Unpicking The Real Creative Capital

At the start of this Advertising Week Europe, Matt Scheckner, Global CEO of Advertising Week sits down with the Amazon Ads Studio host Riyadh Khalaf. Following the debate on the UK's cultural reputation, Scheckner and Khalaf will discuss the points made in the debate, their own views and look forward to the content in the day ahead.

Inside-Out Community: How Mission-Based Values Inspire Growth

Creating a values-based culture has never been a more important challenge for leaders that are looking to fuel team empowerment while navigating organizational growth. Join us to hear how Reddit has implemented its culture to grow and create disruptive external activations like its first UK Brand Marketing Campaign, ‘Maybe Together We’ll’ and r/place aimed at fostering community in the UK and around the world.

The Business Of the Future Must Have Soul

How do leaders take corporate culture to the next level? Since Ralf Specht left his role as CEO of Spark 44, he has been on one mission: to make soulless businesses a thing of the past. To do this, he has created 'The Soul System', a model which helps businesses drive a sense of 'being, believing and belonging' through their organisation. Speaking alongside Ralf is Adrian Hallmark, CEO of Bentley Motors, who will share the pivotal role purpose has played in crafting Bentley's road success....

How BT With Saatchi & Saatchi Redefined Brand Purpose In Modern Britain

During the Euros in 2021, BT with the support of Saatchi & Saatchi launched Hope United, bringing together a diverse team of footballers to tackle the systemic problem of online hate. The campaign tapped into a significant cultural moment and was a huge success, rallying support, upskilling the nation, driving brand awareness and redefining the role of sponsorship. Join us to discuss the role brands and creativity can play in shaping and influencing culture in Britain today, and what it takes...

The Power of Stories in Creating Community

Save the Children and Scholastic will discuss their recent collaboration on the viral #SAVEWITHSTORIES campaign – launched by actors Jennifer Garner and Amy Adams to support children impacted by the unprecedented school closures due to COVID. By creating a community of children, families, readers, educators, celebrities and authors – the collaboration proved that storytelling is the most powerful and enduring human tool for change.

The Young Vic – The New Tomorrow

An influential playhouse in London with an explicit mission to amplify diverse voices and stories, and expand access to quality theatre. The Creative Director, Kwame Kwei-Armah, is one of fewer than five Black creative directors globally of mainstream playhouses.

Level up your partnerships with TikTok Creators

Join Head of Marketing for TikTok's Global Business Solutions Trevor Johnson and Flora Reynolds from the Creator Solutions team to learn more about TikTok's unique Creator community. This workshop will share how to successfully leverage TikTok Creators for your branded campaign and showcase innovative new product solutions that put Creators at the centre. Hear from TikTok Creators joining the session to give exclusive insights on how to succeed on TikTok in a branded context.

Culture 3.0: Keep Culture Going in the COVID-19 Era

Horizon Media Founder Bill Koenigsberg has elevated the companies long held “Business is personal” philosophy to new heights during the pandemic. An inside look at how a Founder & CEO re-invented how Horizon keeps and nurtures culture in 2020.

Reinventing Brand Categories with Bonin Bough, Chief Growth Officer at Triller & Todd Kaplan, VP Marketing at Pepsi

Many of the most successful brands have undergone transformations to reinvent themselves to continue to create culture defining moments. Join Todd Kaplan of Pepsi and Bonin Bough of Triller to learn more about how these two brands have been at the forefront of culture bringing together music, creativity and technology while maintaining explosive growth.

Mass Appeal: The Future of Entertainment

Six years ago, Peter Bittenbender joined forces with rapper Nas to create a media company that felt like the future. Built on the heritage of New York magazine brand Mass Appeal, the company grew out of its niche media origins into one of the most interesting entertainment companies of today. Now comprising an original content division, a music label led by Nas and a division that works directly with brands, the business is using its unique perspective on Black and hip hop culture to tell...

Aligning beliefs with behaviors - designing culture from the inside out

This talk will explore the psychology of how beliefs turn into behavior - both personally and professionally - and how organizational culture takes shape as a result. Organizational behavior is shaped by a series of what we call ‘culture loops’ - unconscious programming that emerges from organizational norms and group behavior. Organizations of the future will only be as strong as the cultures they build. Those that are capable of building sustainable culture loops will not only strengthen...

Real Is the New Cultural Currency: How Brands Become a Part of Culture on TikTok

Realness is the new cultural currency, but what does that mean for brands? Brands continue to try to navigate cultural trends ranging from social justice, to WFH, to whatever comes next, but knowing how to empathize and connect with audiences while remaining relevant in a highly-charged, complex environment is more challenging than ever. Join host, Sofia Hernandez, TikTok’s Head of US Business Marketing, as she speaks with brand, agency, and creative partners from the TikTok community....
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