Creative Dynamics - SuperBrands to SuperFans

Event factfile

Date of event: 7 October 2015
Event ends: 7 October 2015
Start time: 11:00
End time: 17:30
Price: £125.00 (Alumni - £90.00)
Creative Dynamics -  SuperBrands to SuperFans

Creating a ‘Superfan’ has to be the ultimate goal for all brands. The ultimate customer that is both an advocate and a key influencer.

The Music & Creative industries is a sector that has taken customer and ‘fan’ engagement to new heights, using the power of celebrity talent to create effective brand engagement pushing boundaries and experimenting with new ideas, never standing still.

The ‘power cell’ of personal brand development David Beckham, Jay Z, Zoella, and Dr Dre are driving new business opportunities by leveraging their relationship with their fans, creating new commercial opportunities and revenue streams recognising their own ‘brand value’.

What is the best approach when brands come together in this way? This event will explore the world of ‘engagement’ and the route to creating and retaining a ‘Superfan’ it is perfect for all marketers and brands to attend. You will hear from and engage with senior executives across the creative sector, test your brand strategies and network with key organisations.

We will explore building communities and engagement and how this can stimulate growth for brands. Insights that can be applied no matter what business sector you are in.

The digital era has changed the rules of engagement, brands are increasingly looking to partner with creative talent to capitalise on engagement and the data from these communities. These partnerships can bring significant strategic value to all parties, and are becoming a highly cost efficient engagement vehicle. The creative industries are building expertise around brand partnerships and building communities. How do brands define success and how does this differ from the artist or creative?

Questions, insights and outcomes 

  • In today’s seminar and workshop we hear from branding experts and explore the challenges around engaging, growing and mobilising a brand community.
  • Insights on marketing frameworks for the digital era.
  • The potential for increasing financial returns is becoming a dominant area of importance as the sector looks for sustainable revenue streams. How are brands capitalizing on this?
  • When brands come together who’s in control? What is the key to a great partnership is it a meld of creative and strategic management? Who knows how to deal with creatives?
  • Is the real draw for the brand the value of the powerful data sets behind the transaction, and where might this lead?
  • How are managers guiding the development of the Artist’s brand value, and are Artists the best (CMO/ Creative Director) of their own Art?
  • What are the challenges when engaging with ‘SuperFans’? Do we really understand the customer/ fan mind set?


Henley is proud to welcome Rafael McDonnell from Creative Artists Agency's (CAA) Music Department, to chair the event.

Olivier Robert-Murphy: Global head of new business – Universal Music Group

Alec Samways : Founder / Managing Partner - Splendid Comms 

Richard Marshall Co-CEO of Influence Digital

Professor Jonathan Shalit OBE, Chairman of ROAR Global – representing amongst others Myleene Klass, Tulisa, Lorraine Kelly OBE

Dan Parker: 84 World – Managing Brian McFadden, Sarah Harding, Kimberly Wyatt, Vogue Williams

Dumi Oburota: Disturbing London and DL records – Managing amongst others, Tinie Tempah and Jessie J

Jason Legg: Director, The Physical Network

Kathy Mashadi: Co Founder & Managing Director of Prism Music Group. Kathy also manages The Drifters

Travers Lee: professional musician, entrepreneur, marketer and digital strategist working for Google and Middle East Arts Education programme


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Contact Us

For more information please contact Helen Gammons by email at or by phone on +44 (0) 1491 418767.

Getting There

Henley Business School, Greenlands Campus

Henley Business School,Greenlands,Henley-on-ThamesOxfordshire