In February, NDA’s Soho Sessions returned. The event, designed in a “media speed dating” style, saw innovative tech companies pitch to a judging panel of media agency leaders. The Dragon’s Den-style event was in two halves. The first session saw each tech firm pitch to the entire judging panel with a strict 15‑minute limit. The second round saw each contestant pitch to each judge and members of their wider team in turn for a 25‑minute deep dive session.
A format that demands clarity
Charles Crotty, Managing Partner at Digitas, said: “I always love seeing new potential tech partners anyway, so it’s great for me. This format is nice and personal, because you get to chat with people in a way that isn’t as corporate as some larger events.”
He went on to highlight the benefit of the strict time limit, stating, “The 15‑minute format means everyone has to stick to the essentials. It’s a fantastic way to quickly gauge what a tech solution is really about and get straight to the unique selling points.” For Crotty, this clear focus is essential in cutting through the noise of an oversaturated market where many tech offerings seem to blend together.
Precision and relevance
Dino Myers‑Lamptey, Founder of The Barber Shop, shared a similarly positive view on the day’s concise structure. “It’s nice and compact, and everyone’s very precise in how they present their information,” he said.
Myers‑Lamptey noted that the event’s format forces contestants to zero in on the most important aspects of their pitch. “I think that by making everyone aware of things that I wasn’t completely familiar with before, it really opens up new learning opportunities,” he said.
Reflecting on the challenge of tech companies cutting through in a crowded market, Myers‑Lamptey added, “It can be difficult for companies to stand out, but if it can tie their presentation to a relevant case study, showing how their solution improves a client’s objectives or enhances brand awareness, then that makes all the difference.”
The critical role of face‑to‑face interaction
All three judges stressed the importance of in‑person engagement, particularly as many business conversations have shifted online in recent years.
Jean‑Guillaume Paumier, Head of Innovation & Client Lead at Dentsu, said: “Face‑to‑face is incredibly important. It fosters a level of interaction and spontaneity that virtual meetings simply can’t match. The unplanned conversations, the side discussions, those are where real ideas are born.”
“In our industry, getting straight to the point is vital. Yet what truly sparks innovation is the chance encounter or off‑the‑cuff conversation that happens when you step away from your screen and meet someone in person.”
Dino Myers‑Lamptey echoed this sentiment, remarking, “I think face‑to‑face is still really important. When you take a moment out and are in a face‑to‑face environment, it just makes what you’re seeing more real. There’s a kind of energy that you simply don’t get when you’re reading an email or watching a virtual presentation.”
He pointed out that such physical interactions open up opportunities for deeper conversations and the spontaneous generation of ideas.
Overcoming the challenges of a saturated market
Both Crotty and Myers‑Lamptey touched on the ongoing challenge for tech companies in differentiating themselves amid a sea of similar offerings.
Crotty said: “It’s about understanding how things are changing in the way people work. As a planner, you’re not going to log into ten different platforms just to build your plan. You need a solution that is not only clear but also seamlessly integrates into your daily workflow.”
Myers‑Lamptey added that the key to cutting through the noise lies in presenting a well‑articulated, relevant case. “If you can demonstrate a clear performance benefit, whether it’s an increase in brand awareness or a significant improvement in client metrics, then you’ve got a winning proposition,” he said.
Both agreed that, for tech companies to truly stand out, they must offer not just innovative ideas but also concrete proof points and measurable results.
Insights from the contestants
The event provided a valuable platform for the contestants to share their perspectives and highlight how the format helped them refine their messaging.
Carly Activille, Managing Director, AudienceQ, explained, “Participating in NDA’s Soho Sessions was a brilliant opportunity to showcase our audience engagement capabilities. The strict time limit really forced us to distil our message to its essence, and the immediate feedback from the judges was invaluable in fine-tuning our pitch.”
James O’Connor, Chief Innovation Officer at Wunderkind, elaborated on the benefits of the deep dive sessions.
“The one‑on‑one discussions allowed us to unpack the finer details of our tech solution. It wasn’t just about the initial pitch – it was about demonstrating how our technology integrates seamlessly into a client’s workflow and delivers real, measurable impact. This level of engagement simply can’t be replicated in a standard virtual meeting,” he said.
Guy Jackson, Chief Commercial Officer at Raas Lab, remarked, “The rapid‑fire pitch format truly reflects today’s fast‑paced media environment. It pushed us to communicate our unique value proposition succinctly and effectively. The subsequent deep dive sessions provided a forum for more detailed discussions and real‑time feedback, which have given us valuable insights to help evolve our offerings.”
A catalyst for future collaborations
The success of NDA’s Soho Sessions extends beyond the immediate impact of the presentations. The event has become a catalyst for forging lasting relationships between tech innovators and agencies.
The rapid‑fire pitch format is designed not only to spark immediate interest but also to facilitate follow‑up discussions. Judges noted that the opportunities for one‑on‑one interactions following the sessions were invaluable, as they provided a platform for more in‑depth dialogue.
Jean‑Guillaume Paumier said, “We’re in an era where digital tools are essential, but nothing beats the creativity that comes from genuine human connection.”
NDA’s Soho Sessions have demonstrated that even in a digital‑first era, taking the time to meet in person can spark creativity, forge deeper connections and ultimately drive better business outcomes.
