Discussions

Unlike traditional media conferences, there are no keynotes and PPTX presentations at Stream. Instead, we focus on small working groups of 1h that allow you to share your expertise, and test new, or provocative ideas in an intimate setting.

Similar to a collage campus, Stream is set up with 7-8 ‘classroom’ spaces, all outside, in a variety of tents, and in the garden terraces. Each classroom has seating for 30 guests, a flipchart and pens, and a small clock to keep time.

The agenda for the three-days is decided onsite – when guests add their ideas to the schedule, on two huge white boards, known as the Big Boards. At any time 7-8 sessions can run concurrently, with 1-2 informal sessions on the main-lawn.

Next steps: We encourage guests to share their ideas for sessions in advance, so that we can help group similar ideas together, and ensure we have good coverage of all the big topics. Suggesting a discussion topic doesn’t mean you have all the answers. Instead, good discussions favour a punchy question, debate and willingness to hear many points of view. To add an idea, please select “Log in to submit your idea” below. 

If you'd like to talk an idea through before posting, or would like help finding some co-hosts, let us know



Edoardo Briola

Unilever

Shall brand purpose be polarising?

In the era of purpose-led brands and purpose-led growth, brands are more and more attempting (and at times succeeding) in taking a purposeful stand on a world issue, and driving change. We have had plenty of discussions at work on the extent to which these efforts should be aimed at 'pleasing' vs. 'polarising'. Ideally, a mass-brand that is bought by the millions would identify a cause that virtually everyone agrees with... However, the world is showing us that "those who create polarisation, tend to win" - hence should we not pick a very controversial topic, being prepared to pay the price of pissing half of our consumer base off, whilst making the other 50% our highly committed ambassadors? When it comes to your brand, where do you stand on this? What do you do / would you do? And is there maybe a third way?

Edoardo Briola

Unilever

Do we even believe in 50-50 parenthood?

One of the most astonishing findings I made since becoming a dad 2 years ago, is that the world was not where I believed it to be when it comes to the approach to work and family. As a working father with a working wife, I thought that the world in 2017 was ready for a 50-50 parenthood split. Maybe a difficult one to achieve at work because Shared parental leave is still seen as somewhat of a taboo, but pretty much a reality in any other aspect of life. Whilst the most progressive thinkers keep saying that even Parental leave at work should be forced as a 50-50 split to really make parenthood fair, and to make sure women do not get any disadvantages... In the past couple of years I have interacted with colleagues, close friends, relatives (all in their 30ies, not people coming from the Mad Men era) and heard things like: "It's obvious that the mother will do more than the dad" (very close male friend) - "Why would a father ever have to take the leave that a mother takes when a child is born?" (male colleague) - "My husband is supportive of course, but obviously I do about 80% of house chores" (friend, full-time working mom) - "I am a mother, and I don't even want my husband to take away any of the leave from me!! (friend, full-time working mom) My question is: is it even worth pushing for 50-50 parenthood? Society may not be ready, but are we as industry leaders ready? Do we believe in it ourselves? And if we do, what could we do to push it further and make it happen?

Edoardo Briola

Unilever

What will be of the world in 20 years?

There is no need to spend many words to describe the situation we are currently in. A world disrupted, to say the least, by polarisation of ideas; by the seductive power of the 'strong leader who proposes drastic solutions to problems'; by the changes to our climate, even on the premises of which (do we actually believe in it?) big powers struggle to find an agreement. And on the economic front, just to mention a few current topics, is the WTO under existential threat based on the USA-China developments? Will the upcoming (I guess) recession potentially lead to the collapse of the EU? I have heard people saying this whole mess will end in a shift from the current form of capitalism to a newly shaped 'social capitalism'. I have heard other people saying that we'll end up in some sort of 'hunger games', because the rich won't give up power, and they'd rather lose any sort of ethics rather than giving anything up. But most importantly - I see plenty of beautifully written pieces on the reasons why; how we got here; what drove all these changes up to today... But very few good attempts to predict: WHAT WILL BE OF THE WORLD IN 20 YEARS. And by this I mean geo-politically, ideologically, in economics, in business... I really do not have any of the answers, but would love to be part of the discussion.

Rowly Bourne

Rezonance

How does marketing defend against the scourge of short-termism coming from the top?

Short-termism is slowly but surely creeping into every business decision we see today — and nowhere are the knock-on effects felt more acutely than the marketing and advertising industries. As CEO tenures at public companies fall to below 5 years, quick increases in profitability are needed to impact on management's Long Term Incentive Plans. The easiest way to achieve this is by cutting long term investments, and asking remaining departments to do more with less — squeezing revenue out of the latent brand equity leftover from the previous CEO’s tenure. The great irony is of course that CMO’s are now unable to create any new brand equity, as they are forced to chase cheaper prices for both ad buying and creation. We praise the great CEOs and CMOs of our time for their long-term vision and bravery, yet have neither ourselves. So how can marketing be braver? How can we — the people responsible for developing brands — rebrand to be seen as the long-term profit drivers we are, not simply a cost to be cut? In this session, let’s look at marketing as it should be to answer this question; and you never know, we might just have an impact on those tenures as well.

Petros Constantinidis

Partner @ H+K WPP PR Greece

How to Ignite Purpose Driven Sustainable Growth - Become a Future Ready Enterprise. PURPOSE + PERFORMANCE = PREFERENCE. 7 Pillar Model.

We have developed a 7 Pillar Consultancy model called NAVIGATOR 360* for Successfully Navigating the New Business Landscape, where the new currency is Trust. Corporate + Brand Reputations are the two sides of the same coin. I would love to share our 7 Pillar NAVIGATOR 360* model and to hear and discuss learnings and experiences from other colleagues that are interested in this subject.

Ella Kieran

WPP

What's your number? And how I can help you remember things better

Quiz time! Ready? How many emails do you get per day? How many emails do you send per day? How many inbox / messenger apps do you use? How many times do you check Instagram or online news? How many friends do you have on WhatsApp? How many children do you have (if any), pets also count OK... add these up, and email me your number (Ella.kieran@wpp.com) I'll collect all responses. When we get to Greece, you can learn how your number compares to everyone else, and what the optimal number is. And more importantly - why you need to know your number in order to remember the right things, and not become well-informed, but lost.

Amy Williams

Good Loop

What if the M in CMO Stood For Morality?

What good is it if your ad preaches positivity, but your ad dollars fuel hate? I'm one of the founding members of The Conscious Ad Network and we've spent a significant amount of time considering what an ethical media-buying model would look like. How do our billions of ad dollars shape the free internet and how can we ensure that our advertising is a positive force in the world? I think this debate is an interesting one because it's talking a lot more to the values of the *marketeer* as a *consumer* (of media space) rather than talking to the *brand* about *purpose*. For example - if you’re a client-side marketing executive who touches any media spend, should you ensure that your investments only goes to platforms that meet the standards and values of your brand? If so, how? It's exciting because, unlike brand purpose which is a decision made through extensive strategy meetings and committees, ethical advertising SPEND is a decision that can often taken by one brave leader within an organisation. So the people attending WPP Stream really do have the power to make tangible, meaningful change.

Bindi Karia

bindi ventures

Is is now the time for "Chief Ethics Officers" in the Enterprise? (Bindi Karia)

The Facebook/Cambridge Analytica Scandals surrounding the Brexit/Trump decisions have illustrated the unprecedented power of technology, targeting and ability to "know" an individual's profile, sometime to the detriment of democracies, and corporations. Let's discuss the need for this type of new role, its remit and why it's up to Corporates and Startups to think about being more responsible on a civic basis. We also need to think about what kind of role this would be in a government scenario, and what regulations (if any) need to be considered

Kemi Green

WPP

How to Stream

A lesson in Stream dos / donts

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