Thousands flock to hear Lord Coe, Sir Martin Sorrell and Trevor Beattie at Ad Week

The world’s biggest advertising festival, Advertising Week Europe, kicked off today with over 2,000 delegates registering for talks from some of the most prominent thought leaders defining the future of advertising.

From advertising heavyweight Trevor Beattie heralding the death of the 30 second ad, to Lord Seb Coe on the challenges and opportunities faced by Brazil as they plan for Rio 2016, queues out of the door of BAFTA headquarters on Piccadilly marked what is seen as a pivotal event for the industry.

Trevor Beattie, the man behind some of the UK’s most famous TV ads including Wonderbra’s ‘Hello Boys’ and French Connection’s FCUK, kicked off with bold claims that technology has killed the traditional 30-second TV commercial and that we now lead a “tapas existence” and must change how we advertise.

“I’m announcing the death of the 30-second TV ad,” Beattie said. “it’s too long; it is bullshit.” He went on to say that just five seconds is the right length for today’s digital age.

Elsewhere, British cycling coach Sir David Brailsford spoke with Sir Martin Sorrell about leadership, winning and the psychology of success while Lord Coe, the man responsible for the unparalleled success of London 2012, talked about what it took to land the Olympics for Britain, and the challenges and opportunities faced by Brazil as they look forward to Rio 2016.

On Wednesday, MediaTel will host their own partner event for Ad Week, Media Playground. One of the industry highlights of the year, Media Playground will see leading industry figures give expert insight into topics affecting the sector, as well as partaking in lively debates. Delegates will also be able to take part in technology demonstrations.

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