Brands and agencies are increasingly using technology to create inspiring brand stories and experiences. As we expand our thinking as an industry into areas that go “beyond advertising” and diversify how we respond to brand challenges, this morning seminar will look at some recent examples of how agencies have engaged with builders and makers in the tech-sector to solve client briefs and bring about competitive advantage.

Taking on the theme of “Build, Borrow Or Buy” our line-up of expert speakers will outline the different approaches they took to integrate technology into their agencies and projects.

It’s not just about the successes though.  In the spirit of “fall faster, fail forward” we’re also looking for the hard knocks and key insights that were gleaned when things didn’t quite go to plan. 

Garrett O’Beirne, Group Digital Managing Director, Omnicom Media Group will talk about the agency’s engagement with TV Ad-sync, a ground-breaking ad-tech innovator that allows brands to integrate their TV and digital advertising. OMG worked closely with TVadSync during its early development and growth stage and was the first agency in the market to leverage the platform for clients.

Andrew McNulty, Creative Director from ICAN, Dublin will talk about the agency’s Tune Tap campaign in partnership with audio tech-brand Buzzoo. The innovative campaign for Tennent’s Northern Ireland successfully borrowed the audio platform to activate the brand’s Tennents Vital sponsorship and drive deep engagement and product sampling.

Finally, Ed Melvin, Digital Strategy Director at Publicis Dublin, will link up with Dan O’Neill from “Who’s In?” to take us through “What we burned, what we learned - what it’s like to incubate a start-up in an agency.”  Ed and Dan will discuss the successful failure of “Who’s In?” a FinTech app from Publicis Dublin.

Top and tailed with inspiring examples of Cannes Lions awards winning work and an opportunity to put questions to our panel of speakers, the morning promises to be an inspiring look under the bonnet of the projects that are changing the way agencies work with technology and brands.

The event will be compered by Patrick McConville, Digital Director from Starcom Ireland, who chairs the IAPI Digital Sub Committee.