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

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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).

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Speakers

Leyla Guilany- Lyard, SVP, Global Head of Communications, Tinder

Matt Watson, Executive Creative Director, Sips & Bites Europe, PepsiCo

Emilie Rose, Global Director of Cultural Marketing - EUROPE, Adidas

Perla Bloom, Global Comms Planning, Expedia

Katie Jackson, Chief Marketing Officer, Channel 4

Beth Bentley, Co-Founder, Tomorrowism

Matt Stone, Marketing Director UK&I, Kimberly-Clark

Natalie Lee-Joe, Head of Brand, Marketing and Community, DELLI

Oyin Akiniyi, Head of Cultural Conversation, Chivas Brothers

Nneoma Ulu, Cultural Partnership Director, Bacardi Martini

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

Filip Nilsson, Executive Creative Director, Oatly

Peter Semple, CMO, Depop

Kenny Annan-Jonathan, Creative Director, Crystal Palace FC

Leila Fataar, Founder, Platform13

Aaron Cole, Chief Marketing & Growth Officer, AA-X

Katy Lubin, VP Brand, Lyst

Tom Rainsford, CMO, Beavertown Brewery

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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.

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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.

Partnerships

Media Cultural Icon Partner

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.

Culture Community Partner

Highsnobiety, a global fashion and lifestyle media brand, founded in 2005 by David Fischer. Dedicated to a new generation of young and influential global consumers, their mission is to “discover and champion the best of what culture has to offer and connect a community through a shared appreciation for these stories and provide a platform to a community of emerging creators.

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.

The independent creative agency that believes in positivity through creativity.

BLACQ Space is changing the way we engage with audiences, consume media, and share content. By connecting individuals, influencers, creatives, and brands within the Black community, we create a vibrant and dynamic network designed specifically for us, by us. Our aim is to build a more inclusive community where opportunities often overlooked become accessible and abundant.

Our mission is to foster meaningful connections, share valuable resources, and promote growth within our community. At BLACQ Space, we believe in the power of collective support and collaboration to drive sustainable success. Join us in building a future where we thrive together.