Join us for this opening session for a high-level outlook on the significance of the global and UK creator sector and how to take advantage of its rapid professionalisation.

• Where PR and marketing budgets are landing and how influencer marketing fits into the media mix 

• Understanding global and local trends and what’s next for the creator economy Working with creators to drive strategy, story, and sales

Join this inspirational session to explore how influencers are redefining storytelling, and creating fandom in the world of sports media.

Jessica Tamsedge sits down with former NFL coach, broadcaster and influencer Phoebe Schecter to explore the rapidly evolving world of American football and sports media. From the rise of flag football and the NFL’s growing global footprint to the power of digital creators shaping how fans engage with sport, the conversation will unpack what it means to be a woman building a career in a traditionally male-dominated arena. Phoebe shares her journey from athlete to NFL coach and commentator, the opportunities opening up for women in sport.

This session cuts through the noise to show brands and creators how to collaborate safely, creatively and confidently. Get the essential legal, commercial and crisis-management insights you need for the year ahead.

Moderator: Scott Guthrie, Director General, Influencer Marketing Trade Body (IMTB)

What metrics matter? From brand perception and behavioural shifts to full-funnel performance that proves real ROI - It’s time to move beyond vanity indicators. 

This session explores how creators and brands can measure true value through brand-lift indicators, shifts in consumer behaviour, and full-funnel performance outcomes.

Moderator: Siobhan Holt, Deputy Editor, PR Week

Tech giants have changed the way we live, but the advertising industry can still play a key role in protecting the future of media – and the positive wellbeing of society. In this session, campaigner Esther Ghey and Bauer Media’s Advertising Director, Simon Kilby speak about the impact social media is having on the lives of young people, the steps being taken to protect them and how the advertising industry can make a difference – and in doing so, change lives. Why is change needed, what must be done and how can ad land rally to help a nation in crisis – join this session to find out.

A brand and a creator provide a transparent, dual-perspective breakdown of a single campaign. Moving past the polished case study, this session examines the initial objectives versus the reality of execution. Both sides will discuss the creative friction, the specific wins and failures, and the honest results of the partnership. It is a direct look at the messy bits of collaboration and what both parties would actually do differently next time.

How can FMCG marketers make their brand’s products stand out online so that younger generations not only discover them, but keep coming back?

• Learn how FMCG brands are leveraging creator marketing and how this approach needs to evolve in 2026 to remain innovative

• Recent examples that moved the dial for FMCG brands

• The online communities and niche creators partnering with FMCG brands

• A framework for building an influencer approach that will consistently grow brand advocacy, not just short-term spikes of engagement

This session moves beyond isolated campaigns to demonstrate how creator marketing can function as a core brand strategy. We will explore the advanced tactics required to build a scalable, effective program that maintains its cultural edge while expanding globally. 

Moderated by Evie Barrett, Deputy News Editor, PRWeek

This session is reserved for one of our event partners. If you would like to take part as a keynote partner, please contact Payal Padhiar at payal.padhiar@haymarket.com.

This interactive session challenges the current standards of influencer marketing. We’ll examine why campaigns that meet every technical requirement can still fail and discuss who and what- brands, creators, or algorithms- really defines success today. Expect a direct look at outdated industry myths and a practical framework for future partnerships.

Moderated by Charlotte Rawlings, Deputy Creativity and Culture Editor, Campaign

This masterclass flips the script, giving brands a raw look at the creator’s POV on what makes a partnership actually successful for everyone involved and on the flip side, what makes top talent walk away. From the hidden red flags in your onboarding to the collaboration secrets that turn a one-off tag into a high-converting, long-term brand partnership, this is your direct guide to getting the absolute best out of every creator you hire from the creators themselves.

This debate examines the current over-reliance on influencer-led marketing and whether influencers belong in every strategy. We’ll discuss the boundary between content creation for owned channels and broader amplification, questioning if brands are overpaying for reach.

Moderator: Lucy Shelly, Tech Editor, Campaign