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From Cannes to London… and now NYC! Save the Date: April 2, 2025 | Meet our first speakers: Dr. Marcus Collins (TRIPTK), Kara Brothers (Starface World), Damon Jones (P&G) and Dan Salkey (Small World) | Don't miss out on our exclusive Early Bird offer – get 25% off your registration with the code EARLYBIRD25. Register Now

Agenda

When: April 2, 2025, 09:00 - 19:00
Where: Webster Hall, New York City, NY
  • Impact Stage
  • Involve Stage

09:00WELCOMEAccordion Arrow

09:10KEYNOTE SESSION
WIDEN THE SCREEN: A CASE STUDY ON HOW TO EARN, NOT CHASE CULTURAL INFLUENCE THROUGH ACTION & INVESTMENT
Accordion Arrow

The brands that earn their place in culture are the brands that truly commit to culture; not (just) for the short-term likes or fleeting cultural moments. What does true cultural commitment look and feel like? Hear from Damon Jones about P&G’s transformative "Widen The Screen" content creation, talent development and partnership platform designed to authentically increase reach, representation, relevance and resonance among Black consumers – a model easily translatable to help companies better serve ALL consumers.
Damon Jones, Chief Communications Officer, P&G
Damon Jones

09:30EXPLAINER - FIVE HOT TAKES - WHAT THE **** IS CULTURE?Accordion Arrow

…and what does it mean to move and shape culture? Hear interesting and divergent perspectives n what culture IS, HOW to navigate it, WHY it matters and WHAT good cultural insight and initiatives look like and HOW to lead, (not borrow or exploit) culture.
  • The difference between activating in and creating culture
  • Why the WHY questions need to be asked
  • What we are we getting wrong, as marketers
  • Why culture is more than just an obsession with youth
  • How do more than just insert yourself in culture
  • Culture as an innovation activator and growth driver
Zara Mirza, Chief Brand Officer, TIAA
Shibani Potnis, CMO, Norseland
Josh Dean, Vice President Johnnie Walker and Buchanan's, Diageo
Zara MirzaShibani PotnisJosh Dean

10:00HOW TO MAKE CULTURAL RELEVANCE AND CURIOSITY A CRITICAL MARKETING CAPABILITY Accordion Arrow

There’s a big difference between leaning into culture and leaning into culture correctly. And often, it depends on whether an organisation has the right competencies and capabilities, a high level of psychological trust and a commitment to cultural-led marketing.
  • Is it possible to cultivate a culture of curiosity?
  • How can you move from producing average to truly transformative culturally-led work?
  • And how can you sustain momentum, investment and commitment to cultural-led approaches?
In this session, you’ll hear from a brand leader who has created a marketing function which not only embraces but leads culture.
Susan Akkad, SVP, LOCAL AND CULTURAL INNOVATION, The Estée Lauder Companies
Susan Akkad

10:30WALKING THE TIGHTROPE: HOW NOT TO GET CANCELLED IN ELEVATED CULTURAL MOMENTSAccordion Arrow

An influencer's human-ness is their greatest strength. But humans also make mistakes, and in today's divisive climate, those mistakes can do irreparable damage to brands and influencers alike. Edelman calls this precarious phenomenon, "The Tightrope" - where the views are incredible, but the fall is deadly. In this discussion, we'll hear from both influencers and brands on how they walk this tightrope, navigating their values, global events and more while the world watches

11:00BREAK

11:30HOW UNEXPECTED BRANDS CAN SHOW UP & MAKE AN IMPACT IN CULTUREAccordion Arrow

Arguably, high-interest brands (sneakers, jeans, beauty) have significant advantage on lower-interest categories like banks, healthcare and insurance when it comes to occupying people’s hearts and minds. Which makes this session even more impressive! Hear from three marketing leaders on how they define their role in culture, what it means to drive culture forward when the typical consumer is less engaged and how to get stakeholder buy-in into cultural marketing -above and beyond more traditional marketing approaches.
Jim Lesser, Chief Brand Officer, ServiceNow
Jinal Shah, GM & CMO, Zip US
Ramon Soto, SVP, Chief Marketing & Communications Officer, Northwell Health
Jim LesserJinal ShahRamon Soto

12:00ENTERTAIN OR DIE: BRINGING CREATIVITY CLOSER TO THE C-SUITE AND CONSISTENTLY DELIVER CULTURAL IMPACTAccordion Arrow

Most brands claim they want to be a part of culture but aren’t set up to do so. They can’t move at the requisite speed. They don’t have a way of working with unorthodox talent. They silo creativity to the marketing function. But what if we looked at everyday consumer brands differently?
  • Brought creative control into the C-suite, much like a luxury brand
  • Treated marketing output and cadence like that of a long-running sketch show
  • Allowed creativity to touch product and CX
In this session, you’ll hear from brand leaders and experts setting the standard for C-suite creativity. You’ll hear how being creatively consistent throughout the business lets them be part of culture and win over the public. Because today, it’s either entertain, or die.
Dan Salkey, Strategy Partner, Small World
Lach Hall, Executive Chair Marketing, Vacation Inc.
Ana Andjelic, Author, “Hitmakers: How Brands Influence Culture” and one of Forbes' most entrepreneurial CMOs,
Dan SalkeyLach HallAna Andjelic

12:30EARNING, NOT CHASING CULTURAL INFLUENCE. HOW TO SHAPE, RATHER THAN ATTACH BRANDS TO CULTUREAccordion Arrow

The brands that do it best are the brands that play a loooong game. Memes undeniably work in the moment - they can fuel short-term awareness, relevance and sales, but what does a cultural long-game look like? One expert will reflect on the duality of short-term, “transactional” cultural hijacking v. long-term brand transformation.
Kelly Buchanan Spillers, Global VP, Head of Digital & Social,, CeraVe DMI, L’Oréal
Kelly Buchanan Spillers

13:00LUNCH

13:45WHAT’S THE BEST CULTURAL BRAND EVER CONCEIVED? TAKE YOUR VOTEAccordion Arrow

Cultural relevance is the Holy Grail. So many brands have achieved it in the short-term and some have played the long game - with extraordinary impact - in culture and society at large. What brand takes the cultural crown? Four pitches. You all get to vote.

14:15IMPACT & SOCIETY FROM INSIGHTS TO IMPACT: HOW HINGE IS FOSTERING IRL CONNECTION FOR GEN ZAccordion Arrow

Join Josh Penny, Hinge's Director of Social Impact, for a behind-the-scenes look at One More Hour, an initiative to foster more in-person connection time among Gen Z. He'll unpack how Hinge translated stark insights about the loneliness epidemic into a multi-million dollar investment into grassroots community building. Hear how:
  • Identified the cultural opportunity through deep research with Gen Z and 20+ community partners
  • Created a program that authentically connected brand purpose with cultural need
  • Developed a scalable framework for supporting local social groups
  • Built a sustainable model that pays back to communities through direct investment
Josh Penny, Director of Social Impact, Hinge
Josh Penny

14:15QUICK FIRE CASE STUDIES – 20-30 minutes eachAccordion Arrow

CREATING A CULTURALLY RELEVANT BRAND MOVEMENT FROM BIG IDEA TO CREATIVE EXECUTION - AND HOW TO PAY BACK INTO CULTURE These case study sessions will delve into the nitty gritty of how a cultural campaign came into existence from beginning to end in;
  1. Gaming/ Sports 
  2. Impact & Society 
  3. An Entertainment/Music initiative

14:35ARTS & ENTERTAINMENT TAPPING INTO THE POWER OF READING CULTURE: THE EVERAND EVERYTHING CLUBAccordion Arrow

Books hold an unprecedented influence in today’s culture. Movements like #BookTok are converting younger readers, creating devoted fandoms, democratizing book marketing, and driving viral literary hits. Book clubs are an essential part of this phenomenon, with an estimated 5 million members in the U.S. alone. However, while book clubs offer a communal space for discussion, they often come with unwritten rules that can feel restrictive—turning a relaxing pastime into a source of pressure. The Everand Everything Club (EEC) is a refreshing alternative, redefining the book club experience with creator-led community discussions that welcome readers of all kinds.  Join us for an engaging conversation about the future of book clubs and the cultural power of reading today.
Gemma Craven, CMO , Everand, Scribd, Slideshare
Gemma Craven

14:45WHAT THE ***? LESSONS ON HOW NOT TO CULTURALLY MISFIREAccordion Arrow

Cultural mishaps are inevitable. With so much at stake, it takes one tweet, one campaign, one error of judgement to destabilise a brand in the minds of consumers. Hear a five-step checklist from a brave brand who has got it wrong, on how to get it right.

14:55CASE STUDYAccordion Arrow

15:15BREAK

16:45SHAPERS, CREATORS AND UNLIKELY CULTURE ‘MAKERS’ - WHAT’S NEXT?Accordion Arrow

We’ll hear from those at the forefront of popular culture. What are their predictions on the brands, people, ideas, identities and themes that will bubble up in the near future?
Dario Calmese, Founder & Creative Director, The Institute of Black Imagination
Dario Calmese

17:15THE VALUE AND ROI OF CULTURE-LED MARKETING - OR - HOW TO ALIGN CREATIVE EFFECTIVENESS WITH CULTURE-LED MARKETINGAccordion Arrow

The long-term payoff and value (for consumers, society and the brand) can be significant. In this session, we’ll hear how.
Devin Colleran, Director, Global Brand, Tinder
Devin Colleran

10:00WELCOME TO THE POST BRAND ERAAccordion Arrow

In this topic, we examine the transformation of traditional branding and marketing into a dynamic, fluid identity that goes beyond logos and slogans. We will explore how brands now prioritize community, co-creation and point of view over rigid corporate images and messaging. Where storytelling, cultural relevance, subcultures and adaptability define success. Where niche at scale is the new global. 
Chrysi Philalithes, Chief Purpose Officer, Es Devlin
Chrysi Philalithes

10:20THE CULTURE OF STORYTELLING: ENGAGE YOUR TRUE BELIEVERSAccordion Arrow

Storytelling is a powerful way brands can tap into and shape culture while creating loyal evangelists for the brand. But the stories they tell need to be organic to the brand and resonate emotionally with its audience. Cheryl Miller Houser provides a cultural storytelling framework participants can apply to all industries and platforms to foster connection, impact and growth. She illustrates her tactics through successful campaigns and audience engagement, leaving participants inspired to apply this cultural storytelling strategy to their own work. Takeaways - Learn about Cheryl’s cultural storytelling methodology to:
  • Tap into and shape culture in a way that’s organic to your brand
  •  Create connection, community and long-term cultural relevance
  • Inspire and mobilize people to take positive action
Cheryl Miller Houser, Founder, Creative Breed
Cheryl Miller Houser

11:05BREAK

11:30THE BEST STORY EVER TOLDAccordion Arrow

I have had the immense privilege of having a front row seat to the biggest moments of History over the past two decades. I firmly believe that there is no better story than the one we live in. Drawing lessons from covering world conflicts, I highlight the stories which always resonate with readers/viewers (stories of love and survival) and ask why, as journalists and storytellers, we often fail to stir up the emotional investment necessary to sustain public interest in the best story ever told. And how we can do better.
Maeva Bambuck, Producer, Storyteller,
Maeva Bambuck

11:5010 TRENDS IN 15 MINSAccordion Arrow

Join us for the quickest and most useless 15 minutes you’ve ever had. +14K readers, including C-Suite execs from Target, Complex, Klaviyo, and LVMH, tune into Chris Danton’s, GOOD THINKING every week. In this quickfire speed round, Chris & her co-founder Kirsten Ludwig will share the top 10 trends you need to know in 2025. No fluff, 100% actionable insights across every category from CULTURE, FOOD & BEV, SILVERS, ALPHAS, RETAIL, TECH. WELLNESS & BEAUTY, TRAVEL and more. As one leading marketing exec said, “Many marketers consider GOOD THINKING to be the most interesting and relevant newsletter on brands and culture right now.” It’s sure to be fun.

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