“The Search for Truth” - How to achieve emotional resonance in a distracted world
Gen Z is constantly on a quest for truth; seeking authenticity, transparency, and real connections in all that they consume; and with 63% of Gen Z consumers preferring brands that offer meaningful experiences (McKinsey), an experiential strategy has never been more important.
Experiential work has the unique ability to cut through the noise by eliciting raw and authentic emotions. It transcends the superficial by creating immersive moments that feel real, compelling, and true to life. These experiences offer a sense of connection that resonates with Gen Z on a deeper level, providing them with something tangible in a world that often feels fragmented.
Hosted by immersive storytelling experts SWAMP, our panel will explore the secrets behind the success of their experiential work and how their theatrical expertise garners a uniquely human approach. SWAMP will discuss how they are bringing the fun, creating a lasting emotional impact and working with content creators to maximise IRL experiences in the digital world.
Why we’re excited:
- Sadie at SWAMP will share how they bring their storytelling expertise to the world of brand activations; and how their theatrical skillset allows them to incite powerful and authentic emotions - delivering astounding engagement results for their clients.
- From mansion parties for uni students to supper clubs and running meet ups, Maddie at Tinder will share how they are shaking up the dating world to bring their online community together IRL - and why their strategy is all about the feelings you want them to walk away with
- Charlie brings a wealth of experience from his 20 year career in the creative industries, including roles at the BBC, Lego and now ITV.
Charlie Cooper Henniker is Head of Brand Experiences at ITV where he’s responsible for the development and production of title-led and brand activity with a particular focus on content creator and commercial audiences. Prior to this Charlie was Director of Global Production at the LEGO® Group, creating content and experiences for fans. He has also led event and production teams at BBC Studios, toured comedy shows internationally and at the Edinburgh Festival Fringe, published on the topic of Indian Cinema and produced a range of theatre projects.
Madeline Riley is a highly experienced marketer with a passion for creative that blends culture, storytelling and audience insight. Before joining Tinder, Madeline was the EMEA Marketing Manager at Meta, and established her career working with in ad agencies across brands such as Audible, BMW, Mentos, and The Times. Madeline is also the host of 'To Whom it May Concern', a podcast centred on navigating career milestone and moments of failure.
Sadie is a writer/director for theatre and creative director of SWAMP, an experimental theatre company and brand experience agency. She holds an MFA in Theatre Directing from Birkbeck and has been resident director at Leeds Playhouse.
She has directed productions at theatres across the UK, including the Young Vic, Park Theatre, and Southwark Playhouse, as well as in ‘found’ and ‘phygital’ spaces for SWAMP.
For brand experiences, Sadie’s clients include: PRIME VIDEO - ITV - NETFLIX - WARNER BROS - LEGO - HEINEKEN - PERNOD RICARD - HENDRICKS - EXPEDIA - DELOITTE - PINTEREST - TIKTOK - SQUARE