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Shift North 2016

With a new venue for 2016, the morning event brought together key findings from latest industry research and explored the role of measurement, evidence and assumption in today’s media planning.

First up was Maxus' Alex Steer who discussed the challenges the industry faces in sifting out the data that provides meaningful evidence for effectiveness. Marketing consultant Peter Field followed with a session titled 'Wake up and smell the bacon', where he drew on his analysis of the IPA Effectiveness Awards to explore the risks of a singular focus on the latest media and metrics.

Newsworks' Denise Turner then took to the stage to present Newswork’s latest research project, 'Sample of one', which examines how the media habits of London-based planners differ from the rest of the country.

The commercial influence of newsbrands formed the focus of the following session, where Benchmarketing's Sally Dickerson revealed new findings on the power of newsbrands in the multimedia mix.

Finally, a panel chaired by media journalist Dominic Mills and including MediaCom Manchester's Paul Cooper and Carat Manchester's Rachel McDonald, reviewed the morning's research and its implications for industry measurement. 

Discussing newsbrands' context and quality content, Alex Steer described the duo as "massively important", adding that "there's no such thing as a luxury search result". Rachel said that the "pendulum is swinging back towards quality", while also pointing out that "the new and shiny isn't just digital". 

Shift North 2016

by Jessie Sampson 13/10/16

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