TFM 2019: What agency CEOs are prioritising in 2019

Mark Howley, CEO, Starcom UK and COO, Publicis Media, previews his appearance on the Agency CEO panel at Technology for Marketing 2019

Technology for Marketing 2019 is nearly here and one of the most hotly-awaited sessions is the advertising agency CEO keynote panel, being held on day one at 11.35am.

Joining the panel is Mark Howley, CEO, Starcom UK and COO, Publicis Media. Having worked in media and advertising for his entire career, mainly in strategy and planner roles, technology is by far the greatest change that Mark has witnessed so far.

“It has changed how we consume media, how we buy, and indeed human behaviours,” he says. “As CEO of Starcom (the Human Experience Company), understanding how technology is changing behaviours is fundamental to what we do. At our recent ‘Future Tensions in Retail’ event the whole premise was that media, shopping, e-commerce and entertainment are all now intertwined and blended, this is the effect of technology.”

Starcom UK looks after some of the world’s largest and most iconic brands, running everything from communications strategy to data, content and commerce strategy.

“We look after all aspects of search and digital marketing, and we plan and buy media space. My role is to join that up as one coherent, seamless experience and service for our clients,” Mark adds.

Mark also works as COO of Publicis Media at a more strategic level, working closely with Sue Frogley (“our brilliant CEO”) to support her in future-proofing the business and sustaining its growth and momentum.

“In a fast-paced world, media agencies need to constantly be reinventing and re-imagining our offering to remain super-relevant to our clients,” he says. “Together we recently managed the whole company’s – six brand agencies – migration from separate offices to our new buzzing hub at White City, positioned in the old BBC television centre.”

At TFM 2019, alongside his fellow agency CEOs, Mark will discuss strategies for growth in this turbulent economic time and the major trends currently impacting the sector.

“We will also be talking about what hurdles we’ll be looking to overcome in 2020 and what topics should be front of mind as CEOs – whether that be brand safety, gender stereotyping in advertising or consumer trust. Ellie Edwards-Scott, the co-founder of the Growth Strategists. &. Business Acceleration hub, The Advisory Collective, will be interviewing me and my peers at the event, so I hope to see as many of you at the session as possible!”

Mark says that technology is at the heart of all business’ marketing plans:

“From being the conduit to understanding how customers buy and behave, through to the execution of advertising in an increasingly personalised way, to the measurement and iterative improvement of ROI.”

As Mark concludes, the future of technology and marketing should be embraced, not feared.

“It’s the future, there’s no doubt about that, and that’s not news to your ears. But hopefully the future will start to look less scary and more interesting, with more of a focus on technologies that are going to help us be more brand safe. As well as to advertise more effectively and efficiently than ever before.”

“Let’s not be afraid of what’s to come but enthusiastic!”