Tired of throwing budget at channels that just don't deliver? The influencer landscape has evolved from an ad-hoc PR tactic into a dominant, high-ROI strategic marketing channel.

Join us for this opening Keynote to get a high-level look at the true economic significance of the creator sector in the UK.

Talking points:

• Dive into the economic significance of the influencer sector.

• Where PR and marketing budgets are shifting, how does influencer marketing fit into the broader media mix?

• Influencers as a marketing channel, not just a one-off

In this fireside chat, 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, and how influencers are redefining storytelling, fandom and access to the game.

The creator economy has hit a new level of complexity, from stricter ad rules and HFSS restrictions to the rapid rise of AI-generated content. 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.

You’ll learn:

• What the latest advertising and HFSS regulations mean for creator campaigns

• Smart ways to use (and control) AI in content

• IP and usage rights that actually protect your brand

• When and how to handle exclusivity

• Crisis clauses and real-world strategies when things go wrong

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

Forget likes and comments. This panel digs into the metrics that matter, from brand perception and behavioural shifts to full-funnel performance that proves real ROI. 

It’s time to move beyond vanity indicators such as likes and comments. This session explores how creators and brands can measure true value through brand-lift indicators, shifts in consumer behaviour, and full-funnel performance outcomes.

Talking points:

• Moving past vanity metrics 

• Measuring brand lift

• Consumer behaviour impact

• Full-funnel performance

Moderator: Siobhan Holt, Deputy Editor, PR Week

Learn how solid insight and creative freedom transform a standard brief into a viral partnership. This session covers why trusting the right creator is the fastest way to authentic brand impact.

Talking points: 

• The importance of solid insight and simple creativity as the basis of a good influencer brief 

• The power of picking the right partners and trusting them to deliver the brief

• How creative freedom can spark a viral conversation

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 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. 

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.

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.

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 overreliance 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.

This panel discusses the following: 

• A debate on whether influencers should be part of every marketing strategy.

• Discussion on the line between content creation for owned channels and broader amplification tactics.

• Are we overpaying for influence?

• The ethics of payment, the pay gap, and when a brand should walk away from a deal

Moderator: Lucy Shelly, Tech Editor, Campaign