​An evening marketers, strategists, creatives and innovators looking to find out what's next.

Join us as we host some insightful talks followed by drinks, food and time to connect with fellow attendees.

Expect great speakers, bold ideas, future-facing insights, and a room full of creative and innovative minds from brands and agencies.

​Talks & Speakers:

​Cultural Judgement: Interrogating Taste

​With algorithms and Gen AI are making everything more homogeneous, creative leaders argue that taste will become the ultimate competitive advantage. But everyone seems to agree that taste matters without agreeing on what it actually is.

This forum-style session invites a brand leader and a cultural strategist to unpack the industry's new favourite buzzword. Together, they'll explore whether taste is innate or learned, how brands develop cultural judgement, and whether good taste can ever be systemised. Expect audience participation, live debate and practical insights. 

Speakers:

Kea Kleihauer, global head of culture and experiential at Jägermeister
Kea is responsible for how the Jägermeister brand shows up in nightlife and culture around the world. A central part of that remit is Save the Night, a long-running initiative that funds grassroots projects designed to sustain nightlife at a time when the sector is under threat.

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TBC

​When Niche Becomes the Mainstream 

​The decline of monoculture, the rise of algorithms and the growth of online communities are reshaping how culture is created, shared and experienced. Hyper-niche expertise is becoming a way of resisting the algorithms, as people find identity and belonging through increasingly specific interests and communities. 

But as brands compete to tap into these spaces, can subcultures keep the identity that made them special in the first place? This session explores the rise of niche culture, the psychology of belonging, and how brands can protect rather than exploit these communities. 

Speakers:

Calvin Innes, global fandom creative strategist
Calvin is a fandom and pop culture creative strategist and author of Fandom Power. He works with organisations worldwide to translate the psychology of fan communities into strategic and creative advantage.

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TBC

​This event is part of the Community Evening series by The Subthread.

About The Subthread:

We're The Subthread, a media and events company covering creativity, culture and innovation for the marketing industries.

​The events we host are specifically designed for marketers, creatives and strategists from across brands and agencies.

Our aim is to build a community. For this reason we are hosting a range of fun and informative events on various topics, all designed to make you understand the future better and connect with fellow experts.

Subscribe to our Luma page to stay in the loop.

For Brands, Partners & Sponsors

We welcome:
- Brand activations
- Drink sponsors
- Panel partners
- Community supporters

Sponsorship options for this and other events are available upon request. Please email Rich Hewes to receive details.