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Prepare for tomorrow today - Asda, BuzzFeed, ITV, Guardian, ITN, Unilever and more take to The Drum Live stage for real-time disruption experiments

June 5, 2014 | 5 min read

The Drum has announced plans for its annual quest to produce an entire issue of it’s magazine in a single day in front of a live audience.

This year the overarching theme of the issue will be ‘A New Way of Working’. To help illustrate the accelerating pace of change, it will be built from a series of demonstrations of what can be achieved in a day. In other words, this is a magazine that will be produced in a day, about what can be done in a day.

The Drum editor Gordon Young said: “This project aims to give people real insights in real-time. This event is not about PowerPoint slides and theory. We will offer practical experience of how the market is changing through a series of live projects.

"Want to learn about BitCoin? We will have an ATM on site. Want to assess the power of social media? We will have a social media command desk that will allow people to monitor breaking stories. It is our aim to give people a hands-on experience of some of the biggest issues facing the marketing business.”

Brands including Asda, BuzzFeed, ITN, the Guardian, Unilever and Weve are among those involved in helping create live experiences. The format will also include speakers such as:

Neuroscientist and entrepreneur Beau Lotto will tackle how brands can harness neurodesign to reshape their businesses. Not so long ago the terms marketing and neuroscience would not have been obvious bedfellows. But that has now all changed. Lotto will demonstrate via live experiments how an understanding of this science could transform the marketing process.

The Future of Content Marketing:

Bored of the term native advertising already? Buzzfeed VP Will Hayward and creative director Philip Byrne will use The Drum Live to demonstrate its true meaning, giving real-time demonstrations of just how powerful this method can be if used properly.

Meanwhile ITNwill face a real-time creative challenge, the result of which will be revealed at the end of the day.

How to harness the power of YouTube:

YouTube – an established distribution channel granted but still a tough one to crack – Asda’s social chief Dom Burch and Gleam Futures MD Dominic Smales will give the audience a behind the scenes look at how and why the supermarket broke the mould on its previous YouTube strategy and which risks have paid off.

Rethinking Cities:

Design firm Fitch will both set out to prove how cities can be built in a day. Fitch will physically build a model city which aims to reflect this era of hyper-connectivity, and how this new environment will evolve and influence the future of retail, utilities and entertainment.

Your chance to try a BitCoin ATM:

Audience members will also have the change to try one of the first BitCoin ATMs at The Drum Live.

During the day The Drum, advised by BitCoin experts and CEO of mobile marketing and wallet joint venture Weve David Sear, will set up the necessary systems to allow the publication to start accepting BitCoin. The issue of The Drum we publish, will be one of the first in the UK to have a BitCoin cover price!

A new way of working – for women?

Top senior female leaders including Harriet Minter, head of Women in Leadership at the Guardian; Sarah Speake, ITV’s director of commercial marketing and research, and We are She Says director Emma Sexton, will tackle why women are still not breaking through and the industry is only getting access to half the potential talent base, shedding light on a new way of working for women.

How does news really travel through the social media ecosystem?

Edelman, the world’s largest independent PR firm, will move its real-time news room to the venue for the day.

The day will kick off with a blank flat plan, with delegates kept up to date throughout the day as each page is filled with content.

Audience members will have the chance to help compile that content – taking part in interviews, debates and real-time experiments.

Adam&EveDDB will be beavering away in order to create our front cover in a day. They will be looking to distill the key points of the event into a several possible options – and of course you the audience will get to choose which one is ultimately published on the front cover.

All this and much more will kick off at The Drum Live, which is relocating its entire Glasgow and London editorial and production teams to the event, so audience members can view real-time news and features online and print production and social media coverage.

Everyone who attends will be listed as one of the contributing editors in the magazine and, of course, a copy of the 23 July issue of The Drum Live that you helped to create.

Last year's The Drum Live has been nominated for Event of the Year at this year's AOP Awards.

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