In this episode of the Effortless Modern Marketing Podcast we explore the changing role of advertising and what this means for modern marketers as they seek to chart an effective and strategic path forward. Adform’s Regional President, Western Europe, Rick Jones, is joined by Alison Keith – Global Vice President of Media at COTY, Elli Papadaki – VP, Luxury - Global Commercial Partnerships, Condé Nast, and Phil Smith - Director General at the ISBA as they explore some of the industry’s most pressing questions including; Has technology fundamentally changed advertising forever? What new responsibilities will this bring? How are new sources of engagement and creativity evolving? And how does transparency factor into the equation? Stream on your podcast platform and device of choice: https://anchor.fm/effortlessmodernmarketing About our guests: Alison Keith – Global Vice President of Media at COTY – Alison is the Global Vice President of Media & Digital at Coty – one of the largest beauty businesses in the world. With a passion for data, technology and consumer behaviour, Alison has built over 20 years of marketing, creative, tech and media experience to bring some of the biggest brands meaningfully into consumer’s worlds. Phil Smith - Director General, ISBA – Phil’s marketing and general management career spans packaged goods, grocery retail, gaming, consultancy and marketing technology start-ups. In packaged goods he has served as Vice President, Strategy for Kraft Jacobs Suchard in Europe. Subsequent board roles in grocery and gaming include: Marketing & Trading Director, Kwiksave; Group Marketing Director, Somerfield; Commercial and Operations Director, Camelot; and Managing Director, Musgrave GB. Elli Papadaki – VP, Luxury - Global Commercial Partnerships, Condé Nast - Elli’s career in media started 16 years ago when she landed her first media role at the FT. During her 9 year stint with the leading financial news title, she worked across a number of client categories ranging from property to business schools to luxury and consumer brands selling cross platform solutions with a particular focus on digital executions. Her next move saw her transition into ad tech where she got a flavour for the intricate and rapidly growing world of digital advertising. From there she moved back to the FT to lead their global programmatic strategy and sales efforts. A firm believer in the value of quality content and the importance of context, she worked closely with the sales teams to educate clients and agencies around the importance of buying quality inventory using the efficiencies of automation. A year down the line she transitioned into Condé Nast International’s newly created global commercial partnerships hub with the task of leading efforts around simplifying and streamlining programmatic trading across all its titles and markets to simplify transactions for international buyers. This Episode’s Adform host is Rick Jones. Adform's Regional President, Western Europe. Before joining Adform, Rick spent five years at Google DoubleClick, where he was Head of Business Development and lead consulting for UK and Global businesses on programmatic and data-driven marketing strategies. A digital veteran, Rick has twenty years experience in the industry, which began with web auction pioneer, QXL.com, where he was responsible for UK business development. Later Rick joined Camelot, the National Lottery operator, as commercial lead for the world's first transactional lottery website, and later John Lewis, as Head of Marketing for Financial Services, before working at Sony as Head of Multi-channel Retailing.