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

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• 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)

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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

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One campaign. Two sides. Total honesty. A brand and a creator break down the intentions, the creative sparks, the messy bits, and the results that made it all worth it (or not).

Talking points:

• The real objectives: What the brand actually wanted vs. what the creator thought they wanted

• Creative friction: The ideas that soared and the ones that crashed mid-flight

• The execution reality check: What happened behind the scenes when theory met chaos

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Forget the usual industry buzzwords. This interactive session flips the script and challenges attendees to define, confront, and defend what “good” influencer marketing actually means today. No passive listening. No safe answers. Just a room full of experts putting their cards on the table.

You’ll explore:

• Walk in with opinions. Walk out with a new framework—and maybe a few challenged assumptions.

• What counts as ‘good’ now? Authenticity? ROI? Cultural impact? Or something completely different?

• Who sets the standards? Brands? Creators? Audiences? Algorithms?

• The myths we need to kill and the sacred cows the industry still refuses to touch

• When ‘good’ is not good enough: Campaigns that ticked every box but still fell flat

• The future: What “good” will require next year and the year after etc

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This session dives into the advanced strategies behind building a scalable, effective influencer program without losing the cultural edge. Learn how to grow impact, expand globally, and track success beyond surface-level metrics.

Expect actionable insights, practical examples, and strategies you can implement immediately.

Talking points:

• Scaling without losing soul: Expanding a program while maintaining cultural relevance and authenticity

• Going global: Navigating the complexities of international markets and diverse audiences

• Measuring what matters: Implementing full-funnel performance tracking to prove true impact

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 A “spicy” debate on creativity, originality, and the overreliance on influencer-led marketing.

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

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