Leading effectiveness experts took to the stage at Newsworks' third annual Shift North conference to present compelling evidence on the commercial influence of newsbrands.

The event brought together key findings from latest industry research and explored the role of evidence, measurement and assumption in today's media planning.


Shift North 2016 playlist

Films of each session at Newsworks' third annual conference at HOME in Manchester.


Paul Cooper

Paul Cooper

managing director

MediaCom Manchester

Paul joined MediaCom as the regional head of digital UK & Ireland in 2011, after a career in digital marketing and a stint at Carlton Television. He launched MediaCom i-LAB, the digital performance specialist division, in 2012, which he rolled out across all MediaCom UK offices to become the largest digital operation in the UK.

Since January 2015 Paul has been responsible for MediaCom Manchester, which is the central hub for MediaCom North Group. He has overseen the restructure of the agency, which has led to a 50% growth in PBT and has seen it become the largest billing agency outside London.

Paul is a Manchester native, lives in Chorlton with his wife and two daughters, is a keen skier and a Manchester United fan.

Sally Dickerson

Sally Dickerson

managing director


A graduate in Mathematics from Oxford, Sally joined Mars UK as a market research analyst, later joining their Management Science division.

She co-founded The Decision Shop, part of Bates/Cordiant, then in 1999 joined the then OMD group and set up ROI (Return on Investment) focused on market mix modelling, which became OMD Metrics, then BrandScience, and is now Annalect Marketing Sciences.  

In 2016 Sally created a new effectiveness consultancy business, Benchmarketing, which is part of the Omnicom Media Group, running strategic quantitative consultancy projects using meta-analysis.

She has also contributed to over 30 IPA advertising effectiveness awards, been an IPA effectiveness award judge and run marketing effectiveness masterclasses for the Marketing Society and Chartered Institute of Marketing. She was a judge on the inaugural Cannes Creative Effectiveness Lions panel in 2011 and 2013.


Peter Fields

Peter Field

marketing consultant


Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 18 years.

Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & the Short of it, Brand Immortality, The Link Between Creativity and Effectiveness and a chapter of the Sage Handbook of Advertising. He is also a contributor to the Wharton Future of Advertising Project.

Peter writes and speaks regularly around the world about marketing effectiveness. He is an honorary Fellow of the UK Institute of Practitioners in Advertising.


Rachel McDonald

Rachel McDonald

managing director

Carat Manchester

Rachel studied Media at Leeds University before starting her agency career in London. After the obligatory 'year out' and gaining further experience at Mindshare in Sydney, she moved home to Manchester in 2001 and joined Carat.

In her current role as managing director, she says she feels "fortunate to lead a talented and passionate team who are focused on delivering effective communication solutions for our clients. A key part of my role is supporting the team and I place real emphasis on developing our people, ensuring they are well equipped to embrace the challenges we face operating in an increasingly complex media ecosystem".

Dominic Mills

Dominic Mills



Dominic 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.

Alex Steer

Alex Steer

head of technology, effectiveness & data


Alex is head of technology, effectiveness and data at Maxus, responsible for helping clients make the most of their data to make their advertising work harder.

A graduate of WPP's Marketing Fellowship, he's worked in strategy, analytics and technology on three continents and for some of the world's biggest marketers.

He likes evidence, clarity and creative thinking. And diagrams.

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