Charles Vallance, the chairman and founder of VCCP, proposed the motion at the debate, which was sponsored by Thinkbox. He said growing numbers of people are in "danger of putting the precision cart in front of the persuasion horse". Concluding his argument, Vallance said: "We’re not really talking about future of art in advertising, we’re talking about the future of art in media. Soon we’ll have tailored media streams. We will move from one blockbuster creation to more diverse versions for different audiences."