Published Thursday, November 9, 2017

OPMA Conference - Evolving with Mobile Media - Event details

Is mobile redefining the purpose of media?

Mobile is no longer only a device, it has become a lifestyle.

Now that anyone can be considered an influencer, a brand advocate, a media vector, brands have increasing difficulty in connecting and engaging purposefully with their audiences. Consumers are savvier, always on-the-go, looking for more agile solutions to meet their needs and match their values. And of course they want to maintain their privacy. Technology has allowed companies to provide more targeted news, offers, and products by placing
the consumer at the centre of the business but sometimes breaching the trust put in them. And with GDPR coming into effect in 2018 new challenges arise.

When: Thursday 16th November

Timing: Registration from 08.30 a.m. Event 9am to midday.  Please arrive as early as possible to both enjoy the breakfast and ensure the event runs to schedule)

Where: IAB Events & Training Space, 14 Macklin Street, London, WC2B 5NF

Tickets: for clients and agencies; OPMA members (£75 excl. VAT); Non-OPMA members (£95 excl. VAT) 

RSVP to 



8.30    Registration and networking breakfast

9.00    Welcome

  • Chris Maundrell, President at OPMA

9.05    Introduction

  • Jon Hook, VP of Brand & Agency at AdColony and Board Member of the Mobile Marketing Association

9.15    Mobile trends and best practice – Has mobile reached its perfect peak?

  • Ben Phillips, Global Head of Mobile at MediaCom

9.40    Panel: The relevance of mobile in a media strategy – Is mobile relevant to every campaign? Understanding your mobile audience; the pros and cons of integrating mobile in an advertising strategy.

  • Bharat Vaswani, Business Head UK at The Times of India
  • Neil Bruce, Head of Mobile, UK at Mindshare
  • James Shepherd, EMEA Commercial Director at M&C Saatchi Mobile
  • Jamie Labate, Sales Director EMEA at
  • Lucy Cunningham, Head of Mobile at We are ROAST

10.05   Networking break

10.30 Panel: Maximising mobile revenues. How agencies can partner with media owners to engage audiences beyond standard advertising placements. Mobile with other channels; Picking the best partners.

  • Mike Weatherall, Founder at MWA International Media Sales
  • Céline Saturnino, Chief Commercial Officer at Total Media
  • Hugo Drayton, CEO at Inskin Media
  • Richard Beedell, Head of Commercial Strategy, UK & Ireland at Upday for Samsung

10.55   Inspirational case study – How mobile can drive sales

  • Nicholas Cumisky, UK Mobile Lead (Agencies) at Google

11.20 Panel: What is the future of mobile? Voice Activated Search, Smart Homes, Wearables, AR/VR, publisher innovations, ads.txt – New technologies will open new channels, how can publishers, agencies and clients adapt and respond?

  • Tyson Pearcy, Director of Strategic Partnership at New base
  • Emma Crowe, Chief of Client Strategy at Somo
  • Peter O’Mara-Kane, International VP – Sales at LoopMe
  • Jon Hook, VP of Brand & Agency at AdColony and Board Member of the Mobile Marketing Association

11.45 Conclusion

  • Jon Hook, VP of Brand & Agency at AdColony and Board Member of the Mobile Marketing Association

11.55 Thank you

  • Chris Maundrell, President at OPMA


 Meet our speakers

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Celine Saturnino – Chief Commercial Officer at Total Media 

Celine is Chief Commercial Officer at the UK’s leading behavioural planning agency, Total Media, and has a key focus on embedding behavioural planning at the heart of media relationships. As well as delivering innovation in investment and operations across all media and platforms, Celine also works to ensure Total Media continues to achieve excellence in media relationships, delivering leading service and solutions for clients.In the five years she’s been at the agency, Celine has enjoyed a rapid career trajectory. Originally joining the agency in 2012 as Head of Digital, Celine was quickly promoted to Head of Media Operations and joined the Total Media Group Board, before being appointed as the agency’s first Chief Commercial Officer.


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Jamie Labate – Sales Director EMEA at

Jamie Labate (@jamielabate) is Quartz’s sales director, EMEA, with over 16 years of print and online media experience spanning the automotive, current affairs, technology and consumer markets. Before joining Quartz, Jamie worked as the deputy managing director of advertising at Dennis Publishing, tasked with leading ad sales for 20 various websites, growing the brand’s digital magazine portfolio, and managing the creative production team. Jamie spends his spare time with his family and harbors dreams of opening his own BBQ restaurant one day.


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Peter O’Mara-Kane – International VP Sales at LoopMe

Pete entered digital at BskyB, winning numerous awards for ground breaking campaigns with Paramount, Visa and Google and moved into mobile at Millennial Media, making it to Head of Agency Sales. During his time at Millennial, he worked through the IPO which valued the company at 2 billion dollars. In his final year leading his team, Pete increased the brand sales revenue by 200%, winning the coveted Campaign “Digital Sales Team of Year” award. He is currently international VP of LoopMe, spear heading international growth, opening 12 offices and winning awards with brands such as Samsung, Microsoft and Renault.


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Ben Phillips – Global Head of Mobile at MediaCom

Ben ensures that MediaCom develops a mobile-first mind-set across all our offices and processes. As more and more digital campaigns expand into mobile, Ben works with our teams to deliver the full benefits and the latest knowledge to our clients. Ben joined MediaCom in 2013, bringing more than a decade’s experience of the mobile industry and providing additional leadership for our specialist mobile divisions in markets such as the UK, Germany, Scandinavia, Singapore and India. His goal is to ensure that this level of expertise and creativity is available to all MediaCom clients, wherever they are and whoever they are targeting.

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Jon Hook – VP EMEA at AdColony and also sits on the EMEA MMA Board

Jon Hook is a mobile marketing executive and entrepreneur experienced in building, launching and running mobile technology and media businesses.He was a co-founder of Odyssey Mobile Interaction a London based mobile advertising network, which was acquired by the US based software company Phunware in December 2014. Jon is currently VP EMEA at AdColony, the market leading mobile video advertising platform. And he also sits on the EMEA MMA Board and is a member of the IAB Mobile and Video Council. Jon's agency experience includes time as Head of the Mobile at MediaCom and Client Services Director at Carat. 


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Nicholas Cumisky – UK Mobile Lead (Agencies) 

Nicholas is a well regarded Industry thought leader across the mobile ecosystem. He has over a decade of mobile experience after joining AdMob in 2007, at the time an early stage Silicon Valley based mobile advertising start-up. As part of the management team running Europe he joined Google in 2010 after Google's successful acquisition of AdMob for USD$750million. Nicholas has spent large parts of his Google career building and implementing mobile strategy for large UK businesses. Up until mid-2017 he has led UK App strategy, helping businesses find and engage consumers that will both install and more importantly use their Mobile App. He has now switched his focus toward maximising delivery of performance based results for UK businesses from their Mobile Sites. This mSite focus spans strategy and implementation of best in class consumer experiences around mSite load speed, user experience and development around the next generation of the mobile web.Outside of Google he has a small family, a garden full of triffids and one of the best fridge magnet collections on the planet. 

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Hugo Drayton – CEO at Inskin Media

Hugo has led InSkin Media from start-up to a profitable, international business. Under his leadership, the company’s expansion across Europe, APAC and MENA has been recognised by multiple high-growth awards, including the European Business Awards, Sunday Times Tech Track 100, Media Momentum Awards, and the Deloitte Technology Fast 500. Previously, Hugo held MD roles at The Telegraph Group, and Phorm. At Telegraph, he launched the UK’s first national newspaper website. Hugo is a non-executive Director of Future plc, a Trustee of the British Skin Foundation, and a regular contributor to trade press and media conferences.

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James Shepherd – EMEA Commercial Director at M&C Saatchi Mobile

At M&C Saatchi Mobile, James oversees business development, strategy and marketing. Sitting on the leadership team, James works with the Managing Director and the Head of Media to help shape the strategic direction of the agency and drive the business forward. James has over fifteen years’ marketing experience, with a focus on mobile since 2006. Prior to joining M&C Saatchi Mobile in the role of EMEA Commercial Director, James was Head of Mobile at Havas Media Group and prior to that, held down a number of mobile leadership roles at DF London, Ogilvy and Blippar. James rejoined M&C Saatchi Mobile in 2016, having worked in the business from 2009 to 2012 in the role of Head of Business Development & Strategy. 

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Neil Bruce – Head of Mobile, UK at Mindshare

As Mindshare’s Head of Mobile, Neil champions the use of mobile to enhance brand communications, develops new relationships in the mobile, wearable and IoT space and works with Mindshare’s global network of mobile specialists. Over the last year, Mindshare has won most effective agency and the Grand Prix at both the Drum’s MOMA Awards and the Effective marketing awards, and been named Mobile Agency of the Year by the Mobile Marketing Association. A regular contributor to IAB events, Adweek Europe, on television and in print, Neil joined the UK board of the Mobile Marketing Association in July 2015, and was named 25th in the Drum’s list of the top 50 influencers in Mobile in September 2015.


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Mike Wetherhall – Founder at MWA Internaional Media Sales

"Advertisement sales are the life-blood of successful publishing in all types of media. MWA provides a dynamic and reliable partner for media owners, developing and maintaining relationships to produce substantial and sustainable sales results. MWA has a long established range of high-end contacts among top advertisers and agencies nationally and internationally providing a professional interface on behalf of our publisher clients and with their advertisers. Our experience includes a profound in-depth knowledge of a wide range of markets and specific experience in the French and other continental European consumer and B2B markets for traditional press, digital, radio, TV and other media.”

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Lucy Cunnigham - Head of Mobile at We are ROAST

Lucy is Head of Mobile at independent online performance agency, ROAST, where she’s responsible for developing and evolving the mobile proposition. Lucy began her career eight years ago working at large agency networks, as well as independents deploying mobile expertise on a wide client base across multiple sectors. Throughout her career Lucy’s core focus has been mobile strategy and activation, within the wider remit of cross platform and multi-channel campaigns, as well as expertise in programmatic and display activity. In her current role, Lucy is responsible for the mobile, display and programmatic offering at ROAST; ensuring the services delivered surpass client targets.

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Richard Beedell, Head of Commercial & Strategy UK & Ireland at Upday for Samsung 

Richard leads the commercial team of upday for Samsung in the UK. Upday and is the news platform pre-installed on all new Samsung phones and is owned by Axel Springer. Richard oversees the sales, partnerships and business strategy for the United Kingdom and Ireland. Having been involved in media and publishing for 10 years, Richard has previously worked at The Telegraph Media Group as it’s Head of Media and Partnerships for Business & Finance within SPARK, TMG’s branded content division. Prior to TMG Richard worked at The Guardian, where among other roles he helped to launch the newspaper’s award-winning Small Business Network as Head of Commercial. With ten years’ plus experience working in global media and publishing, Richard specialises in building sector-leading branded content and commercial platforms, teams and campaigns through innovative content strategies. Richard’s work has won a number of industry awards including two British Media Awards, a DADI, a Drum Online Media Award, a Newsworks award for best content partnership and a Sales Team of the Year award. Richard studied Media, English and Cultural Studies at the University of Exeter, lives in North London and collects all things vintage including a near 40 year old MG car. 

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Tyson Pearcey, Director of Strategic Partnerships at NEWBASE

Tyson heads up NEWBASE Programmatic Trading Platform in the UK. Working with both agencies and advertisers directly to provide true excellence in biddable media delivery whilst offering a fully transparent programmatic solution. He ensures partners achieve true ROI, offering advertisers a bespoke and efficient service to develop a deeper relationship with their audience.  Tyson is a digital marketing veteran with over 13 years’ industry experience. He has previously held senior roles at iProspect, GroupM, AOL as well as several positions as a Sales Director and VP positions for several digital start-ups. He specialises in growth marketing strategies and biddable media; he has overseen some leading campaigns from pitch to delivery across all verticals.

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Bharat Vaswani, Business Head UK at The Times of India

Bharat Vaswani is the business head for advertising sales-UK and Europe, The Times of India Group Representation. He joined the company in 1991. A highly accomplished and respected leader and innovative thinker, Bharat has over the last 26 years gained a deep and broad knowledge of all aspects of global media business. Majoring in areas of strategic business development, he is widely recognized for customer relation’s abilities, managerial expertise and business acumen. Brought up in Tripoli, Libya, Bharat has lived in Delhi and Bangalore in India before moving to London in 2004. Bharat has a BA(Hons) Economics from Delhi University, India, a post graduate in marketing management and is currently pursuing further education.

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