Blockchain: Myth versus reality

The hype around blockchain technology has caused considerable confusion. Is it a database? A currency? Is it like Bitcoin and what is an ICO or a TGE and does it matter?

Campaign's fourth Breakfast Briefing, in partnership with Results International, brought together blockchain experts as well as its proponents and opponents within the industry to give attendees a clear understanding of the technology and the impact it could have on the creative communities.

Topics that were discussed on the morning include:

  • What's true and what's bullshit about blockchain? A keynote talk by a technology expert that will provide a clear explanation of the tech and expose some of its biggest misconceptions
  • A case study that demonstrates the use of blockchain beyond cryptocurrency: A presentation by an agency and a brand on how they used blockchain to solve a problem, followed by by a fireside chat examining further applications of the tech for the industry
  • Can and should blockchain be used to solve media's transparency problem? A lively panel debate with proponents and opponents of the use of this technology for this purpose, along with the participation of neutral industry experts
  • Brands using blockchain technology and why: Throughout the event, the Campaign focus will be, as ever, on marketing and advertising

Agenda

07:45: Registration & Breakfast

8:30: Chair's opening remarks

Claire Beale, global editor-in-chief, Campaign

08:35: Keynote: Blockchain - Bullshit or brilliant?

Hugo Pinto, managing director UK and Ireland of AccentureDigital
Lawrence Weber, innovation partner at Karmarama

09:00: Fireside chat: Why should the industry care?

Claire Beale, global editor-in-chief, Campaign
Hugo Pinto, Managing director UK and Ireland of AccentureDigital
Lawrence Weber, innovation partner at Karmarama

09:15: Show me the money: Who is investing in blockchain?

Julie Langley, partner, Results International

09:20: Can blockchain solve the media transparency problem?

Ashley Mackenzie, founder and chief executive, Fenestra
Mary Keane-Dawson, co-founder and chief executive, TRUTH media agency
Julie Langley, partner, Results International
Dan Gilbert, chief executive, Brainlabs
Ruth Zohrer, head of connections planning, data and technology services, Mindshare
Moderator: Emily Tan, global technology editor, Campaign

10:00: Blockchain in action: The IBM and Unilever story

Alison Davis, Lead Industry Business Development Consultant, Telco, Media & Entertainment, IBM

10:10: Will blockchain transform media?

Alison Davis, Lead Industry Business Development Consultant, Telco, Media & Entertainment, IBM
Gideon Spanier, Global Head of Media, Campaign

10:25: Closing remarks

10:25: Close of event


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Speakers

Dan Gilbert

Chief Executive, Brainlabs


Daniel is founder and CEO of Brainlabs, a performance marketing agency and PPC technology provider. As the self-proclaimed superhero of PPC, Daniel's mission is to change the future of advertising, whilst creating the best place in the world to work. Using data and automation to drive remarkable results for clients, Daniel has grown Brainlabs from 1-170 people within the short space of six years.

Ruth Zohrer

Head of connections planning, data and technology services, Mindshare


Recently appointed as Mindshare’s chief product officer, Ruth is responsible for driving the digital transformation of Mindshare in the UK, integrating offerings across media buying, data and technology services, e-commerce and digital analytics.
Since joining Mindshare in 2015, Ruth has led the agency’s approach on the application of data and technology to deliver business results through media for Mindshare clients – first as head of programmatic marketing and, since April 2017, as head of connections planning, where her remit has been to evolve the agency’s core planning product.
She has earned Mindshare a number of accolades in her time with the agency and become a recognised thought-leader in the industry. Of note: Campaign’s digital mavericks 2017, shortlists for The Wires’ ad-tech personality of the year and Admap Prize 2016, Mediatel bronze for best custom research. She is also a regular contributor to industry journals, and has acted a judge for WARC Media Awards and Festival of Media Global Awards.

Hugo Pinto

Managing Director UKI


Hugo mixes business strategy, technology and design thinking to drive true transformation. Hugo has 18+ years’ experience working across agencies, brands and consultancies, and is deeply involved with the startup and VC world. He was formerly Innovation Services Leader for EMEA @IBM iX, where he lead Digital Innovation work for IBM’s key clients, across all industries, with a particular focus on Artificial Intelligence and Blockchain. He is currently part of the Accenture Digital leadership team where he brings together Interactive, Analytics and Digital platforms to help the Resources Industries evolve to the next stage of the connected economy. Hugo is especially keen in bringing to life Artificial Intelligence, Blockchain and IoT, as they will digitise the physical world and accelerate innovation, human experience and disruptive business models.

Mary Keane-Dawson

co-founder and chief executive, TRUTH media agency


Mary is a one of the most well-known figures in the UK digital media scene. She has worked with an impressive mix of companies, including Redwood Publishing, SPAFAX (now part of WPP), Steak (now part of Dentsu), Reform Collective London and Trade Doubler’s incubator The Zoo Project. Most recently she held the position of UK managing director with Neo@Ogilvy.

Lawrence Weber

managing partner, innovation, Karmarama


Lawrence has 19 years+ experience in digital, integrated and creative agencies joining Karmarama in 2012. In that time Lawrence has worked on global projects for BBC Worldwide, British Airways, Nokia, Range Rover, Marks & Spencers and Unilever.
As Managing Partner Innovation, he helps clients get commercial and creative advantage from key platforms, new technologies and the start-up community. In late 2017 Lawrence founded Creative Futures, an innovation unit that sits across Accenture Interactive.

Julie Langley

Partner, Results International


Julie Langley is a partner at Results International and has over 15 years’ experience advising technology, marketing and digital media companies on M&A and fundraising. Having moved to Results from US investment bank Jefferies where she was running the European software practice as Managing Director, Julie has spent most of her career working with entrepreneur-owned and private-equity backed businesses operating in disruptive sectors. Julie’s most notable deals at Results include advising Sonalytic on its sale to Spotify, The App Business on its sale to St Ives plc, Captify on its £8m Series B fundraising with Smedvig, DC Storm on its sale to Rakuten, Amaze on its sale to St Ives plc, and Staffcare on its sale to SimplyBiz.

Ashley MacKenzie

founder and chief executive of Fenestra


Ashley is the founder of Fenestra where he serves as CEO. Fenestra will provide the $600Bn global advertising market with an independent, secure platform to Book, Pay and Audit every transaction made through an advertiser’s media supply chain using distributed ledger technology. A serial entrepreneur, he conceived and founded Base79 which he sold the to Rightster Group Plc for $85m in August 2014 and formally left as part of the transaction.

Alison Davis

Lead Industry Business Development Consultant, Telco, Media & Entertainment, IBM


Ali has over 20 years experience across telecommunications, advertising & digital entertainment, and currently leads IBM's solutions and business development practice for these industries in the UK & Ireland. She is responsible for helping clients understand how they can leveraging existing and emerging cloud and cognitive technology to achieve their business goals. Having started her career at M&C Saatchi, and then ntl/Virgin Media, Ali is particularly interested in how AI and emerging blockchain applications, could transform advertising, publishing, broadcasting and native digital businesses


Click here to read about about January's Breakfast Briefing - 'The Year Ahead: Navigating uncertain times in 2018