Performance Affiliate Conference

Wednesday, 25 January, 2017
10:00am - 10:45am Registraton 10:45am - 5:00pm Event followed by networking drinks
British Museum, Great Russell Street, London, WC1B 3DG
IAB Member: £249 +VAT
IAB Non-member: £498 +VAT
Advertiser: FREE

One of the most successful digital marketing models to have emerged and matured in the last 20 years is affiliate marketing. This new conference argues it has a bigger strategic role in post-digital transformation organisations.

Digital transformation is forcing marketing, organisational and process rethinks across the board… and regardless of sector. eCommerce is now a mainstream retail strategy; audiences and media are fragmented across a digital advertising medium which is also delivering direct transactions.

The IAB’s brand new Performance Affiliate Conference has been devised to explore the role of Affiliate marketing within the wider marketing mix and a brand’s overall business strategy, whether that’s connecting directly to customers or managing marketing investment vs media cost. 

Affiliate marketing is both a driver of brand sales and publisher revenues. It is a market disrupter and builder. Deal sites, cashback and VoucherCodes have all developed out of the model, changing consumer behaviour, and marketing opportunities; thousands of long-tail publishers and influencers command audience loyalty to provide advertisers with built-in sales platforms.

Join senior leaders from Trinity Mirror Group, INTU Digital, BT, PwC, neo@Ogilvy and Saltrock - founders and CEOs from businesses that have disrupted the media space creating new and engaged audiences. We’ll also hear from Quidco, Secret Escapes, Squawka, Endource, to explore the performance affiliate model and hear their views on why modern marketers have to rethink the blend between brand and direct sales.

“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change” — Charles Darwin (1809-1882)  

Adrian Barrick
Brand Republic Group & Haymarket Business Media
Claire Davenport, part of RetailMeNot
Helen Southgate
Ido Padani
Maple Syrup Media
Jo Holdaway
ESI Media
Karen Harris
Leo Harrison
Matthew Wood
Richie Jones
Saltrock Surfwear Ltd
Russel Carter
Trinity Mirror
Sri Sharma
Troy Collins



10:45am - 11:10am Introduction and Housekeeping

Clare O'Brien, Head of Industry Programmes, IAB UK 

11:10am - 11:30am The Future of Partnerships – 10 Predictions for how the world of affiliates could develop in the short to mid-term 

Mary Keane-Dawson, Managing Director, neo@ogilvy

Mary will explore what she sees as being the future for cashback, e-commerce in ad sales, the long tail, and the last click wins, as she looks into her crystal ball to present an alternative vision for the future of the sector. 

11:30am - 11:50am Media on the move

Nick George, Managing Partner for TMT, PwC UK

Perspectives on the evolving media landscape, the rise of connected content to reach customers wherever they may be, and re-establishing a fair value exchange with consumers. 

11:50 - 12:10pm The heart of the business

Steve Wilson, Digital Director, BT 

Digital marketing channels play a critical role in BT’s customer acquisition strategy and the Affiliate model is one of the company’s most important, given its ability to deliver brand messaging and high volume conversions. Digital Director Steve Wilson shares his experience of working with one of the UK’s largest advertisers and supporting the organisation’s expertise in all digital marketing channels – from the top down.


12:40pm - 1:00pm Power to the People – Advertising through Audiences

Ido Padani, Chief Commercial Officer of Maple Syrup Media

Performance marketing provides publishers with the mechanic to create compelling customer propositions that drive valuable sales for retailers. Whilst this is no longer a channel CMO’s can ignore, the rules of engagement across this Publisher landscape need to be understood, because unlike traditional media channels, here, the People have the Power. 

1:00pm - 1:30pm Affiliate is a Board Issue - Fireside chat

Leading brands including Lloyds Bank and Tesco will discuss their strategies for integrating performance affiliate.

  • Simon Rogers Head of Performance Marketing at Tesco

  • Russell O'Sullivan, Snr Digital Performance Marketing Manager, Lloyds

  • Chaired by Helen Southgate, UK Managing Director, affilinet


2:30pm - 2:50pm In conversation with 

Richie Jones, Marketing Director of iifestyle retailer Saltrock will be in conversation with Troy Collins, Co-Founder of Secret Escapes and CEO of Endource, talking about his extensive experience within the Performance Affiliate sector. They will discuss how Performance as a channel simply cannot be ignored as part of any brands modern channel mix, how brands can truly capitalise on this maturing channel and their thoughts on the future.

2:50pm - 3:10pm The Retailer’s Dilemma

Claire Davenport, Managing Director,, part of RetailMeNot

Innovating for survival in an evolving landscape and how the retail industry can draw lessons from disruption in other sectors.

3:10pm - 3:40pm New revenue streams, new relationships

Under pressure to develop new revenue streams, traditional publishers are discovering that the affiliate model is delivering more than financial income. How does a commercial model built on pure digital work in the mixed platform environment of traditional publishing? Commercial, product and audience insight from:

  • Russell Carter, Head of Content Commercialisation, Trinity Mirror
Jo Holdaway, Chief Data Officer, ESI Media

  • Chaired by Adrian Barrick Global brand director, Campaign, and Audience & content director, Brand Republic Group at Haymarket Business Media 



4:10pm - 4:30pm Disrupting physical and digital in retail

Karen Harris, Managing Director, intuDigital

Retail is changing. It’s multi-channel, it’s experiential, it’s trackable… and yes, it is about audiences. Karen Harris leads the innovation incubator and digital arm of the UK’s number one shopping centre network (including intu Trafford Centre, intu Metrocentre and intu Lakeside). Karen will explore how the technology of the affiliate model is an embedded marketing component for 500 intu retail tenants in every sector from fashion, travel, retail, auto and finance and how it plays a transformational role in the retail experience. 

4:30pm - 5:00pm Future stories

Three founders of businesses that played a pivotal role in the establishment of the UK as the global leader in the Performance Affiliate model, discuss why it has become such a mainstay of the digital marketing economy and share their views of the future of the industry.

  • Leo Harrison, CEO of Squawka

  • Duncan Jennings Founder of & Co-Founder of Hoop
Sri Sharma, Entrepreneur, Founder of Net Media Planet and Co-Founder of Increasingly

  • Chaired by Matt Wood, Director of PerformanceIN

End and networking drinks!



Member only downloads

Karen Harris intuDigital.pdf27.86 MB
Ido Padani Maple Syrup Media.pdf3.39 MB