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Effortless Modern Marketing

Effortless Modern Marketing

By Adform

Unlocking the power of digital advertising requires a mixture of timing, technology, and vision. In this five-part mini-series Adform explores high-priority topics with leading voices from across the advertising, agency, publisher, and technology ecosystem for a practical but approachable take on the topics the industry's top CMO's need to know about.
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The Role of Advertising in Society: Has Technology Fundamentally Changed it Forever?

Effortless Modern MarketingJul 20, 2021

The Role of Advertising in Society: Has Technology Fundamentally Changed it Forever?

The Role of Advertising in Society: Has Technology Fundamentally Changed it Forever?

In this episode of the Effortless Modern Marketing Podcast we explore the changing role of advertising and what this means for modern marketers as they seek to chart an effective and strategic path forward. Adform’s Regional President, Western Europe, Rick Jones, is joined by Alison Keith – Global Vice President of Media at COTY, Elli Papadaki – VP, Luxury - Global Commercial Partnerships, Condé Nast, and Phil Smith - Director General at the ISBA as they explore some of the industry’s most pressing questions including; Has technology fundamentally changed advertising forever? What new responsibilities will this bring? How are new sources of engagement and creativity evolving? And how does transparency factor into the equation?

Stream on your podcast platform and device of choice:

About our guests:

Alison Keith – Global Vice President of Media at COTY – Alison is the Global Vice President of Media & Digital at Coty – one of the largest beauty businesses in the world. With a passion for data, technology and consumer behaviour, Alison has built over 20 years of marketing, creative, tech and media experience to bring some of the biggest brands meaningfully into consumer’s worlds.

Phil Smith - Director General, ISBA – Phil’s marketing and general management career spans packaged goods, grocery retail, gaming, consultancy and marketing technology start-ups.

In packaged goods he has served as Vice President, Strategy for Kraft Jacobs Suchard in Europe. Subsequent board roles in grocery and gaming include: Marketing & Trading Director, Kwiksave; Group Marketing Director, Somerfield; Commercial and Operations Director, Camelot; and Managing Director, Musgrave GB.

Elli Papadaki – VP, Luxury - Global Commercial Partnerships, Condé Nast - Elli’s career in media started 16 years ago when she landed her first media role at the FT. During her 9 year stint with the leading financial news title, she worked across a number of client categories ranging from property to business schools to luxury and consumer brands selling cross platform solutions with a particular focus on digital executions. Her next move saw her transition into ad tech where she got a flavour for the intricate and rapidly growing world of digital advertising. From there she moved back to the FT to lead their global programmatic strategy and sales efforts. A firm believer in the value of quality content and the importance of context, she worked closely with the sales teams to educate clients and agencies around the importance of buying quality inventory using the efficiencies of automation. A year down the line she transitioned into Condé Nast International’s newly created global commercial partnerships hub with the task of leading efforts around simplifying and streamlining programmatic trading across all its titles and markets to simplify transactions for international buyers.

This Episode’s Adform host is Rick Jones. Adform's Regional President, Western Europe. Before joining Adform, Rick spent five years at Google DoubleClick, where he was Head of Business Development and lead consulting for UK and Global businesses on programmatic and data-driven marketing strategies. A digital veteran, Rick has twenty years experience in the industry, which began with web auction pioneer,, where he was responsible for UK business development. Later Rick joined Camelot, the National Lottery operator, as commercial lead for the world's first transactional lottery website, and later John Lewis, as Head of Marketing for Financial Services, before working at Sony as Head of Multi-channel Retailing.

Jul 20, 202136:26
Tailored, Targeted, Relevant - What's the Future of Digital Marketing?

Tailored, Targeted, Relevant - What's the Future of Digital Marketing?

With advertising on the edge of another significant period of disruption, we take a no-nonsense discussion about what this means moving forward. To deep dive into the topic of identity, the death of third-party cookies, and explore what comes next Adform's Co-Founder and host Jakob Bak is joined by special guests, Jess Simpson, SVP, Verified Tech & Identity at Publicis Media, Tom Kershaw, CTO at Magnite and Chairman of the Board for, and Joanna Burton, Chief Strategy Officer at ID5.  With a holistic look at the future of identity, the conversation touches on what this means for advertisers, agencies, and publishers moving forward as well as the role of technology vendors in smoothing the transition.

Navigate the episode:

03:05 for Joanna Burton

12:45 for Tom Kershaw

20:50 for Jess Simpson

Want to Learn More?

To continue exploring this topic, don't miss Adform's latest thought leadership on the topic.  Want to discuss how Adform's expertise on topics like this can help solve your business needs? We have dedicated identity specialists eager to take a conversation with you.

The Effortless Modern Marketing Podcast is produced by Adform. This episode was produced by Alex Berger. Post Production by Niels Poulsen of JAM Audio Post Production. Our Host was Adform's Jakob Bak. 

About Today's Guests:

Jess Simpson, SVP, Verified Tech & Identity

Publicis Media

In her current role, Jess Simpson leads Publicis Media’s Verified and Identity Consulting and Solutions teams, where she works across all regions, agencies and solutions to bring identity strategy and capabilities to Publicis Groupe’s media clients in a privacy-first context.

Tom Kershaw, Chief Technology Officer

Magnite Inc.

As Chief Technology Officer, Tom is responsible for the oversight of all aspects of product development, platform strategy and operations, and product design, as well as oversight of Magnite’s engineering capabilities. Prior to the merger with Telaria, Tom held the same position at Rubicon Project.

Joanna Burton, Chief Strategy Officer


Joanna Burton is Chief Strategy Officer of ID5,  the shared identity infrastructure, with a remit to help drive revenue, strengthen partnerships with premium publishers and accelerate the company’s international expansion.  She joins from SpotX, part of RTL Group, where as VP European Strategy she helped grow the business across Europe and into new areas such as Connected TV.

Apr 19, 202138:09