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
Professor Green
Raf McDonnell
Founder of Talent & Brands, Co-Founder & Managing Partner
Supernova
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
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
Cheryl Miller Houser
Director & Producer
Creative Breed
Leyla Guilany-Lyard
SVP Communications
Tinder
Mike Walsh
Marketing Director
LADbible Group
Robyn Landau
Co Founder
Kinda Studios
Tim Barnett
Strategy Director
LADbible Group
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
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.
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
B&C 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.
B&C 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.
B&C Partner
The independent creative agency that believes in positivity through creativity.
B&C Partner
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.
Cultural Thinker & Commentator Partner
Get Involved
To inquire about sponsorship opportunities, email Michelle or call +44 (0) 7528 488838.
Ministry of Sound
Ministry of Sound is a mixed-use event space and creative community.
Ministry of Sound
103 Gaunt St, London
SE1 6DP
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.