When done right, advertising can be engaging, funny, emotive, and above all else, very effective. Whether that’s because of world-class creative, connected media planning, intelligent use of data, or something else entirely, advertising remains one of the most powerful tools at a brands disposal. In this session, our team of Future 100 stars discuss all the ingredients needed to make sure that you can succeed against your core objectives and make you fall in love with advertising all over again. They will discuss:

• The craft behind effective media planning and buying and the channels that perform best when it comes to the power of advertising effectiveness
• The impact AI and other media technologies and innovation can have on effectiveness
• Examples of brilliant campaigns and why the environments in which they appeared were crucial to their success
• Does the pressure to measure short-term results stifle our ability to make smarter decisions?
• How do we get creative and media working closer again and what are the benefits?