Media and Creative Agencies: Client Services teams, Media Planners, Media Buyers and Strategic Planners.

This fun and interactive morning session, hosted by Jill Downey, Chief Sustainability & Sponsorship Officer, Core, is aimed at Digital Natives who have grown up online and who have less experience of traditional media nor how powerful it still is.

Our industry's young media and creatives, Gen Z, are continuously being lured in by social/digital media and are still, despite evidence to the contrary, convinced that TV/Radio/Press/Outdoor/Cinema are not as effective.

We aim to challenge your non conscious bias and check your “Blind Spot”! We'll learn how psychology informs our non-conscious biases, which are apparent in everything we do, & find out the key tips for consideration that allow you to check your bias in advertising & media.

There’s no doubt that the majority of consumers have embraced digital channels and that they are a vital part of the marketing mix. However, campaign results and effectiveness surveys demonstrate that the balance has perhaps shifted too much in their favour and that a slight redress is required in order for brands to maintain their relationship with Gen X or anyone over 40 years of age.

Mark Fenton - CEO & Founder, MASF Consulting Ltd

- Mark’s fun and interactive approach will demonstrate our biases and talk about the psychology of unconscious bias within a media context.

Ciaran O'Connor - Analyst, ISD

- Ciaran's analytical and logical approach will show viewers the mass increase of misinformation and fake news on social media. He will discuss the power of traditional media in conducting fact checks against bad information and why they should be trusted and valued.