Advertising effectiveness is often treated as a puzzle to be solved with the latest model or metric, but the truth is far more nuanced. In this 20-minute session, Rob Beevers, Chief Effectiveness and Analytics Officer at MG OMD, argues that the next leap in effectiveness will come not from new dashboards, but from rethinking the assumptions that underpin how we plan, measure and act.

Drawing on his lived experience with ADHD and Hypermobile Spectrum Disorder (HSD), Rob shows how traditional approaches to reach, attention and audience understanding often overlook the realities of how people actually engage with advertising. He argues that difference is not a deviation from the model but a fundamental part of it, and that embracing this truth is a commercial imperative, not only a moral one.

Don't miss out on this keynote as Rob outlines four key principles that define the leaders in effectiveness today.