UM boss Mat Baxter joins PR convergence panel at Mumbrella360 conference
Mat Baxter – the agency boss who sparked a debate about PR turf when he declared that UM was no longer a media agency and would now be doing battle for earned media territory too – is to put his case at Mumbrella360 on Wednesday.
Among the panellists Baxter will be debating with is Anthony Freedman, co-founder of PR agency One Green Bean. Freedman, who also runs ad agency Host, warned Baxter in February that shifting his agency’s cultural thinking into public relations territory would be tougher than he thought.
They will join panellists including Matthew Gain, chief operating officer of PR agency Edelman and digital strategist Karalee Evans, who blogged earlier this month on “the Great Convergence” of agency offerings. Evans has worked clientside and at PR, creative and digital agencies.
Completing the panel is Droga5 ECD Steve Coll, who is a long time champion of creating campaigns that generate PR. He won the Effectiveness Grand Prix at the Cannes Lions in 2011 for Walker’s crisps, in which the village of Sandwich was turned into the most exciting place in Britain.
Baxter, who is a late addition to the panel after originally being unable to speak due to overseas commitments, replaces MEC’s James Hier who has been obliged to withdraw for family reasons.
The Mumbrella360 conference is this Wednesday and Thursday June 3 and 4. The full program and details of how to buy tickets are available on the Mumbrella360 website.
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