Attention is harder to win, more fragmented and more fleeting. Conversation is critical to cutting through and winning that attention, but its value doesn't stop there. At Leo UK, we believe that Populist Creativity that gets people talking is the next frontier of brand growth, building value for brands and businesses that goes far beyond reach alone.
 
This session takes a closer look at the power of conversation in creativity, exploring how ideas can move beyond reach and attention to spark conversations across communities, fandoms and unexpected places.
 
With experts in creative, effectiveness and cultural insight, we'll explore how brands can put conversation at the heart of creativity, and how its impact can be better understood and measured. We'll also give a hot-off-the-press sneak peek of the latest wave of PopPulse, Leo's proprietary research platform launching this November, which explores the changing role and power of conversation in everyday life.

Joining our host The Marketing Society Fellow Nishma Patel Robb will be:

• Steven Lacey, Founder & Managing Director, The Outsiders
• Paula H Gonzalez, Marketing Effectiveness & Measurement Strategy, PG Business Econometrics
• Lilli English, Chief Strategy Officer, Leo UK