If you’re at the beginning of your culture-led marketing adventure, or looking for some fresh inspiration from the world of women’s football, this one’s for you. In this session, you’ll find out what it takes to create the right conditions to embed cultural relevance while driving growth.
Hear the story of WSL Football – a newly formed independent organisation on a mission to grow professional women’s football in England. CMO Ruth Hooper reflects on the foundational first 18 months, shares lessons learned and success stories so far. 
Whether you’re in the sports marketing space or not, join the conversation on how to build a brand that sits at the intersection of sport, culture, and entertainment.

Speakers:

– Ruth Hopper, CMO, Women’s Super League Football

Join this session to explore what happens when a brand rooted in sport begins to lose its place in that culture – and find out what it takes to regain it.
Patrick Boyce-Apps, Head of Marketing at Ladbrokes, shares how the brand rebuilt cultural relevance by reconnecting with the emotional role it plays in British sporting life. Operating in one of the UK’s most regulated categories, Ladbrokes had to make disciplined decisions about when to show up, how to show up and when not to. Instead of chasing moments, the brand committed to clarity, consistency and cultural fit, anchoring itself in a single emotional territory that could scale across sport and channels. The result was renewed cultural visibility, measurable uplifts across core brand metrics and a stronger sense of belonging in British sport.
Hear how cultural relevance is lost, how it is earned back, and why discipline – not noise – is what drives long-term impact when culture is genuinely working.

Speakers:

– Patrick Boyce-Apps, Head Of Marketing, Ladbrokes

In the world of fashion, following the tried and tested has never looked more risky. Future consumers and ambitious legislation will demand from the industry a new set of skills and a totally new approach to selling clothes.
But this shouldn’t leave us hiding behind the runway. Getting serious about repair – at scale – can build long-term brand resilience and transform competition into collaboration. Repair can even be a tool for tackling the complex challenges of our time.
Head of Partner Impact, United Repair Centre, Zoë Phenix McCandless will bring you on a journey of repair in this high energy workshop and ask together: “Can repair fix a broken industry?”

Speakers:

– Zoë Phenix McCandless, Head of Partner Impact, United Repair Centre

People are craving real lived experiences, away from AI, algorithms and digital isolation. But what’s next for culture, how do we invent these new experiences and where do brands fit in?

Speakers:

– Clyde McKendrick, President, Nuevo

As culture accelerates, brands can no longer rely on fixed voices or static systems. They need language that moves with the moment. In this talk, Phil Garnham unpacks how typography is emerging as a critical force in brand relevance – shaping not just what brands say, but how they sound, feel, and connect under pressure.
Using Monotype’s Re:Vision themes as a springboard, this session explores how cultural friction can become creative momentum. From AI and activism to climate and conflict, it shows why the future of brand expression will be built through type.

Speakers:

– Phil Garnham, Executive Creative Director, MONOTYPE

Brands spend enormous energy earning cultural relevance – defining their values, whose stories they tell, and where they show up. But most haven’t asked a more basic question: are the agencies they’ve hired to tell that story simultaneously working to undermine it through their other clients?
This session makes the case that brand-agency alignment is a culture problem that most brands are treating as nobody’s problem. Using real agency conflict-of-interest data, participants will work through a quick brand audit exercise: given what you know about your agency roster, where are the gaps between what your brand says and who it’s paying?

Speakers:

– Laura Ranzato, Executive Director, Clean Creatives

Moderator:

– Charlotte Williams, Co Founder & Chief Content Officer, Brands&Culture

While the narrative around luxury is increasingly dominated by headlines about slowing spend, the reality on the ground tells a more nuanced story. Luxury doesn’t disappear in downturns, it transforms. In this session, Acting Global Head of Luxury Culture, Diageo Luxury Group, Andre Bogues explores how brands can uncover deep cultural insights and identify vibrant communities within luxury spaces, even when traditional consumer signals soften.

Speakers:

– Andre Bogues, Acting Global Head of Luxury Culture, Diageo Luxury Group

In a world of AI, enshittification, and internet slop, creativity – or what’s left of it – has been reduced to its most palatable and predictable forms.
Hear from MOX Co-Founder & Creative Director Matt Bolton, joining forces with special guests, to unpack MOX’s Rodent Report: Where Creativity Finds its Teeth and explore a new kind of creativity – one that’s sharp, hungry, and impossible to ignore.
In this session, you’ll learn the art of modern scavenging – the forgotten practice of searching for and collecting the overlooked, the discarded, and the seemingly “un-useful.” Discover how to build cultural relevance and sharpen your edge by embracing the unfamiliar, unconventional, and occasionally weird. This is your guide to remixing and reframing as an essential toolkit for the creative process in 2026 and beyond.

Speakers:

– Matt Bolton, Co-founder & ECD, MOX
– Yraiz Lougheide-Camejo, Senior Creative Strategist, MOX
– Sophie Jones, Photographer & Director
– Cobbie Yates, Costume Designer, Dench Arnold Agency

The most successful brands and leaders tell stories that move people deeply, spur connection, and create community. This is also how they shape culture. In this hands-on workshop, award-winning documentary filmmaker Cheryl Miller Houser provides a powerful storytelling framework that achieves this by tapping into universally shared human emotions. Join to learn actionable tactics you can apply across all platforms to build a strong brand, shape culture, ignite loyalty, boost sales, and mobilize positive change. You’ll then have the opportunity to apply Cheryl’s tactics to a storytelling challenge you’re grappling with.

Speakers:

– Cheryl Miller Houser, Award-winning documentary filmmaker, Creative Breed

Building a brand has never been harder. Change is exponential, attention is fragmented, and most brands are fighting just to be seen. That’s why every brand now has to think like a challenger. In this 20-minute interactive session, we’ll unpack the principles that define the world’s most effective challenger brands, drawing on lessons from some of the best brand leaders in the world – and help you apply them directly to your own brand, so you can stand for something sharper, move with more conviction, and grow with intent.

Speakers:

– Will Poskett, Founder, Defiant

In a world of endless content, attention isn’t the challenge, belonging is.
The brands winning today aren’t just marketing to audiences, they’re building worlds people choose to step into, shape, and return to. That shift requires more than better campaigns. It demands a new way of operating.
At LOOKFANTASTIC, that has meant moving from retailer to platform, thinking less like marketers and more like media publishers. Creating programming, not just posts. Turning insider expertise into content. And opening up beauty through an anti-gatekeeping approach that invites participation, not just passive consumption.
Through an editorial-style, interactive conversation, we’ll share a practical 5-step playbook for turning audiences into communities.
Designed for marketers across all categories, this session offers a clear, actionable framework for building brands people don’t just buy from, but actively want to be part of.

Speakers:

– Georgie Fox, Head of Brand, LOOKFANTASTIC
– Keely Gough, Managing Director, LOOKFANTASTIC

Join this fast-paced, hands-on workshop to explore how brands can tap into live sporting moments to create timely, high-impact digital campaigns.
Discover the strategies and thinking behind sport moments that cut through – how brands can react in real time, and how dynamic creative and live triggers unlock opportunities across digital and omnichannel environments.
In this interactive session, we’ll take a real brand example and collaboratively develop two creative campaign ideas that bring a sporting moment to life.
You’ll leave not only with new tools to turn cultural and sporting moments into real marketing impact, but also new connections. This is a creative workout designed to spark ideas you can take straight back to your day job.

Speakers:

– ​​Tim Škrlec, Creative Experience Lead, Sportradar
– Pablo Dopico, Director Ads Growth, Sportradar