WFA Media Forum March 2024: Forum Connect Amsterdam

The day started with Sue Unerman (Chief Transformation Officer, EssenceMediacom) presenting on the virtues of being a well-integrated client. Sue then established the theme ‘Be More Xavi and less Gary’: a football reference to say growth is unlocked by doing many jobs well rather than one job brilliantly.

We then broke into our separate Forums. Within the Media Forum:

• Deniz Can (Bayer) presented a case study on ‘How Bayer use creative analytics to bridge the data gap’. This covered how Bayer are using an in-house reporting system to re-couple media and creative and integrate their insights into media campaigns worldwide.
• Then Gianluca Tocci (IKEA) presented a case study on ‘Data Integration Journey: language for senior marketers’.
• Workshop on challenges and solutions
• Panel discussion including Deniz Can (Bayer), Qaiser Bachani (Mondelez), Alison Keith (Kraft Heinz) and moderated by Gerry d’Angelo (WFA Advisor), shared their views on the future of the media lead role.

The day closed with a panel featuring a representative from Media, CMOs, Sourcing and Insights; discussing how each function can become better integrated with one another. Integration requires a mindset shift rather than a top-down instruction – it comes from the individual out more than the organisation in.

For further details, including case studies shared by members, please click links below.