Pinning down how to produce needle-moving creativity in the era of content overload was a hot topic. Sessions delivering innovative playbooks included a behind-the-scenes look at Jaguar’s uber-discussed 2024 creative rebrand, strategies for building striking sonic identities from Swedish sonic branding agency Epidemic Sound and a masterclass in sticky brand creative from TikTok.

Across multiple sessions, speakers paid much-needed attention to brand and business strategies for bridging the growing ideological divide between young men and women, as well as tackling ongoing gender disparity. Key focuses included re-evaluating assumptions of Gen Z’s innate wokeness, calls for anti-manosphere portrayals of masculinity, dispelling meritocratic leadership myths, and actionable blueprints for women’s sports equality.

Multiple sessions homed in on harnessing the ever-expanding opportunities within gaming’s virtual environments, primed to connect with eager users more than amenable to brand participation. Highlighted strategies include virtual routes into real-world commerce, keying into gaming’s central role in family time, and concentrating on gameplay as a vital component for building brand affinity.

Amidst widespread rollback of DEI initiatives in the US, speakers stressed the major positive brand perception impact of LGBTQ+ inclusive advertising, outlining the importance of adopting a holistic approach when crafting campaigns. Key pathways spanned fostering inclusive company practices, unearthing must-know insights via community consultation and backlash-resilient post-campaign talent care.