This talk looks at advertising from both the consumer’s and the advertiser’s perspective. Can consumers trust what they’re seeing, reading, hearing and clicking on? And, in an increasingly fragmented and fractured media environment, can advertisers trust the data on which they’re making multi-million pound investment decisions?
Richard Burdett began his career at Saatchi & Saatchi, spending eleven years working with clients such as BA, BP, Cadbury Schweppes and Sainsbury’s.
He then moved from advertising to the fledgling world of multi-channel television, initially as Head of Ad Sales for The Discovery Channel and subsequently as Head of Marketing for UKTV. Next stop was Vice Chairman of CIA (now MEC) one of the world’s largest media buying agencies. In 2003 he became Head of 4Creative, Channel 4’s in-house ad agency, working on shows such as Lost, Desperate Housewives, Shameless and Jamie’s School Dinners as well as the launches of More4 and Film4.
Richard is currently MD of Horse & Country TV, a thematic channel which does exactly what it says on the tin. The channel has brought over fifty new advertisers on to TV and was one of five nominees for Best Factual Channel in this year’s Broadcast awards, up against BBC3, BBC4, Discovery and History.