Shift 2015

Shift 2015 was Newsworks' third annual conference at the British Library on Tuesday 24 February, providing insight into the latest thinking and trends for the national newspaper industry.


Shift 2015 highlights

Highlights from Newsworks' third annual conference on the 24 February 2015 at the British Library, with speakers including Rory Sutherland, David Dinsmore and Douglas McCabe.

The important thing for successful newspapers is that they are in tune with their readers and that is what defines them

Sue Cameron, columnist, The Daily Telegraph

The joy of newspapers is that we are partisan, we are outrageous… there are sides to be taken and it keeps audiences coming back for more

David Dinsmore, editor, The Sun



Graeme Adams

Graeme Adams

general manager, media

BT Sport

Graeme joined BT in 2011 and is responsible for managing the £100 million media budget across BT Broadband, BT TV, BT Sport and Plusnet, in partnership with Maxus and Posterscope.

Graeme started his career in 1995 as a planner / buyer at BBJ (now Vizeum) working on VW, Bass and Disney. In 2003 Graeme joined OMD UK to work on Nestlé Purina and AXA Insurance, before being promoted to business director, leading relationships on Carlsberg, HMV, Citroen and easyJet.

A common theme across Graeme's career is working with major sports sponsorships, from Tennent's Lager and the SPL, AXA and the FA Cup, Carlsberg and UEFA, through to the current campaigns for BT Sport. He has won a Media Week award for work on Nestlé, a Campaign Media award for Carlsberg-Tetley's and a Thinkbox TV Planning award for Carlsberg.

Graeme is actively involved in ISBA and is vice chair of ISBA's TV/AV action group.

Sarah Baxter main

Sarah Baxter

deputy editor 

The Sunday Times

After graduating from Oxford University, Sarah's first job in journalism was at Time Out magazine, where she became news editor. She went on to become political editor of the New Statesman and was a current affairs presenter for ITN and BBC.

She was a senior editor at the Observer before joining The Sunday Times as News Review editor in 1996. In 2001 she became New York correspondent for The Sunday Times, reporting on the 9/11 attacks; and Washington bureau chief in 2005, covering the 2008 election of Barack Obama.

In 2009 she returned to London to take up the editorship of The Sunday Times Magazine. In 2013, Sarah became deputy editor of The Sunday Times.

Sue Cameron main

Sue Cameron


The Daily Telegraph

Sue Cameron is a former presenter of BBC Two's Newsnight and of Channel 4 News. She is now a regular presenter of Radio 4's Week in Westminster. As a columnist on the Financial Times and now on The Daily Telegraph, she has specialised in writing about government and the machinations of Whitehall. 

She has made a number of TV documentaries, including the first to have access to Number 10 to see how it operated as a centre of government.

She is also the author of The Cheating Classes, which uses real-life cases to show how hard it is for ordinary people to get redress when they are wronged by bankers, lawyers, politicians and bureaucrats.

Tracey De Groose main

Tracy De Groose


Dentsu Aegis Network

Tracy was appointed UK CEO of Dentsu Aegis Network in May 2014, having previously held the position of UK CEO of Carat. At Carat, Tracy grew the agency into a £1 billion billings business and one of the Top 100 Companies to Work For, which in 2013 was named the fastest growing network by RECMA.

Her earlier career saw her tackle some of the UK's biggest marketing and communications challenges, both agency and client side. From 1992 to 1998 at Whitbread, Tracy transformed Stella Artois into a top ten FMCG brand and FMCG brand of the year in 1998.

She went on to hold senior positions at Starcom and Naked Communications, before joining Dentsu Aegis in 2009.

Tracy is also an executive member of WACL (Women in Advertising and Communications, London) and regularly volunteers her time to guide and nurture the next generation of talent as a Marketing Academy Mentor.

David-Dinsmore main

David Dinsmore


The Sun

David did his first shift as a reporter on The Scottish Sun in 1990 after three years working on weekly newspapers around Glasgow. He joined the Daily Star in 1993 before returning to The Sun six months later.

He worked as a journalist at News International for the next 16 year, holding a number of positions before being appointed editor of The Scottish Sun in 2006.

In 2010, he was appointed general manager of the News International in Scotland before being seconded to London as managing editor of The Sun, where he oversaw the launch of the new Sunday edition of The Sun.

In 2012 he became director of operations, before being appointed editor of The Sun in June 2013.

David makes regular appearances on radio and television and is an avid cyclist in his spare time.

Jonathan Freedman thumb

Jonathan Freedland

executive editor, Opinion

the Guardian

Jonathan writes a weekly column for the Guardian. He is also a regular contributor to the New York Review of Books and presents BBC Radio 4's contemporary history series, The Long View.

In 2014 he was awarded the Orwell Prize for Journalism, having been named Columnist of the Year in the 2002 What the Papers Say Awards.

He has also published seven books, including five bestselling thrillers. His next novel, The 3rd Woman, will be published in July.  

Steve Hopkins

Steve Hopkins

strategy planner


Steve has worked for AMV BBDO for almost five years, focusing his time on the BT and Guinness accounts.

He has previously worked across a number of high profile brands, including Sky, B&Q, Nationwide, Yell, Carling and The National Lottery.

Roly Keating main

Roly Keating

chief executive

British Library

Roly has been chief executive of the British Library since September 2012, overseeing a series of significant projects, including a historic move to large-scale digital collecting.

The Library's newspaper collection has been a significant area of focus, with the transfer of the collection to a new state-of the art storage facility and the opening of the Newsroom, a new reading room dedicated to news collections across all media formats.  

Roly has recently led the development of Living Knowledge, a new vision for the British Library, which maps out major developments leading up to the Library's 50th anniversary in 2023.

Kevin Maguire main

Kevin Maguire

associate editor

Daily Mirror

Kevin is an associate editor of the Daily Mirror and was once the newspaper's political editor. He also writes a weekly column for the New Statesman and appears regularly on TV and Radio.

Kevin has won several journalism awards including Scoop of the Year. He has also co-authored a book on political scandals.

Previously, he was a chief reporter on the Guardian and Labour correspondent on The Daily Telegraph.

Douglas Mcabe main

Douglas McCabe


Enders Analysis

Douglas is an opinion leader on print and online media at subscription research service Enders Analysis, where he reports on media substitution and consults on commercial strategies for the internet age.

He is a former director of Fish4, the online advertising portal, where he was responsible for market research and sales development at the HMV Group.

Dominic Mills

Dominic Mills


Dominic Mills writes the weekly 'Mills on Monday' column for Mediatel's Newsline. Among other subjects, he writes regularly about programmatic trading and in the last year has chaired a number of conferences on the subject.

In addition, he is a consultant editor for the Content Marketing Association and the Institute of Practitioners in Advertising. Before that, he was editorial director of Campaign and has launched editions of the title in Asia and India.

Andrew Pierce main

Andrew Pierce


Daily Mail

Andrew's right-of-centre political journalism is noted for its insider's view of Parliament. After 20 years on The Times, Andrew was appointed assistant editor of The Daily Telegraph and is now a columnist on the Daily Mail.

He is also a seasoned broadcaster, appearing on Question Time, The Daily Politics, Sky News and LBC Radio, where he presents the Saturday breakfast show.  

Pink News named Andrew the sixth most powerful gay man in British politics, describing him as: "A ball of giggles, gossip, scandal and kinetic energy, Pierce is an interesting mix of rebel and establishment figure."

Steve Richards

Steve Richards

chief political commentator

The Independent

Steve is an award-winning columnist and broadcaster. He writes a weekly column for The Independent. He has also written for the Guardian, The Times, Financial Times, Evening Standard, New Statesman and Spectator.

He presents various programmes for the BBC including the Week in Westminster. He presented GMTV's live Sunday Programme for 10 years.

He also performs a live one man show, Rock N Roll Politics, and has written two books - 'Whatever it Takes' and 'Preparing for Power'. Before becoming a columnist he was a BBC political correspondent.

Rory Sutherland

Rory Sutherland

vice chairman

Ogilvy Group UK

Rory read Classics at Christ’s College, Cambridge, before joining Ogilvy as a graduate trainee in 1988 and becoming a copywriter in June 1990.

He has worked on Amex, BT, Compaq, Microsoft, IBM, BUPA, easyJet and Unilever. He was appointed creative director of OgilvyOne in 1997 and ECD in 1998. In 2005 he was appointed vice chairman of the Ogilvy Group in the UK.

Rory was president of the Direct Jury at Cannes in 2007 and was elected president of the IPA in 2009 for two years.  Rory is also a visiting professor of Warwick University and was awarded an honorary doctorate in 2012 by Brunel University.

David Wheldon main

David Wheldon

managing director of brand, reputation, citizenship and marketing


David joined Barclays in 2012 tasked with accelerating the implementation of the design and operations of the global marketing and citizenship functions.

David started his career at Saatchi & Saatchi, rising to group account director, before moving on to be the managing director of Lowe Howard-Spink. He moved to the Coca-Cola Company, based in Atlanta, before returning to the agency world as president of BBDO Europe and then Tempus.

He joined Vodafone in mid-2004 and became global brand director in 2005, later becoming the CEO of Vodafone Ireland Marketing Ltd.

David is a fellow of The Marketing Society, a council member of the Marketing Group of Great Britain and an executive committee member of the World Federation of Advertisers.

Jon Wilson

Jon Wilson

managing partner


Jon joined Maxus as a managing partner in May 2014, to take up the role of leading the BT account. 

He started his career at ZenithOptimedia as a graduate press buyer and spent five years within the press team before transferring into ZenithOptimedia's planning function. 

He was recruited to join MediaCom as an associate director in 2007, rising to board director, before moving to Havas Media in 2012.

Get in touch

3rd Floor
3 Marshalsea Road

0203 949 7470


Keep up to date

Please take a minute to answer a few questions on our new website. The feedback you provide will help us make the website easier for you to navigate and ensure you can find the content you’re after. In addition, we’ll enter you in to a prize draw for a £100 Amazon voucher*.

Take Survey Not now Never