2026 Programme
EXPERT ZONE
11:05
EXPERT ZONE
BEYOND the poster:
Brands that cut through in a fragmented world
11:05 - 11:35
Panel, 30 mins
Reaching audiences is no longer the challenge. Holding their attention is.
As media channels multiply and audience behaviour becomes more fragmented, entertainment brands are under pressure to show up consistently, clearly and with relevance across multiple platforms. The question is no longer just where you appear, but how your brand is experienced wherever it appears.
In this Expert Zone panel, Michelle Penston, Paul Goodman and Richard McDermott from Dewynters explore what it takes to build a cohesive brand in a multi-channel world. From tone of voice and creative consistency to the role of organic social and the continued relevance of traditional media, this session examines how brands can create impact without losing clarity.
The discussion will cover how successful campaigns operate as connected ecosystems rather than isolated outputs, why “human” content is increasingly driving engagement, and how marketers can balance fast-moving digital channels with longer-term brand building.
Expect practical insight into how to create brands that resonate across platforms, stay culturally relevant and build lasting audience connection in an increasingly noisy market.
11:40
Customer Service as a Marketing and communication strategy:
Who owns the conversation?
11:40 - 12:20
Panel, 40 mins
Customer service is no longer just operational. It is arguably one of the most visible, emotional and brand-defining communication channels in the experience economy. Every email response, DM and automated reply shapes trust, perception and future purchasing behaviour but the resource required is heavy; whose team is responsible?
This panel reframes customer service as a core part of the marketing and communications mix. Who should own the voice of the customer when inboxes are overflowing and expectations are rising? How do tone of voice, response time and messaging consistency influence brand loyalty? And how can teams reduce volume without damaging relationships?
The discussion will focus on how marketing, comms, ticketing and customer service teams can work together to set expectations, design clearer messaging and use automation intelligently. Expect practical insight into how better communication upstream can reduce pressure downstream, while strengthening brand reputation at the same
12:20
lUNCH
13.00
To be announced…..
13:45
FROM SEO to AEO: Navigating the Next Frontier of Search
13:45 - 14:15
Marketing skills & advice, 30 mins
Search is changing fast. Increasingly, audiences are getting their answers from AI agents, chatbots and “no-click” search experiences rather than traditional search results. For organisations selling live experiences, that shift has major implications for how audiences discover shows, events and cultural experiences.
In this Expert Zone session, Dan Titmuss will explore what the move from SEO to AEO (Answer Engine Optimisation) means for marketing and communications teams responsible for reaching new audiences online.
Dan will unpack how AI-driven search is changing audience behaviour, why content now needs to be structured differently to surface in AI responses, and what practical steps organisations can take today to stay visible. Expect quick wins, arts-focused examples and practical guidance on how to make your content more “answer engine friendly”.
The goal is simple. Ensuring your organisation shows up in the places where audiences are asking questions, and turning those moments of curiosity into ticket sales.
14:30
To Be Announced…
15:15
Fresh Tea and Biscuits served
15:30
ticket legislation for marketers:
What you can (and can’t) say about price
15:30 - 16:30
Marketing skills & advice, 30 mins
New ticketing legislation means marketing teams must be clearer than ever about how ticket prices are advertised. From “from” pricing and booking fees to transaction charges and promotional messaging, what appears in marketing materials now carries greater scrutiny.
Following the webinars hosted by On Sale Group in partnership with STAR (Society of Ticket Agents and Retailers), this practical session provides a clear recap of the legislation and what it means specifically for marketing and communications teams.
Through on screen illustrative examples Jonathan and Emily will walk through what is compliant, what isn’t, and where organisations could get caught out. Attendees will also have the opportunity to ask questions and sense-check their own marketing approaches.
A practical session designed to ensure marketing teams understand the rules, reduce risk and advertise ticket prices with confidence.
