Superstar Brands: Connection in the Era of Creators

Mar 11, 2024

4:00pm – 5:00pm CT

Do brands have a place in culture – to produce, promote, and participate in it? From box-office hits to viral trends, there is no shortage of brands trying to integrate themselves into entertainment to better connect with consumers.
With creative enthusiasm and authentic expression, creators and their followers are leading the way, inviting brands into their communities. What role can a brand play? How can they engage authentically?
In this session, L’Oréal’s top marketers will explore how to develop marketing approaches in collective cultural moments, entertainment, and communities.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Bobbi Althoff
Bobbi Althoff

East Green Street Productions, Inc.

photo of Dr. Marcus Collins
Dr. Marcus Collins

University of Michigan

photo of Adam Kornblum
photo of Han Wen
Han Wen


Primary Access
Platinum Badge
Interactive Badge
Secondary Access
Music Badge
Film & TV Badge