In the debate against other UK advertising media spokespeople, Amodio chose to debate with poetry as a tribute to the conference's surroundings in Brighton, which has a four-week fringe festival during the month of May.
The runner-up was David Weeks, the executive editor of The Week, who argued the case for print by addressing the audience as if he personified a magazine, arguing that "I am loved… I can make middle aged men wear lycra and cycle at high speed around Richmond Park."
For those who weren't able to attend Media360, Campaign brings you Amodio's three winning poems.
On TV's power in society:
Did you see Game Of Thrones last night?
Shhhh – Don’t spoil it for me;
Shit’s important when it’s on the TV.
Keep away from the cooler, or the plot will leak out;
Best not to hear what Jon Snow’s death was about.
It’s just another must see, a don’t ruin it for me;
You see THIS is the real power my lovely TV.
It’s much more than a medium, it’s a social currency;
That’s why people really care what happens to the BBC.
What other medium would dare make a show;
About peeps watching TV with an audience that grows.
One million, two million, three million now five;
Numbers like this just can’t be denied.
Yes TV connects with the heart and the mind;
And, without being a bragger, leaves these peeps behind.
TV changes views even government policy;
Paralympic coverage changed the way we feel about disability.
Now… I could give you stats that you’ve all heard before;
From the auditors who all know the score.
Cos when it comes to crunch they put TV right up in the sky;
Even the RAB showed TV has the best ROI.
But really… there’s no spoilers here;
When you want eyes on a product, and a word in their ear.
TV delivers scale, reach, and a shed load of glamour;
So line up your budgets and be a more effective planner.
On the evolution of TV:
Oh television, my sweet, from days of yore;
Oh how I remember the times gone before.
Such fond memories of your glowing face;
Crossed legged, beans on toast watching Countdown, ace!
We grew up together, you were always there;
Through thick and thin, through foul and fair.
Perhaps this is why you’re the medium most trusted;
A statistic after which all your rivals have lusted!
But what is the future after such glory days?
Are you outdated just like Google says?
Is a 24% move to YouTube really that bright?
When it’s skipped, watch by bots and most content is… (well not quite as good as the broadcast content anyway).
No, this all needs a rethink, we must think again;
The future is bright, just let me explain.
For TV’s evolving, and coming into its own;
With more ways to watch, in and out of the home.
Dynamic insertions, interactive reversions;
And solid facts to discount these assertions.
Programmatic data matching. New platforms a hatching;
Untouchable figures due to content so catching.
If the model is so broken then why all the mimics
Facebook live streaming, and all manner of gimmicks.
Yes they all go in search of your model so proven;
So like Mark Ritson says – don’t be fooled by illusion.
And finally, in tribute to Rudyard Kipling:
If (I was a planner)
If you can keep your head when all about you;
Are losing theirs and blaming it on you,
If you can trust your instinct when others doubt you;
Ignore shiny things that lack proof, like so much that’s ‘new’.
If you target people with the most creative advertising;
Be social, without paying, get scale without compromising,
If you don't fear adblockers, and wasted spend;
If you enjoy metrics on which you can actually depend.
If you can talk to people and win their trust;
If your brand needs a sprinkling of showbiz dust.
If you want to hang with celebs – yet not lose common touch;
if you welcome all eyes on you, but not too much.
If you want to place every advertising pound;
alongside content that you know will astound.
Yours is the world and everything that's in it;
And – which is more – you'll be on TV … innit.