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Brett Colbert

CPO
MDC Partners

Brett has over 15 years of advertising and media experience, and has worked both on the client and agency side. His marketing experience allowed him to transition to Marketing Procurement. Currently, he leverages spend data to obtain competitive pricing, improve quality/service/delivery, and share best practices. Brett leads and manages the marketing strategic sourcing process within a cross-functional team, and has extensive experience in negotiating, strategic planning and buying. Brett will be chairing Stream A of Day Two (15th June) of the conference.

Check out the incredible speaker line-up to see who will be joining Brett.

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15th June - DAY 2 - Improving Agency Relationships And Embracing The Digital World

Wednesday, July 6th, 2016

14:00 Interactive Panel Discussion - Measuring Your Digital Spend: What Are The Best Approaches To Increase Transparency In An Opaque Landscape?

What do we mean by digital anymore? Is everything digital? Understanding the different categories of spend that can fall under this umbrella, from social media, search engine optimisation, mobile, apps, video-on-demand services to websites
Is the growth in digital spend as expected? What percentage of spend are companies truly allocating to digital media?
Trying to measure what can be an opaque space – what tools and strategies can you use to measure ROI on digital spend?
Finding the best suppliers for digital content and production – do traditional partners have the capabilities to address this spend or is it all about a new world of niche providers? And how can you achieve collaboration between the different agencies and suppliers?
Addressing issues of on line fraud and wasted spend – how can you track and analyse where your spend is going and who is viewing your content?
Call to action on data privacy: What are the latest regulations on data privacy you need to be aware of?
The shift from channel first to content first – How to create the message first then determine the appropriate delivery channel

14:55 Interactive Panel Discussion - Programmatic Buying: How Can You Address The Transparency Gap And Stay Ahead Of The Various Business Models?

What are the key concerns advertisers have about programmatic buying? How are programmatic trading desks and platforms addressing issues of transparency, media rebates, arbitrage, data security and advertising fraud?
Don’t forget the business case for programmatic: the benefits of getting the best available price and customer segmentation among others – where do you see the advantages?
What are the different models of programmatic buying – and is there now a trend for advertisers to bring these platforms in house?
Projecting 5 years into the future – where will programmatic be and what are the industry implications? By 2020 will most things be traded programmatically?

16:20 Panel Revolution - Moving The Advertiser-Agency Relationship Forward: What Do Both Sides Need to Bring To The Table To Avoid Going Round In Circles?

How can advertisers and agencies get on the same page? How does the conversation need to change to regain trust, increase transparency and achieve true partnerships? What do both sides need to bring to the table?
How Europe views media rebates and the impact of the ANA investigation in the US – what kind of analysis needs to be done in the UK & European market to address media transparency concerns?
Practical strategies for marketing procurement to engage with agencies and support marketing colleagues – where do we really add the most value in agency relationship management?
Agency trading desks: how to make sure agencies are using your media spend efficiently – what questions do you need to ask?