Last Thursday Club: Retail and entertainment - The next era of retail media
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Free for IAB Members, IAB Agencies & IAB Advertisers
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Event Overview
How is retail transforming into an entertainment experience? Join us for an engaging conversation with industry experts as we explore the growing intersection of retail and entertainment. From live-stream shopping to creator-led storytelling, discover how new formats are blending product discovery with compelling narratives. Our panel will examine the global success of entertainment-first commerce, already a powerhouse in China, and discuss whether the UK is poised to embrace this trend. Expect practical insights, fresh perspectives, and a glimpse into the future.
Our speakers...
Paul Hackwell
Amazon Ads UK, Head of FMCG Industry Vertical
Paul Hackwell
Amazon Ads UK, Head of FMCG Industry VerticalPaul Hackwell is Amazon Ads UK Head of FMCG Industry Vertical. He leads a team of sales people, who are focussed on building strategic partnerships with FMCG manufacturers, helping them to grow their brands by leveraging Amazon’s full funnel suite of advertising products. He joined Amazon in 2012, and has spent the last 15 years operating in the online retail media space, having worked previously for 5 years at dunnhumby as head of agency sales and Sales Director on Tesco.com
Farah Souhail
Head of Client Solutions, Lifestyle Retail & eCommerce, TikTok
Farah Souhail
Head of Client Solutions, Lifestyle Retail & eCommerce, TikTokAs Head of Client Solutions for Lifestyle Retail & eCommerce, I partner with leading brands to reimagine how they connect with consumers through innovative e-commerce strategies. I lead a talented team supporting brands across beauty, fashion, and home, helping them grow on TikTok with integrated marketing initiatives that combine creativity, data-driven insights, and full-funnel solutions. Together, we focus on fostering meaningful connections, driving conversions, and delivering measurable results.
Ash White
Managing Partner, Dentsu
Ash White
Managing Partner, Dentsu
Liv McCullagh
Retail Media Lead, IAB UK
Liv McCullagh
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