The industry’s great and good were out in force at The Year Ahead this week, an event hosted MAD//Fest London investor Mediatel to set the media agenda in 2020.

Whilst climate change, fake news, dirty politics and a loss of trust continue to be a blight on humankind, media’s leading lights were positive about the industry’s prospects in 2020.

Chaired by Mediatel CEO Greg Grimmer, this year’s panel featured Mediatel’s Editor-at-Large, Dominic Mills, alongside Caroline Foster Kenny, CEO, IPG Mediabrands; Jan Gooding, Chair of PAMCo and Chair of Stonewall; and Karen Stacey CEO, Digital Cinema Media.

For Mills, it’s time to put the entertainment back into advertising: “My hope is that 2020 will be the year in which adland gets back to doing what it does best; which is producing great and fun advertising that entertains the nation and does it alongside good and responsible media owners.

“I also hope it stops pretending that it needs to change the world, and focuses instead on changing products and services for the better.”

Meanwhile, Foster Kenny said it’s time to stop the industry’s “constant self-flagellation”, and be more positive about change.

“We want more fun in publishing, more fun in outdoor, and audio and in every media. That is the clear message and theme. We should try and entertain people more,” added Foster Kenny.

Many attendees continue to be concerned by trust issues in the digital supply chain, though the panel did acknowledge progress and increased demand for transparency and accountability. However, a continued failure by clients to get-to-grips with the issues is a concern for Gooding, who urged marketers to “be a lot more interested.”

Nonetheless, as leaders from tech, digital, TV, audio and publishing in the audience shared their opinions from the show floor, the mood remained positive and bullish about media’s prospects – if we share a collaborative ethic and show a healthy appetite for fun.

Don’t forget to check out Mediatel’s Future of Brands event on Wed 5 Feb.