OUR AGENDA

• Emphasising transparency, honesty, and social responsibility. Increased brand responsibility and liability in influencer marketing - debating all important aspects that brands and influencers need to consider in order to create ethical, transparent, and authentic campaigns 
• How do you establish trust with various audiences? Leveraging the authenticity, reach, and engagement of influencers to connect with audiences on a deeper level fostering trust and loyalty. The impact of Gen Alpha and Gen Z on shaping responsible marketing 
• Promoting inclusive representation through genuine partnerships with influencers and responsible messaging - navigating diversity and inclusion within influencer marketing 
• Discovering the power of brand alignment in influencer marketing – how brands, agencies, influencers and creators can collaborate on campaigns to enforce brand voice and consistency 
• User-generated content (UGC) - why it's important and how to use it to grow brand's reach and reputation on social media. Employee generated content – beyond sharing brand moments

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

Partnering with influencers is an essential tool for government communications, especially when working with small budgets. Sophie and Verity will bring examples of successful influencer campaigns for government initiatives, reaching millions of people and engaging new audiences on important and emotive social issues.

Their keynote presentation will equip you with actionable strategies to maximize impact on a small budget.

We’ll explore how to identify the right influencers, build authentic relationships, and leverage public figures to engage a range of diverse audiences. You’ll also learn top tips for co-creating content for cause led campaigns that amplify your message while maintaining credibility and trust.

In a world of shrinking attention spans, creators hold the key to capturing hearts and minds.

 This keynote explores how authentic creator connections turn casual viewers into loyal superfans. Discover strategies for leveraging creator partnerships to build trust, inspire engagement, and transform your audience into passionate brand advocates.

• Culture infused diverse and inclusive influencer marketing strategies and community-led growth – how do you build a strong brand community that fosters affinity and generates innovation? 
• The role of influencers in forming deep, emotional connections with the target audience and making the brand to become part of people's daily lives rather than just a product 
• How do you successfully embed your brand into culture? Working with trendsetters and cultural creators - creating organic and authentic content that naturally integrates products into your digital marketing strategy 
• Exploring the power of social selling and affiliate marketing - turning to social media and forming meaningful social interactions to engage prospective buyers. Discussing things to consider when partnering with influencer affiliates 
• How to handle the cancel culture – steps to take when things go wrong. Discover the soft skills that will help you to navigate through crisis 
• Creating a brand that makes a movement. How do you co-create with your audience and use creativity for social good?

Moderator: Charlotte Rawlings, Reporter, Campaign

• Use of AI by creator or brand: legal position and top tips to avoid pitfalls 
• An update on the relevant advertising regulatory rules and regulations and how to deal with them contractually 
• Intellectual Property Rights – options and approaches 
• Exclusivity – the elephant in the room and how to deal with it 
• Campaigns in crises – how to protect yourself contractually and what to do if it goes wrong.

Whalar and Diageo share their key learnings and drivers for effective Creator marketing, and how to measure effectiveness. Hear how Diageo has approached it across the portfolio to reach new audiences for Baileys, Captain Morgan, Guinness and Smirnoff.

Learn:

• What consumers want and where brands have been getting it wrong
• How brands are blending into culture with community strategies
• What and how to consider Creator measurement

• Embedding your brand into culture with influencers - understanding the key pillars of the changing coffee culture. Focusing on sustainability and injecting humour into your marketing strategy 
• Find out how Grind collaborated with Hello Kitty, Green Day, artists and other brands to tap into new communities and extend their brand appeal beyond traditional audiences
• The vital role of influencers and content creators in elevating campaigns – viewing talent as an integral part of social media strategy. Examples of successful collaborations that helped to attract new customers and grow brand awareness

• Incorporating a full-funnel approach to influencer marketing – how do you cater towards various types of buyer journeys and leverage different influencer techniques to effectively target each stage of the marketing funnel 
• Insights into scalable and effective global influencer marketing strategies – understanding the differences in social media usage, regulatory considerations and changing influencer landscape across platforms in different locations across the globe 
• Beyond the monetary value of influencer marketing. What is the definition of ROI in influencer marketing? How do you communicate its true impact on brand awareness and trust to your internal stakeholders? 
• Does investing in influencers really pay off? Demonstrating monetary ROI in sales performance across the entire spend, including influencer marketing. Top tips to influencer marketing budgets optimisation. How do you raise above the noise whilst working on a low budget? 
• How do you choose influencers to work with - distinguishing between those who build brand equity and those who drive sales. Debating the factors that impact engagement and drive influencer marketing ROI. From number of followers and posting frequency to brand-influencer fit 
• Be aware of your internal audience - Top tips to gaining support from internal stakeholders for influencer marketing campaigns 
• Ensuring brand safety – how do you overcome the challenge of unwanted brand exposure, ads banned for ‘misleading’ customers and public relations disasters when things go wrong? Top tips to managing risk and due diligence

Moderator: Siobhan Holt, News Editor, PR Week

Real-life examples of successful campaigns using influencers such as WiFi Tips the Feng Shui Way and the Movie Map

• As AI virtual influencers, with their human-like features and personalities, are transforming the Creator Economy, find out what are they and how do they work 
• How AI driven personas will completely change the future of marketing, creativity, social media and the job market. How are they becoming a norm for the future rather than just a technological novelty 
• Learn more about these Digital Humans and explore how we can upskill ourselves and embrace AI as a catalyst for positive change

• Hear about the pros and cons of AI adoption in marketing from a YouTube channel author - "A Glass of Marketing" 
• Practical examples of how marketers, business leaders, and creatives are harnessing AI for innovation and using it as an enabler to streamline processes and increase efficiency. How do you integrate AI into your business without losing authenticity? 
• Exploring the impact of AI on both creativity and productivity. How AI can drive top-line growth through enhanced creativity while improving bottom-line efficiency via automation 
• How to balance AI-driven innovation with maintaining human creativity?

• Adapting quickly in a fast paced world – what are the current global issues to look out for? How do you embrace latest social media trends and keep it genuine to your brand
• How do you innovate and keep up with the speed of culture to stay relevant? How to effectively use cultural levers to deliver core campaign messages? Cultivating real connections and authentic conversations influencers and content creators have with their audiences. Understanding creators and navigating the nuances of communities 
• The future is all about mastering the art of collaboration in influencer marketing and building long-term partnerships for deeper engagement. Rediscover the power of a good brief – how to write a strong and clear influencer brief that works 
• Nurturing long-term relationships with content creators. From respecting creators tone of voice and creativity to encouraging co-creation. How influencers and brands overcome creative tensions to achieve synergy? Ensuring pay transparency – how do you create equality with your fees? Top tips to contracting with influencers. Fees, deliverables and metrics. 
• All that you need to know about the latest developments from social media platforms. Cross-platform sharing and tools for monetisation to entice content creators. Effective ways to streamline your end-to-end campaigns and monitor content in real time. Working with platforms on influencer content to improve agility and speed
• The rise of social commerce as a new revenue channel and how it is driving Creator economy 
• Changing influencer landscape. Influencers versus content creators – debating similarities and differences. From influencers and content creators to CEOs and founders – empowering content creators to build their own businesses

Moderator: Lucy Shelley, Tech Editor, Campaign