Marketing, Influence and Culture at Loeries Creative Week

As technology accelerates the pace of change, ideas that once took years to shape culture can now influence behaviour in a matter of days. In this environment, human creativity, cultural intelligence and original thinking remain the qualities that distinguish brands, creators and businesses from the rest, says the agency.

These are the conversations dentsu X South Africa says it aims to bring back to Loeries Creative Week with the second edition of MIC. This year, the masterclass turns its focus to the future of creatives, exploring how the creative industry is changing and what this means for brands, marketers, creators and the wider culture around them, adds the agency.

This masterclass will include two panel conversations.

Brand Panel

"The Future of Creative Growth: How brands win in an attention economy" — aimed at exploring how brands can unlock growth through creativity and what it takes to earn attention in a competitive landscape.

Cultural Panel

"The Future of Creative: Who shapes influence now?" — this panel aims to unpack the changing nature of influence and explore how cultural conversations are being formed in an era where technology, creativity and human connection increasingly intersect.

As culture continues to shape consumer behaviour, influence and business growth, Lebogang Moerane, Head of Social and Influencer, says there is an urgent need for brands to move beyond simply participating in culture and instead define the value they bring to it.

"Brands wants to be in culture but we haven't taken the time to define what value it will bring and what is the authentic space they want to occupy in it. The MIC conference promises to interrogate culture as a key growth driver straight for the heavy hitters in the industry," says Moerane.

For Marcel Swain, Managing Director of dentsu X South Africa and moderator of the culture-focused panel, the future of creativity depends on bringing together diverse perspectives and recognising the uniquely human qualities that technology cannot replicate.

"Having worked across both brand and agency, I've seen firsthand the shift on how valuable it is to bring together people with different experiences and expertise to drive meaningful change. The most impactful ideas often emerge when diverse or unexpected voices are part of the same conversation. That's what MIC is all about," says Swain.

The session is open to creatives, marketers, brand leaders and anyone curious about where the industry is headed, concludes the agency.

Registration via Webtickets is required and tickets can be reserved here.

For more information, visit www.loeries.com. You can also follow the Loeries on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor