The Factory Stage, proudly sponsored by WPP Media, this week will deliver two unmissable sessions, spotlighting the cutting-edge of media analytics, influencer marketing, and brand discoverability in 2026.

Day One: Navigating the Wild West of Influencer Measurement

When: 10:00 AM

Speaker: Ffion Turner, WPP Media Analytics

Influencer marketing has always promised outsized impact, but measuring that impact accurately has been a challenge. Ffion Turner takes the stage to guide attendees through the “Wild West” of influencer measurement.

This session highlights an innovative, collaborative industry initiative: the creation of the first comprehensive databank of influencer marketing effectiveness. By pooling real-world campaign data, the project uncovers patterns in spend, strategy, and ROI. Attendees will gain actionable insights into how to deploy influencers effectively, bridging the gap between hype and measurable business outcomes.

Day Two: Mastering Brand Discovery in a Zero-Click World

When: 9:55 AM 

Speakers:

Richard George, Head of Organic Performance at Wavemaker

Sarah Salter, Vice President, Global Partnerships and AI Innovation, WPP Media

Ellie Connor, SEO Content and PPC Manager, Danone.

The path to brand discovery has changed radically. In “Zero-Click World: Is Total Search the Key to Your Brand’s Discovery?”, the session unpacks the complex journey modern audiences take before engaging with a brand. Generative AI and new platform behaviours are accelerating zero-click experiences, shifting influence to the sources AI cites.

The session will explore what “discoverability” truly means in 2026, and why brands must adopt a Total Search strategy, covering Traditional Search, Generative AI Search, Social Search, and Commerce, to fully understand and optimise audience behaviour.

From influencer ROI to AI-driven discovery, these Factory Stage sessions provide the latest strategies and insights for brands and media professionals navigating a rapidly evolving landscape. They combine deep analytics, real-world data, and forward-looking trends to equip attendees with actionable takeaways that can transform marketing performance.

Whether you’re looking to refine influencer strategy or rethink search and discovery in an AI-powered world, these sessions at The Factory Stage, by WPP Media, are essential stops on your MAD//North journey.