Edelman SXSW London 2025

Who Owns Your Brand?

This session delves into the threats and opportunities posed by AI-driven platforms, exploring how believable fakes undermine trust, the fading role of traditional media gatekeepers, and the double-edged power of influencers. Discover strategies to maintain narrative consistency, uphold social responsibility, and future-proof your brand against the evolving risks of generative AI, ensuring your story remains authentic in an ever-fragmented digital landscape.

The panel:

Jackie Cooper: Chief Brand Officer at Edelman.

George Leney: Director of PR & Communications at Samsung.

Caspar Lee: YouTuber and Investor with 10M+ followers.

Nick Tran: CMO ex-Farfetch, TikTok, Disney.

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Sober Is the New Cool – What Gen Z Wants and Why It Matters

Ethan Tuxford, Edelman’s Brand Director and EMEA Gen Z Lab Lead, and JD O’Lone, Heineken’s Global PR Lead, explore how Gen Z is reshaping industries and social norms. Through the lens of Heineken’s 0.0 Reasons Needed campaign, they unpack Gen Z’s shift toward moderation, wellness, and personal autonomy.

This fireside chat delves into key topics like the movement toward alcohol-free options, the rise of choice and flexibility, and creating culturally relevant messaging that resonates with Gen Z’s values. Learn actionable strategies to connect authentically with this generation’s demand for transparency, purpose, and inclusion.

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Earned Obsession: Why Fandom and Culture Rule Brand Loyalty

Formula E CEO Jeff Dodds and Edelman’s Brand Managing Director Suzy Socker explore why fandom and culture rule brand loyalty. How do you convert awareness into loyal customers, and loyal customers into raving fans? This chat explores fandom as a cultural and economic force reshaping industries.

Jeff and Suzy reveal how earning a role in culture and society through meaningful fan engagement can transform brands. From decoding fan behaviours to unlocking the role of earned trust, they’ll share how cultural relevance turns fandom into a movement, not just a marketing strategy.

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