THE GOAT AGENCY
Goat is an award-winning global influencer marketing agency, part of WPP Media. In an era where human and creator-first content reigns supreme, we help brands to harness its power in combination with connected media to build Influence Everywhere.
In 2025, The Goat Agency represents over 650 social and influencer experts in 37 markets worldwide. We are globally recognized for our award-winning campaigns and content, and credited for helping to shape the influencer industry into what it is today.
Our capabilities have expanded to keep our clients at the forefront of what’s possible within influencer. As a full-service agency, we deliver influencer-first strategy, discovery, campaigns, content, media and commerce for the likes of Mars, Ford, Dell, Proximo Spirits, IBM and Unilever.
In the era of AI-generated content and constant trend churn, we are once more craving substance.
The explosion of the creator marketing industry remains one of the most exciting things to happen in advertising. And yet, over the past 12 months there has been a marked shift in people’s attitude towards the industry.
As the landscape becomes more competitive, social platforms become more congested, and consumers become more jaded, the average influencer marketing campaign is no longer cutting through like it used to.
Are we just too damn relatable?
Creator marketing throughout the 2010s and early 2020s embodies relatability, accessibility and that overused marketing word, “authenticity”.
But now, people are actively seeking out credible voices of authority again. We want creators with unique POVs, content that inspires and bucks the trend rather than copies it, and influencers that know their shit and have a reason to be there. From long-form Substack writers, to YouTube deep dives and 2 hour podcasts, our attention span isn’t getting shorter - we just want to direct it towards something with meaning.
And in this new era of AI-generated content and constant trend churn, people are once more "Desperately Seeking Substance".
So what does this mean for your brand’s creator marketing strategy this year?
VIBES
What does the 2025 vibe shift mean for social and creator marketing in 2026?
WITH SPEAKERS FROM...
WHAT WE'LL COVER
CREATORS
What does a credible creator look like and how can brands build the right partnerships?
MEDIA
How will AI impact creator marketing and media strategies in the coming years?
CONTENT
From long-form to episodic series, what types of creator content are hitting and why?
... join global influencer agency, Goat, as we unpack the current state of creator marketing and provide insights and inspiration for bringing meaning to your brand’s strategy next year.
The event will open from 8:30am with complimentary tea, coffee and a continental breakfast buffet on offer for all attendees.
BREAKFAST
8:30AM - 9:10AM
OUR AGENDA
WELCOME
9:15AM - 9:20AM
Alex Burgess, Global President, Goat
OUR SPEAKERS
Due to limited capacity, please register your interest via the online form below and wait to receive an email confirming your place.
How to bring storytelling and meaning to your brand's creator marketing in 2026
October 16 | 8:30AM - 1:00PM | Crosby St Hotel
New York City
DESPERATELY
IN-PERSON EVENT
SEEKING
SUBSTANCE.
... AND MORE!!
TALK: DESPERATELY SEEKING SUBSTANCE
What have we observed across online culture, communities and trends this year? And what do we think it could signal?
9:20AM - 9:40AM
Ajalin Zenon Williamson, Senior Strategy Manager, Goat
PANEL: IS THE REIGN OF RELATABILITY OVER?
Creator marketing is all about authenticity and relatability... or is it? We bring together two leading creatives and a globally recognized digital creator and TikTok-er to share their povs.
9:40AM - 10:10AM
Joe Maceda, Global Chief Strategy Officer, Mindshare | Wisdom Kaye, Model and Digital Creator | Yujin Lee, Group Director of Strategy, Wavemaker | Moderated by Gregg Tobin, Head of US Account Management, Goat
PANEL: BUILDING MORE MEANINGFUL CREATOR MARKETING STRATEGIES
10:10AM - 10:45AM
Abby Wolf, Senior Manager of Digital Marketing, Discover | Alex Short, VP of Marketing, Whistlepig Whiskey | Allie Hartman, Culture and Entertainment Marketing, Keurig Dr Pepper | Moderated by Melanie Ropp, Senior Account Director, Goat
As the influencer industry grows and professionalizes, how can brands ensure their partnerships have substance and their campaigns tell the right story?
MID-MORNING BREAK
10:45AM - 11:05AM
Tea, coffee and "substantial" snacks
TALK: STORYTELLING THROUGH CREATORS
11:05AM - 11:25AM
Clara Sulek and Piet Dayney, Social Content Strategists, Goat
In this new era, how can brands use creator marketing to tell stories? And how do we get people to listen?
VIBES
CREATORS
PANEL: CONTENT WITH SUBSTANCE
We dive into platform-based content, from TikTok and Shorts, to Substack and episodic creator content series. How do we make content that inspires, entertains and educates, and can AI ever really make content with substance?
11:25AM - 11:55AM
Ann Newland, Global Head of Content Commerce, Wayfair ||Kyra Green, Digital Creator | Imani Moss, Influencer Lead, SheaMoisture | Andres Diaz, Social Video Lead, YouTube | Moderated by Lexie Guyette, Senior Campaign Manager, Goat
CONTENT
PANEL: INFLUENCE EVERYWHERE
11:55AM - 12:25PM
Alisa Lipper, Global Head of Paid Social Content and Influencer, Dell | Erica Chen, SVP of Strategy, Media Futures Group | Jago Sherman, Head of Strategy, Goat | Moderated by Alexander Lee, Senior Reporter, Digiday
From AI to connected media, what are the opportunities and challenges facing influencer marketing in 2026 and how can brands prepare?
WRAP UP
12:25PM - 12:30PM
Goat's Global President, Alex Burgess, will recap some of the key points and recommendations from the morning.
REFRESHMENTS
12:30PM - 1:00PM
Stick around for post-event tea, coffee or an alcoholic beverage!
MEDIA
FOR ONE DAY ONLY...
