This week, I attended the inaugural UK Insights Forum hosted by the Global Entertainment Marketing Awards in London’s trendy Soho.
After years of keeping a low profile at industry events, I was reminded why these forums matter. Sitting alongside marketing professionals across film, TV, games, and streaming highlighted a simple truth: marketers learn best from other marketers.
The art + impact of movie trailers
A standout session explored the role of trailers in the film marketing journey. Kate Gardiner, Marketing Director at Searchlight Pictures, said:
“The first look of a movie is so incredible, powerful — and when done well, you are in.”
We viewed the 28 Years Later trailer, which demonstrated the power of emotive storytelling. The audience was collectively captivated, a reminder that creative execution can instantly connect, engage, and convert. For marketing teams, this reinforces the value of narrative-led campaigns that translate across channels.
Face-to-face marketing in a digital world
The session on face-to-face marketing resonated strongly. Mathias Upton-Hansen, CEO of Blacklist, stated:
“There is no better time for face-to-face marketing. It creates depth, context, and cuts through the noise.”
Chris Aylott, Interim SVP of Global Marketing at BBC, emphasised fandom as a strategic focus, noting that building authentic, deep relationships with audiences is critical. Both speakers highlighted a lesson relevant to all agencies: digital alone is not enough. Strategic, personal engagement remains a differentiator.
Audience insights drive creative success
Entertainment consultant Louise Chater discussed integrating audience insights throughout the production process. In a fireside chat with Tim Cole, CEO of the Global Entertainment Awards, she argued that early marketing involvement strengthens engagement, aligns creative output with audience expectations, and drives commercial impact.
Key takeaway for agencies: involve marketing at the concept stage, not post-production. Early collaboration improves campaign effectiveness and maximises ROI.
Final thoughts
Hosted at The Century Club in Soho, the forum brought together senior marketers and creatives for panels, discussions, and networking. For agencies, the event offered actionable insights, practical examples, and proof that collaboration across verticals accelerates results.
The UK forum is a model worth replicating, especially in Scotland – with its creative talent – it could benefit from a local edition in 2026.
Understanding and anticipating your audience is a creative superpower. For marketers who have hesitated to return to in-person forums, the energy, learning, and connections are irreplaceable.
Keep your insights sharp. Keep your creativity sharper.
