Trendspotting (Strategy) | Scotland


University of Edinburgh Business School, 23 May, 9:30am to 12:30pm

Everything is changing. Again. And faster than ever. How do we keep up?

Our Trendspotting events provide a platform for marketers to learn from each other, share insights and stay ahead of the curve in our ever-evolving industry.

Join us at Trendspotting (Strategy), sponsored by EssenceMediacom, to explore big picture trends, strategies and innovations.

During this half day session, we’ll discuss what the following means for brands:

  • Clash of crises
  • Deepfakes, bias and misinformation
  • The new cost conscious customer
  • Gen-X and Millennials and the ‘Great Wealth Transfer’

We’ll also learn lessons of the past to help us understand how to react to societal and demographic shifts today.

Speakers include:
Toby Hutchins, Head of Strategy, EssenceMediacom
Gill Wylie, Brand Strategy Lead, NatWest
Max MacBeath, Head of Strategy, The Union
Claire Wood, Joint Head of Strategy & Insight, Scottish Government
Jim Kelly, Deputy MD and Head of Planning, Story UK
Emma Falvey, Head of Consumer (Scotland), Smarts
Zoe Coyle, Digital Director, AlwaysBeContent
Alistair Grant, Political Editor, The Scotsman and Scotland on Sunday

Author of the Choice Factory, Richard Shotton, will be making a virtual appearance too. Richard's work focuses on applying findings from psychology and behavioural science to marketing.

Date: Thursday 23 May 2024
Time: 09:30-12:30
Venue: Main Auditorium, University of Edinburgh Business School

Tickets are FREE to members who get priority booking until the end of April. These can be booked using the button below. Non member tickets cost £80+VAT.



Toby Hutchins

Head of Strategy, EssenceMediacom Scotland

Gill Wylie

Brand Strategy Lead, NatWest Group

Max MacBeath

Head of Brand Strategy , The Union

Claire Wood

Joint Head of Strategy and Insight Team, Scottish Government

Jim Kelly

Deputy MD Head of Planning, Story

Emma Falvey

Head of Consumer Relations, Smarts

Richard Shotton

Author, The Choice Factory

Zoe Coyle

Digital Director , Always Be Content

Alistair Grant

Political Editor, The Scotsman and Scotland on Sunday

Rod Gillies

Brand Director - The Dalmore, Whyte & Mackay