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Shift 2016

Katharine Viner, Tony Gallagher and Bob Hoffman were among the speakers at Newsworks' fourth annual Shift conference at the British Library on Tuesday 1 March.

With Brexit set to dominate headlines until June's referendum, The Independent's chief political commentator Steve Richards opened the conference by taking a wry, and very funny, look at the drama and tensions inside Westminster.

Bob Hoffman took to the stage next to detail the costly delusions of the media industry. The Ad Contrarian drew on his book 'Marketers are from Mars, Consumers are from New Jersey' to explore three areas; brand, digital and age delusions.

A look at the essential partnership between Waitrose and newsbrands followed, with adam&eveDDB's Tammy Einav and Manning Gottlieb OMD's Tim Pearson explaining how the supermarket uses newsbrands to great effect.

The first of the morning's sessions with a national newspaper editor came next, as Katharine Viner sat down with Newsworks' CEO Rufus Olins to discuss her plans for the Guardian. Having been appointed via a staff-ballot last year, the title's first female editor gave a fascinating insight into her vision for the title.

Ad blocking was next on the agenda, with Mondelēz International's Matt Stockbridge, Maxus UK's Anna Hickey, IAB UK's Steve Chester and author and brand strategist Ian Leslie taking a five year view on the issue. Chaired by Trinity Mirror Solutions' Piers North, the session culminated in an audience vote for the most compelling prediction.

The latest on the Publishers Audience Measurement Company - the industry's solution for new multi-platform measurement - was delivered by PAMCo's Simon Redican and Aviva's Jan Gooding, before Denise Turner gave a preview of Newsworks' latest research, measuring consumers' engagement with media.

The conference closed with The Sun's recently appointed editor-in-chief Tony Gallagher in conversation with Newsworks' deputy CEO Vanessa Clifford, exploring where Britain's best-selling newspaper goes next.

Full coverage of Shift 2016.


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