Coca-Cola’s VP of Global Design headlines at Visual Media Conference in Leeds

A packed audience was able to ‘Taste the Feeling’ when son of Huddersfield, James Sommerville – now based in Atlanta, joined the conference by video link. He gave a master-class on visual media illustrated by a tour of the Coca-Cola brand from its inception to the ‘Taste the Feeling’ campaign he created – their first one-brand global campaign that has reached 2 billion consumers in 200 markets. Sommerville also shared his journey from ‘unemployed street artist in Yorkshire’ starting his first business with help from The Prince’s Trust by answering questions drawn from the 133 young creative and digital business start-ups they have helped recently in the region with additional support from The Printing Charity. One of them – photographer for the day – Kate Love, proposed the vote of thanks.

Now in its third year the VMC, organised by CDi Yorkshire – the Network of Networks in the region’s digital sector, attracted over 300 registrations and an audience nearly triple the size of the first VMC, featuring brand owners and agency heads. The speaker programme saw industry experts debating and challenging pre-conceptions in their respective skill sets.

Robert McClements, CEO of CDi Yorkshire, said, “We wanted to focus on any channel that a marketing director would spend their budget on – that ranged from social, PR, print, augmented reality through to TV. The final session “The Reveal” presented a detailed analysis of the campaign used to promote the conference itself.”

The findings confirmed some expectations and reaffirmed that the total impact – tripling the audience size – was achieved by having a truly ‘integrated campaign’. Digital print and data were used to great effect to drive traffic to the web where there was a clear correlation of bookings and each phase of the campaign. Close cooperation between BPIF Marketing Director, Amy Hutchinson; print house ProCo; and a stunning design by Jaywing created a compelling call to action.

2016 Programme

Gallery from the 2016 Conference

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Speaker Session Outline

Visual Media Conference, The Rose Bowl, Leeds Beckett University




9:00 VIP Reception Charles Jarrold


9:00 Registration opens
  Conference Chairman Nick Jaspan

Publisher and Founder, Prolific


10:00 Welcome

Celebrating the Creative and Digital Sector as a vital part of the region’s economy. Recognising its successes and future opportunities. Leeds City Region is the largest economy outside London with 64,000 digital jobs. CDi Yorkshire has direct contact with 2,000 of them and print alone has a GVA over 45% – second highest in industry

Roger Marsh

Chair, Leeds City Region

Enterprise Partnership

10:15 Why and how brands create value

When it comes to quality control not all media channels are equal.

This session will show how to evaluate and choose the right channels, building on the broad expertise of MC&C – their analytics and case study evidence.

Jamie Cregan

Research and Insight

Director, MC&C

10:40 HP Keynote Session

Print is not dead.  Its evolving – It’s the end game

If we want to be successful in a digital driven age, we need to think different and use print in a totally different way. It’s no longer the case that your digital content is an additional revenue or an additional channel to sell through.

But it’s print that is the quality, adds the value and gives life to your digital content.  Print COMPLEMENTS your Content and your Digital Channels

Brings it life and lasts.

Make Print a part of your Digital budget!!

Oana Manolache

UK&I Marketing Manager, HP


Jon Bailey

Managing Director, ProCo

11:20 Refreshments  
11:50 Creativity vs Data

Love is all around, and never more so than when it comes to intelligent, omni–channel relationships between brand and consumer. Exploring the tension between head and heart; the fiery relationship of data and creativity online.

Gavin Shore

Creative Director, Jaywing


Mitch Vidler

Head of Digital Analysis, Jaywing

12:30 No new ideas?

Creating brand impact which is earned not bought

In a world where everyone has already thought of everything where do brand owners and marketers start?

PR has a vital role to play in any serious marketing campaign and its return on investment can be extraordinary. Lucre is one of the UK’s Top PR agencies according to PR Week, successfully blending media and social expertise to create brand impact which is earned not bought. Their unique creative planning tool will reveal the method behind the campaigns that have done just that for brands like Kodak, Jet2 and Bosch.


Tamarind Wilson

Director and Co-founder Lucre


12.55 Lunch  
14:00 Coca-Cola Keynote Session

‘Design and The Coca-Cola Company’s global

“Taste the Feeling” campaign’

There is no other brand that demonstrates the essence of the Visual Media Conference so powerfully or the vitality of creativity in this region.

James is Co-Founder of ATTIK and for over 25 years has led many global brand design projects for Coca-Cola, Adidas, Sheraton Hotel+Resorts, Camel, Virgin Atlantic, Nike and Baileys. He grew ATTIK from Yorkshire UK, to London, NY, SF, Sydney and LA selling it in 2007 to Dentsu, the world’s largest ad agency brand. James was responsible,

for the creative and production of ATTIKs design books – NOISE, selling 25,000 copies in over 60 countries. He’s been keynote speaker at design/branding events to audiences of up to 1300 people; London, New York, San Francisco, Oslo, Toronto, Amsterdam, Moscow, Paris and Buckingham Palace.


James Sommerville

VP Global Design,

The Coca-Cola Company


Live interview by video link to

Coca-Cola in Atlanta


In recognition of his early support

from The Prince’s Trust, as a start

up, in Huddersfield James has

also agreed to answer some

questions from the next generation of creative

starting on his journey.

14:30 Visual marketing – adding value to the moment

Visual marketing is a key tool which enables brands to do this. This new form of marketing uses image recognition, augmented reality and visual search technologies to enable people to point at objects and images and then serves them useful and inspiring information which is contextually relevant. It’s quickly gaining mass appeal amongst some of the largest brands and publishers. During this session we will share best practice and show examples of how brands are already succeeding at using visual marketing as a tool for consumer engagement and content marketing.

Omaid Hiwaizi

President Global

Marketing, Blippar

15:00 Have you lost your senses?

This session will open your eyes, stimulate your senses and really surprise you how a multi-sensory campaign is a realistic option.

With case study supported evidence that will make you think again about the art of the possible – in budget and with a return on investment that will surprise.

Simon Harrop

CEO, Brand Sense,

Founding Director,

The Aroma Company

15:30 Where does the consumer decision journey really begin?

In the many stages of consumer decision making there is always a start point. Whether it’s social, web, or direct mail something has to be the trigger. With the help of case studies and evidence of where TV really is a cost-effective option, you will be surprised to learn how Sky AdSmart is a powerful trigger in the marketing mix.


David Sanderson

Head of Sky AdSmart

Local & Development at Sky Media

16:00 The Reveal

Did the integrated marketing campaign work for you?

How did you respond to the different aspects of the campaign, what have we learnt?

The hard facts and figures will be revealed.

Click to download presentation

Jon Bailey

Managing Director, ProCo

Mike Hopkins

Project Manager, CDi Yorkshire

16:30 End