Agenda

As AI reshapes how campaigns are built, measured, and optimised, the question of effectiveness has become more contested, not clearer. This panel brings together leaders from brand marketing, measurement, and agency strategy to debate how effectiveness should be defined in an era where automation accelerates execution but creativity still decides what breaks through. The discussion challenges conventional marketing metrics, exploring why they often fail to capture the value of brand innovation, creative risk-taking, and long-horizon growth across channels and customer journeys. Panelists will examine where current models break down, how AI is changing the bar for both productivity and originality, who should define success before campaigns launch, and how organisations can balance immediate performance with the brand-building work that only creativity can deliver. The goal is not consensus, but clarity on what marketing effectiveness must evolve into if it is to hold up under real business scrutiny in an AI-driven, creativity-hungry market.

As marketing becomes more automated, data-rich, and accountable, the question of effectiveness has become more contested, not clearer. This panel brings together leaders from marketing, finance, data, and platforms to debate how effectiveness should be defined, measured, and governed today. The discussion challenges traditional post-campaign reporting and short-term ROI metrics, exploring why they often fail to reflect how growth actually happens across time, channels, and customer journeys. Panelists will examine where current models break down, who should define success before campaigns launch, and how organisations can balance immediate performance with long-term value. The goal is not consensus, but clarity on what marketing effectiveness must evolve into if it is to hold up under real business scrutiny.

In today’s fragmented digital landscape, consumer attention is no longer shaped by traditional media alone. It is increasingly driven by the convergence of creators, content platforms, communities, and commerce ecosystems that influence how people discover, trust, and purchase brands. This panel explores how the new attention economy is reshaping media strategies, redefining influence, and challenging brands to balance culture, creativity, and measurable business impact in a rapidly evolving market.