The Future of Media event in London 2025 took place on November 4-5, gathering industry leaders to discuss key issues and innovations shaping the media landscape. Ruth, UK Managing Director at Active International, joined an exceptional group of industry leaders to address one of the most pressing challenges in global media: striking a balance between global consistency and local truth.

Ruth, Ross Sergeant (global media director, Allwyn), Louise Martell (global head of strategy, OpenMind, Mindshare), and VP of Global Media from P&G, Gerry D’Angelo, were interviewed by Omar Oakes.

Panel Highlights:

• Ruth advocated for leveraging local opportunities while benefiting from global commercial and trading frameworks, showing how brands can maximize impact by staying agile and responsive to market nuances.
• The discussion explored the tension between global planning and local execution, with Ruth championing practical solutions that help brands avoid the pitfalls of a “one-size-fits-all” approach.
• Ruth closed the session with a powerful perspective on the value of Corporate Trade, emphasizing how trading can be a valuable asset to both global and local media plans.

Ruth’s remarks reinforced the importance of integrating local intelligence into planning and creative, ensuring campaigns resonate authentically in every market.

Read more on The Media Leader: What actually makes global media planning work: Speed, agility, understanding – The Media Leader