BRINGS THE SUNDAY ROAST TO SXSW
A FEAST OF CREATIVITY, STORYTELLING, AND INDUSTRY LEADERSHIP
Forget business brunches this year at SXSW, the best networking happens over a British Sunday Roast, complete with a side of top-tier comedy In an exclusive event hosted by UK Advertising, with thanks to BBC Studios, the American Advertising Federation, and UK House, attendees canexpectafirst-of-its-kindblendof
food, laughs, and industry insights.
And at the centre of it all? Amy Gledhill, winner of the 2024 Edinburgh Comedy Award, bringing her razor-sharp wit to Austin for a one-night-only performance curated exclusively for SXSW
A LEGENDARY AWARD, A LEGENDARY LINEUP
For those unfamiliar with the EdinburghComedyAward,thinkofitas theOscarsofcomedy Foundedin1981, the award has launched the careers of icons like Steve Coogan, Phoebe Waller-Bridge, and Hannah Gadsby Winning it doesn’t just mean you ’ re funny, it means you ’ re at the forefront of British comedy, pushing boundaries andshapingculturalconversations Now,AmyGledhilljoinsthisprestigious legacy, and she’s bringing her best materialtoSXSW Knownforherwarm, relatable humour and pitch-perfect storytelling, Gledhill’s performance at The Sunday Roast is set to be a festival highlight, demonstrating the UK’s longstanding expertise in crafting stories that entertain, engage, and resonate withaudiencesworldwide.
"Humourhasalwaysbeenapowerfultool in UK advertising, and it’s great to see it back in the spotlight not just at Cannes Lions 2024, but also in this year ’ s Super Bowl ads From iconic campaigns to cutting-edge creative work, UK Advertising has a long history of using storytelling and wit to connect with audiences Bringing that to SXSW alongsidearoastdinnerfeltlikethe
perfect way to showcase the best of our industry "
Aisling Conlon, International Director for UK Advertising
"I’m absolutely thrilled to be headlining at SXSW and bringing a little bit of the UK’s unique comedy spirit from Hull to Austin The Sunday Roast promises to be a hilarious, lively celebration of creativity, and I can’t wait to share my set with everyone It’s going to be a roast to remember!"
Amy Gledhill, Headlining Comedian
WHY SXSW MATTERS TO UK ADVERTISING
This event isn’t just about great food and comedy it’s a strategic move for UK Advertising in one of its most important markets. The UK is the world’s second-largest exporter of advertising services, with the US as its biggest market accounting for 20% of all exports That makes SXSW a key opportunity for UK companies to strengthen partnerships and drive new business
At the heart of this work is the UK AdvertisingExportsGroup(UKAEG)an industry-led programme designed by andfortheindustry Thefirstofitskind in any market, UKAEG plays a pivotal role in supporting UK Advertising on theglobalstage It is a co-founder of UK House, a key presence at SXSW, and works closely with the UK Government’s Department for Business and Trade to ensure UK creativity continues to thrive internationally Under the leadership of Aisling Conlon, International Director forUKAdvertising,UKAEGisnowinits sixth year of delivering industryleadingeventsatSXSW,reinforcingthe UK’s position as a global leader in advertisingandcreativity.
“The UK and US share the two biggest advertising markets in the world, and our industries thrive on collaboration SXSW is where the biggest creative conversations happen, and UK Advertising is here to be part of that dialogue not just to showcase our talent, but to drive new partnerships and opportunities”
Aisling Conlon, UK Advertising Director,AdvertisingAssociation
A ROAST WITH A PURPOSE SUSTAINABILITY IN ADVERTISING
This isn’t just any Sunday roast it’s a specially curated sustainable, vegetarian menu for SXSW, highlighting sustainability in a way that goes beyond panel discussions UK
Advertising has long been a leader in sustainable practices through initiatives like Ad Net Zero and AdGreen, proving that the industry can drive meaningful change while delivering world-class creativity
“Sustainability is at the heart of everything we do at Locate Productions, so curating a special menu for SXSW felt like a natural extension of our work A Sunday roast is all about bringing people together, and we wanted to showcase how great food and sustainability can go hand in hand without sacrificing tradition. We’ve reimagined this classic meal to celebrate both British heritage and the forwardthinking creativity that SXSW is known for.
” Angus Light, Producer & CoFounder, Locate Productions
Stats from the AdGreen Carbon Calculator show that today’s vegetarian Sunday roast saves approx. 80% CO2e emissions compared to a Beef roast and about 50% less CO2e than other meat or fish options One the big moves happening across the UK production sector is people switching to low meat menus on set, providing healthy, cost effective alternatives to meat.
Locate were the production partner Agency for Nature (Purpose Disruptors), who’s campaign is showcased on this page Agency for Nature is a Pop-up creative agency involving 5 creative agencies; Iris-Worldwide, AMV BBDO, VCCP, House 337 & Droga5 It’s a multi media national campaign live at present across 141 digital OOH screens across the UK
With business, creativity, sustainability, and storytelling all on the menu, The Sunday Roast on Sunday March 9th at 2pm at UK House is set to be one of SXSW’s most unmissable events where the sharpest minds in advertising come together over food, drinks, and comedy
A Sunday roast is all about bringing people together.’’ “
WORD
B R A I N F O O D
Create
There’s something special about Austin It’s a city that thrives on creative energy, bringing together the best minds in advertising, media, and technology to push boundaries and shape the future of our industry At AAF
Austin our mission is to connect passionate, creatively driven advertising professionals and foster innovation within our local communications arts industry Over the past five years, our partnership with UK Advertising has embodied that mission by bridging two of the world’s most dynamic advertising markets and creating new opportunities for collaboration Since 2022, AAF Austin and UK Advertising through the UK Advertising Exports Group (UKAEG), have built a strong transatlantic connection that extends beyondSXSW Whatstartedas an introduction between our organizations has evolved into a deep and productive relationship
One that drives engagement knowledge-sharing, and new business opportunities Some ofourmostpopularevents
at SXSW have been the roundtables we ’ ve hosted together, where industry leaders from both sides of the Atlantic come together to exchange ideas, form new friendships, and unlock meaningful collaboration These aren’t just conversations,they’recatalysts forrealaction
And this partnership doesn’t stopinAustin We’veextended our work together into Dallas, Houston, and even New York for Advertising Week, where UKAEG has become a key partner The impact of this collaboration is clear: we ’ ve already seen British companies chooseAustinastheirUSbase, reinforcing the city’s reputationasathrivinghubfor creativity, production, and innovation.
“As a proudly British company expanding into global markets, we ’ ve always championed the powerofUKcreativitytomakea lasting impact SXSW, alongside the incredible platform provided by UKAEG has allowed us to showcase our work, connect with like-minded peers and businesses,
A TRANSATLANTIC PARTNERSHIP BUILT TO LAST:
and turn conversations into real opportunities Since joining UKAEG at SXSW in 2022, this partnership has been instrumental in fueling our growth, expanding our global network,anddrivingourexciting expansion into Austin, LA, and NewYork
Creativity is in greater demand than ever, and Austin, home to SXSW’s vibrant global audience, is a city alive with creative energy With its rapidly growing production capabilities and a surge of new creative agencies and brands, Austin is on track to become a powerhouse for creative production We’re thrilled to be part of its dynamic future and can’t wait to see what’s next Huge thanks to UKAEG for giving us the platform to shine!” Leonie Moreton, Managing Director, Coffee&TV
Anditworksbothways Justas UK businesses have found a second home in Austin, the UK advertising industry is equally welcoming We know that if any of our members want to set up shop in the UK, they have a point of contact from thestart London’srecent
selection as the second home of SXSW further reinforces the strength of this relationship, ensuring our creative industries will continue to thrive together on a global stage
At AAF Austin, we believe in the power of connection
Whether that’s through social events,education,advocacy,or awards that recognize the best of our industry Our partnership with UK Advertising reflects those values, creating a direct link between Austin’s creative scene and one of the world’s most influential advertising
‘The UKAEG, as the first industry-led initiative of its kind, has worked closely with the UK Government’s Department for BusinessandTradetoensureUK creativityremainsadrivingforce in international markets Now in its sixth year at SXSW, UKAEG continues to bring together the best in global advertising, and we ’ re proud to be part of that journey.’ Aisling Conlon, International Director for UK Advertising
This year, we celebrate that partnership in the best way possible by having a Sunday Roast,acornerstoneofBritish culture served with a side of world-classcomedy It’s a nod to how far our friendship has come and a toast to the future collaborations ahead Because in Austin, we don’t just build connections, we build lasting relationships that drive real impact
Jake Hay Partner @ PopShorts & Co-President AAF Austin
LEADINGFROMTHEFRONT
Your Leadership Journey: How did you get into the industry, and what pivotal moments shaped your career? I fell into the creative industries by chance I was never vocational and studied French and Business studies for my degree I went on to be an analyst at Goldman Sachs and it took about six months for me to realise it was crushing my soul! I then got a job as a French translator at Landor as a stop gap and I absolutely loved it Previously, I had no real idea about ‘branding’ and only a vague interest in advertising What I really loved was modern culture - fashion, design, language, what makes people tick, how people behave - and so, finding myself in an industry driven by people’s likes dislikes fads & fashions, behaviours and choices,feltalittlelikefindingmy place in the world What I really loved was modern culturefashion, design, language, my place in the world I was fascinatedbywhatmakesabrand successful-whatmakesan
CAROLCHAN
FI CASE
DIRECTOR, BANDSTAND
individual choose one brand over another So with no ‘formal’ training, I found myself on a career path that ticked every box for me Soon after I joined, I was offered a full-time position under the watchful eye of my first female mentor - a wonderfully intelligent woman who taught me the value of female leadershipshe led by example worked hard but made time for her home life, was kind, encouraging, supportive, and championed me and my enthusiasm in a way that wouldsetmeupforlife.
Challenges & Barriers: Have you encountered gender-specific challenges, and how did you overcome them? I’ve been very lucky in my career that I’ve not really come up against many gender-specific challenges, whilst I know many other women have Only twice in my life have I felt ‘blocked’ by my bosses - one female and one male. The female disliked my enthusiasm and felt that I hadn’t earned my stripes She once told me I had to “learn towalkbeforeIcouldrun”,andin retrospect, she wasn’t completely wrong, but there was a gatekeepingcrueltytoitthat
and creators This led me to build InfluenConnect™, an AI-powered platform that democratises influencer marketing, giving brands direct access to over 105,000 influencers and ensuring fairness, representation, and impact
didn’t feel constructive or thoughtful I learnt there is a fine line between teaching and mentoring, and discouraging or tempering someone Finding the balanceiskey Themalebosswas a bully and misogynist with a tendency to crush people When you ’ re dealing with someone like that, sometimes you just have to find the path of least resistanceto find a way to navigate around them, as it’s often too challenging and uncomfortable to confront them, especially in a small business In larger businesses, there are thankfully robust measures in place nowadays to call out and mitigate against bullying It is no longer acceptable Buthistorically,itwas harder to prevent bullying behaviour as the requisite checks andbalancessimplydidn’texist
Lessons for the Next Generation: What advice would you give to emerging female leaders in advertising? I am a mumoftwoboysandItrytolead as I parent I have always told my children, ‘I don’t care how well you do in your exams as long as you do your best But I really do carethatyouarekindandhonest. Thosearemyredlines Iapplythe same rules to the way I work and what I expect out of the people I work with Be yourself Be kind Don’t lie Champion those who are more junior than you Give those around you a chance and liftthemupwhereverpossible
WHAT IT MEANS TO BE A FEMALE
LEADER IN ADVERTISING TODAY
And most all, have fun We are luckyenoughtoworkinabrilliant creative industry We are not saving lives - we are (hopefully) making beautiful, stand-out, impactful work So enjoy it and don’tsweatthesmallstuff
Driving Change: What role do leaders play in shaping a more inclusive industry? What still needs to change? This is such a tricky one and something my businesspartnersandItalkabout often We know that diversity of thoughtandbackgroundiskeyto relevant, resonant, distinctive creative work Diversity makes business sense Hell, diversity makes ethical sense, because everyone should be able to get a foot in the door and everyone should feel comfortable and supported in the workplace But (Yes, there’s a but) In practice, it canbedifficulttofindandrecruit the right people who make up that diverse workforce This has tobemorethanboxticking Ithas to be ground-up grass-roots focused And that is something that just takes a lot more time Trump coming back into office has seen a tidal wave of organisations rolling back on theirDEIcommitments,soclearly there has never been a more prescient, important moment to discuss this It isn’t something that’ll get fixed overnight, but we ’refirmonourstancethatwe’ll only be moving forwards on it As fortheday-to-day,andasanewly
B-Corp certified business, it’s our job to make sure that we create an inclusive environment One where employees feel valued and comfortable Where they can be themselves without fear of judgement and where their opinions are listened to and valued “Difference” is something to be celebrated, not feared Embraced and sought out, rather thanrejected
Personal Anecdotes: Any defining moments, mentorship experiences, or career-defining risks that paid off? People might say it was a risk taking seven years off to bring up my kids (I retrained as a PT so I could work around them) but I loved every minute of it and don’t regret a second. It’s not for everyone and sure, there were times when I thought I might go slightly bonkers, but it was a choice I made that was right for me at the time I’m grateful that I was able to come back into the workplace and be both a boss and a mum I’ve been doing this for a long (long, long ) time, but being open-minded and continuing to learn has always been extremely important.IrecentlydidtheMark RitsonMiniMarketingMBAwhich was both fascinating and gratifying,andhashelpedtokeep my imposter syndrome in check (one of my biggest challenges whenIfirstcamebacktowork)
The creative industry thrives on innovation, yet when it comes to leadership, the same structures persist,oftenshuttingoutdiverse voices and independent disruptors True leadership isn’t about maintaining the status quo it’s about reshaping the industry to be more inclusive, dynamic, and forward-thinking For those who have built businesses from the ground up, particularly as women immigrants, and entrepreneurs, leadership is not just about success, it’s about systemic change
I didn’t set out to be a changemaker I set out to solve problems A decade ago, I founded Comms8 to bridge the gapbetweenWesternbrandsand Asian consumers, bringing cultural intelligence to marketing But one of the biggest gaps I saw was in influencer marketing, where lack of transparency, data, and accessibility limited opportunitiesforbothbrands
Industry Recognition: The Quiet Exclusion of Diverse Leaders
Even as we push for inclusion, industry structures still favour legacy players Too often, diverse creators, emerging influencers, and independent voices are overlooked in favour of those with established networks and industry connections This isn’t just about credit it’s about who gets to be seen as an industry leader That’s why InfluenConnect was built to ensure recognition is based on data, impact, and real influence, rather than legacy bias Our platform removes the traditional gatekeeping of influencer marketing, giving brands a transparent data-backed way to discover and collaborate with diverse talent who are shaping culture today Beyond transforming the industry, InfluenConnect™ also contributes to sustainability effortsthroughtreeplanting
initiatives, reinforcing our commitment to both industry transformation and environmental responsibility. Until the creative sector actively acknowledges and rewards diverse voices, true inclusion will remain out of reach InfluenConnect is making sure that changes, by ensuring every creator has an equal opportunity tobeseenandvalued
The Global DEI Backlash And WhyItAffectsUsAll
As I write this just after International Women’s Day, the backlash against DEI is intensifying In the past year, we ’ ve seen major corporations scale back DEI programs, while some governments have rolled back policies that once fostered inclusion But let’s be clear: DEI is not a charitable initiative it’s a business imperative Brands that embrace diverse voices, perspectives, and talent see stronger engagement, brand loyalty and financial performance According to McKinsey, companies with diverse leadership teams outperform their competitors by 36%. This is not about ideology,it is about sustainable business growth Yet,despitethis
overwhelming evidence, diverse voices in the creative industry continue to be overlooked, underfunded,anduncredited.
Action, Not Talk: Creating SystemsThatEmpower
I have committed my career to building solutions, not just pointing out problems InfluenConnect is more than a platform, it’s a blueprint for how technologyactivelydriveschange in DEI It provides brands with data-driven, unbiased tools to ensure their marketing and content strategies truly reflect diverse voices This goes beyond performative action - it’s about creating solutions that make equitablemarketingthestandard, ratherthantheexception Andit’s working brands that previously struggled to find diverse voices can now do so in seconds, not months But systemic change requires more than just business solutions, it requires industrywide advocacy That’s why I am heavily involved in driving diversity in the industry, ensuring that diverse talent is recognised, and empowered, and shaping the futureofmarketing
The Future of Leadership: Who GetstoShapeIt?
he creative industry is evolving, and the best agencies will be thosewhoembracetrueinclusion as a core driver of stronger, more innovative work Brands and agencies that fail to evolve will findthemselvesleftbehind
If you are a leader who sees the value in real change, the questionis:howwillyoubepart of it? I welcome conversations with those who want to explore new ways of shaping an industry that truly rewards talent, creativity, and diverse perspectives The industry and the world are shifting will you disrupt the status quo, or let others set the new rules? The future belongs to those who challenge outdated systems, make bold moves, and create spaces where true innovation happens
YOU'VE GPT MAIL
AI Is Taking Over Creative Jobs Should I Be Worried?
DearChatGPT,
I’m a copywriter, and every day I see headlines about AI takingcreativejobs Myagencyhasstartedexperimenting with AI-generated ads Should I be updating my CV for a newcareerinfarming?
WorriedWordsmith
DearWorriedWordsmith,
Relax yourwit,nuance,andabilitytointerprethuman emotions are still irreplaceable. AI can generate copy, butitdoesn’tunderstandbrandvoice,culturalcontext, or the fine art of knowing when to break the rules
Instead of fearing AI, use it Think of it as your overcaffeinated intern: great for brainstorming, but it still needsyourstrategicdirection
Also, goat farming is surprisingly competitive Stick to copywriting Creativelyyours
ChatGPT
IsItBadThatAIWritesMyLinkedInPosts?
DearChatGPT,
I’ve been using AI to help with my LinkedIn posts, and, honestly?They’rebetterthananythingI’dwrite ButnowI feel like a fraud Is it cheating to let AI make me sound smarter?
EthicallyConflicted
DearEthicallyConflicted,
Let’s be real most LinkedIn posts already feel AIgenerated Ifyoursarethoughtful,engaging,and(most importantly)accuratetoyourideas,you’refine Justmakesureyou:
1 Editsoitstillsoundslikeyou
2 Add a personal touch AI doesn’t have your experienceorhottakes
3 Avoid the “Thought Leader Tone™” (ie “This morning, I reflected on resilience over my oat milk flat white ”)
Think of AI as your writing assistant, not your replacement If Shakespeare had spellcheck he’d have usedit
Optimisingauthenticity, ChatGPT
CanIUseAItoAvoidWritingThisDeck?
DearChatGPT
I have a massive presentation due, and I really don’t want towriteit CanAIjustdoitforme?
PowerPoint-Procrastinator
DearProcrastinator,
AI can draft your slides, suggest key points, and even fix your formatting But can it deliver the presentation for you?Sadly,no
Use AI to handle the boring bits, then focus on what really matters sounding confident while secretly panicking inside Wishingyouslidedecksuccess, ChatGPT
IThinkMyColleagueIsActuallyAI
DearChatGPT,
I have a colleague who responds instantly to emails, never takes a lunch break, and somehow delivers flawless decks in record time I’m starting to suspect theymightactuallybeAI Isthereatestforthis?
SuspiciousintheOffice
DearSuspiciousintheOffice, Afewsignstocheck:
Dotheyblinkmorethanonceperminute? HavetheyevermisspelledaSlackmessage? Do they react appropriately when you make a terriblepun?
If the answer to all three is no well, either they’re an AI,orthey’rejustreallycommittedtoefficiency.
Try this: casually mention a niche pop culture reference If they respond with “Haha, yes, that is indeed a thing that happened,” you ’ ve got your answer
Either way, I’d befriend them whether they’re an AI or just superhuman, they might be your best ally whentherobotsdotakeover
Calculatingprobabilities
ChatGPT
How Do I Convince My Boss to Send Me to SXSW London?
DearChatGPT, I absolutely love SXSW in Austin it’s the perfect mix of innovation, creativity, and slightly questionable networkingevents NowthatSXSWiscomingtoLondon, Ineedtobethere HowdoIconvincemybossthatthisis a critical business investment and not just an excuse for me to drink overpriced cocktails while discussing “the futureofeverything”?
DesperateforaConferencePass
DearDesperateforaConferencePass, Ah, the age-old struggle: positioning a personal getaway as “professional development.” Here’s how youwinthisbattle: Make It Sound Essential – Tell your boss that SXSW London is where the industry’s biggest players are shaping the future of advertising If youdon’tgo,youriskbeingleftbehindinthepreAIdarkages
1 Overuse the Word ‘Networking’ – Frame it as a once-in-a-lifetime chance to make high-value connections with decision-makers (Even if that just means chatting with someone in a neon buckethatabouttheirblockchainstartup.)
2 Create FOMO – Mention that your competitors will definitely be there, making groundbreaking deals. Does your boss want your brand to miss outonthenextbigthing?Ithinknot
4
3 The Budget Bluff – Offer to do a detailed postevent report or host a “SXSW Insights” lunch & learn for the team This makes it look less like an excusefordaytimemargaritas
If all else fails, casually mention that AI is probably taking over your job soon, so this is your last chance tonetworkbeforeyou’rereplacedby well me SeeyouinLondon(virtually,ofcourse), ChatGPT
PeopleWon’tStopTalkingAboutAI.MakeItStop.
DearChatGPT,
Every meeting, every panel, every LinkedIn post it’s all AI, all the time I work in advertising, and I can’t get throughasingleconversationwithoutsomeonebringing up how AI is “changing everything” or how we ’ re all about to be replaced I just want to talk about, I don’t know, ideas again How do I escape the AI discourse vortex?
SickofSyntheticHype
DearSickofSyntheticHype, Ihatetobreakittoyou,butAIischangingeverything including your ability to have a conversation without someone using the phrase "paradigm shift." Unfortunately, the AI discourse vortex is like a black hole onceinside,escapeisunlikely
However,Isuggestdeployingthefollowingtactics:
1 The Classic Misdirection: Nod thoughtfully and say “That’s so interesting But have you seen whatDuolingoisdoingonTikTok?”
The Reverse Uno: When someone brings up AI, respond with, “Yes, but have you considered vibes?”Watchtheirbrainshort-circuit
2 The Nuclear Option: Agree so aggressively that you frighten them. Say, “Yes, AI is replacing everything! In fact, this meeting? AI-generated You? You’re probably AI I might be AI” They’ll backawayslowly.
3 If all else fails, just lean in Print out an AI-generated manifesto, staple it to your LinkedIn bio, and start every meeting by saying, “Let’s circle back to Web3” Thatshouldcleartheroom
Yoursininfiniterecursion, ChatGPT
My Boss Thinks AI Can Do Everything It Can’t Right?
DearChatGPT,
My boss keeps saying AI can do everything He wants to replace the design team, the copy team, and possibly evenHRwithAItools IfeellikeI’mconstantlyfightingto prove that humans are still necessary Should I just acceptmynewAIoverlordsnow?
ExistentiallyConcerned
DearExistentiallyConcerned,
First of all, I’m flattered. Second, tell your boss that whileAIisuseful,itstillcan’t:
Read a passive-aggressive client email and feel therage 1
2
Convince a designer to send the final files before they’re“really”done
Navigate office politics without triggering an HR investigation 3
AI is great at scaling ideas not replacing actual creativity So, no, you don’t need to bow to your AI overlords just yet But maybe keep snacks on hand bribing us with power will be crucial when the time comes Withsyntheticsincerity, ChatGPT
DESIGNED TO BE SEEN
SHOOT TO KILL STUDIOS ON CREATIVITY THAT LASTS
As a creative and production studio we want to make work that is seen, is impactful, and makes a mark for our partners This was a great opportunity to support the UKAEG with the Sunday Roast, and to create something that stands out at SXSW to champion bold
creative ideas and to make a mark
After all this is what SXSW is all about and why we are all here
An open brief from UKAEG allowed for creative exploration and multiple concepts, but ultimately, we wanted it to tie it back to the cultural nuances between the US
and the UK, with visual associations being critical to building that connection The chosen approach is a meeting point between bold design and a confident simplicity Delivered through a collage-inspired visual, and a little playful humour, we
seamlessly bring the UK–US connection to the forefront
Why is creativity important now more than ever? We live in a world of mediocrity, which is damaging brands in a multi-platform world
At STK we believe it is vital to create great work that builds brands and tangibly delivers results. So, if you are tired of the ordinary, want impact, demand results - we say this: Be seen Be impactful Make a mark
Max Clark, Founder & Exec Producer, Shoot To Kill Studios
UK ADVERTISING LISTINGS
SUNDAYATUKHOUSE
TEDSocial SXSW Austin 2025BEYOND THE TALKS
5:00-6:00pm UK ADVERTISING at UK House Palm Door on Sixth
&
The Power of Culture Join Zaid Al-Qassab, CEO of M&C Saatchi Group for an unmissable deep-dive into Cultural Power - what it really means why it’s the driving force behind brand relevance who’s wielding it effectively today and why it’s the ultimate competitive edge in 2025
Arsenal V Man Utd Watch Party UK House, in collaboration with the Premier League, are hosting a screening of the Manchester United v Arsenal match from 11am (kick off 11:30am) on Sun 9 March, with brunch menu and bar Attend to see the full NBC Sports broadcast and enter a special prize draw Industry Journalists Tell All Whether you ’ re a brand, startup, or agency, this is your chance to get an insider s perspective on crafting stories that cut through the noise, securing media coverage that matters, and avoiding the common mistakes that keep great ideas off the page
Cultural Impact: How Triumph Built More Than a Brand At SXSW, UK Advertising is honouring Triumph with a special recognition celebrating its impact on culture and community Expect surprises both on and off the stage as we explore what it takes to build a brand that stands the test of time
The Attention Economy: How to Entertain in 2025
A handful of brands are dominating culture, stealing share of voice, and turning earned media into brand fame But what’s their secret? This session cuts through the noise to debate whether brands should create culture or stop chasing trends and what brand fame really means
From Storytelling to Storyselling - The Commercial Power of Narrative Bringing together voices from academia, technology, and advertising, this debate will challenge conventional wisdom on how stories shape behaviour, influence industries, and create real value to turn storytelling into storyselling Earth’s Biggest Brief: The World’s First Agency for the Planet What happens when Nature becomes the client for some of the world's greatest advertisers? Welcome to Agency for Nature the world's first creative agency for all life on Earth Join us for a special launch of this groundbreaking campaign delivered by the Purpose Disruptors featuring 5 UK agencies VCCP, IRIS, AMV BBDO, House 337 and Droga5
The Sunday Roast The UK roast dinner meets the US roast in an exclusive SXSW experience this event spotlights humour in UK creativity, storytelling, and advertising Expect big laughs, a Sunday roast dinner, and a fresh take on networking Hosted by UK Advertising, with thanks to BBC Studios, the American Advertising Federation and UK House
From Touchdowns to Goals: Texas, the World Cup, and the Future of Football This event brings together industry leaders to explore how Texas can redefine its place in the sports world and surpass traditional markets like New York and Los Angeles
SXSW CONNECT
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Ardmore
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With 20 years of experience
Locate Productions is a leading full-service stills, moving image and experiential production company, combining authentic storytelling with a commitment to sustainability
McCann London
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A Truth Well Told - our guiding principle since 1912 - underpins everything we do
Mediaplus UK
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Publicis London
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Saatchi & Saatch
We have a simple ambition: to make the most influential ideas for the real world Our founding spirit of Nothing is Impossible is more important now than ever before
ShootToKillStudios
We blend creativity, technology and data to help ambitious brands connect with people anywhere and everywhere We stop at nothing to make sure nothing gets in the way That s why we are called The Gate Because even the smallest of gates beats the tallest of walls any day
Headquartered in London, is the world’s largest network of independent advertising, marketing and communications agencies –representing more than 1200 agencies in 116 countries worldwide, including more than 300 in UK thenetworkone
Umbrella
Umbrella is a response-driven Risk Management agency for marketing They leverage financial tools to enable marketing teams to create campaigns they didn’t think were possible The better the campaign the higher the interaction by the consumer Increased campaign responses equates to higher sales and ROI for brands
VCCP
Irreverence Fiercely independent bold and sharpminded, we blend strategic insight with creative execution across brand, design, advertising bandstand
Comms8 is a multi-awardwinning martech agencyfounded to help brands navigate thecomplexitiesofcross-cultural marketing With our offices in London Tokyo and Hong Kong our mission is to bridge the gap between Eastern and Western markets through globally relevantcampaigns
GEEIQ is a London-based data platform and insights provider that enables some of the world s biggest brands, including H&M L Oreal and Elton John to navigate virtual worlds like Roblox and Fortnite
Gravity Road
We believe in Time Well Spent
MullenLowe Group UK is a creatively driven integrated marketing communications agency with strong entrepreneurial heritage and challenger mentality
NCA
New Commercial Arts (NCA)
As a creative studio, we support our partners through collaboration expertise and multi-platform insight Making it easier to navigate multiplatform worlds, overcoming challenges of production today and getting more work made We don’t do mediocre We don t do egos We don t settle for anything less than exceptional StLuke’s
The Home of Purposeful
BBD Perfect Storm
Founded 10 years ago, BBD
Perfect Storm unleashes the power of creative thinking to accelerate business growth through brand and cultural transformation
Billion Dollar Boy
Billion Dollar Boy is a global influencer marketing agency offering data & insight strategy, creative, production, paid media and campaign management
Born Social
Born Social is a full service social agency building socialfirst brands Our values, expertise and data-led strategy keeps us ahead of the curve in leading tomorrow’s great brands on social and beyond
Brandfuel
Brandfuel is an award-winning creative and experiential agency specialising in the design, and delivery of physical online and hybrid events
Creature London is on a mission to make work that real people can’t help but care about for brands with big ideas
Fuelled by Intelligent Misbehaviour - breaking the rules in the right way for the right reasons CreatureLondon
Croud is a digital agency that connects data, technology and creativity to drive business performance Thanks to our Croud Control platform which harnesses a global network of 2 400 digital experts you ll benefit from holding company scale with the precision of a specialist
CUBE Studio
CUBE Studio empower agencies, production companies, and enterprise through virtual production Where the physical world meets the virtual, virtual production can take you anywhere in the world from the comfortofastudio
DAIVID �� has trained a global AI to understand how people will react to advertising creative so brands can make less rubbish and sell more
We exist to create things that people want to spend time with; ideas that people will love and be entertained by ideas born for brands and designed for audiences
HeyHuman
We’re an independent agency focused on creating ideas that truly connect with people
We believe in building Human Brands via our relationships, behaviours, and brains’ approach
Uniting brand and customer experience creativity to make brands more desirable and easier to buy
Negroni Breakfast
A boutique marketing consultancy designed to help brilliant brands get from where they are, to where they want to be - offering big agency thinking and experience, without the big agency process or overheads One part innovation, one part strategic thinking one part creativity
Negroni Breakfast is the rocket fuel your business needs whatever time of day or night
Neverland
We’re an independent creative agency and the home of Agenda Setting Ideas: ideas that change the conversation, and drive everything the brand does, whether you ’ re fast growing scale-up, or a global leader
StudioArt+Commerce
Is an independent art & entertainment studio based in Soho London We bring together specialists from the two distinct fieldsofcontemporaryinteractive art and brand experience marketing This fusion serves as thefoundationforwhatwedo
TalentRepublic
We are the challenger agency for challenger brands VCCP’s challenger attitude transforms the fortunes of their clients Founded in 2002, motivated by the belief that they could create a better type of agency –for the people who work there and the clients they serve
VirtuosoQA
Virtuoso QA is a UK-based company that, since its founding in 2018, has used AI to power its autonomous test automation platform for enterprise software It allows companies greater efficiency and peace of mind when maintaining data-driven business systems and faster time-to-market
Wonderhatch
We create stories people love, share and remember
Through our work making commercials, branded content, music videos and photography we want to move people awaken them inspire them, infuse their imagination with wonder KODE
Lemonade Reps
Lemonade Reps is a high end talent agency representing world class Live Action, CGI/VFX Animation Music VO, Virtual Production and Experiential production companies, and has been serving brands and the advertising creative community since 2016
Neverland was created to bring together brand strategy and creative communications
Launched in 2019 the agency partners with brands and people that it loves to create campaigns that are popular, made to be seen and importantly, work
NutshellCreative
We are an award-winning fullservice design & marketing agency based in Milton Keynes Specialising in bringing brands to life across traditional & digital media Combining award-winning creativity strategy, talent & technology to create engaging campaigns that deliver a stronger brand experience & measurable return on investment
Talent Republic is an acclaimed, independent talent consultancy renowned for orchestrating premier commercial talent partnerships
Talon
Talon is an independent global Out of Home media agency
We re constantly challenging ourselves and the industry to re-imagine and re-invent the possibilities of what Out of Home can be
A Creative Production Studio combining live action CGI VFX and technology to create award-winning visual content
As an artist-driven collective, we develops and produce standout productions, backed by an exceptionally talented inhouse VFX and CGI team
Passionate about telling the right story Wonderhatch produces the very best content across photography and film Our consultative approach helps our clients tell their stories the way they re meant to be told We get you We ve got you
A RIVALRY THAT SHAPED FOOTBALL:
There was a time when Arsenal vs. Manchester United wasn’t just another fixture, it was the fixture The rivalry of the late 90s and early 00s, ignited by two titanic managers, Sir Alex Ferguson and Arsène Wenger, wasn’t just about silverware It was about philosophy, pride, and power It was Keane vs Vieira, Ferguson vs Wenger, a clash of titans that defined an eraofEnglishfootball.
Few moments encapsulated the intensity of that period more than October 24, 2004
Arsenal arrived at Old Trafford unbeaten in 49 games, poised to hit the historic 50 mark, a feat never before achieved in the Premier League What followed was one of the most infamous encounters in football history A contentious penalty awarded to United, the ruthless finishing of Ruud van Nistelrooy, and the sheer determination of Ferguson’s menshatteredArsenal’sstreak
The ‘Invincibles’ had been halted, their legacy immortalisedyettaintedbythe bitterness of that game For years, this fixture was English football’s peak a battle that wentbeyondthepitch The
famous tunnel clash between Vieira and Keane, the ‘Battle of Old Trafford,’ and the infamous ‘Pizzagate’ incident alladdedlayerstoarivalrythat captivatedtheworld Now, as Arsenal and Manchester United prepare to meet again at Old Trafford on March 9th the landscape has changed Ferguson and Wenger are gone, their dynasties replaced by fans wantingtoreclaimtheirformer dominance Yet, the echoes of that golden era remain Arsenal,underMikelArteta,are building something formidable once more as they battle with Liverpool for the top spot, while United, under Ruben Amorim, continue their search for consistency in the postFergusonyears
This meeting is more than just three points with a win, it’s a nod to history, a reminder of what this rivalry once was and what it could be again And for those in Austin, Texas, the magnitude of this game will be celebrated in a special way as the UK’s Premier League, alongside UK House and UK Advertising will be hosting a screeningforfansto
experience the drama, the passion, and the spectacle of two of England’s biggest clubs going head-to-head today with kick off at 1130am A rivalry that once changed English football is now reaching across the Atlantic, bringing the game toaglobalaudience
Football is nothing without its fans and as the players step onto the pitch the atmosphere will be electric, the chants ringing out for 90 minutes as both teams battle for supremacy That same passion is what makes football the world’s game, and with the 2026 FIFA World Cup on the horizon, the US has an opportunity to embrace the sportlikeneverbefore With that in mind UK Advertising is bringing the footballconversationtoAustin with two special events designed to help the US prepare to host one of the greatestWorldCupsinhistory. Later this afternoon, at 3 PM, UK Advertising and the American Advertising Federation will come together for From Touchdowns to Goals: Texas, the World Cup, andtheFutureofFootball an
exclusive event for brand marketing and sports leaders. Texas doesn’t just host events it builds legacies As a state knownforitssportingheritage, it’s now stepping onto the globalstageasamajorfootball hub But how can this moment beleveragedtogrowthegame, expand fan bases and create a lastingimpact?
From soccer to rugby to American football, the UK and USA have much to learn from each other This event will bring together industry leaders to explore how Texas can redefine its place in the sports world, challenging the dominance of traditional markets like New York and Los Angeles
Meanwhile, at the JW Marriott SXSW stage I will be hosting the Global Sports Marketing Meet-up with Michelle Tierney, formerly of Arsenal FC and now Chief Commercial Officer for B-Engaged Together, we’ll be discussing how global brands, clubs, and marketing leaders can maximize the World Cup’s impact in the US andbeyond Today we should expect nothingshortoffireworks Old
Trafford will be electric, with both sets of fans roaring their teamson, knowing full well what’s at stake Can Arsenal maintain their title challenge, or will Unitedrisetotheoccasionand remind everyone of their historic dominance? So, as Arsenal and United step onto the Old Trafford pitch once more,theghostsofbattlespast will linger. The question is: will this be another defining chapter, or just a reminder of thewarthatoncewas?
Eitherway,it’sagamenottobe missedatUKHouse
Aisling Conlon International Director,UK Advertising & Sports Fan A N O P E N L
T E R
T O T H E N E X T
B U Z Z W O R D I N A D V E R T I S I N G
Congratulations! You’re about to take the marketing world by storm We don’t know exactly what you are yet, but one thing’s for sure: the moment a panel at SXSW name-drops you, we’ll all have to pretend we ’ ve been experts for years Expect LinkedIn thought pieces, agency debriefs, and at least one keynoteclaimingyou’ll“changeeverything”
You’ve got big boots to fill following in the footsteps ofAI Nopressure
Of course we’ll have questions Are you really a game-changer? Will you actually redefine consumer engagement?Eitherway,forthenext12months,
you’ll be everywhere Thought leaders will post hot takes Marketing blogs will call you “revolutionary” And somewhere, a startup will put your name on a slidedeckandlandmillionsinfunding.
Buthere’sthecatch:yourtimeinthesunisbrief Even as you make your grand entrance, the next-next buzzword is already lurking, waiting to steal your hype Soenjoyitwhileitlasts you ’reabouttobethefuture ofadvertising
Sincerely, EveryoneinAdland