Trendspotting – Strategy


17 May, 9:30am to 12:30pm

Relaunched in 2022 with a new format, our Trendspotting events provide an environment to re-connect and discuss key topics, challenges, or issues facing the industry.

We're delighted that our first Trendspotting event of the year will take place on Wednesday 17 May at the University of Strathclyde. We'll be discussing: 

Where do great customer insights come from?
We’ll explore youth culture, AI as a strategy tool & listening to activist voices to help provide insights on the world’s problems and how brands can help contribute to solving them.

If the consumer is going back to basics, what should brands do?
With two thirds of UK customers planning to cut back on non-discretionary spend in 2023, how does declining disposable income affect decision making and what can brands do?

​​​​​​Ten years on from ‘The long and short of it’, has what’s needed for brand growth changed?
Short termism vs long termism – It’s 10 years since ‘The long and the short of it’ was released. How has it changed the conversation, and is there still work to be done convincing many of the benefits of long-term brand building?

Speakers include: 

  • Leah Doyle, Insight Manager, Voxburner
  • Gill Wylie, Head of Planning, Frame
  • Rob Mathie, Founder, On the One


  • Dr Mark Fowlestone, Owner, Multiply
  • Ian McGillivray, Panel Manager, ScotPulse
  • Kirsty Chalmers, Marketing Controller, Baxters
  • Ed Dalgleish, Planning Director, Guy & Co


  • Vic Milne, Head of Strategy, Leith (on behalf of Irn Bru)
  • Lewis Bright, Senior Brand Manager, The Famous Grouse
  • Maddy Sim, Strategy Partner, Carat

The event will be Chaired by Rod Gillies, Brand Director – The Dalmore, Whyte & Mackay & Chair of The Marketing Society Scotland. 

Tickets are free to members as part of your membership. Non-member tickets cost £60+VAT.

Tickets can be booked using the button below.



University of Strathclyde
John Anderson Building – Room JA314



Mark Fowlestone

Founding Partner, Multiply

Gillian Wylie

Head of Planning, Frame

Rob Mathie

Founder , On the One

Vic Milne

Head of Strategy, Leith

Lewis Bright

Senior Brand Manager, The Famous Grouse

Rod Gillies

Brand Director - The Dalmore, Whyte & Mackay

Maddy Sim

Strategy Partner, Carat

Kirsty Chalmers

Brand Controller

Ed Dalgleish

Planning Director, Guy & Co

Ian MacGillivray

Research Panel Manager, ScotPulse

Leah Doyle

Insights Manager, Voxburner