Why?
“How can we get our brand into culture?” (Said by every marketer, ever, since c. 2015)
It’s become clear that brands and businesses can no longer afford to sit on the sidelines when it comes to what is making and shaping culture. But hijacking and jumping on every meme and trend is not the answer. Consumer expectations mean that brands can’t just respond and react (that’s table stakes, and often dangerous) to what is happening in culture.
What brands do must be enduring, meaningful and sustainable.
HEAR:
- How your brand can make a meaningful (non-exploitative, non hijacking) impact in culture
- Why you should play the long-game, why is patience key and how should you sustain the momentum of cultural endeavours
- What “good” cultural intelligence really means and how your brand can make a meaningful (non-exploitative, non hijacking) impact in culture
- How you can get business buy-in to what might be perceived as “risky” or nontraditional marketing activities and convince internal stakeholders of a financial and brand payoff
- Why misfires are inevitable, how can you mitigate them, and what you can learn from those who have been there, done that
Why now?
There’s no doubt that a close interplay between brands and culture drives connection, equity and growth.
In fact, businesses that listen to and lead culture enjoy better growth: they grow six times more than brands with low levels of cultural relevance (Kantar).
Marketers agree, too:
- 63% of CMOs agree brands must create culture, not just borrow from it.
- 84% agree that to connect with younger generations brands need to entertain and engage, not interrupt (Dentsu CMO Survey, 2023).
Speakers
Leyla Guilany-Lyard
SVP Communications
Tinder
Kenny Annan-Jonathan
Creative Director
Crystal Palace FC
Professor Green
Nneoma Ulu
Cultural Partnership Director
Bacardi Martini
Natalie Lee-Joe
Head of Brand, Marketing and Community
DELLI
Matt Watson
Executive Creative Director
Sips & Bites Europe, PepsiCo
Perla Bloom
Global Comms Planning
Expedia
Katie Jackson
Chief Marketing Officer
Channel 4
Raf McDonnell
Founder of Talent & Brands, Co-Founder & Managing Partner
Supernova
Peter Semple
CMO
Depop
Tom Rainsford
CMO
Beavertown Brewery
Katy Lubin
VP Brand
Lyst
Aaron Cole
Chief Marketing & Growth Officer
AA-X
Oyin Akiniyi
Head of Cultural Conversation
Chivas Brothers
Beth Bentley
Co-Founder
Tomorrowism
Emilie Rose
Global Director of Cultural Marketing - EUROPE
Nicole Pacitti
Sponsorship & Brand Activation Specialist
Three UK
Mat O’Brien
Executive Creative Director
Three Mobile
Lars Silberbauer
CMO
Nokia Phones
Charlotte Langley
Chief Customer Officer
Bloom & Wild
Darren Smith
Co-Founder and Chief Creative Office
House of Oddities
Filip Nilsson
Executive Creative Director
Oatly
Cheryl Miller Houser
Director & Producer
Creative Breed
Mike Walsh
Marketing Director
LADbible Group
Robyn Landau
Co Founder
Kinda Studios
Tim Barnett
Strategy Director
LADbible Group
Fiona Hughes
Head of Influencer, EMEA
Edelman
Marlies Gebetsberger
SVP
Philips Personal Health Western Europe
Mark Murray Jones
Chief Strategy Officer
OMD EMEA
James Kirkham
Founder
ICONIC
Charlotte Williams
Co-Founder
Brands&Culture
Sara Sharif
Senior Marketing Manager
Uber Eats
Josh Proctor
Strategy Director
VIRTUE
Connor Suckling
Lead Creative Producer
LADbible
Flo Heiss
Creative Director
Wildfarmed
Rachel Byles
Head of PR & Partnerships
IRIS
James Cooper
Creative Director
Wildfarmed
George Leney
Director of PR and Communications
Samsung
Suzy Socker
Managing Director
Edelman
Bianca Brown
Gen Z Lab
Edelman
Andy Tomkins
Group Chief Marketing Officer
Virgin Active
Leila Fataar
Founder
Platform13
James Hope-Gill
Chief Executive
Skateboard GB
Abubakar Finiin
Founder
Kids of the Colony
Amy Davies
Global VP of Foresight VIRTUE Worldwide
Co-Founder of PIGEON
Dagmar Bennett
Partnerships Director
Brixton Finishing School
Rachael Born
Managing Partner
Iris
Dana Fletcher
Business Director
LADbible
Gabriella Turton
Creative Computing Student
Ben Saul-Garner
Co-Founder
Attachment
Why now?
Brands are getting it very wrong. The risks are huge. We don’t need to tell you the fallout from brands who’ve misfired- you’ve read the headlines. Having cultural resonance is not a short-term game but a long-term strategy.
Because brands and businesses have a once in a lifetime opportunity to make a difference, to solve problems and to make society better.
Marketing departments need reorganising and modernising to be more relevant. Internal capabilities are not aligned with the outside world.
The speed of culture is frenetic and always changing. Marketers must leave the building and see what’s happening from those who are truly leading and shaping culture.
Who should attend
Brand-side marketers:
CMOs, marketing & brand directors and managers, cultural and consumer insights, entertainment specialists, communications.
Agency creatives and strategists:
Creative and strategy teams at advertising, PR and communications agencies
Media platforms and owners:
Places where people go to consume entertainment, news and culture.
Cultural icon partners
MEDIA
LADbible Group, the biggest social publisher in the world and the best mate of the internet. We know that audiences don’t want to be shared a meme 3 days later, they want to have the moment to fuel the pub conversation. Every day, LADbible is engaging with millions of the youth generation by showing up in culture in an authentic and relevant way, to build a powerhouse of entertainment like no other.
Creative
PR
Community partners
Thinkers and commentators
Wrap Up Party Partner
The Thought Partnership are an events, content and marketing agency with global reach. With more than a century of experience at renowned brands – we exist to help you tap into your full sphere of influence.
Experiential Partners
Event and media partners
Get Involved
To inquire about sponsorship opportunities, email Michelle or call +44 (0) 7528 488838.
Ministry of Sound
Ministry of Sound is the legendary central London night club that has defined youth culture for generations and provides an excellent event space for Brands & Culture, 2024.
Address – 103 Gaunt St, London SE1 6DP.
If tube strikes do go ahead on Nov. 7th the Ministry of Sound is a walkable 20 min from main train stations including: London Bridge, Waterloo, Southwark & Elephant & Castle.
Joining us from Victoria or Kings Cross? Please allow enough time for bus service or taxi. The great news is a mini heat wave is predicted, so get those steps in and enjoy the walk.
Who we are
Josephine Andrews, Marketing
Vanessa Sawyerr, Operations
Charlotte Williams, Content
Michelle Graves, Commercial Partners
Female-founded team with 100 years’ combined experience at Cannes Lions, Contagious, XEIM, Dow Jones, Haymarket.