The Media Leader named official partner of Advertising Association’s Media Business Course
The Media Leader has been named the official partner of the Advertising Association’s Media Business Course (MBC), as two senior industry leaders have been named co-chairs for this year’s programme.
Jenny Biggam, founder of the7stars, and Rak Patel, chief commercial officer at Channel 4, will co-host the 2026 programme, taking place 7–10 July in Eastbourne.
Founded over 60 years ago, MBC offers a unique, immersive learning experience designed to help rising talent dive deep into the world of media planning and pitching.
Working in teams, delegates tackle a high-profile client brief from the likes of Mars, Aldi, Burger King and EasyJet, before crafting a comprehensive media strategy and presenting to a panel of industry judges for the chance to be crowned MBC winners.
MBC has continued to retain its distinctive spirit across decades of industry change.
Jenny Biggam (pictured, left) commented: “I’m delighted to co-host MBC. For six decades it has been the place where future leaders are shaped, and its immersive, hands-on approach still feels incredibly relevant.
“Delegates don’t just learn theory: they collaborate, challenge themselves and build lasting relationships while tackling a real client brief. It’s an inspiring environment that pushes people to think bigger and raise their ambitions.”
Alongside strategic and commercial thinking, delegates develop the essential soft skills that are increasingly hard to gain early in a career: tackling unfamiliar challenges, taking creative risks, collaborating with new teams and building the confidence to present bold ideas under pressure.
They also receive guidance from expert tutors, hear from a stellar line-up of speakers and form friendships across their cohort.
A recent delegate described MBC as “an incredible experience that left me inspired, challenged, and energised. If you’re in the media industry and ever get the chance to attend, take it. You’ll walk away with so much more than you expect.”
Rak Patel (pictured, right) added: “Investing in talent and encouraging collaboration are close to our heart at Channel 4 so it’s an honour to join Jenny as co-chair of MBC, one of the most powerful ways our industry invests in its future.
“Bringing together talent from across agencies, media owners, tech and brands creates a rare space for fresh thinking and genuine collaboration. The four days delegates will spend gaining practical experience and growing their confidence and connections will stay with them for their whole careers.”
As official partner, The Media Leader will support the programme through editorial coverage and industry engagement, helping raise awareness of the programme and its role in developing the next generation of media leaders.
James Longhurst, content director, The Media Leader, said: “Our mission is to help people in media do their jobs better, connect with each other and champion excellence. MBC embodies all of that, and we can’t wait to be involved.”
For more details on the Media Business Course, visit here.