Event | Behind the scenes: Elevating your influencer strategy

Join our panel event

Discover what really goes into successful brand and influencer collaborations. This session will explore standout campaigns, the challenges that happen behind the scenes and the practical steps that help turn creative ideas into real commercial results.

Our panel will also share how to set up the right team, the right guidance and a smooth process from first conversation to final delivery. With insight from Ben Tipple, drawing on his experience at Manchester’s new Co‑op Live arena – host of the BRIT Awards 2026 in its first year outside London – you’ll hear how major brands and venues are working with creators to build culture and engage audiences.

Meet the talent

Ben Tipple – Communications Director, Co‑op Live

Ben brings first‑hand experience in audience engagement and cultural storytelling, and will share how large‑scale brands and venues work with creators to build genuine reach.

Sarah Lake – CMO, Loungers & Cosy Club

Sarah will explore a brand‑side view on how influencer partnerships can support growth and strengthen customer connection.

Melissa Carter – Influencer (Confident Mama) & Former EastEnders Actor

Melissa will give a creator’s perspective on authenticity, performance and what helps audiences trust and engage with content.

Hosted by: Alexandra Hammond — Partner, Foot Anstey

What you’ll learn

• What strong, effective influencer partnerships look like in practice.
• How to handle challenges when campaigns don’t go to plan.
• Real examples from brands including Dyson.
• How AI and new technologies are changing the creator landscape.
• What’s coming next for brand - creator collaborations.

You’ll also have the chance to meet and network with other leaders in marketing, retail and brand strategy.