The Popcultr Marketing Summit is returning as part of MCM London Comic Con tomorrow (Friday 23 October), with a special session on brand partnerships included as part of the agenda.
Taking place in the ICC Capital Suite at Excel, and inside MCM London Comic Con, the theme will be About Time. Most of the industry still plans, buys and measures in attention. This year the summit moves the conversation to time. The idea is simple: attention is a transaction, but time is a relationship.
The Partnership: Common Ground panel session will look to explore how brands and pop culture find common ground that works for both – rights holders and brands share the same test: the partnership has to create value for the people who were already there.
Moderated by Julia Kamoda, global director of partnerships and promotions at Hasbro, panellists will include Nadege Dubant, global licensing and partnerships director at Danone SA; Tilly Payne, senior brand marketing manager at The AA; and Richard Barnes, ceo at Bridge.
In addition, the event will be bookended by a morning keynote from Zoe Scaman, founder and cso, Bodacious, 77X and Luka Dončić Foundation, and a closing keynote from Lea Karam, founder of Mindscope, on why consumer time is marketing’s last honest metric.
Further details on the agenda can be found by clicking here.
Experience12 launched the Popcultr Marketing Summit in May 2024, inside MCM London Comic Con. It has run there every May and October since, and October 2026 is its sixth London edition. It has also run as a pop-up at New York Comic Con, returning there on Friday 9 October 2026.
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