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III. The E&E Model - How Haleon is protecting media value AND driving growth (11:30AM - 12:15PM) 
Advertisers are facing renewed pressure to lean further into a focus on media efficiency and a low-cost measurement cycle due to budget cuts and pull backs.  We’ve learned from the past that there are no winners in a ‘race to the bottom’ and the only way to stay ahead is to maximize effectiveness.  Haleon will share how they worked with internal stakeholders and their external partners at MediaSense to develop a model that intelligently and responsibly protects media efficiency while concurrently enabling business growth through the prioritization of media effectiveness.

Dan BrownDirector & Practice Lead, MediaSense

Dan is a digital media specialist with over 20 years’ experience across agencies, advertisers and consultants including GroupM, UM & Microsoft. He now leads MediaSense’s digital analytics practice, supporting advertisers in the development of operating models, measurement solutions and media performance.  He’s passionate about using data to enhance insights and improve ROI for clients, and oversees the development and implementation of MediaSense’s digital auditing platform DiPA™. 

Tom MillsGlobal Head of Media Investment, Haleon

Tom is the Global Head of Media Investment at Haleon – the stand-alone consumer health care company that spun off from GlaxoSmithKline in the summer of 2022. Tom is a Media Specialist with over 15 years across global agencies and brands; including Havas, Publicis & Dentsu. Within Tom’s role at Haleon is he is responsible SEO, PPC, Programmatic, Paid Social, Retail Media, TV and all other offline channels. 

IV. Advertising Winners & Losers: Predictions For 2023 (12:15PM - 1:00PM)
Laura Martin is the senior advertising analyst at Needham & Company whose research coverage includes the AdTech, Streaming, Content and Big Tech industries. Laura will share Wall Street predictions for ad-driven public companies, and predictions for winners and losers in the coming year. 

Laura Martin, Senior Entertainment & Internet Analyst, Needham & Company