In this panel, our experts share what a successful, profitable media business in the North needs to look like to thrive in the future. We'll hear about topics including:

• What will have the biggest impact on how Northern media businesses operate in the next 18 months?

• What are the changes we need to make to better connect media investment to revenue and profit

• Which AI tools are genuinely improving your day-to-day operations right now? And what are the AI applications that are most exciting looking forward?

• What new technologies and tools can enable and boost human creativity and insight to drive great media strategy?

• When trying to shift a client's mindset from "marketing as cost" to "media as investment," what's the most effective argument or data point you use in that boardroom conversation?

• If we're sitting here in ten years' time, what's changes in how media businesses operate will surprise us the most – and how should we start preparing for it now?