You can't buy attention: Earned media is your superpower.

In a world of ad blockers, skippable content and thumbs scrolling faster than ever, attention is the new currency—and here’s the uncomfortable truth: it’s not for sale. 

You can buy eyeballs, but you can’t buy your way to brand love. You have to earn your way into culture and that means starting or joining conversations that people actually care about.  

Earned media is your unfair advantage. It’s what happens when your story is too bold to ignore, too relevant not to repeat, and too good not to share.  

If you want your brand to land in the WhatsApp chats, the DMs and the memes, then you need to create stories that intersect with the everyday lives of consumers.   

This session will unpack why earned media isn’t just a PR function—it’s a brand growth tool. A superpower in a media landscape where the battle for attention has never been tougher. 

Joining Sophie Devonshire will be Rebecca Grant, CEO of Influence UK & Chief Client Officer for Influence EMEA at Publicis Groupe with the following panellists:

• Holly Mitchell Head of UK PR and Public Affairs, easyJet Airlines                              
• Lora Martyr Executive Creative Director, Taylor Herring
• Luca Rovere, Global VP of Advocacy & Social Commerce, Coty
• Laura Watts Managing Partner, MSL UK