When Weird Works: How Fame-First Strategies are Winning Youth Audiences

Our panel explores how brands like Currys, KFC and Oatly have shifted to fame-first strategies across earned and social media, designing content that feels native to the internet, with an ‘entertain or die’ attitude. We’ll unpack how creative bravery, coherent dissonance and a touch of unhinged can help brands earn attention, build relevance and stay credible with younger audiences.