Creators as Catalysts: Transforming brand engagement through authenticity

In a world where social media has attached itself to our daily lives, the term "creator" has undergone a profound transformation. This panel discussion delves into how creators have redefined their roles. Gone are the days of glossy influencers merely hawking products. Now, the scripted showpieces from influencers have become self-made stories from the hearts of creators.

A creator is more than a face for an ad, they are their own writers, editors, and marketers, and they have a more powerful following than ever before. The key to their success: building authentic audience connections. The younger generation uses social media to seek creators. Not just for products, but for advice, intimate conversation, and entertainment. They are the one of the most trusted forms of brand marketing today, a powerful force for brands to pay attention to.

Hamish Jenkinson and the panel will explore the intricate intersection of authenticity and technology, covering the stories behind the pixels, as creators step into the limelight as genuine storytellers.

Key Stats

71% OF TIKTOK USERS ARE MOTIVATED TO MAKE A PURCHASE TO A BRAND BECAUSE OF AN IN-APP CREATOR - TIKTOK

40% OF CONSUMERS TRUSTED A BRAND BECAUSE OF AN INFLUENCER AND 63% TRUST WHAT INFLUENCERS SAY ABOUT A BRAND MORE THAN WHAT THE BRAND SAYS ABOUT ITSELF - EDELMAN

TIMINGS

6pm - Doors open, drinks and networking

6.30pm - Talk begins

7.30pm - Talk ends

7.30pm - 8.30pm - Drinks and networking

HOST

HAMISH JENKINSON

Hamish Jenkinson is the Founder, and CEO at the award-winning immersive studio, The Department - an immersive studio creating large-scale immersive experiences for international brands such as BMW, Meta, Toyota, Adidas, FIFA, and many more.

The Department has won many accolades and international clients along its short journey, taking home Gold at The Drum Content Awards for their work with Toyota in launching the new C-HR Hybrid; A campaign that reached 11% of the planet.

Hamish has spent much of his career delivering unique, multisensory experiences that entertain and engage audiences across the world. In 2009, he founded The Old Vic Tunnels - an underground arts venue and performance space beneath London Waterloo railway station. He then founded Lights of Soho in 2013 - a highly acclaimed pop-up art gallery and member’s lounge which quickly became a cultural hub for Soho’s creative community.

SOPHIA THAKUR

Sophia Thakur is an award-winning, best-selling author and performance poet.

Sophia is the Youth Creator and Educator Ambassador for Jordan’s Jumpman23 women’s squad and is continuing to work on a series of activities to empower communities. Her second poetry collection 'Wearing My Mother’s Heart' launched in November 2022 and she was also announced as one of the Forbes under 30 for Arts and Culture within Europe.

Online, Sophia has cultivated a passionate following with up to 1 million impressions per month across her social media channels. She has inspired millions of watchers to pick up a pen or type their own story and is regularly invited into schools and global offices to facilitate writing and public speaking workshops for the National Literacy Trust and Mind.

The spoken word artist climbed onto the stage at the age of 16 with a refreshing and intimate take on traditional poetry, and captivated a room full of career professionals. Since then, she has pushed the boundaries of poetry to inspire varied audiences across the world from the Glastonbury stage to the Ted Talks stage to countless mainstream TV and radio stations.

Sophia’s powerful messages on mental health, diversity, politics, self-expression, empowerment, women and wellbeing has led to participation at events organised by Google, Accenture, Nike, Vodafone, The Guardian, The Royal Family, Channel 4, BBC, Viacom and the Liberal Democrat and Labour party. Many of whom she has continued to work with. Sophia has sold out three groundbreaking headline shows across the world, including her book launch at the Jazz Cafe in London. Sophia was the headline act for the New Voices show with a powerful performance at Union Chapel and has performed at a number of venues around the UK.

Sophia’s book 'Superheroes' about inspiring stories of secret strength with Merky Books went straight to the bestseller list after launching.

Her debut book ‘Somebody Give This Heart a Pen’ became a #1 Bestseller. The collection of stories-in-verse has been named the ‘the only key to empathy’, and has been publicly supported by Accenture, The Bookseller, MTV, London Times Magazine, Stylist, Google and even Stomrzy’s Merky team.

Sophia’s voiceover work captivated audiences for Google Pixel 7 World Cup commercial.

BEN JEFFRIES

Ben Jeffries is the CEO of Influencer, the global leader in influencer marketing.

'Influencer' are the originators of influencer marketing. Influencer is an agency built at the intersection of creativity, data, and technology - harnessing the power of creators to drive true human influence.

We have a team of 120+ of the best talent in the industry, working across Europe, North America, and the Middle East. From Google to Coca-Cola, from Amazon to Microsoft, and from TikTok to Meta - we work with companies, brands, and agencies across every vertical, building meaningful relationships between brands, creators and their audiences.

To date, Influencer has raised $5 million in investment and is backed by Puma Private Equity.

Ben is an award-winning entrepreneur, with awards from Forbes 30 Under 30 to BMW Entrepreneur of the Year, and has previously spoken at global events such as Cannes Lions, Web Summit, Facebook, TikTok, Advertising Week and Social Media Week, plus many more.

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