Anything you can do, London can do…wetter? With a bit more rain (and apparently fewer freebies) than Austin, SXSW London has returned for its second year in the city. In this blog, EMEA Head of Cultural Strategy & Insights, Paul Greenwood, Creative Producer, Holly Emmerson and Head of Research & Insights, Stef Koutroumanidis share their takeaways from the festival.
Paul Greenwood, EMEA Head of Cultural Strategy & Insights
Content is still king, but only when it behaves less like advertising and more like IP.
The strongest ideas from SXSW London weren’t about making more posts and more content. They were about building worlds, formats, characters and communities that people want to participate in. Be the IP, but don’t over-control it. Don’t just talk like a creator – make like one.
AI was everywhere – obviously.
While AI was mentioned in pretty much every session, the real takeaway wasn’t production, it was judgment. As content becomes infinite, the scarce skill is knowing what deserves to exist, what should be deleted, and what needs to be started again.
Community, Community, Community.
The other big theme was community. From Fortnite, (Italian) brain rot, Roblox worlds, memes, clipping and inside jokes, the internet’s real currency is participation. Audiences consume. Communities remix.
Holly Emmerson, Creative Producer
True brand purpose cannot be owned by a corporate spreadsheet.
A major highlight was Ben (co-founder of Ben & Jerry’s) dropping a truth bomb on brand ownership and activism. Highlighting the ongoing “Free Ben & Jerry’s” movement, he shared his perspective on how inter-company dynamics can impact a brand’s public voice on social issues. And not one to miss an opportunity for some activism, Ben urged the crowd to head to social and support the cause.
Words from an advertising legend
A sit-down with Sir John Hegarty was one not to be missed! Hegarty believes business schools are flawed because they teach everything except what drives growth. They are currently spreadsheet-thinking and process-driven. But business isn’t a process, it’s a creative act. Research shows that companies that engage with creativity have higher return to shareholders and higher organic growth.Creativity is an expression of self, and in a world of AI, creativity is your competitive advantage.
Spice up your life way of thinking
Pop icon Mel C took the stage to advocate for mental health and neurodiversity, sharing how moving her body helps calm her brain and keep her focused while managing ADHD. Her biggest takeaway was that we need to change how we view unconventional minds. She argued that we should be praising kids who daydream in class instead of telling them off – innovation doesn’t happen in a rigid box..
Stef Koutroumanidis, Head of Research & Insights
SXSW ft. AI
AI expectedly was a core element of all talks, with a key takeout that if one feels behind the curve, they are already ahead. Curiosity and courage in trying things was put forward as the single biggest blocker to AI adoption (one that I think We Are Social is ahead of the curve on!) Whilst AI has changed various industries, it cannot replicate five human capabilities that we need to embody: Curiosity, Courage, Compassion, Creativity and Communication.
Barriers to success
There was a lot of conversation around AI adoption and how Europe can keep up with North American and China. While curiosity and courage play a part, the ultimate barrier to AI adoption is investment. Rather than being technically behind or limited due to creativity, startups simply don’t always have the funds available.
The age of attention
Many talks reaffirmed that we are in the age of attention (duh). But brands that remain memorable win. And staying memorable means better storytelling. Not in the traditional sense, but by platform and audience.
For more from SXSW London check out Holly’s BTS video here.
