Well there are two perhaps differing views on what is the most important to cover depending on whether you are client side or not, but here would be my dream agenda for one day for the client stream only. Perhaps if people like this one I will come up with an agency stream?

My Dream Client Stream
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Keynote - Who Ate Who?
A speaker who can inform us as to whether traditional media is changing the values of digital media as it encroaches and monetises online, or vice versa. Who’s paradigm is really shifting? Backed up by fact, not PowerPoint (PowerPoint + fact = misdirection)

Session 1 - Digital Disasters
This would be a good session to unravel a lot of the hype that we still see about online, and great opportunity to learn some “don’ts.”

Session 2 - Where Art Thou, Consumer?
It seems we are all talking to the same people. How do we extend digital reach - do we need more fingers, or do we need larger arms? What I am saying is that despite what we say, we still aren’t talking-to 95% of our audience in a meaningful way. If our arms are agendas/ideas, and our fingers are conversations, do we need to make the ideas (arms) larger, or do we need to focus first on the fingers (conversations)? Are we trying to do too much and be too smart? Do consumers actually want to be more deeply engaged, or do they simply want a one night stand with our brands? Not only would this topic be thought provoking, but it could also vie for the most metaphors in one talk.

Session 3 - Measuring success
A lot of brands measure their online success by comparing their digital metrics to their offline counterparts. But if we rephrase the conversation with the presumption that the results from above the line campaigns are for the most part poor, then why would we compare online metrics with a below par baseline. What should be the measures of success online, and at what level? And how do brands do this?

Session 4: Embracing the herd.
Can brands really utilise the wisdom of crowds without undermining their core ethos? If so, what value does the marketer actually play - is there even a need for strategy when chaos and market demand usually win out
anyway? Should you fire yourself as a marketer and simply become executionally focussed?

Session 5 Panel: Let’s Get Ready to Rumble
The debate over who understands digital marketing best, digital agencies or traditional agencies, continues unabated. My belief is that it completely depends on the culture of the client, however this is no time for reason. Have the discussion occur with a panel of 3 people on each side, but they can only discuss via text message which is displayed on a screen in the middle of the two teams so everyone can see. The audience can also participate via SMS. Not only does this keep a potential mobile sponsor happy and position adtech as forward thinking, but it will soon become obvious which side embraces the technology. The use of “runners” for this by the panel i.e. 12 year old SMS wizards, would be discouraged. This may seem
like a joke, but it’s not!

Session 6: What Brands Work, and Why
Some brands are more adept at optimising their message for the web, others are to prepondorous and have too much of a legacy to be agile. This would be a session on the key traits that a brand requires to be able to take advantage of digital, and transformation strategies for those who are struggling. This session would be gold for a lot of brand managers.

Session 7: Online Advertising 201
Let’s face it, most campaigns are still utilising interruptive mechanisms such as banners, interstitials etc. No wonder many brand managers are questioning their online media buying strategies. This session compares the various forms of online advertising available, and what cutting edge solutions are commercially available. This session takes for granted that people know what online advertising is, but how can brand managers take advantage of it in better ways?

Session 8: Let Me Hear you Say NBN
This session examines what technologies can be utilised if and when the national broadband network is rolled out. From streaming holograms through to personalised cinematic experiences, this session is designed to leave the attendees feeling inspired about what can be achieved through digital. I
think often at conferences we get so caught up in the minutiae that we forget how wonderful our industry really is, and that our end goal is to give all people a better quality of life. Whether it be more free time (I can hear you all chuckle), create or more authentic buying experience, provide greater access to information or allow for more personal choice, brand managers do far more than be mouthpieces for their companies. We have a chance to reshape how we interact with consumers, and this session does just that.