A few weeks on from the festival’s inaugural European event, here’s what stuck with us.
“With venues spread out and some sessions at full capacity, I missed a few talks, but that led to some unexpected highlights. Chance conversations in queues, discovering something new in a different space, or getting into great discussions just asking for directions! Themes like women in leadership, AI, DEI and sustainability came through strongly, with standout sessions for me including Ben Ainslie in conversation with David Garrido, and Matthew Drinkwater on AI in fashion.
There was a noticeable lack of brand activations, but that’s understandable for a first year, and a clear opportunity for brands to be brave and step up next time. Overall, SXSW London provided an opportunity to reconnect with old friends, experience creativity, talent and innovation and meet friendly strangers from all the different creative industries. It was really a platform for the people.
Would I go again? Yes. Do I believe there are untapped opportunities for clients/brands? Definitely.”
“A lot of the insight at SXSW London came verbally – panels, talks, conversations – but it all started to blur together. There’s an opportunity here for brands to go beyond just saying the right things on stage and start showing them. What if next year’s speakers brought their ideas to life through experiences, not just slides and talking? I think as a creative industry we can make the message as memorable as the medium, if not more so.”
“I’m a firm believer that London is home to some of the world’s best marketing talent, but I couldn’t help wondering if SXSW London really showcased that. It felt more like a content machine than the velocity of Austin. There wasn’t that sense of new ideas being launched, deals being made, or trends breaking through. Maybe that’s because Cannes was just around the corner? Or maybe it’s growing pains/first year in a new environment?
When you can nip back to the office, it lacks the all-in energy that defines the best festivals. Perhaps another city is the solution? One built for walking and spontaneity, like Amsterdam. Perhaps the answer lies in more brands and agencies showing up, being all in, and creating something that transports people.”