In this episode recorded live on-stage at State of Social '24, Andrés is joined by global strategy leader Paula Bloodworth, WA’s most awarded creative of the decade, Berlin’s Richard Berney, and visionary creative leader and global creative director, Ken Leung.

Our panel of Alchemists explore the value brands can bring to cultural movements and vice versa, answering questions like:

• Where do brands fit in our fragmented, often polarised culture?
• How can brands tap into cultural or sub-cultural trends authentically and effectively?
• What role does creativity play in the ability of brands to lead or shape culture? 
• How can we assess the potential of a creative idea to influence culture? 
• Is it even possible for brands to create culture-shaping ideas? And are the risks worth it?

You're listening to The Alchemists, a limited-series podcast from marketing conference State of Social, delving deeper into the big conversations that start on stage at the event. 

For more information, visit www.stateofsocial.com.au.