Content Creation & Native Distribution Seminar 2019


Content based, and native advertising, makes up 28% of the digital display market and has seen steady growth over the last 3 years (source: IAB / PWC Digital Adspend Study). Whilst both forms of advertising work well together – which is why they are often talked about in the same breath – the key ingredients for success are different.

This seminar will cover what your top considerations should be when creating branded content campaigns – as well the things you should be focusing on for your distribution strategy. After all, if you’ve invested time, money, and resource into creating brilliant content you want people to engage with it.

You’ll come away with the knowledge, and know how, to make both your content creation, and native distribution, strategy work harder.

IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Members: FREE
Agency: FREE
Advertiser: FREE
IAB Non-members: £120.00 + VAT


14:00 - 14:30

Introduction and Housekeeping
14:30 - 14:40
Mike Reynolds,
Head of Industry Initiatives,
Activating your Native Advertising Campaigns
14:40 - 15:00

Points to think about ahead of activating your native advertising campaign. How to set KPIs and what type of native format works best for your brief. 
The session will feature content from IAB Branded Content Creation & Distribution Guide - Steps for Success (April, 2018), that ADYOULIKE helped create in US.

Mélissa Cecilie-Desfontaines,
Brand Strategy Director,
SEO & PR - The Great Divide
15:00 - 15:10

PR and SEO teams too often operate in isolation, regularly missing the opportunity to amplify content in a cluttered digital landscape.

In this session, Clare will equip you with some actionable takeaways on how these two teams can bridge the gap and work better together. After all, if you’re creating great content, you want it to be found.

Clare Dyckhoff,
Organic Performance Content Manager,
How to sell a PSL
15:10 - 15:20

Social platforms are full of brands spending a fortune trying to force behaviours, often with disastrous (but hilarious) results.
The brand challenge of being ‘native’, or even relevant, without seeming desperate, try-hard, or just plain tragic is a minefield and we are all pretty happy to rip them apart when an ill-fated step sets one off.
Michael will be speed-talking through how Starbucks went about launching an old favourite in an new way whilst overrunning by approximately the amount of time he was meant to talk for.

Michael Crockett,
Head of Social Studio,
Creation and Distribution of Great Big Story Content
15:20 - 15:40

Create’s Brandon Keenen will be discussing how CNN make create, distribution and optimise their branded and sponsored content.

Brandon Keenen & Ben Putley,
Senior Digital Commercial Director & Strategic Partner Director,
CNN & Sharethrough
15:40 - 15:55

Executing a successful ‘always on’ native content strategy
15:55 - 16:15

Discover how brand, agency and distribution partner can work together to get maximum value out of existing creative assets and execute a successful ‘always on’ native content strategy within a publisher environment. James Murphy (Content Lead) from TAN Media and David Pool (Senior Digital Strategist) from Space and Time discuss launching and optimising an ongoing long-form content campaign for leading children’s food brand Kiddylicious.

James Murphy & David Pool,
Content Lead & Senior Digital Strategist ,
TAN Media & Space and Time
How Movember Got Its Mojo Back
16:15 - 16:35

The presentation will detail how News UK helped the Movember Foundation get its Mojo back through an award-winning branded content campaign which started in 2017. Building on its success, the two teamed up again in 2018 developed a content-led campaign and raised sign ups by 18% and donations by 22% (Y-O-Y).

Mark Field & Henry Danglish & Helena Jennison,
Director & Founder & Director,
News UK & Bountiful Cow & Movember
Everything I’ve Learned From Writing Quizzes For Brands
16:35 - 16:55

Who cares about quizzes right? They’re hardly long form exploratory branded journalism, award-winning video ads or radical new technology. Let me tell you who cares about quizzes: your consumers do. It’s the tried and tested format that will never get old - the psychological pull to discover something about yourself will draw in and satisfy audiences time and time again. I’m going to unpack some of the secrets I’ve learned from five years of writing quizzes for readers and brands. You’ll walk away having learned the secret to a great title, a great experience for your readers - and a great campaign for your brand.

Jo Barrow,
Creative Director,


Mélissa Cecilie-Desfontaines, ADYOULIKE
Mélissa Cecilie-Desfontaines
Michael Crockett, MG OMD
Michael Crockett
James Murphy, TAN Media
James Murphy
TAN Media
Henry Daglish, Bountiful Cow
Henry Daglish
Bountiful Cow
David Pool, Space and Time
David Pool
Space and Time
Clare Dyckhoff, MG OMD
Clare Dyckhoff
Mark Field, News UK
Mark Field
News UK
Jo Barrow, Playbuzz
Jo Barrow
Brenden Keenen, CNN
Brenden Keenen

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