NDA Editor-in-Chief Justin Pearse sits down with Global CEO, Events & Publishing at Adwanted Group to discuss the changing face of the trade media and events in the medja and marketing industry.
What does your new role involve, and what are your priorities?
The role is Global CEO of the content division within the Adwanted Group, covering all content environments, from Media Leader events to podcasts, webinars and beyond. The key priority is consistency.
We want to align everything under the Media Leader brand and globalise our presence, moving into new markets where there’s both a commercial opportunity and a strategic fit for the group.
We’re already active in the UK, France, Belgium, and Australia, with plans for the US. In fact, the Media Leader France is already the market leader there, and we’re set to launch Media Leader Belgium. The idea is to build on this momentum and unify our approach across these key regions, particularly the agency hubs of London, Paris, and New York.
What exactly is Adwanted today, and how do its different components fit together?
At its core, Adwanted simplifies the way advertising works. It’s built on a mix of software, data, and information services for the media industry.
The group has grown through a classic M&A strategy, acquiring entrepreneurial companies across different regions. Each market has distinct products and technologies, but we’re now identifying areas where these can be brought together or scaled across borders.
In the UK, you’ll find products like JET and Audiotrack in audio, as well as legacy tools like Connected, which originated from Mediatel. Connected is a staple for UK media planners, offering data and insight at their fingertips, whether it’s identifying billboard locations in Leicester or finding out the most watched TV programme.
We’ve also struck partnerships, like the one with DCM, to deepen our cinema data. So, there’s an extensive ecosystem here, allowing us to offer clients far more than a traditional media business.
What are clients looking for now from content providers like Adwanted?
The market is busier and more cluttered than ever, and we’ve always positioned ourselves as content-first. That means prioritising the quality of our content, from our speakers to the topics we cover, to ensure our audience walks away with something that helps them do their job better.
Whether it’s an event, a report, a podcast or a piece of journalism on The Media Leader, it should deliver real value. And while that may sound obvious, not every business actually operates this way. Some focus too heavily on commercial goals first, but our view is that if you get the content right, the commercial success will follow.
As consumption habits change, we’ve adapted by leaning into digital content, video, podcasts, and more collaborative formats. It’s also about reporting on what’s happening across global markets. We’re not interested in chasing local news, but we do want to showcase how global agency groups are tackling challenges, whether that’s Publicis in France or WPP in Latin America.
Our events like The Future of TV Advertising thrive on this global viewpoint. They bring together speakers and delegates you wouldn’t typically find in one place and that’s where we see real value for our audience.
Why do you believe collaboration is so important in our industry?
It’s simple: collaboration allows us to differentiate. The last thing this industry needs is another event or publication that looks exactly like what already exists. By working together, we can offer something distinct to our shared audience, and deliver better value for the clients we’re both speaking to.
Of course, some will argue we’re all chasing the same marketing budget and sure, there’s truth in that. But that’s where healthy competition comes in. Let the best ideas win, and let sales teams do their jobs. That said, pretending competitors don’t exist, or worse, shamelessly copying their ideas, is lazy. Clients see through it.
Look at Mad//Fest, a perfect example of creating something different and unique. Dan and Ian didn’t copy, they innovated, and it worked.
That’s the mindset we need more of. It’s a small industry, and we all know each other. I’d much rather have a drink with my peers than stare daggers across the room at them.
What makes you optimistic about the industry over the next six months?
Honestly, it’s the people.
The talent in our industry is phenomenal. Sure, we’ve seen massive disruption in TV and digital, which has been great for us, just look at the success of our Future TV Advertising and Connected TV World Summit brands. But none of this matters without the people behind it.
When you talk to people about topics like AI, which is both a challenge and an opportunity — what stands out is their energy and enthusiasm. They’re not afraid, they’re excited about their role in the disruption. And that’s what keeps me optimistic.
Technology is brilliant, but it’s only as impactful as the people who use it in unique and creative ways. Writing solely about tech would be boring. It’s the people who make this industry worth getting up for in the morning.
