Last Media Dollar "Live" in London 2026

The Game: There are 22 places where most media money flows. Where would you spend your last media dollar? That's what Last Media Dollar "Live" events are all about. 

Last Media Dollar "Live" is a fast-paced, interactive media decision-making game played on stage with live contestants in front of a live interactive audience. The game was originally developed by the popular Quo Vadis Newsletter,

Last Media Dollar (LMD) uses behavioral economics to reveal how media professionals actually value different channels when making budget trade-offs. This is media strategy, psychology, game theory, and market structure brought to life.

Instead of panels or presentations, this is a participation-based experience. Our happy and eager attendees work in tandem with seasoned media leaders to make real decisions in real time, revealing strategy and tension, along with more than a bit of debate and persuasion. 

From London to NYC: When we first tested this event format in London in December 2025, the audience response was overwhelming. Here's what attendees and stage contestants had to say: 

• "Honestly, it was the most insightful industry event I've been to. Getting to hear what two of the best practitioners go through, and why they would choose a certain channel over another, was a great listen. It felt more honest than a typical panel, and way more entertaining."
• "I was genuinely surprised by how much I enjoyed it. A true experiment for all of us, but definitely a successful one. The interaction with the audience was the highlight for me. So often on panels etc, everything feels a bit obvious and a bit flat - this felt dynamic and real."

Since then, Last Media Dollar Live has played to a full house at: 

• The Roxy Theatre in NYC in February 2026
• TripleLift’s NYC Impact Forum in April 2026,
• SeedTag’s Barcelona Innovation Summit in September 2026
• And most recently at the Advertising Economic Forum during AWNYC in October 2026.

How Last Media Dollar Live works:

• Tom Triscari from Quo Vadis and Advertising Economic Forum is your game show host.
• We'll play two games with different live contestants and different media briefs
  • Dan Plant, Chief Strategy Officer of Starcom Media, will play Game #1 with a special TBD co-contestant.
  • Another special celebrity contestant #2 will be revealed soon! 
• Audience participation and voting continue throughout the entire game. 
• At the end of each game, we reveal and discuss the media channel preferences that surfaced in the game vs. actual media spend. 

The outcome reveals how media preferences form, diverge, and sometimes contradict what we say we believe.

Agenda

• 9:00 – Check-in, coffee & breakfast
• 9:45 – Game 1 Live with Dan Plant from Starcom and his special co-contestant
• 11:30 – Game 2 Live with TBD special celebrity guest
• 12:15 – Prosecco, networking, & conversations in the bar
• 1:00 – Hugs and Farewells

Venue: Everyman Theatre, Borough Market (limited to 100 seats)
Tickets: £95

Sponsor: Proudly supported and sponsored by pubX, fueling the agentic trade across any and all media channels