The Last Thursday Club: Beyond Multi-Channel — The Future of Omnichannel Planning
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Free for IAB Members, IAB Agencies & IAB Advertisers
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Event Overview
This panel was rescheduled due to the heatwave. If you have already registered for the previous date, you do not need to again for this one.
For June's belated edition of our Last Thursday Club, the focus will turn to the opportunities shaping the next era of omnichannel advertising.
As media channels become increasingly connected, advertisers have more opportunity than ever to build smarter, more responsive omnichannel campaigns that reflect how people actually move through the world. But as AI and automation reshape the media landscape, how quickly will traditional approaches to media planning need to evolve?
Bringing together leaders from across the industry, this session will explore how advertisers are adapting their planning and activation strategies for a rapidly evolving media ecosystem.
Our panel will unpack the technologies, partnerships and approaches helping marketers deliver more cohesive consumer experiences across channels – from dynamic optimisation and attention metrics to cross-channel measurement and location intelligence. Expect a forward-looking discussion on what’s shaping the future of media planning, and how advertisers can stay ahead in an increasingly connected ecosystem.
Our panellists
Richard Friar
Managing Director, Spark Foundry UK
Richard Friar
Managing Director, Spark Foundry UKRichard Friar is Managing Director at Spark Foundry. Richard is responsible for senior client leadership, business growth, and the development of integrated, outcome led partnership models that align closely with client priorities.
Richard brings over 20 years of experience leading large, complex client relationships, operating at the intersection of brand, performance, data, and technology. He is recognised for building and leading multi-disciplinary teams at scale, while maintaining clear accountability, pace of decision making, and a strong commercial focus.
He joined Spark Foundry from Starcom UK, where he was managing director for six years, helping to lead the agency to six Campaign ‘Best Places to Work’ in a row. Throughout his career, Richard has partnered closely with executive leadership teams to help navigate periods of transformation, market disruption, and accelerated growth. His work has focused on evolving how agencies and clients collaborate, moving away from traditional, siloed models towards senior led, integrated partnerships that deliver measurable business impact.
Matt Quy
Agency Group Head, Blis
Matt Quy
Agency Group Head, Blis
Stephanie Boulton
Head of Client Success, Azerion
Stephanie Boulton
Head of Client Success, AzerionStephanie Boulton is the Head of Client Success at Azerion UK. Stephanie's role involves working closely with the team on campaign management across Azerion's omnichannel advertising solutions (Display, DOOH, Video, CTV, Audio, Gaming), with a focus on delivering strong client outcomes that drive growth and retention. This involves evolving accounts into true omnichannel activations through client-centric strategic recommendations based on campaign objectives, data-backed insights and audience behaviours.
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