Who should attend this event?

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

This fun and interactive morning session is aimed at Digital Natives who have grown up online and who have less experience of traditional media nor how powerful it still is. 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.

We hope that you will leave this session with a much greater awareness of the impact your unconscious bias has on the decisions you make and media planning and creative targeting. And how those decisions contribute to the success or otherwise of the campaigns you undertake for your clients.

An Post Commerce is an important partner to IAPI for this event. The art of Direct Mail is still relevant for key sectors and in fact, is experiencing a renaissance.