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As battle weary ad execs leave London we reflect on an outstanding inaugural Advertising Week Europe where we also hosted one of our infamous Hang the DJ shindigs at the heart of the conference action in Soho.

Our Hang the DJ parties are all about bringing our friends and networks together and giving each of them 10 minutes to play their three favourite tracks; and like any super star DJ would say, it’s all about who gets the best crowd reaction! Last night’s playlist was pretty eclectic with some super rare 60s rock gems through to classic 90s hip hop.

Competition was strong as Ad agency honchos and communications execs representing Good Stuff, Mindshare, MTV and MEC battled it out to prove their music selection was the one to get the crowd cheering. We have been asked to report on whose music had the biggest impact and whose went down like a lead balloon but what happens on the dance floor stays on the dance floor...

For a few days before the Hang the DJ party, we attended a number of exciting talks with ‘The Power of Live’ debate being one of the highlights for us. Guest speakers included Richard Scudamore, CEO, Premier League and David Dein, vice chairman of the Football League. The panel focussed the excitement and adrenalin of live events; how these shared experiences bring fans together; and in particular how brands are using these powerful moments to connect with fans.

Other topics ranged from ‘Death of the Desktop’ to the impact of ‘Big Data’ right through to the continuing importance of storytelling to generate content that transcends channels.

A key note speech from Sir Martin Sorrell and Sir Dave Brailsford was always going to be the in-demand ticket of the week but what really caught our attention was the topic of conversation.  The rise of British Cycling as a world beating team with multi Olympic champions has led to success not only on the track but also with major sponsors recognising new opportunities to connect with the rising number of fans of this Great British sport.