BIMA House Day 1: Privacy Is Now a Brand Sport: How UK Marketers Win in the Age of Consent by Didomi

Privacy used to be legal’s problem. Now it’s the thing keeping CMOs up at night, sitting at the uncomfortable intersection of AI adoption, GDPR enforcement, shrinking budgets, and a public that’s finally paying attention. The brands winning right now aren’t just compliant, they’re using privacy as a competitive differentiator.

This session will be a frank, no-jargon breakdown of where UK data law is heading, and what it means for your marketing strategy right now. Clarity on how the UK privacy update differs from the EU’s Digital Omnibus, and how to operate confidently across both. An unfiltered conversation between a regulator, a major platform, a brand-side CMO, and an agency leader – perspectives that rarely share the same stage. Practical insight into what AI adoption actually means for your data and consent strategy. A front-row seat to the conversation shaping how the UK marketing industry handles privacy for the next five years.

Who is it for?

• Agency leaders managing client briefs that demand data-driven results in an increasingly restricted environment
• CMOs and senior marketers balancing commercial targets with a constantly shifting regulatory landscape
• Brand-side strategists making smart, defensible decisions about data, consent, and customer trust – without access to a full legal team
• Digital and performance marketers impacted by consent frameworks, cookie deprecation, and platform policy changes
• Professionals working at the intersection of AI and marketing who need to understand responsible data use in practice
• Agency practitioners and account leads executing campaigns day-to-day and staying ahead of industry changes
• Business leaders exploring how privacy is reshaping brand reputation, customer relationships, and long-term commercial value

Speakers:

Thomas Adhumeau, Chief Privacy Officer, Didomi

Thomas Adhumeau is CPO at Didomi, a SaaS company that builds bespoke consent & preference management solutions to create value with trust. A Certified Information Privacy Professional by IAPP with experience both in law firms (Bensoussan, White & Case and Taylor Wessing) and the corporate world (AppNexus, S4M), Thomas brings to Didomi an expertise in running a global compliance program, as well as in helping their product team develop products and features that fit their clients’ needs and meet local market regulations requirements (GDPR, CCPA, VCDPA, LGPD and PIPL, to name a few).

Brendan Hayes, Senior Analytics Director at Jellyfish

Brendan Hayes is Senior Analytics Director and EMEA Lead at Jellyfish, where he leads advanced analytics-infrastructure projects for global brands, strengthening the upstream data foundations that power AI and activation tools. He spent nearly a decade at Google, most recently as Senior Regional Product Lead for Privacy-Centric Measurement, driving the shift to consent-aware, first-party measurement and GA4. Earlier roles spanned Google Marketing Platform, working with brands including John Lewis and Nestlé and digital agency leadership at iProspect. He is an alumnus of Oxford Saïd Business School’s AI Programme.

Sorcha Dempsey, Head of Consent at News UK