SXSW 2023 - Creature is heading to Austin!

As part of SXSW 2023, Creature will be hitting the main stage at UK House for the first time.

In his session - The C Word: Advertising’s Guilty Secret - Creature CEO, Dan Cullen-Shute, will tackle the thorny issue of purpose and whether it is getting in the way of the industry’s main job, selling stuff.

This year, 90% of Cannes Lion Grand Prix winners were purpose-led, yet advertising still languished behind Politicians in a global index of trusted professions. As we enter another period of economic uncertainty, is advertising’s apparent obsession with doing the right thing getting in the way of its ability to do the important thing and create work that isn’t embarrassed about selling stuff? Join us as we delve into why advertising has become more about saving the world than selling, how the industry can balance politics and populism and where the industry can and should be providing value: and where it just needs to get over itself.

About UK House at SXSW

UK House will be the place to go for brands and agencies to discover the very best of UK Creativity at this year’s SXSW festival, and for the first time, the AAF and UKAEG are uniting global brands and the advertising community.

Aisling Conlon, international trade director, Advertising Association said, “We are delighted to return to SXSW and launch this new campaign in partnership with the Department for Business and Trade. This year is set to be our strongest year yet, as we continue our mission to showcase the power of the UK advertising industry as a true force for economic growth. UKAEG is delighted to open the doors of UK House and co-host two exclusive networking events with the AAF at SXSW 2023. The UK is a concentrated hotbed of new ideas, diverse skills, global talent and smart thinking and we look forward to bringing US businesses and UK talent and innovators together for the first time.” 

Helena Abbing, co-president, AFF Austin said, “AAF Austin is proud to collaborate with our friends at UKAEG during SXSW 2023. This is a great opportunity to bring our vibrant advertising communities together to discuss pressing topics, broaden our views and develop new friendships. We look forward to this being the start of a great partnership for our organizations!” 

David Moody, sector specialist - advertising and creative technology, Department for Business and Trade said, “The UK Government recognises the size and value of the sector to the UK economy and as a way to break down barriers between creative disciplines from music to fashion to film. We see the central role that advertising plays in connecting the whole spectrum of our creative industries to brands and buyers around the world. Great advertising is worth celebrating at prestigious events such as SXSW.”