This discussion will provide practical steps and strategies you can take to build an inclusive brand, connecting with diverse audiences and fostering a culture of equity.

• Understanding the key elements that make a brand truly inclusive and why it matters.
• Integrating inclusivity into your brand’s mission, vision, and values.
• Building diverse and inclusive teams
• Promoting accessibility and neurodiversity in advertising.

Janis Thomas

Managing Director
Look Fabulous Forever

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Supriya Dev-Purkaystha

Head of Native Advertising
Microsoft

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Kathryn Jacob

CEO
Pearl & Dean

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All brands have some unconscious bias and gaps within their marketing and advertising strategies. This session will provide best practice for identifying and addressing your biases and blind spots in your media planning and execution.

• Uncovering and understanding both conscious and unconscious biases within your media strategy.
• Evaluating content and channels to ensure they represent diverse perspectives and are fully inclusive
• Including diverse voices and viewpoints in your media planning and creative processes.
• Using data and analytics to identify blind spots and measure the inclusivity of your media campaigns.
• Implementing ongoing review processes and feedback loops to continually become more inclusive over time

Why is it so hard for brands to achieve full inclusivity? Creating a culture of fully inclusive marketing is essential for brands aiming to resonate with diverse audiences and foster genuine connections. This session, designed for media, marketing, and advertising leaders, will provide strategies to embed an inclusive mindset within your business and reflect it across your marketing efforts.

• Understanding what fully inclusive marketing entails and its importance in today’s marketplace.
• Securing leadership commitment to prioritise and champion inclusive marketing practices.
• Hiring and retaining diverse talent to ensure a wide range of perspectives in your marketing team.
• Creating content that authentically represents diverse communities.
• Defining new metrics for assessing the impact of your inclusive marketing initiatives and continuously improving your strategies.

Sabs Godden

Global Creative Director
Vodafone

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Brand marketers are facing an unprecedented array of reputational risks in 2024. With a surge in ad spending in high-risk digital channels, increasingly sophisticated AI tools, divisive political rhetoric, lax content moderation on social platforms, and an increase of Ad Fraud, the challenges to brand safety have never been greater. This panel discussion will delve into these complex issues and provide a modern definition and actionable strategies for maintaining brand safety.

• Working with Trust & Safety teams to collaborate on combatting harmful content online
• Analysing the past and current content moderation practices of social media platforms and their impact on brand safety.
• Explore how generative AI (Generative AI) is elevating the risks associated with toxic content and what brands can do to protect themselves.
• Discussing strategies for navigating and mitigating the impact of divisive political rhetoric in digital advertising spaces.
• Recommend actionable steps and best practices that marketers should adopt to mitigate reputational risks and ensure comprehensive brand safety.

As personalised marketing becomes more prevalent, brands need to reconsider their relationship with customers, advocating for a clearer and fairer value exchange between companies and their customers, promoting active data ownership and informed consent. 

• Understanding the value of data transparency and obtaining clear consent from customers for data collection and use.
• Navigating key regulations such as GDPR and CCPA to ensure compliance and protect customer data.
• Adopting ethical data practices for collecting, storing, and using customer data responsibly.
• A call to action for leaders to work towards data sovereignty
• Taking steps to embed a culture of data ethics across your business, and educate yourselves on the risks of algorithmic bias in personalisation 

MFAs cause an estimated £78 billion in wasted ad budget. Price as a measure of a performance benefits MFAs, and we’ve previously seen the implications of funding MFAs with unclear business models and motivations. This session will explore the necessity for new metrics and measurements of success to drive away from MFAs.

• Analysing the potential risks and impact on brand reputation of having your brand feature on MFAs
• Examining how price as a measure of performance leads to MFAs
• Assessing advertising efficacy of MFAs and how they can affect campaign performance and key metrics such as viewability, engagement, and conversion rates.
• Exploring advanced tools and technologies that help brands identify and avoid MFAs, ensuring ads are placed on reputable and relevant websites.
• Identifying new metrics for performance measurements 

Exploring strategies to make your marketing and advertising more accessible to all audiences and understanding inclusive design principles.

• Incorporating accessibility features into your creative and design processes.
• Identifying accessible media formats for creating ads that are accessible across various formats and platforms, including text, audio, and video.
• Breaking down multiple barriers across visual, auditory, cognitive and motor
• Understanding incoming regulatory changes and how your requirements might look

Paul Wright

Head of International, Uber Advertising
Uber

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Kathryn Jacob

CEO
Pearl & Dean

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Understanding the effectiveness of your DEI investments is crucial for sustained success and continuous buy-in. This session will delve into advanced strategies and tools to accurately measure intangible marketing impact, helping you prove that you’re investing in the right thing and reaching the right people.

• Reviewing the marketing effectiveness toolbox to evaluate how you can best measure impact within your business
• Creating a culture of experimentation and testing
• Demonstrating a clear ROI from inclusivity marketing investments to secure continuous investment in responsible media strategies
• Using insights to make informed decisions, improve campaign strategies, and enhance overall marketing effectiveness.

Phil Jackson

Global Digital Marketing Effectiveness Innovation Director
Haleon

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The ONS reports that 24% of the UK population have a disability. That is 24% of people potentially being left behind by your brand. This session explores how embracing accessibility enterprise-wide is not only a moral imperative but can also unlock new audiences and opportunities. Engraining real inclusivity into your brand values to represent to build a true culture of accessibility.

• Exploring the opportunity of accessibility and identifying untapped market segments that can be reached through accessible advertising.
• Analysing brand loyalty benefits of inclusive and accessible marketing strategies - discussing case studies of successful accessible campaigns and their impact.
• Formulating an action plan to integrate accessibility goals into the company’s overall mission and KPIs, and present the business case to stakeholder
• Incorporating accessibility guidelines into the creative development process from the outset.
• Promoting leadership and accountability within the organisation to champion accessibility initiatives.

Mali Fernando

Group Head of Digital Experience & Accessibility
HSBC

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As brands are increasingly called upon to engage in social and political discourse, balancing corporate social responsibility (CSR) with brand safety on social media has become crucial. This session will provide marketing, media, and advertising professionals with strategies to navigate controversial issues, calls to action and potential backlash.

• Understanding the principles of CSR and their importance in contemporary branding on social media.
• Strategies for brands to authentically engage with social issues without appearing performative or insincere.
• Implementing measures to safeguard your brand from association with harmful or inappropriate content.
• Best practices for crisis management, addressing backlash and maintaining brand integrity during social media crises.
• Tools and metrics for assessing the effectiveness and impact of your CSR initiatives on social media.

Ross Sergeant

Global Head of Media
Allwyn

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James Fleetham

Director of Clients, Marketing & Research
The Guardian

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Understanding consumer behaviour across online spaces is crucial for crafting responsible and effective advertising strategies. This session explores the role marketers can play in helping to navigate rapidly changing online spaces and ensure they’re funding the right things. 

• Analyse the latest trends in consumer behaviour across social media and the impact this has on traditional media & marketing structures
• Examining how algorithms are transforming content engagement
• Navigating truth, fiction and lies to combat mis/disinformation 
• Understanding the nuances of different platforms and communities
• Leveraging behavioural insights to enhance advertising effectiveness and consumer trust.

Ad fraud poses significant challenges to the integrity and effectiveness of digital advertising. This session will provide strategies to effectively detect and tackle ad fraud in your campaigns.

• Understanding common types of ad fraud, including click fraud, impression fraud, and ad stacking.
• Reviewing advanced detection technologies to detect and prevent ad fraud in real-time.
• Implementing industry best practices to safeguard your campaigns against fraudulent activities.
• Strategies for working with ad networks, platforms, and third-party vendors to ensure a fraud-free environment.
• Measuring impact and effectiveness of your anti-ad-fraud initiatives and ensuring campaign integrity.