The two-day event from the 6th – 7th September 2017 is exclusive to Google Partnered Agencies and The Media Image was privileged to be in attendance. The event itself provides the opportunity to further develop relationships with Google, network with over 150 different agencies from all over Europe, The Middle East and Africa, and in discuss what the future holds for the ever-changing digital landscape. It culminated with the Google Premier Partner Awards, a black-tie event that celebrated the achievements of the best agencies in EMEA.
Everything was kicked off with a welcome reception for all the agencies at the Clayton Burlington Hotel, with a lovely spread of snacks and drinks. This gave agencies the chance to meet each other and make connections, and we were pleased to meet agencies of all shapes and sizes, talking shop over a few Guinness’s (When in Dublin!). The next day was the conference at the Foundry, where we were welcomed by the Head of Google Partners EMEA, Helene Ambiana, who explained the evolution of the Google Partners Program, and the vision for this in the future.
The Keynote was delivered by the Head of Google Ireland, Fionnula Meehan, who gave a thought provoking presentation on how technology has influenced human learning capabilities and the effect of machine learning and how this is being harnessed by Google. Following this was Matt Burke, Google Agency Strategy Lead EMEA, who took the opportunity to discuss the advances and challenges that agencies face in the current climate, and what they may face in the future. This session saw him joined by Matt Crook, Managing Partner of Australia’s Admatic as well as Pablo Slough, Google Head of Global Education, who discussed everything from staff training and development to attrition and positioning yourself in the market. After this we heard talks Shar VanBoskirk, from Forrester, who delivered an interesting take on the development of the agency operating model through the last few years, shifting from a mass marketing to a more personalised approach. A very interesting discussion took place with RyanAir CMO, Kenny Jacobs, who gave his perspective on the agency model, and how he is enticed into partnering with service providers. After an amazing lunch was provided, the final sessions were delivered by Mike Butcher, Editor of TechCrunch, and Trevor Hardy, CEO of the Future Lab who each gave their takes on what the future holds for Digital advertising and performance marketing, and trends they are seeing currently in the market place.
Everyone then adjourned to the hotel to get dolled up for the EMEA Premier Partner Awards ceremony which took place at the prestigious Mansion House. We were treated to a wonderful dinner and great entertainment, before Google announced the top 3 shortlisted agencies for each of the 6 award categories. The after party took place across the road at Sam’s Bar. All in all, it was a truly memorable event that served to inspire us and we are looking forward to being a part of many more in the future.
A very Happy Royston, must be the Guinness!
Max Brockbank is Head of SEO at The Media Image. He previously served as Global Director SEO at Hilton Worldwide and Senior Client Success Manager at SearchMetrics. As a journalist, Max worked as a reporter and editor with regional and national newspapers including the FT and the Sun, and on global publications such as TIME Magazine.