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Kate is Chairing the Guardian Changing Advertising Summit on Wednesday Oct 24 2012 in London

Creative magic meets digital logic

When advertising entertains and inspires, where it adapts to the desires of the audience, all that is left is the message. Can we envisage a future where the marriage of creative excellence and contextual information means that advertising effectively disappears? How does this shape the way we build brands in a post-digital, increasingly integrated environment? How is the growth in hyper-targeted campaigns, the budgetary shift towards social and the growth in on-demand consumption across devices changing the way we pay for and earn media?

09.15 - 09.20: Welcome from the chair

Kate Bulkley, media commentator and journalist

09.20 - 09.30: Welcome from the Guardian

David Pemsel, chief commercial officer, Guardian News & Media

Morning keynote presentations

09.35 - 10.00: Debra Coughlin, executive vice president, global marketing director, Draftfcb

10.00 - 10.25: Adam Ostrow, chief strategy officer, Mashable

10.25 - 10.50: Bruce Daisley, director of UK sales, Twitter

10.50 - 11.30: Networking and refreshment break

Mid-morning speaking sessions

11.30 - 11.55: The future of advertising: redesigning the business and the business model

Former chairman at BBH New York and current entrepreneur Cindy Gallop delivers some highly subjective and provocative points of view on how big data means big opportunity, the new creativity, what social media really means, why the future is not ad units, but ad products and where the money really lies.

Cindy Gallop, founder and CEO, IfWeRanTheWorld

11.55 - 12.10: How are creative applications of technology disrupting the essential building blocks and processes of campaigns?

John Winsor, chief innovation officer, Havas and CEO, Victors & Spoils

12.10 - 13.00: Breakout session 1 Building brands in a post-digital world How do you build brands in the noisy environment of the social, integrated, everything-digital environment?

Peter Briffet, managing director, Living Social UK

Colleen DeCourcy, CEO, Socialistic

Matt Elek, managing director, VICE Media

Mel Exon managing partner, BBH Labs

12.10 - 13.00: Breakout session 2: Social media and second screens How will the combination of television and second screen change the way we plan and execute campaigns?

Mark Brandon, commercial director, VMDS, Virgin Media

Richard Kastelein, founder and partner, Agora Media

Allessandro Rizzoli, founder and CEO, Mopapp

13.00 - 14.15: Lunch, demonstrations and networking zones Relax, network and enjoy the delegate networking zones.

Afternoon speaking sessions

14.15 - 14.50:

Corporate and personal brands in the age of always-on

Marian Salzman, CEO, Euro RSCG Worldwide PR North America

Graham Hales, CEO, Interbrand London

14.50 - 15.10: Social by design

Thomas Marzano, global creative director, Digital Brand Design at Philips

15.10 - 15.30: Advertising in a real-time, exchanged world

Konrad Feldman, co-founder and CEO, Quantcast

15.30 - 16.00: Refreshment break

16.00 - 16.30: Keynote: London 2012 Olympic Games de-brief What are the smart ways to plan major marketing campaigns around high profile events and how can these insights be applied to the rest of the advertising industry?

James Eadie, Olympic portfolio director, The Coca-Cola Company

16.30 - 17.15: Closing keynote panel: what can we expect from an integrated, personalised advertising future? How do we build brands in a post-digital, increasingly integrated environment? How is the growth in hyper-targeted campaigns, the budgetary shift towards social and the growth in on-demand consumption across devices changing the way we pay for and earn media?

Jonny Bauer, head of strategy, Droga5

Charlie Hiscocks, director for integrated activation, SABMiller

René Rechtman, CEO, goviral and senior vice president, AOL Advertising.com Group International

17.15 - 18.30: Drinks reception