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Tell a vision

One day dedicated to the future
of the audio-visual landscape

TELL A VISION 2017

The Belgian audiovisual association “ABMA / BVAM”, that gathers public and private broadcasters, set up ‘Tell A Vision’ in order to develop a vision about the future media landscape and assess new ways of advertising in the context of fully digitized media activities.

A morning session dedicated to video

  • The objective is to give you a toolbox to navigate through all video advertising possibilities.

An afternoon session dedicated to Radio

  • This session will provide you all the reasons to believe in the future of radio and its branding power.



Visit Tell A Vision 2016 website

SchedulePROGRAM • OCTOBER 3rd

MORNING SESSION  
08:30 Welcome Breakfast
09:30

Denis Masquelier

 

President ABMA-BVAM

  Introduction
09:45

Mark Ritson – Australia

 

Professor of Marketing at Melbourne Business School

  Television and Digital : Get the basics right
10:15

Les Binet – UK

 

Head of Effectiveness at adam&eve DDB

  Effectiveness in a changing media landscape
10:45 Coffee Break
11:00

Bart De Pauw - Belgium

 

Owner Piëzo - business strategy, innovation & change

  Ad-tech innovation and automation : targeted and addressable TV
A panel discussion with all the business stakeholders: the Belgian association of broadcasters,
Telenet, Proximus, the media agency association UMA and a key advertiser
11:45

Miguel Aguza – Belgium

 

Country External Communication Manager at IKEA

  Creativity will boost advertising
12:15 LUNCH – Networking
AFTERNOON SESSION  
14:00

Saskia Schatteman

 

Vice-President ABMA/BVAM

  Introduction
14:35

Emma Rodero – Spain

 

Researcher and professor in the Department of Communication at Pompeu Fabra University

  The power of sound : 5 elements to sound credible
15:00

Uroš Bogdanović - Serbia

 

Owner and Creative Director, KrAn studio, Zemun

  The power of storytelling : how to be remembered
15:25

Sam Crowther – UK

 

Former Creative director at Bauer Radio, now Head of Creative at agency “Amillionads

  The power of personalized sound : how to engage & be relevant
15:50

Mark Barber - UK

 

Planning Director Radiocentre

  The power of radio in building brands : the proof radio does more than promotion
16:00 Networking Time
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SpeakersSpeakers

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Mark Ritson – Australia

Professor of Marketing at Melbourne Business School

Mark Ritson is Adjunct Professor of Marketing at Melbourne Business School and a Visiting Professor at Singapore Management University. He has a PhD in Marketing from Lancaster University and has been a faculty member at some of the world's leading business schools teaching on the MBA programs at London Business School, MIT Sloan, and the University of Minnesota. He is widely acknowledged as one of the world's best marketing instructors and has been the recipient of awards for his teaching at LBS, MIT, SMU and MBS.

Mark has worked globally as a private marketing consultant on projects ranging from brand strategy, market research, segmentation, CRM, marketing communications, brand acquisition, brand valuation and brand extension. His clients have included Baxter, Loewe, McKinsey, PepsiCo, Subaru, Eli Lilly, Donna Karan, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay, Unilever, KPMG and WD40. For thirteen years - from 2002 to 2015 - he served as in-house professor for LVMH - the world's largest luxury group - working with senior executives from brands like Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy.

He has written a weekly column on branding for Marketing Week for over a decade. On 3 occasions he has been judged the Business Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK. He is also a columnist for The Australian newspaper. His more scholarly publications include articles published in Sloan Management Review, Harvard Business Review, the Journal of Advertising, and the Journal of Consumer Research. He was the recipient of the Ferber Award in 2000, one of the most prestigious prizes in Marketing, for his doctoral thesis. In 2001. His co-authored research on pricing was cited by George Akerlof during his Nobel Prize acceptance speech.

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Les Binet – UK

Head of Effectiveness at adam&eve DDB

Having studied Physics and Artificial Intelligence at university, Les joined the agency in 1987, and has devoted his career to measuring and improving the effectiveness of the agency’s advertising.  

Les is recognised as an expert in econometrics, and has won more effectiveness awards than anyone else in the UK. In 2014, the IPA awarded him The President’s Medal, the highest honour it can bestow, in recognition of his achievements.  

Les has written extensively on how advertising works, how to make it work better, and how to evaluate it. Reviewing Les’s most recent book, Adam Morgan said: “Simply put, it is one of the most important books ever written about marketing. It should be the foundation of knowledge and practice for everyone working in marketing and communications. Without exception.”  

Recent clients include Unilever, Volkswagen Lloyds Banking Group, Heineken, Save the Children, Aviva, SSE, Waitrose and Google. In 2016, Les won three Grand Prix for effectiveness, at Cannes, Eurobest and the IPA Awards, for his work on John Lewis.

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Bart De Pauw - Belgium

Owner Piëzo - business strategy, innovation & change

How will commercial broadcasters and telecom operators achieve household-addressable tv advertising ? What is the state off addressable advertising on tv in Belgium? What business models will the market settle upon when addressable advertising is enabled? Is targeted advertising on tv the right approach for an advertiser or campaign? Is there a fail-safe formula?

 

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Miguel Aguza – Belgium

Country External Communication Manager at IKEA

Do you think that advertising on TV is boring? Are you expecting more creativity when you watch commercials? As an advertiser, we are responsible for the advertising we propose to the consumers. I am convinced that impact without creativity is impossible so creativity in our media approach is necessary. Let me share my vision, my stories and my way of working at IKEA.

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Emma Rodero – Spain

Researcher and professor in the Department of Communication at Pompeu Fabra University (Barcelona)

Emma has writen more than ten books and fifty scientific papers about impact of auditory/sound elements on attention and memory. She will talk about the best strategies to achieve more impact in your campaigns by using different voice, melody, and speech rate combinations.

 

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Uroš Bogdanović - Serbia

Owner and Creative Director, KrAn studio, Zemun

Radio consultant and coach, media strategist, content creator, copy- and scriptwriter, expert in content marketing and promotions, communications and social media. In two words: multimedia creator. Uroš shows how advanced mind techniques and storytelling can be used in creating radio advertisements in order to be sure that the message will be remembered. Evidence shows this works very well.

 

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Sam Crowther – UK

Former Creative director at Bauer Radio, now Head of Creative at agency “Amillionads”.

Sam is the master at evangelising about the power of sound, and personalisation & delivering data-driven creative for audio is the next chapter of his thesis.

 

 

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Mark Barber - UK

Planning Director Radiocentre

In his role of Planning Director at the Radiocentre, Mark is responsible for developing its award-winning research and content strategy. He is the architect of the RAB’s highly successful ‘radioGAUGE’, ‘Online Multiplier’, ‘Media & the mood of the nation’, ‘ROI Multiplier’ research projects; and is co-author of the book ‘An advertiser’s guide to better radio advertising’ published by Wiley. In 2015 he received an MBE in the Queen’s New Year’s Honour’s list for services to commercial radio.

Before joining the RAB, Mark spent 18 years as a strategic media planner on blue-chip clients across a number of agencies, most recently as Communications Planning Director at Universal McCann where, amongst others, he ran the Bacardi Martini, Nestle, MasterCard and Microsoft accounts.

ScheduleRoute

WOLUBILIS

Cours Paul-Henri Spaak
Promenade 1
1200 Brussels

Free parking at the
Woluwe Shopping Center
(200m from Wolubilis)

VideosVideos

Mark Ritson – Australia
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Mark Ritson – Australia
Professor of Marketing at Melbourne Business School

Les Binet – UK
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Les Binet – UK
Head of Effectiveness at adam&eve DDB

Bart De Pauw - Belgium
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Bart De Pauw - Belgium
Owner Piëzo - business strategy, innovation & change

Miguel Aguza – Belgium
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Miguel Aguza – Belgium
Country External Communication Manager at IKEA

Emma Rodero – Spain
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Emma Rodero – Spain
Researcher and professor in the Department of Communication at Pompeu Fabra University (Barcelona)

Uroš Bogdanović - Serbia
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Uroš Bogdanović - Serbia
Owner and Creative Director, KrAn studio, Zemun

Sam Crowther – UK
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Sam Crowther – UK
Former Creative director at Bauer Radio, now Head of Creative at agency “Amillionads”.

Mark Barber - UK
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Mark Barber - UK
Planning Director Radiocentre