Anicca Digital

Agency trip to Dublin to see Google, Facebook, LinkedIn, HubSpot, Marketo and Adara.

Last week a group of 40 agency owners and managers from across the UK, Holland, Belgium, Croatia; spent 2 days in Dublin to listen to some interesting presentations from some of the top digital companies.  The trip was one of the MasterClass On Tour series organised by WSC Publishing.







Below is some of the key themes and points made during the two days:


Presenters – Roel Spee, Global Marketing Solutions and Bart van de Vel, Client Partner Benelux.

Facebook made us very welcome with a great lunch. We then joined their two reps who were very knowledgeable and helpful – answering all our questions.  Here are some of my notes (all of this is already in the public domain – but it is a really good summary of the points covered and how Facebook see mobile as the future!)


Presenters – Sandra Grant, Account Executive, LinkedIn Marketing Solutions and Nicholas Cappiello, Director EMEA, LinkedIn Marketing Solutions







LinkedIn is the platform to provide your “Professional identity, across devices”

Advertising options – DIY or “Self-serve”

Premium advertising via LinkedIn

Questions and Answers


Presenters – Kieran Flanagan, Marketing Director EMEA


Presenters – Kathrin Koch, Sales Development Manager Social/Mobile, North and Central Europe


Presenter – Fergus Gloster, Managing Director Europe

This was an excellent introduction in the use of content marketing and marketing automation and was not a sales pitch.  I ended up taking lots of notes in this section as it was very interesting and helpful.


Presenter – Tobias Wessels, VP Europe

Adara were asked to replace Twitter, who had to cancel at the last minute due to the their IPO.

Adara serve ads to consumers in the tourism sector using some very clever technology.  This can provide an income stream to websites that participate and provide customers data; as well as a targeted marketing channel for other tourism sites or advertisers wanting to target certain customer profiles.

Adara have collected over 190 million profiles of travellers – across multiple devices. This is from their data partners such as Skyscanner, Ryanair, various hotel, car hire and insurance companies.

The technology works when a consumers searches or books a flight or holiday on a partner site. They have a cookie dropped onto their device. they are then served ads from other companies when they visit another third party site. The ad can be highly targeted to them eg they have booked a flight to Amsterdam so they are shown ads from a hotel chain in Amsterdam.  However the service can also be used to cross or up sell other products and services such as insurance or high value items to first class travellers.

Bonus presentation from the IDA

Kevin Carroll from the Irish Development Agency (IDA) – then gave us a great little presentation on why so many international companies (particularly in the digital and life sciences sectors) had moved their European head office to Dublin or Ireland.

Next Events on the Horizon

Big data Roadshow

The next event is on 9th October in Manchester about Big Data 

However, we’re also having a special discussion panel on Marketing and Big Data, with three pioneering companies from the US taking part in this; DataXu from Boston, BlueKai from San Francisco and Tobias from Adara (the last session in Dublin at Bank of Ireland).

If you use the promotion code Anicca you can register at half price (just 49 GBP).

April 2014 – Agency trip to Dublin Digital HQ

Following the success of this years trip, Anicca is helping WSC to promote the next trip to Dublin, planned for April 2014.

If you fancy joining us next year for 2 days of meeting the agency reps of the big digital companies then please contact me on

Guide price including flights, food and accommodation is around £1500.