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SECTOR FOCUS CREATIVE By Ged Henderson


Date: 28 April 2026 Time: 08.30-11.00


Venue: Dunkenhalgh Hotel and Spa


Join decision-makers implementing AI and automation, and those considering their next steps.


PRESENT:


Hear from business leaders and specialist practitioners on what is working, what is challenging, and how organisations are adopting new technologies while managing risk.


WANT TO ATTEND? REGISTER NOW!


SHOWCASE YOUR BUSINESS


Want to put your brand in front of key decision-makers?


For sponsorship and exhibition options, contact Joanne Hindley on 07442 949697 or joanne@lancashirebusinessview.co.uk


Brought to you by:


Richard Slater, Lancashire Business View (Chair) Jessica Cooper, Veka Michael Gregory, Limitless PR Rob Hallam, Bigtank Productions Stephanie Harrison, Ribby Hall Kyle Murray, Blackpool Tourism Mary Speakman, Code Galaxy Laura Weldon, Studio LWD Madison Brown, University of Lancashire


MAKING IT IN MARKETING


With budgets being squeezed and the onward march of AI, it seemed timely to bring together experts from in-house teams, the agency world and service buyers to examine the marketing landscape. The venue for our discussion was The Robinson, Blackpool’s new business growth hub


Jessica Cooper, marketing director, Veka


VEKA manufactures PVCu window and door systems. We make the plastic that makes windows. Our marketing spend is dictated by the budget we are given for the year and it has been consistent for the past five years.


This year that spend has been reduced for the right reasons. It’s not about cutting budgets, we are really profitable and doing really well. It is about sweating our assets, looking at our operating costs and what we can do better for less. I’ve challenged my team to think differently about that budget.


We use agencies that we have worked with for a long time, because we are such a


IN ASSOCIATION WITH: In association with:


complex business and our industry, which is wonderful, is not forward thinking when it comes to digital activity.


We’ve pushed the creative margins further than our competitors but we do have to be really careful about what digital assets we use and what channels we go on.


Going old school, like putting a sample of our latest innovation in an installer’s showroom, can get us leads. Old school works.


As a brand we are sometimes reluctant to let agencies into the level of detail about our objectives and what our key revenue drivers are. We’ll say ‘we want to do this’ with no context to the bigger picture.


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