In a moment that should be an unmatched explosion of cultural creation and experimentation (culture-makers have never had more opportunity, freedom, tools, access, connections and inspiration to create visibility around anything they can imagine)…why is fashion becoming more repetitive and derivative? Why do coffee shops all look the same? Why the epidemic of sequels and repeating franchises in movies, books and TV shows? Why is new music becoming less diverse?

Is life under the algorithm weirding the way we think about what culture is and how it’s created? And what are the implications for brands, creators, and consumers?

Does a world that used to reward originality and risk now reward conformity and predictability?

Join multi-award-winning brand strategist, author and board advisor Beth Bentley in conversation with LYST’s Katy Lubin, who has spent the past ten years building the world’s biggest and most intelligent machine-learning fashion shopping platform. What can we learn about life under the algorithm by looking at how we (and Katy’s 200 million users) choose to shop and dress?

Storytelling is a powerful way brands can tap into and shape culture while creating loyal evangelists for the brand. But the stories they tell need to be organic to the brand and resonate emotionally with its audience. Cheryl Miller Houser provides a cultural storytelling framework participants can apply to all industries and platforms to foster connection, impact and growth. She illustrates her tactics through successful campaigns and audience engagement, leaving participants inspired to apply this cultural storytelling strategy to their own work.

Take-aways – learn about Cheryl’s cultural storytelling methodology to:

· Tap into and shape culture in a way that’s organic to your brand

· Create connection, community and long-term cultural relevance

· Inspire and mobilise people to take positive action

Reaching the next generation of consumers is increasingly difficult, with Gen Z known to avoid traditional media channels. Recognising the rising popularity of skateboarding among a younger audience, Iris and Samsung developed a strategic approach that would reach this protective and independent-minded community, which is notoriously hard to connect with.

By forging partnerships with Skateboard GB and key UK skateboarders, Iris and Samsung developed a platform to support and uplift skate culture. Eschewing traditional media buys, the campaign instead focused on building credibility and nurturing relationships through social platforms and influencers. This strategy was pivotal in leveraging skateboarding’s influence across sub-cultures such as music, fashion, art, gaming, and wellbeing, to authentically connect with a broader audience.

Join us for an insightful discussion on how LADbible placed Uber Eats at the heart of culture during the most competitive advertising moment of 2024. Discover how with the help of talent like Thierry Henry and Kate Abdo we cut through the noise of the Euros for a special ‘Snack Wars’ series that engaged with 17 million football fans in our campaign to drive real engagement and brand love. Don’t miss this opportunity to capture insights on how we create authentic and impactful entertainment that resonates with the social generation

GAME ON: HOW UBER EATS SCORED BIG DURING THE EUROS WITH SNACK WARS

15 Years ago, Andy Cato – one half of Groove Armada – sold his publishing rights to buy a dusty farm in France. After 10 years of fails he figured out a way to grow regenerative wheat. Four years ago he launched Wildfarmed as a business that now works with hundreds of UK farmers and sells bread in Waitrose. From day one our theory was you can’t scare people into buying products that are good for the planet. We all grew up dancing in fields so we thought, ‘What if we treat the brand like an invitation to a rave?’ We have disco balls and soundsystems on our packaging. Andy writes the Regenerative Agriculture Standards handbook then DJs at Glastonbury via appearing on Clarkson’s farm. This is the story of how we made a cult brand from nothing combining farming, food and ecology with banging tunes and dancing.

This isn’t just another talk on ‘culture’ with marketers talking to marketers. It’s a real, unfiltered look at the London we all need to know.

Join PIGEON by VIRTUE and three young creatives as they give it to you as it is – a photographic journey through the city as they see it. Where are people hanging out? What do they care about? What’s it really like being young in London today? Walk away with a new outlook on culture, for real this time.