Agenda 2026

Pion presents wave two of the most influential brand ranking of 2026. Discover where your brand stands with young people today and what drives brand love vs. spend.

Understand the emotional drivers, spending patterns, and brand behaviours that marketers need to know to stay relevant with the next generation and find out who are the movers and shakers as we head into the second half of the year.

The rules around advertising to young people are evolving quickly. From new restrictions on less healthy food and drink to increasing scrutiny of online harms and influencer marketing, the expectations on brands have never been higher.

But compliance does not have to dampen creativity or brand impact. In fact, getting it right can strengthen storytelling, build trust, and protect long term reputation.

In this session, the Advertising Standards Authority will explore what the changing regulatory landscape means in practice. We will highlight the most common pitfalls across advertising, social media and influencer campaigns, with a particular focus on protecting children and young people online and share practical guidance to help you stay both responsible and effective.

Discover how Monzo disrupted the financial industry once again with the mission-driven launch of The Book of Money - a campaign that turned financial literacy into a mainstream cultural moment.

In this fireside chat, Tierney Cowap, Senior Brand Manager at Monzo, breaks down the strategy behind the campaign and what marketers can learn from it, including:

• How Monzo took a topic that feels confusing, intimidating and out of reach and created a brand asset that resonates with younger audiences.
• The story of the campaign from pitching to publishing and why storytelling can be a powerful extension of your brand strategy.
• The activations that brought the campaign to life and helped Monzo meet their audience where they are.

How do you take a functional brand and make it culturally relevant for your audience? Perla Bloom is a strategist at the intersection of tech, creativity, and culture and is passionate about tapping into passion points to humanise brands.

Currently leading Expedia Group’s marketing strategy across entertainment, partnerships and sponsorships, we sit down with Perla for a conversation on why culture is more than just TikTok trends and how your brand can leverage technology to tell stories and boost brand experiences.

How does a global brand build a premium image, while still growing non-full price sales? This fireside chat explores how adidas’ blend of dynamism and discipline has contributed to building a premium brand image while hitting ambitious growth targets.

What role do brands play in actively transforming the lives of young people today? Our panel hosted by We Are Futures share how they tackle the issues that matter most to young people and how they unlock real opportunity for the next generation.

Hear from Pion’s panel of outspoken students to talk honestly about their university experiences, spending habits and what they really think about advertising on campus. Plus put your burning questions to them - unfiltered.

Every weekend, millions of young people create, edit, and distribute sports content that never touches your platform, your hashtag, or your campaign.

They're not waiting to consume what brands produce. They're producing their own. And the stuff they're making, raw clips, group chat highlights, 1v1 humiliations - travels further in their world than anything with a media budget behind it.

Veo has captured over 4 million grassroots matches globally. Top Baller has built a global 1v1 format that's attracted Messi, IShowSpeed, and the Bundesliga. Neither of us started as media companies. We became media companies because that's what the audience demanded.

What we've learned challenges the assumptions most youth marketing still operates on:

• They don't want to watch sports. They want to be visible in it.
• A 12-second clip has more status than a 90-minute broadcast.
• "Getting better" is identity. Winning is secondary.
• They'll build a community around a Tuesday night 1v1 faster than a Champions League final.

Top Baller went from a London cage to events with Messi in two years. Players from their tournaments have signed for Preston, Wolves, and PSG. The pathway doesn't look like it used to.

This session is for anyone trying to reach young audiences through sport, and wondering why the old playbook isn't working.

Hear from our panel of marketing chiefs that are tackling this competitive landscape head on. They will share their insights into leading at the speed of culture and preparing their marketing teams for a new generation of youth audiences. 

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A keynote from the 4Studio team at Channel 4. More info coming soon!

Young people may recognise Childline as a service that supports their wellbeing. But recognition alone doesn’t drive trust or action.

Faced with rising scepticism toward formal support services, growing competition from social media and AI, and an audience increasingly fatigued by traditional advertising, Childline rebuilt its entire marketing strategy with young people at the centre.

This session unpacks the insights that shaped that shift, the unfiltered feedback that challenged our assumptions, and how influencer‑led storytelling helped us connect with an audience who demand authenticity.

Childline’s marketing team will share how this informed new platform choices, creator partnerships and storytelling approaches - plus the impact our strategy has had on consideration, engagement and campaign performance.

Gen Zalpha knows every marketing trick. And they’re rewriting the rules faster than most brands can keep up. The real question: What actually builds trust, loyalty and brand love in 2026 - and what’s just noise?

In this live finale, we put that question to our panel of brands and young people on stage. And you decide the verdict.

This isn’t a polished keynote or case study. It’s a live, unscripted exchange between brands and young voices - where you, the audience, act as the jury.

What to Expect

• Real, honest, open conversation
• Interactive polls, voting & Q&A
• Actionable insights for your next campaign

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The winner isn’t who shouts loudest.  It’s who shifts the room.

Creators aren’t just for acquisition - they reduce churn and keep audiences engaged. Our panel of influencer experts talk about their retention-focused creator strategies that are building long-term relationships with younger audiences.

We’ll cover:

• Casting the right creators to drive long-term subscribers, not just a viral moment
• The challenge of creative fatigue and content volume
• Building the ultimate ambassador programme