There was a new-found focus and sense of urgency at this annual gathering, organised by the trade body of Britain’s leading advertisers at a sober, new venue, the Hilton London Metropole in Edgware Road (in contrast to previous ISBA conferences at The Oval cricket ground).

And it was certainly a big deal for the UK’s largest advertiser to declare on-stage that “there’s a vicious circle of mistrust that exists” between media agencies and their clients, as Andrew Mortimer, the director of media at Sky, put it during a panel debate on transparency.

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