Shift 2018

The leading event for the UK's national newsbrands

Shift 2018 will bring together marketers, planners, strategists and publishers at the British Museum for a morning of inspiring speakers, insightful debate and challenging ideas.

The event will explore the latest trends in marketing and shine a spotlight on how newsbrands are innovating and evolving, while upholding rigorous, accountable journalism.


Tuesday 27 February 2018


British Museum
Great Russell St London, WC1B 3DG


8.30am breakfast and registration; 1pm finish followed by lunch




Opening remarks
Vanessa Clifford, CEO, Newsworks

How investors look at brands

What do investors really think about brands, advertising and marketing and do we even speak the same language?
Catherine O'Neill, director, Citi Research, European media team

The science behind consumer choices

By observing a typical day of decision-making, Richard investigates how our behaviour is shaped by psychological shortcuts and what that means for marketing.
Richard Shotton, deputy head of evidence, Manning Gottlieb OMD

Putting the 'where' back into planning

In an era where there is a plethora of choice to reach consumers by, where you advertise no longer seems to matter. This session will challenge the apparent neglect of the 'where' and seek to identify ways to address it.
David Graham, group strategy director, Wavemaker
Eva Grimmett, managing partner, head of strategy UK, Starcom
Louise Newton, group head of marketing, Hoteplan UK
Denise Turner, insight director, Newsworks


Return to auditorium

Reclaiming creativity

By exploring the intersection of creativity and technology, Dave dares us to re-evaluate what it means to be innovative in an era of automation.
Dave Birss, founder, RIGHT Thinking

A new generation of newsbrand journalism

With the proliferation of platforms, it's easy to self-publish and get your views out there. So what is it that still makes journalists gravitate to professional newspaper brands?
Oly Duff, editor, i
Lucy Markham, instrumentalist, Bountiful Cow
Francesca Marshall, junior news reporter, The Telegraph
Sophie Tighe, Snapchat editor, The Sun

The making of the Maybot

Having coined the term Maybot to describe our catch-phrase prone Prime Minister, John draws on his skills for searing satire to skewer the political powers that be.
John Crace, parliamentary sketch writer, The Guardian

Closing remarks
Vanessa Clifford, CEO, Newsworks



SpeakerBios header DaveBirss

Dave Birss


RIGHT Thinking

On a mission to “demystify creativity” via writing, speaking, broadcasting and consulting, Dave’s main role is running RIGHT Thinking, which shows organisations a more effective way to generate ideas.

He is also the founder and editor of Open for Ideas, an online magazine that’s dedicated to clarifying creativity and sharing practical advice to aid innovation and idea generation.

Prior to this, Dave spent the majority of his career in the world of advertising, both as a copywriter and an art director. He led the creative departments of agencies including Poke, McCann Worldgroup, OgilvyOne and DraftFCB.

Author of a number of books, Dave was also editor-at-large of The Drum where he started Do It Day – an annual event that asks the marketing industry to use their talents to make the world a better place.

Vanessa Clifford

Vanessa Clifford



Vanessa has worked in the media and marketing industry for over 25 years, from a media trainee working on Farleys and Wrigley via client side and returning to media agencies.

Her last agency role was head of publishing at Mindshare, leading the press exchange team. She was also a core member of the trading team, responsible for negotiating the annual £490 million GroupM spend across press platforms. She joined Newsworks in September 2012 as head of client services and strategy, overseeing and developing the relationship with media agencies and advertisers and championing the role of newsbrands in the media mix. Vanessa was appointed chief executive in 2016.

John Crace

John Crace

parliamentary sketch writer

The Guardian

John coined the term Maybot to describe Theresa May in his regular Guardian feature, ‘The politics sketch’. It was a moniker he settled on after hearing her auto-repeat “Brexit means Brexit” and “No deal is better than a bad deal”. He also writes the Digested Read for G2.

As well as writing for The Guardian, John is author of a number of books, including ‘I, Maybot: The Rise and Fall’, ‘Brideshead Abbreviated – The Digested Read of the Twentieth Century’, ‘The Digested 21st Century’ and ‘Harry’s Game – Inside the mind of Harry Redknapp’. He is a supporter of Tottenham Hotspur F.C. and blogs for ESPN FC.

Oly Duff

Oly Duff



Having been part of the team that launched i in 2010, Oly has been editor of the title since 2013 and writes an editor’s letter on a daily basis. Prior to this he was executive editor at The Independent, i and The Independent on Sunday.

Previous roles include being a reporter, gossip columnist and bar critic – a post from which he was fired after three weeks. Oly’s interests span nature, science, politics and diplomacy. He is a member of the Royal Geographical Society, as well as a diver and surfer.

David Graham

David Graham

group strategy director


An experienced senior digital strategist and marketer, David is fascinated by what influences choices and behaviour change.

He has worked client side for companies including Coca Cola, where he headed up a digital content and capabilities team, as well as Microsoft, where he was product manager for MSN Search. David joined MEC in 2015 as group strategy director, leading strategy across the Vodafone account. Now Wavemaker, he currently works across Public Health England (including flagship campaigns such as Stoptober), Danone Dairies and Peroni.

Eva Grimmet

Eva Grimmett

managing partner, head of strategy UK


Eva started in the industry as a digital planner in 2000. She moved up through communications planning roles at Mindshare and Universal McCann, before moving into strategy roles at Vizeum, Havas and Starcom.

At Starcom she is responsible for the strategic output of the agency in the UK, as well as enjoying a role on the networks Global Strategy Council.

Lucy Markham

Lucy Markham


Bountiful Cow

Lucy started at new media agency Bountiful Cow in August last year as a planner / account manager. However, she is known at the agency as an ‘Instrumentalist’. The unusual job titles are just one thing Lucy loves about working at the independent start-up, powered by the7stars. Since starting at Bountiful Cow, she has worked with Movember on their campaign for men’s health and brand launch for Lily’s Kitchen.

Lucy started in media in 2013 as a TV buyer at Havas Media, before moving to their insight and data team.

Francesca Marshall

Francesca Marshall

junior news reporter

The Telegraph

Francesca joined The Telegraph in 2017, working as the content editor for the newly acquired Gojimo app. She is now a junior news reporter at the title.

Prior to this she worked as a news reporter at Aberdeen based newspaper The Press and Journal and has also had her work published in The Yorkshire Post and Mancunian Matters.

Louise Newton

Louise Newton

group head of marketing

Hotelplan UK

A stalwart of the UK travel industry, Louise has headed up marketing teams in ski, safari and city break holidays since 1990. At Hotelplan UK, brands she covers include Esprit Ski, Inghams, Ski Total & Santa’s Lapland.

Working with rapidly changing marketing channels, being open to change, and keen to test and learn have been key to Louise’s success. Her favourite writer on marketing is Marketing Week’s Mark Ritson.

Catherine O'Neill

Catherine O'Neill


Citi Research, European media team

Catherine has been an analyst on the Citi Research European media team since joining Citi in 2007. She is a director covering agencies and media owners.

Previously Catherine worked at Deloitte as an auditor in the media sector and qualified as a Chartered Accountant. Prior to that she worked at the market research agency Ipsos in the Ipsos Loyalty division. She has a first class honours degree in Sociology from The University of Liverpool.

Rich Shotton

Richard Shotton

deputy head of evidence

Manning Gottlieb OMD

Richard is deputy head of evidence at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards.

He started his career as a media planner 17 years ago, working on accounts such as Coke, 118 118 and, before moving into research.

Richard is interested in how findings from behavioural science can be applied to advertising. He writes about the behavioural experiments he runs for titles such as WARC, The Drum, Campaign, Admap and Mediatel. He tweets about the latest social psychology findings from the handle @rshotton.

His first book on applying behavioural science to advertising, The Choice Factory, will be available in February 2018.

Outside of work Richard loves playing football, and can be found, most Sundays, on Brockwell Park, scoring own goals.  

Sophie Tighe

Sophie Tighe

Snapchat editor

The Sun

Sophie has a degree in American Studies from King's College London, which included a year abroad at the George Washington University in DC. After a magazine journalism MA at City University London, she began her career in 2012 as a digital intern at Reveal magazine.

She moved to Yahoo in 2013 as a senior lifestyle reporter, writing and commissioning stories on everything from showbiz, politics and culture, before joining The Sun on the online features desk in 2015. In 2016 she was appointed editor of the paper's Snapchat Discover channel and tasked with leading a team of writers and designers for its launch in April 2016. Under her editorship, the team has been nominated for a Digiday award and become one of the top publishers on the platform.

Denise Turner

Denise Turner

insight director


Denise has spent the last 25 years in communications research and strategy in advertising and media agencies. Most recently she spent 15 years at Havas Media Group, managing a growing team of researchers, econometricians and analysts. She joined Newsworks in April 2015, tasked with overseeing the organisation’s insight programme.

Denise has authored a number of books and reports, including a book on communications effectiveness for the IPA. She is extensively involved in industry groups, which promote best practice in research. She is a former chair of the Media Research Group Committee and was elected a Fellow of the IPA in 2009, in recognition of her services to the advertising industry.


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0203 949 7470


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