE
Nick Ferrari Radio Presenter, LBC
Kit Malthouse Deputy Mayor for Business & Enterprise
Michelle Dix Managing Director of Planning, TFL
Richard Morris Managing Director, VIZEUM
Matt Scheckner Executive Director, ADVERTISING WEEK EUROPE
Peter York Broadcaster
Wired presents a select group of honorees from the 2014 Wired 100 annual survey of the UK's digital power brokers. Featuring Mark Read, CEO, WPP Digital.
Mark Read CEO, WPP DIGITAL
Can advertising be funnier? Of course it can. A panel of the UK's most exciting BAFTA winning and Golden Globe nominated comedy directors and writers discuss the process and the pitfalls of using comedy for brands.

Jim Field Smith, Writer/Director, RSA (The Wrong Mans / Episodes)

David Kerr, Director, Hotspur and Argyle (Fresh Meat, Inside Number 9)

Dave Buonaguidi, Chief Creative Officer, Karmarama

Steven Gash, Founder QI

Bex Rycroft, Director, (Horrible Histories, Lee Nelson)
James Rawlings Creative Director, HOOT COMEDY
Jim Field-Smith Writer / Director, RSA
Stephen Gash Founder, QI
David Kerr Director, HOTSPUR & ARGYLE
Dave Buonaguidi Chief Creative Officer, KARMARAMA
Will this finally be the year that mobile, social, and content converge into a marketing "perfect storm?" Consumers are armed with social feeds and the mobile web, providing them with real-time content relevant to their needs, and demanding brands engage them one on one in conversation. Our senior panel of marketers share their perspectives on how they’ve adapted to meet those demands and learned to thrive in this new era of conversation. Brought to you by LinkedIn, in association with The Marketing Society.
Mark Earls Herdmeister, HERD CONSULTANCY
Paul Graham VP of Engagement Marketing, BURBERRY
Nick Jones Head of Digital & CSR, VISA EUROPE
Greg Levine Automotive Marketing Director
Pete Markey CMO, RSA INSURANCE GROUP
John Watton Director, Digital Marketing EMEA, ADOBE
IAB RealView is ground breaking research illustrating how people really use connected devices using time lapse fisheye cameras. Delivered in partnership with research agency Firefish and in consultation with Dr Simon Hampton of the University of East Anglia’s School of Psychology. The research offers a unique insight into how advertisers can communicate with consumers in an omniscreening world and today’s session features a ‘live’ experiment demonstrating the project’s major findings.
Dr. Bob Cook Director of Innovation and Inspiration, FIREFISH
Tim Elkington Director of Research & Strategy, IAB UK
Celebrity endorsement is big business, with brands spending billions working with talent to produce compelling campaigns and advocate their products. Celebrity Intelligence editor Gabrielle Sander brings together the Walkers crisps advertising campaign creatives - Freuds Associate Director Jack Freud, AMV BBDO Chief Innovation Officer Jonny Spindler, Walkers Marketing Director Pete Charles and BAFTA-winning director Paul Weiland - to share their experience, insight and predictions on the future of celebrity endorsement.
Gabrielle Sander Editor, CELEBRITY INTELLIGENCE
Jack Freud Associate Director and Head of Talent, FREUDS
Jonny Spindler Chief Innovation Officer, AMV BBDO
Paul Weiland Founder, Executive Creative Director, Director, CONTAGIOUS CONTENT
Pete Charles Marketing Director, WALKERS
Mobile is no longer a separate line item and requires the results to stay that way. What does “mobile first” and responsive design really mean? What about “native formats?” What's works best: Rich-Media, Video or Both? This session, with live Q&A;, addresses these questions head on, showcasing best-in-class mobile brand experiences, talking results and inspiring everyone in the room.
Mick Rigby CEO, YODEL
Andy Chandler Sales Director, UK, TAPJOY
Matt Champion Client Services Director, FETCH
Andrew French VP Client Services, SOMO
Alex Newman Head of Mobile, EMEA, OMD
IPC Media bring together a panel of experts who make food their business – in very different ways. What inspires them? And how can they inspire you? What can brands and advertisers learn from the industry leading innovators in this foodie revolution? Where do food trends come from and why do they spread like wildfire? Why do we all want to keep making cupcakes? How can people innovate in such a crowded sector? Is it chef as celebrity first and the recipe second? Is food the new fashion?
Bruce Langlands Director of Food and Restaurants, HARRODS
Gizzi Erskine Food Writer and Pop-up Chef
Jane Curran Food Editor, WOMAN & HOME
Rob Dann Chef and Owner, B.O.B.'S LOBSTER
Sam Bompas Founder, BOMPAS & PARR
Havas Global Chairman and CEO Yannick Bolloré in his first major public appearance.
David Rowan Editor, WIRED UK
Yannick Bolloré Global Chairman & CEO, HAVAS
Our panel of entrepreneurs - all with first hand experience of building and realising equity value - will debate the highs and lows with the unique benefit of hindsight. So if you’re wondering when to sell, or when not to, join us and find out.
Charles Fallon Senior Partner, S.I.PARTNERS
Steve Booth Founder, BLM
Hugh Bishop Chairman, MRM METEORITE
James Kirkham Founder, HOLLER
Andrew McGuinness Founder, BEATTIE MCGUINNESS BUNGAY
Charles Watson Chairman, KARMA COMMUNICATIONS GROUP
How content and technology collide to effectively engage the viewer wherever they are, on demand.
Stewart Easterbrook Executive Director of Performance and Digital Development, Europe, STARCOM MEDIAVEST GROUP
James Brown General Manager, Digital Advertising, TELEGRAPH MEDIA GROUP
Alex Cheeseman Head of Brands & Agencies, OUTBRAIN UK
Charly Classen Vice President & General Manager, EMEA, ESPN
Stephen Jenkins VP Marketing, EMEA, MILLENNIAL MEDIA
Tony Mooney Managing Director, SKY IQ
Join David Pemsel, deputy chief executive of Guardian News & Media, and a select panel to discuss the rise of branded content and the Guardian's unique vision for bringing brand stories to life.
David Pemsel Deputy Chief Executive, GUARDIAN NEWS & MEDIA
Pippa Glucklich Co CEO , STARCOM MEDIAVEST
Jason Gonsalves Head of Strategy, BBH
Anna Watkins Managing Director, GUARDIAN LABS
An exploration into how music is more powerful than sport in engaging and captivating audiences.
James Cornish Sales Director, VEVO
Hosted by Eleanor Mills, Editorial Director, The Sunday Times
Laura Jordan Bambach President, D&AD;
Eleanor Mills Editorial Director, THE SUNDAY TIMES
Kathleen Saxton Founder & Chief Executive, THE LIGHTHOUSE COMPANY
Cilla Snowball Group Chairman and Group Chief Executive, AMVBBDO
How the technological changes of recent years have impacted the way consumers love, learn and live and how businesses need to adapt to the new consumer in order to succeed.
Matt Brittin Vice President Business and Operations, Google Europe, GOOGLE
In a world where media is constantly evolving, driven by innovation in technology, increasing data intelligence, and an open, collaborative and creative culture, Mindshare believes businesses need to be both adaptive and inventive to survive. Arguably no one in the world of science is more adaptive and inventive than mathematician Marcus du Sautoy, who will be in conversation with Mark Creighton at Advertising Week Europe 2014. MORE
Mark Creighton UK CEO, MINDSHARE
Marcus du Sautoy OBE Professor for the Public Understanding of Science & a Professor of Mathematics, UNIVERSITY OF OXFORD
Performance is king within display advertising and advertisers are getting it. Using state-of-the art technology to create highly personalised ads, performance display advertising is increasingly becoming an ever-green and "always on" part of the annual marketing plan, alongside search and television. Join Criteo and some of it's key brand partners to discover how powerful display advertising can be when fuelled by rich data and machine-learning predictive technologies that can deliver performance and unprecedented ROI. MORE
Christian Armond General Manager, Digital Marketing, TUI TRAVEL
Eric Eichmann Chief Operating Officer, CRITEO
Gregory Gazagne Managing Director Europe, CRITEO
In 1966 the Advertising Creative Circle's presentation critiqued commonly held beliefs concerning the risks of doing distinctive advertising and pitted them against the real risks - of being safe, samey, bland and invisible. Two of the originators of this event, Jeremy Bullmore and David Bernstein, will comment upon a screening of extracts from the original 1966 film. Join a debate that's been raging half a century! MORE
David Bernstein Trustee, THE HISTORY OF ADVERITISNG TRUST
Jeremy Bullmore CBE Non-executive Director, WPP
Geoffrey Russell Deputy Chairman, THE HISTORY OF ADVERTISINGTRUST
An enlightening debate around technology and innovation featuring Media Leaders and showcasing Europe's Top Ad Tech Companies as selected by verified, global marketers. Get more information and check out the innovation leaderboard at indx.li/innovationseries.
Gayle Myers Founder & CEO, INDUSTRY INDEX
Brian Henderson Growth Companies Partner, PWC
Ian James Chief Digital Officer Dynamic Markets, STARCOM MEDIAVEST
If you attend just one session this week on Native then this should be it! Join Yahoo to debate the risks of this Native Revolution and find out how the Millennials are driving the Native agenda via the mobile platform shift. How a "too long, didn't read" generation is changing what brands need to offer consumers and what this means for the age old question of monetising mobile. Is native advertising really new, is it just another way of saying good advertising or is it the panacea in an attention-weary world?
Patrick Hourihan Director of Research, Northern Europe, YAHOO
Piers North Streategy Director, YAHOO!
How long will the Golden Age for consumers last? Has ‘multichannel’ added cost and complexity for brands and retailers? What are we learning from the latest trends in mobile advertising? Just how big is Big Data – are you getting hold of the Little Data it contains? Are you using technology for technology’s sake, rather than challenging its role in the value it creates, the relationships it enables and the emotions it can unlock? Join PwC as a panel of experts from across industries unpicks the Digital economy. MORE
Matthew Tod Partner, Digital Intelligence, PWC
Phil Stokes Partner, Entertainment&Media; Industry, PWC
Sue Unerman Chief Executive Officer, MEDIACOM
Nish Kukadia CEO, SECRETSALES.COM
Tim Curtis Multi-Channel Director, DOBBIES GARDEN CENTRES
Heat’s Editor-In-Chief Lucie Cave chairs a lively exploration of these converging worlds with celeb favourite Joey Essex, Britain’s best known psychologist Oliver James, Founding Partner of adam&eveDDB; James Murphy, Mother Founder Stef Calcraft and his special guest - 'Monkey'!
Lucie Cave Editor-in-Chief, HEAT
James Murphy CEO, ADAM & EVE DDB
Mindshare brings its celebrated Huddle festival to Advertising Week Europe. Huddles dive into the issues discussed in the main AWE seminars, bringing together the key speakers from that day with a mix of leading media players, entrepreneurs, academics and interested amateurs. In intimate groups, someone introduces a topic. Everyone discusses it. It’s as simple as that. Today: BIG DATA. It’s either the answer to every marketing problem ever or the seed of a revolt over privacy. So you really should know what it means. MORE
Anand Siddiqui Head of Insight and Analytics UK, XAXIS
Andrew Curry andrew.curry@thefuturescompany.com, FUTURES COMPANY
Andy Jones Commercial Account Director, VIDEOLOGY
Chad Wollen Head of Commercial Innovation and Consumer Futures, VODAFONE
Chris Duncan Director of Customer Sales, NEWS UK
Jeffrey O'Rourke Chief Executive, INK GLOBAL
Oliver Borm Advanced Performance Lead, Northern & Central Europe, GOOGLE
Tim Abraham Director Data & Audience EMEA, XAXIS
While the industry continues to move in fast-forward, the trait that defines great work is timeless: bravery. At this iconic event, The AD Club of NYC/International ANDY Awards will reflect on their history and invite the industry to attend a speech on this topic. Headlined by David Droga, Founder and Creative Chairman, Droga5 and notable brave speakers like Sir John Hegarty, Steve Henry and Dave Trott. The evening will focus on the importance of being brave both within and outside our industy MORE
David Droga Founder & Creative Chairman, DROGA5
Sir John Hegarty Founder, BARTLE BOGLE HEGARTY
Steve Henry Co-Founder, DECODED
Dave Trott Chairman, THE GATE
As the ANDYs mark their 50th anniversary they are celebrating this milestone with a retrospective, while ushering in the future with the 2014 Bravery Awards. David Droga, Founder and Creative Chairman, Droga5 and fellow 2014 jury members will unveil the Bravery Award winners for the first time and discuss the work that in their collective opinion is the boldest use of innovation, work for the greater good, and brand from the 2014 winners. MORE
Vevo hosts a one-night-only showcase of leading emerging artists. The world’s premier music video host has emerged as a dynamic launch pad for new acts. On the very same stage where The Who first performed Tommy live for the very first time, Advertising Week Europe and Vevo present a night of “Who’s Next?” MORE