Returning for 2026, the Creator Economy and Culture Marketing Stage was full of discussions detailing everything brands need to do to take their culture and creator marketing to the next level. Here are three of the best sessions.

Taking place across all three days, and packed with content including the power of harnessing community, the buzzword that is authenticity, and the power of tapping into the right cultural moments.

Day 1, 7 July: From Content to Culture: Why Creators Matter More than Ever

In this fireside chat session, Lydia Hunter sat down with Hazan Aydin Yesilova, Head of Baileys Great Britain at Diageo to hear more about the Bailey’s Treat Squad program, and how creator marketing and creator partnerships have evolved as well as how to ensure you are working in the best way possible with your creators.

Day 2, 8 July: Giving Creators the Keys: How Jeep Built a YouTube Campaign People Wanted to Watch

Taking place on Day 2, the Creator Economy + Culture Marketing Stage saw an incredibly insightful panel made up of Blake Samson, Content Creator, Mountain Biker, and Adventurer, Kelly Woods, Brand Communications Manager at Jeep, and Mitch Syrett, Executive Creative Director at Uncovered take to the stage to unpick Jeep’s first foray into a long-form creator led campaign to shift brand perceptions.

Day 3. 9 July: Culture out of Category

Despite being the final day of the show, the Creator Economy + Culture Marketing Stage saw no signs of slowing down with a powerhouse panel moderated by Oyin Akiniyi, Brand Communications, Content and Partnerships Director at Pernod Ricard consisting of Abbie Thomas, Global Digital Content and Social Media Manager at Barilla, Tumisha Balogun, Co-Founder at Tag Agency, Honey Akinboboye, Brand Marketing Manager at Barclays, Cassia Colling, Social Lead at Vodafone. Examining how to show up where your audiences engage and diving into how to find a place in culture that makes sense for your brand and audience, this is panel you don’t want to miss hearing about. 

All sessions are now on our YouTube channel. Great to watch whilst you’re on the beach, on the train, or at work!  And over the course of the summer and next few months, we'll be summarising and highlighting several of the standout keynotes, so you can have a weekly dose of marketing inspiration!