From 2018 to 2023, efforts to improve brand safety and relevance inadvertently harmed content creators, affecting inclusion, environmental efforts, and societal health. Over-simplistic keyword blocking led to widespread exclusion of creators, funding cuts for reputable journalism, and ineffective ‘’inclusive’’ lists. Despite good intentions, these measures favoured only a few, revealing a flawed approach to brand safety.

In this 3-hour session we’ll take you on a four-part journey outlining how you can start to become a more Conscious Business and walk you through the different layers of Consciousness. We’ll then share real-world implications and opportunities for you to consider when building your next strategy. We’ll round off the learnings with key insights from skilled industry leaders and outline a clear road ahead, including next steps, helpful best practices and interactive elements for you to dive into.

Together, let’s do good business while doing good.

PROGRAMME:

08.30-09.00     Registration, croissant and coffee

09.00-09.10     Welcome by Claus Donnerstag, Country Manager Denmark, Channel Factory

09.10-09.45     Keynote: Helikoper-perspektivet over det uforudsigelige medielandskab
Keld Reinicke (Danish speaker)

Oplev medieguru Keld Reinicke sætte scenen for det nye ukontrollerede medielandskab, hvor tempo og uforudsigelighed er en konstant faktor for, hvordan vi sikrer relevans og brand safety.
Keld giver os et helikopter-view på mediemarkedet, hvordan og hvorfor flow tv er i frit fald, hvor instagram, perfektions kulturen og generationskløften former en ny blomsterende grobund for creator økonomiens indtog og vækst på bl.a. YouTube, TikTok og Snap.

09.45-10.00     Break

10.00-10.45     Keynote: How to Move from Harmful to Helpful
Phil Cowdell, Chief Strategy Officer, Channel Factory (English) and Jovana Grujičić, Director of Client Solutions EMEA/APAC, Channel Factory (English)

Learn how you can start to become a more Conscious Business and the different layers of Consciousness. We’ll share real-world implications and opportunities for you to consider when building your next strategy. 

10.45-11.00 Q&A and interactivity

11.00-11.35     Panel Discussion: Tackling Brand Safety in Real Life
Moderator: Phil Cowdell, Chief Strategy Officer, Channel Factory
Panelists: Peter Loell, Director, OMD Denmark and Mia Duelund, Head of MarCom, Brand & Employer Branding, KPMG Denmark

11.35-12.00      Q&A and interactivity

Please note that several keynotes will be in English as well as the panel discussion.

WHAT’S IN IT FOR ME?
This 3-hour session will outline brand safety best practices and how you can start to become a more conscious business. You’ll come away with a clear view of the road ahead and actionable considerations for your next strategy.

TARGET GROUP:
CMOs, advertisers, agencies, programmatic buyers

Seminaret tilbydes af Dansk Markedsføring i samarbejde med Channel Factory.
Seminaret afholdes hos Dansk Markedsføring, Bredgade 19E, 1260 København K