Guest speakers from Ofcom, Endemol and Metaply
This week Bite UK will be hosting the latest in its ongoing series of industry events, entitled, “The Age of Conversation: losing control and winning relationships.” Brands already signed up to attend include, ITV, Sony, 4Music and Yahoo!
According to experts, it is the reluctance to relinquish control that’s holding brands back from successfully speaking to people in this increasingly real-time culture. So, Bite is bringing together three experts in the field to lead the debate on building and maintaining brand equity in today’s 24/7 digital society.
Kicking off the event will be Steve Gettings from Ofcom, giving an overview of the latest Communications Market Report, setting the scene for the debate with a broad analysis of media consumption habits and technology uptake. Professor Michael Hulme will then be building on these trends to look at the social factors behind the statistics. The debate will then focus on the changing balance between mass and personal broadcast and the increasingly ‘real-time’ nature of communication.
From Bite’s pre-event research it is clear that many brands are struggling to move away from ‘tell-based’ mass broadcast, even when they are developing digital initiatives. The event will focus on how campaigns can move away from merely paying lip service to the notion of personalisation, with Endemol’s Peter Cowley showcasing some of its ground-breaking work.
This event comes at a time when organisations know that losing control makes people nervous and is scary for marketers. There is however an acceptance that the future is all about conversation. The issues of verification and trust have huge implications for corporate messaging in 2010. Bite is confident that the event will help attendees to better understand the emergent trends in how we communicate and how ‘content’ is fast becoming a vital part of that communication. Ignore it at your peril.
You can watch each of the speakers here
Steve Gettings, Senior Broadcasting Manager, Market Intelligence – Ofcom
Steve Gettings heads up Ofcomís broadcast market intelligence team which is responsible for collecting and analysing radio and television market data. They author Ofcomís three annual market reports (focussing on the UK, the Nations and Regions and international communications markets); they also provide the evidence base on which Ofcom develops its policy proposals, such as those connected with the review of Public Service Broadcasting. Prior to Ofcom Steve worked in a variety of strategy and business development roles at the BBC, Teachersí TV and the Ministry of Justice and started his career in consulting at OXERA and PWC.
Peter Cowley, Managing Director of Digital Media – Endemol UK
As Director of Digital Media for Endemol UK, Peterís role is to develop and implement Endemolís digital media strategy in the UK. The role is a UK board level position, reflecting the significance of interactive media within Endemol’s business.
Strategically, Endemol looks to exploit its TV brands on a multi-platform basis and fund its activities via broadcasters; advertisers or consumers. Increasingly Endemol is looking to develop entertainment products on new media platforms such as mobile, broadband and interactive TV.
Previous to Endemol, Peter has worked in the media, marketing and advertising industries at Freeserve, Cable & Wireless, Videotron and Bartle Bogle Hegarty.
Professor Michael Hulme – Lancaster University and Metaply
Michael Hulme is Hon Professor and Associate Fellow of the Institute for Advanced Studies at Lancaster University where he is a member of the Lancaster University Development Board. He holds an MPhil in Critical Management also from Lancaster. He is a Fellow of the Royal Society of Arts and a Member of the Market Research Society. Michael is also Director of Metaply. Metaply provides understanding, analysis and future views of socio-economic trends, technologies, audiences and markets and was established to make academic research accessible and relevant to the business community. Metaply is responsible for undertaking the annual technology and media behavioural study, the Digital Lives Research Programme.
Michael’s career began in corporate finance before moving into marketing and then strategy in the computer industry, becoming Head of Strategic Marketing in Europe’s then largest financial services software house. He then became an independent entrepreneur starting, developing and selling companies in the consultancy and mobile communications industries. Whilst, during the last 10 years he has devoted most of his time to social research he has also been able to play an active role in the economic and social regeneration of the North West with a particular commitment to Cumbria.
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