Co-author of "Communities Dominate Brands" joins Forum on Media Mashups

Alan Moore is CEO of SMLXL, described as a "Engagement Marketing specialist firm", and co-author with Tomi Ahonen of "Communities Dominate Brands". He's got some pretty strong views on the challenges media operations face in the what he calls "Generation C ", the connected society, and he'll share some of those as part of the panel for the 5th Journalism Leaders Forum on Feb 6th entitled, "Media Mashups! How Traditional Media Brands Survive and Thrive in a Widely Wired World."

Alan’s belief is that within the near future community-based engagement initiatives and the enabling of peer-to-peer flows of communication within organisations, and those that engage with them, will replace the traditional orthodoxies of government, management, business, media distribution and marketing as the primary media by which these organisations will successfully engage with their audiences. His message is has lots of people listening.

Alan’s notable projects include the brand strategy development and integrated communications program for a Pan-Nordic 3G mobile service; Saab’s global brand communication strategy; H&M’s store opening strategies in the US; and a number of existing brand and NPD projects for The Coca Cola Company.

Alan will join Heather Hopkins, VP for research for Hitwise, and Jane Singer, the new Johnston Press Chair of Digital Journalism at the University of Central Lancashire, in a discussion chaired by Mark Tungate, author of "Media Monoliths: How Great Media Brands Thrive and Survive".

The event, which forms part of the Winter residential week programme for participants in the Department of Journalism's Journalism Leaders Programme, is open to all - practitioners, academics, would-be journalists and others who are interested in the challenges of leading journalism in a digital age. To attend this free programme at 6pm on Tuesday, February 6th, in Greenbank Lecture Theatre in Preston - as well as the network reception from 5:30pm - please RSVP to leaders@ukjournalism.org.

If you can't be there in person, there are other ways to join the discussion.

You can post your questions and comments on this site, or you can view the live Webcast by logging in as a guest at: http://breeze01.uclan.ac.uk/journalismleadersforum/. Online participants will be able to post questions to panellists in a chat room.

NOTE: Applications are currently being accepted for the Winter seminar Feb 5-8th, which will include sessions by Hopkins, Singer and Tungate, as well as other accomplished practitioners and academics:. Please see the Programme website or email the director François Nel for more information.