20th May 09:40 - 10:00: Opening Fireside Chat
Jamie Laing: Conquering Candy, Culture & Conversation – Authenticity in Action
From reality TV to real impact, Jamie Laing has become a master of reinvention – building cultural relevance across three major media touchpoints: brand, broadcast, and podcast. In this energising fireside chat, Jamie unpacks how authenticity has been the consistent thread powering the success of his sustainable confectionery brand Candy Kittens, his bold voice on BBC Radio 1, and his candid podcasting ventures.
With tangible insights into building trust with Gen Z and millennial audiences, creating values-driven content, and scaling a brand with purpose at its core, this session offers real takeaways for brands, agencies, and media owners navigating today’s attention economy.
Jamie will also reflect on his recent ultramarathon for Comic Relief and what it revealed about positive masculinity – offering a powerful counter-narrative to portrayals like Netflix’s Adolescence and showing how vulnerability can be a superpower in both storytelling and leadership.
Explore:
Embedding authenticity in brand-building and cross-platform storytelling
The role of values and vulnerability in reaching younger audiences
Why positive portrayals of masculinity matter – and how media can shape them
What cross-platform success looks like when purpose is the driver
This will be a Campaign exclusive – a rare chance to hear how one cultural entrepreneur is using influence (across three mediums) to spark conversations that matter and power positive cultural change.