Newspaper article The Journal (Newcastle, England)

Digital Transformation Is Discussed at Event in City; CONFERENCE

Newspaper article The Journal (Newcastle, England)

Digital Transformation Is Discussed at Event in City; CONFERENCE

Article excerpt

Byline: HELEN DALBY helen.dalby@ncjmedia.co.uk

ALEADERSHIP event focusing on seismic change in digital media and consumer behaviour has taken place in Newcastle.

Make Disruption Pay was organised by Dentsu Aegis Network Newcastle, a global media and communications network.

Hosted at the Tyneside Cinema, the conference welcomed around 180 delegates, including strategic marketeers, media and communications professionals and business leaders from across the North East.

An engaging programme of guest speakers saw representatives from industries which have been disrupted by digital transformation, and some of the start-ups doing the disrupting.

In an opening address, managing partner of Dentsu Aegis' Newcastle branch David Crawley explained that the event hoped to demonstrate the importance for businesses of futureproofing their organisations by understanding changes in digital consumer behaviour and planning strategies to embrace them.

The Telegraph's Cat Wildman spoke about changing content consumption habits and how the publisher has approached the reinvention of its newsrooms and model.

Game-changing developments in artificial intelligence were showcased, with Microsoft's Adrian Cutler, sales director for Bing, speaking about the increasing democratisation of AI as greater customer focus forces industry players to create products that are usable and solve everyday problems. Lisa Wood, chief marketing officer at Atom Bank, gave a candid presentation about how her brand had approached the disrupting of a particularly traditional sector.

Customer focus, developing a trusted brand with strong values at its heart and the importance of functionality that was "slick and frictionless" have helped Atom go from launch in 2016 to having close to PS1bn of savings on its books.

There were also talks and case studies from Stephanie Jarzemsky, UK sales lead for the Google Analytics 360 Suite, El Kanagavel, head of Analytics at iProspect, and from Dentsu Aegis' Edinburgh network managing partner Richard Gill and Carat's group business director, Chris Howard, on how they'd delivered client solutions and results in a digitally disrupted space. …

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