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.
The New Creator Ecosystem. How brands can level up in 2027.
The Creator Ecosystem looks completely different to how it did three years ago.
So why are so many brands still operating in 2023 mode?
Creators are making your favourite shows. They’re production houses and cultural tastemakers. They’re research sounding boards, content creators, and Creative Directors at leading brands.
Creators own their own IP. Subscription models. Audiences. Their impact bleeds between the IRL and Online spaces in a way that makes it hard to define what a creator even is in 2026.
And just like creators have evolved, so have creator marketing strategies. Creator content is now the creative, content AND media. It’s the driving force behind your brand’s ability to reach and influence your audience, to build ongoing relevance, or shift perceptions.
The opportunity ahead isn’t simply to work with more creators. It’s to rethink where creators sit across the entire marketing ecosystem, from insight and ideation through production, media, distribution, and long-term brand building.
LEVEL 1
Traditional creator and influencer marketing, just done better.
LEVEL UP.
The Goat Agency invites you to “level up” in The New Creator Ecosystem.
With leading creators and brand marketers, we’ll explore the small changes that will have the greatest impact in 2027, as well as the bigger changes to keep you at the forefront of what’s possible in creator marketing.
The event will open from 8:15am with complimentary tea, coffee and a continental breakfast for all attendees.
BREAKFAST
8:15AM - 9:00AM
OUR AGENDA
WELCOME
9:00AM - 9:05AM
Will Marsh, Head of Account Management UK, Goat
5 NOVEMBER 2026
8:15AM - 12:00PM
The Soho Hotel, 4 Richmond Mews, London W1D 3DH
Due to limited capacity, please register your interest via the online form below and wait to receive an email confirming your place.
CREATOR PANEL: WHAT DOES GREAT LOOK LIKE?
Four creators. Four different niches. Here they answer our burning questions about the state of creator/brand partnerships, what makes a truly "great" brief, and what their audiences are crying out for in 2027.
9:20AM - 9:50AM
Charlie Eve, @TheHistoryMagpie | Emmanuel Sosa, @SosaLDN | Jake Horwood, @BigNibbles | Michele Manteaw, @melaninmichele | Moderated by Elle Kelley, Campaign Director, Goat
BRAND PANEL: CREATORS, CULTURE AND BUILDING BRAND SALIENCE
In 2026, ODEON had their biggest summer since Covid. LADbible have completely reinvented their approach to creator marketing. And Henkel are building famous brands through creators and cultural moments. In this panel, we get the inside scoop with tips and inspiration for creator strategies that deliver business impact.
9:50AM - 10:15AM
Alex Hick, Creator Programme Lead, LADbible | Pippa Ward, Senior Marketing Manager, ODEON | Sarah Smart, Head of Marketing (Hair), Henkel | Moderated by Joe McGeehan, Senior Campaign Production Manager, Goat
TALK: CREATOR MARKETING FOR LLMS
10:35AM - 10:45AM
Ollie Richardson, SVP Social Practice UK, WPP Media
LLMs, AI snippets and algorithm changes are making traditional SEO increasingly challenging. In this session, we explore how to implement creator marketing into your wider search strategy in 2027, and how it can boost brand visibility on LLMs.
LEVEL 1: TRADITIONAL INFLUENCER MARKETING, DONE BETTER.
LEVEL 2: PLATFORM DIVERSIFICATION AND CREATOR MARKETING FOR THE LLM ERA.
FIRESIDE CHAT: HOW GARETH HOWELLS AND SOPHIE MILLER TURNED CONTENT INTO IP
Hunsnet started as a meme page celebrating all things "Hun" in the UK. Pretty Little Marketer (PLM) started as an Instagram account sharing marketing tips and social media inspiration. Now in 2026, both Hunsnet and PLM are bonafide brands. They span IRL experiences and events to subscription courses and merch, but above all they're focused on their dedicated communities. In this fireside chat, we'll hear from the Founders, Gareth and Sophie. They'll share how they built their own Creator IP, how it's evolving overtime, and the ways that they're partnering with brands in 360 ways.
11:10AM - 11:30AM
Gareth Howells, Founder and Creator, Hunsnet ||Sophie Miller, Founder and Creator, Pretty Little Marketer | Moderated by Jess Morris, Head of Campaigns UK, Goat
LEVEL 3: CREATOR IP, THINKING 360, AND PREPARING FOR THE FUTURE.
In London and New York...
5th November 2026 | 8:15am - 12:00pm | The Soho Hotel, London
HEAR FROM TOP CREATORS
LEVEL 2
Platform diversification and creator marketing for the LLM era.
LEVEL 3
Creator IP, thinking 360, and preparing for the future.
THE NEW CREATOR ECOSYSTEM (REWIND)
9:05AM - 9:20AM
George Grant, Global Creative Director, Goat | Tilly Woodford, Senior Strategy Executive, Goat
What have been the major shifts in 2026? How are they impacting creator marketing strategies in the here and now? And how has it shaped the way brands and creators are working together?
TEA AND COFFEE BREAK
10:15AM - 10:35AM
PLATFORM PANEL: THINK BEYOND A SPONSORED IG STORY
10:45AM -11:10AM
Emmi Geddes, Europe Acquisition Lead, Patreon | Georgia Kelly, Head of Creators, Snap Inc. | Jo Hughston, Head of Marketing (UK/US), Goat | Moderated by Jack Edwards, Senior Account Director, Goat
In this panel, we dive into three huge but often misunderstood creator platforms; Patreon, Substack and Snap. We'll share some of the basics on what these platforms are, how creators are operating and monetising, whether there are opportunities for brands in 2027, and crucially, how to show up authentically in the different communities.
Behind the scenes of our previous Raised on Social event!
AND MARKETERS
MORE FROM GOAT
PANEL: THE NEW CREATOR ECOSYSTEM (FAST FORWARD)
Creative, Media, Culture; three creator and social experts put forward 10 theories and predictions for 2027. They'll justify their prediction and discuss what it means for next year's planning.
11:30AM - 11:55AM
Chris Robinson, Head of Paid Media UK, Goat ||Joel Marlinarson, Creator and Founder of Coldest Creative | Kali Fyfe, Director of Data and Insights, Goat | Moderated by Cam McIntyre, Global Senior Delivery Director, Goat
CONCLUDING THOUGHTS AND EVENT ENDS
11:55AM - 12:00PM
THE
NEW
CREATOR
ECOSYSTEM.
05.11.26