Paradigms Text

Rome,
Italy

Sept. 24—25, 2024

Where global creatives come together to shift the future of brand

Join our two-day brand experience summit, meet the industry’s brightest minds and rising stars, and dive deep into a world of inspiration.

#Paradigms2024

Speakers

The line-up

Venue

A fluid space in the heart of Rome

Paradigms is known for its breathtaking venues, and this year’s location doesn’t disappoint: Acquario Romano blends design, architecture, and art into a vibrant cultural space. Located in the heart of Rome and surrounded by a beautiful garden, the former aquarium will provide the perfect setting to dive into the depths of creativity and innovation.

Explore
arch illustration

The event

Agenda 2024

Registration and breakfast

8:00 AM — 9:00 AM

Welcome to Paradigms 2024

Speech

9:00 AM — 9:15 AM

Session to be announced

Talk

9:15 AM — 10:00 AM

10:00 AM — 10:45 AM

Break

10:45 AM — 11:15 AM

Cultivating chemistry: The unmissable ingredient behind the world’s best creative work. A panel by ASK US FOR IDEAS.

Panel

Speakers to be announced.

11:15 AM — 12:00 PM

Lunch

12:00 PM — 2:00 PM

Session to be announced

Talk

Details coming soon.

2:00 PM — 2:45 PM

Rejuvenating Legacy Brands Through the Power of Entertainment

Talk

Maintaining relevance and attracting new audiences is essential for all brands. Kim Nyström (Brand & Marketing Director) and Claire Houghton Price (Development Director) from Pophouse share their experiences and strategies from working with some of pop culture’s most iconic music brands. Pophouse work passionately on developing next generation entertainment experiences, and connecting them to both existing and new audiences – scaled across the globe.

2:45 PM — 3:30 PM

Break

3:30 PM — 4:00 PM

Speak data

Talk

Join Giorgia Lupi, partner at Pentagram and pioneer of data humanism, as she explores the intersection of data and branding in her upcoming talk. Giorgia will showcase several examples from her work, demonstrating how data can transcend its traditional roles to become a core element of a brand's identity. From dynamic logos to intricate typographic designs, she will illustrate how data-driven visuals can enhance storytelling and create deeper connections with audiences.

In the context of 2024, Giorgia will illuminate the path of data humanism, where empathy, context, and the essence of humanity guide the art of data representation. This talk promises to inspire and elevate branding professionals, offering a glimpse into how the soul of data can infuse life into brand narratives, creating connections that are as profound as they are beautiful.

4:00 PM — 4:45 PM

JKR - Reimagining a brand that can stretch from grassroots to government

Talk

4:45 PM — 5:30 PM

Closing words

Speech

5:30 PM — 5:45 PM

Happy hour

Party

5:45 PM — 7:00 PM

Transfer to dinner

Party

7:00 PM — 7:30 PM

Dinner at La Lanterna

Party

7:30 PM — 11:30 PM

Breakfast

8:00 AM — 9:00 AM

Welcome to day two

Speech

9:00 AM — 9:15 AM

Resisting audience capture: How to maintain sanity and creative integrity

Talk

Audience Capture" is the emergent and dangerous phenomena when audiences, metrics and algorithms dictate the behavior of creators. This doesn't just apply to established artists, but to anyone who lives online. You feel the pressure too? Creators were once in control, taking risks and moving culture. Today, an audience and algorithm determine how we show up. We must strike equilibrium again. In this creator therapy session, we’ll unpack the social science underpinning Audience Capture, its manifestation, and strategies to maintain our artistic integrity and more importantly, our sanity.

9:15 AM — 10:00 AM

Cutting through the noise: The visceral impact of sound

Talk

Sound and storytelling are inextricably linked, tapping into our deep human need for auditory connection. In an attention-saturated world, we often overlook the power of sound in favor of visuals. However, our ability to listen while doing allows sound to cut through the noise. From personal stories around the fire, to music, audiobooks, ASMR, sound baths and spatial audio - organically harnessing sound captures attention in visceral ways.

Brands are just beginning to unlock sound's potential, like AI remixes recontextualizing classics or viral TikToks driven by repurposed songs. As technology empowers people to become creators, the future is marveling at our ability to harness creative genius through sound. Auditory storytelling is a powerful weapon for marketing - those who wield it skillfully can forge deep human connections that visuals alone cannot achieve.

10:00 AM — 10:45 AM

Break

10:45 AM — 11:15 AM

Culture GPT

Talk

Modern brands are hitmakers. They are in the business of producing as many cultural hits as possible, and these new formats - like entertainment, merch, creative universes, stories, archives, or experiences - are increasingly replacing the traditional brand marketing output. Hitmaker brands command higher prices, capture greater market share, maintain advantage over competition, avoid commodification and enjoy greater customer loyalty. To make a hit, brands need a strategy of cultural influence: they need to produce a lot of cultural products, seed them across different contexts, and amplify them through media in the hope that some of them will become hits. In this talk, I will unpack how brands influence culture.

11:15 AM — 12:00 PM

Lunch

12:00 PM — 2:00 PM

Tony's Chocolonely – Title to be announced

Talk

2:00 PM — 2:45 PM

The journey back from the vanguard

Talk

Cam will explore the implication that the Generative AI industry is having on us and creativity, and highlight the most overlooked supercomputer that ever existed: the human body and mind. Pulling together perspectives from biology, technology and philosophy to encourage the listeners to return back to from the vanguard and reclaim our creativity.

2:45 PM — 3:30 PM

Break

3:30 PM — 4:00 PM

A conversation with Figma

Talk

What does it take to build and grow a resilient, creative global brand? Figma’s Damien Correll and Brian Collins of COLLINS sit down to discuss brand and design's role in synthesizing imagination, technology and craft in organizations. Together, they will explore how to structure in-house teams to drive the creation of meaningful communications, products and environments for customers and the communities your brand serves.

4:00 PM — 4:45 PM

World building: How to make the future so irresistible it becomes inevitable

Talk

As creative spirits, we love change. We seek it. We drive it. But, generally speaking, people have a love / hate relationship with change. Not always in equal parts. So how do we get people excited about a new, future state? "Seeing is believing,” as they say. This is the purpose of brand world-building. This talk is a “how to” of world-building that blends lessons from World Builders in literature, politics, religion, and more to teach each of us how to make the futures we see so irresistible, that they become inevitable.

4:45 PM — 5:30 PM

Closing words and recap

Speech

5:30 PM — 5:45 PM

Happy hour

Party

5:45 PM — 7:00 PM

Transfer to dinner

Party

7:00 PM — 7:30 PM

Dinner and goodbye party at Villa Piccolomini

Party

7:30 PM — 11:00 PM

Throwback

Highlights from the past

We seek places that inspire us: Xavier Corberó Residence in Barcelona (2022) and Convento do Beato in Lisbon (2023) provided us with the perfect mix of tradition and modernity to ignite the creativity and curiosity of our guests.