Mobile Engage 2014 - programme

Welcome and Introductions

9.00 - Guy Phillipson, CEO, IAB              


Session 1

Psyched and Out: The psychological triggers underlying the adoption and use of mobile devices

9.20 - Dr Simon Hampton, Lecturer in Psychology, University of East Anglia

An insight into the why we are so addicted to our smartphones       

Exploration of how and if mobile has changed human attitudes and behaviours

Industrial inertia and why the industry is slower than consumers in the drive to mobile

Conquer with Context

9.40 - Mark Freeman, Founding Partner, Movement;   

Mobile has added layers of context to communication that weren’t there before

If you get the context right, address the right desire and get the creative right, you can get audiences to do unusual stuff with their mobiles

Take 5ive

10.00 - Michael DeHart, interviewed by Stephen Lepitak, The Drum

The future of search

10.10 - Ian Carrington, Director of Performance, Northern and Central Europe, Google

How mobile has transformed search over the last 5 years and the a look to the next 5 years

What next with wearable technology, how will search change with it’s growth

Mobile attribution what next for understanding the true value of mobile

The Era of Mobility

10.30 - Steve Parker, Co CEO, Starcom MediaVest Group London and Stewart Easterbrook, Executive Director of Performance and Digital Development, Starcom MediaVest Group

The pace of change in the digital ecosystem

What is mobile?

Content and Context

Always online


11.00 - 11.15 Breakout Session - The Lower River Room  

The Evolution of Integrated Ad Solutions on Mobile, Arti Shah, Agency Sales Director, The Weather Company


Session 2    

Channel the Stream 

11.25 - Bruce Daisley, Managing Director UK, Twitter

Why being online constantly on our mobiles changes the way we consume and create content

What does this mean for brands how do they need to change

A showcase of brands making the most of our always connected world

The mobile display story

11.45 - Mark Slade, Managing Director, 4th Screen

Explore the journey of mobile display advertising from 5 years ago to today

What does the future hold for mobile advertising, looking at the growth of native and the targeting capabilities of mobile

What great campaigns look like, a look at how creative mobile can be

Digital Agencies Can’t Do Mobile

12.05 - Matt Goldhill, Creative Strategist, Mobile5

Whilst many agencies boast a fantastic Mobile capability, in reality most are still churning out standard GIFs that lead to static landing pages or uninspiring mobile sites. 

There are a handful of smaller, Mobile First agencies that have specialist developer teams and strive to produce more creative, cutting edge and more exciting advertising which truly reflects the advanced technology mobile has to offer. Traditional digital agencies should be worried because they are no longer the most innovative marketers.

Take 5ive

12.25 - Sonia Carter, Mondolez  interviewed by Stephen Lepitak, The Drum 

The Final Five                          

12.35 - Jon Mew, Director Mobile & Operations, IAB




13.15 - 13.30 Breakout Session The Lower River Room 

Man and Mobile. Inside the special relationship: Tim Elkington, Director Research & Strategy, IAB

13.30 - 13.45 Breakout Session The Lower River Room 

Advertising made so transparent, you can see right through it! Chris Gobby, Head of mData, New Business, EE


Session 3             

14.00 - Simon Wheatcroft, Ultramarathon Runner                         

Tesco's path to innovation 

14.20 - Nick Lansley, Head of Open Innovation, Tesco

The balance of innovation, and utilising the talent of people internally and externally

How to challenge and change attitudes to make a positive change

The role that mobile is playing in allowing Tesco to innovate

Take 5ive

14.40 - Pamela Routley, Coty interviewed by Stephen Lepitak, The Drum                                         

The 5 Mobile Myths debunked

14.50 - David Sear, CEO, Weve




Session 4                                                                              

Panel session

15.50 - Jo Lyall, Mindshare; Theo Theodorou, Xad; Ian Dowds, InMobi; Claire Valoti, Facebook interviewed by Sophia Amin, Director of Marketing and Communications, IAB UK    

The competition for attention

16.20 - Tom Chatfield, Author  

The new competition for attention and how mobile has changed it

The impact of wearables and technology getting out of the way

The impact of this for brands looking to advertise and how has mobile changed this

Fireside chat

16.40 - Brian Blessed, Actor, Author, Mountaineer and Explorer in a fireside chat with Richard Eyre, IAB UK Chairman 


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