Back in March, we asked a simple question: Why do media plans all look the same?
The debate struck a nerve. The room challenged long-held assumptions about measurement, media mix, attention, and effectiveness, and one thing became clear: the industry doesn't just want to keep talking about the problem. It wants to define what better looks like.

This session picks up where that conversation left off.

Led by The Media Effectiveness Council - a group of senior industry leaders and members of The Marketing Society - the Council has spent the past six months working with marketers, agency leaders and media partners to develop a draft set of Media Effectiveness Commandments: practical principles designed to help marketers build stronger, more effective media plans.
 
Rather than presenting a finished answer, we're bringing those principles into the room to be challenged.
Which ideas stand up in the real world? Which need refining? What have we missed? And what should every marketer expect from a truly effective media plan, regardless of category, budget or channel?

Join us to workshop the draft Media Effectiveness Commandments and help shape a practical framework for better media planning.

Your input will help refine the final version, creating guidance that marketers can take back into their organisations and apply immediately.

Whether you joined us in March or are joining the conversation for the first time, you'll leave with fresh thinking, practical ideas and the opportunity to help shape what good media planning looks like for the industry.