Building brands with cultural relevance in 2024


Hosted By

About this event

Building brands with cultural relevance in 2024, hosted by Creativebrief in collaboration with Exposure, featuring William Grant & Sons and more.

What does it mean to build a culturally relevant brand today? Who is successfully achieving this and how are they going about a notoriously challenging task?

In an industry where the term ‘culture’ is often over-used, appropriated and misrepresented, it is easy to glaze over at the mere mention of culture-first brand building in 2024.

But evidence points to commercially stronger outcomes for those brands that build cultural relevance, against myriad brand and business success measures.

Dentsu’s recent CMO survey also found that 86% of marketing leaders agree that brands should aspire to create culture and build their own audiences.

But what does it all really mean?

Is this simply what skilled brand-builders have always aimed to do, or is there a different approach now to achieving cultural resonance in 2024?

Join us for an expert-led panel discussion, and find out how others are navigating this challenging landscape to successfully build the cultural beacon brands of tomorrow.

Panel hosted by Charlie Carpenter, CEO at Creativebrief

Panel includes Raoul Shah, CEO at Exposure and Sophie More, Global Director of Digital Marketing, Media and Communications at William Grant & Sons and more to be announced soon.

To express your interest please email [email protected]


Jed Hallam's photo

Jed Hallam

Co-Founder and Managing Director CultureLabs

Jed is co-founder and managing director of CultureLab, a cultural intelligence platform built to help world-class brands harness the power of culture.

A planner and strategist by discipline, Jed has spent his career helping brands to understand and harness the power of culture.

He's also a co-founder of Common People; co-founder of; a runner, a reader, a writer, and an absolute music and culture obsessive.

Sophie More's photo

Sophie More

Global Director of Digital Marketing, Media and Communications William Grant & Sons

Sophie More is a Global Marketing Director with extensive experience working on top brands like Red Bull, Jack Daniel's, and BrewDog. She is known for driving rapid growth and innovative marketing strategies. Currently, Sophie leads digital and creative transformation at William Grant & Sons.

Raoul Shah's photo

Raoul Shah

Founder & Joint CEO Exposure

Raoul launched Exposure in 1993 with a visionary outlook: a relentless focus on making brands culturally relevant, which is the key to the agency’s continual growth and development.

At Exposure, he splits his time between developing and building Exposure’s global influencer network, consulting for clients such as Levi’s®, Nike, Coca-Cola, Dr. Martens, LEGO and Converse, whilst supporting emerging artists and pioneering innovative start-ups. He provides an advisory role to Noah, Pentatonic, and That Gorilla Brand.

In 2007, The Guardian voted Raoul as the most influential ethnic minority working in media, and he has been included in the PR Week Powerbook every year since.


Charlie Carpenter's photo

Charlie Carpenter

CEO Creativebrief

Under Charlie’s leadership, Creativebrief has set a disruptive course, focusing on the power of technology to transform how brands and agencies come together to create the industry’s most recognisable work.

Charlie has a deep knowledge of the industry’s ebbs and flows, but also a keen desire to simplify its complexities. He’s a regular commentator on topics ranging from diversity and social purpose to the changing dynamics for agencies and how the industry can rid itself of the dreaded ‘pitch’. He has also been a regular feature in the Campaign A-List.

Date and Time


20 Little Portland Street