BASE Education Day 2018

We are pleased to announce that the BASE Education Day will be returning on Thursday 17th May. Taking place at Disney’s offices in Hammersmith, the full day event will be focused on inspiring leadership and innovation across the category.

The Education Day is divided into two parts: a morning session featuring presentations from external speakers and an afternoon session, where participants will be asked to utilise lessons from earlier in the day to help respond to industry issues and develop the leadership and motivational behaviours required to implement category solutions.

The day is designed to encourage innovation and best practice implementation amongst the next generation of industry marketing practitioners, ensuring they are well-placed to solve the challenges facing home entertainment at a category level, today and in the future. In particular, the day has been designed to:

  1. To identify, evolve and challenge cross-category growth opportunities
  2. To equip participants with problem solving skills and techniques for ongoing use
  3. To explore and embed the leadership and motivational behaviours that are required for innovation to flourish
  4. To provide an environment for debate, shared learning and networking

There are still some spaces available, so to secure your place please click on the following link to register –

The confirmed Breakout Groups are as follows;

Executing 4K

4K UHD sales are enjoying rapid growth in year-on-year sales as more and more consumers engage with the premium format. 4K offers audiences the best possible audio-visual experience and the format also offers retail and distribution a much larger margin – both in the context of a challenging environment for physical media.

Driving Digital Transactional 1: Attracting A New Audience

With the growth in streaming continuing to rise, how can we encourage new, non-digital shoppers to trial digital transactional options, preferably without cannibalising physical formats?

Driving Digital Transactional 2: Driving Avidity Among the Existing User Base

How can we engage and excite existing digital transactional shoppers to encourage greater purchase frequency and peer-to-peer advocacy?

Delivering In-store success

As the retail landscape continues to evolve, what has our reaction been in practical terms, and what are the transformational changes that can be implemented in-store to drive consumer engagement and sales?

Breakthrough: Skills, Talent and the Workplace

We are living through a fundamental transformation in the way we work. The pace of change is accelerating, and competition for the right talent is fierce.  We need to drive our appeal with the best talent and we need to keep up with the changing demands of the workforce, preparing our industry for these changes.

Converting Piracy to purchase

The current proliferation of illicit streaming devices (ISDs) is a direct barrier to the growth of transactional digital. What innovative action could be taken by industry or others to drive positive behaviours?

This year’s Education Day will deliver value and relevance across the BASE membership with an inspirational and diverse line-up of speakers and pioneers of new thinking, showcasing their ideas and wide-ranging experience and expertise in these areas.


Rachel Eyre, Head of Future Brands at Sainsbury’s heads up the Marketing Planning, Propositions and Properties department at Sainsbury’s (including brand, strategic planning, customer data and sponsorships. She is passionate about asking questions, simplifying the complex, instilling brand thinking across functions and creating an environment that lets people maximise their contribution and enjoyment at work – including driving diversity in all its forms through the business.


Sarah Marshall, Head of Audience growth at Vogue International, Sarah is responsible for the on-site and social growth of the 11 Vogue sites that are wholly owned by Condé Nast International. She is also a visiting lecturer on the Interactive Journalism MA at City University, London.


Sam Reid, Co-founder of ThinkSprint, a platform for connecting brand challenges to a global network of start-up innovators and entrepreneurs. Between Sam and his business partner Scott Morrison, they have occupied Marketing Director roles at Levi’s, Activision and Diesel and run problem solving communities for global brands such as Hewlett-Packard and Chloé.


Paul McCrudden, Global Head of Live Marketing at Twitter, Paul currently leads core strands of strategy, content and creative delivery at the world’s pre-eminent real-time news and social networking platform. Prior to this, Paul was head of social media at advertising agency AMV BBDO, while he is also Non-Executive Director at Card Factory, where he is helping the traditional retailer develop its proposition for the digital age.

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Al Anstey, Former Managing Director at Al Jazeera English and CEO of Al Jazeera America, Al oversees the business and editorial operations for the US cable news channel, as well as being a key member of the start-up team that took Al Jazeera to 250 million households in more than 130 countries.