2022 CEOs’ & Top Execs’ Summit (Joint)

Location:

Brussels

Date(s):

09/06/2022

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egta’s CEOs’ & Top Execs’ Summit gathering over 200 senior decision-makers from across Europe and beyond, all responsible for the monetisation of content, optimisation of revenues and advertising sales on behalf of major broadcasters. Discover the insights from the TV session.

Setting the stage

Laurent Bliaut, President, egta, Deputy General Director, Marketing, Strategy & Innovation, TF1 Pub

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The New Dimension of the Media Landscape

Ezra Eeman, Change Director, Mediahuis

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The presentation focuses on four key dimensions which are important to understand to navigate the constantly changing media landscape.

Change management for marketing automation

Diederik Martens, CEO & Founder, Chapman Bright

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Chapman Bright shared insights and best-practice methods to ensue marketing technologies drive business value.

Employer branding and company culture in a changing media world

Sana Sellami, Strategy & Inclusion Expert, Untitled Workers’ Club

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The presentation focused the importance for companies to be visible as a brand and as an organisation to retain and recruit employees, at times when the war for talent is has never been bigger and shortage of workers continues.

The Ukrainian media community in the face of the war

Yana Honcharenko, Sustainability Lead, Brand Booster
Andrii Tiuleniev, Chief Revenue Officer, Media Group Ukraine

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The presentation focused on how the Ukrainian media market works in face of war and how the global media and ad communities can help TV and radio companies in Ukraine to survive the crisis.

Global transformation in the age of streaming

Raffaele Annecchino, President and CEO, Paramount Global
Katty Roberfroid, Director General, egta

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Paramount has transformed its business to become a true “global entertainment company” (and doesn’t see itself as a “TV broadcaster” anymore), combining platforms and assets thanks to its global content engine, global vison and local legacy, diversified streaming business model and expansive ecosystem.

Finding the balance between traditional radio and new platforms

Christer Modig, VP Radio, Viaplay Group

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Viaplay outlined their strategy for finding the right balance between driving revenue and preparing for the future. Re-focusing their programming, marketing and sales on core business led to an increase in revenues.

What are the needs of global brands when crafting media strategies and integrated planning recommendations?

Valerie Morfitis, Global Media Director, Unilever

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Unilever’s communication philosophy revolves around an overarching idea of getting on the frontline of society, culture and innovation. Unilever needs support of their media partners in their marketing efforts to get real, do good and be unmissable vis-à-vis their consumers.

Performance-driven brands are reinventing the media game: insights into their strategies, needs and expectations

Ahmad El Hamawi, Media Director Europe, Vinted

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Vinted’s mission is to make second hand fashion first choice. In order to achieve this objective and grow, the company’s marketing strategy is based on performance media principles: measurability, scalability and efficiency. The presentation outlined how TV and radio industries can better work with d2c brands.

The new face of media agencies

Tomas Lauko, Chief Executive Officer, Publicis Groupe CEE

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Panel discussion

Valerie Morfitis, Global Media Director, Unilever
Ahmad El Hamawi, Media Director Europe, Vinted
Tomas Lauko, Chief Executive Officer, Publicis Groupe CEE
Jean Mongeau, MBA, ACC, Executive and management coach, Double Impact Coaching

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Discussed by the pannelists:

  • You are all relatively new (one year) in your respective positions. What’s your “astonishment report”? What surprised you vs what you expected the mandate to be?
  • Global vs local. TV and Radio broadcasters have an undeniable depth and knowledge in their local markets. How valuable and important is this in your media business?
  • Data tech and capabilities are key to your businesses. What are your expectations from media organizations?
  • Data sharing and media transparency appear to be an issue. Media organizations want to share but don’t feel it’s a two way street. How deep are you willing to go?
  • Innovation means a lot of things to many people. What does innovation mean to you as it relates to media organizations?
  • What keeps you up at night when you think of how your relationships with media organizations could be improved?
Paving the way to cross media measurement

Toni Petra, Executive Vice President, Media, Nielsen
Prince Debrah, Partner, Global Product Strategy, Nielsen, Nielsen

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Nielsen is currently developing its cross-media measurement solution, ‘Nielsen One’, as a response to the fragmented media landscape where audiences are increasingly difficult to follow. The aim of Nielsen One is to create a transparent currency-grade solution based on common KPIs and standards. The vision is a global product suite that provides consistent and comparable deduplicated audience measurement metrics across platforms, publishers and devices for content and ads separately.

How to reach the consumer tomorrow’s multi-platform world?

Wilfried Celis, Director of Audiovisual Strategy & Partnerships, DPG

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The presentation highlights the evolution in the Belgian market and raises the question of how the consumer of tomorrow can be reached via multiple platforms.