TikTok UK
Marketing Solutions Lead, Global Business Marketing
The Power of Cultural Brand Activation
Stage: J2
Borderless Brandscape
11:10 am-11:40 am - 6 March
Go to J2
Add to calendar2025-03-06 11:10:002025-03-06 11:40:00Europe/StockholmThe Power of Cultural Brand ActivationTikTok UK - Gavin JewkesBorderless BrandscapeSvensk Digital Handelnoreply@dhandel.seevent
The Power of Cultural Brand Activation
How can retail leverage cultural movements, storytelling, and immersive experiences to create stronger connections with consumers? This session delves into the intersection of music, creativity, and brand activation, exploring how industries at the forefront of cultural influence engage audiences in new and meaningful ways. Through insights from both the music and retail sectors, the discussion will uncover strategies for driving authenticity, relevance, and long-term engagement by tapping into creative communities and cultural trends.
Gavin Jewkes
Over the past 13 years, Gavin has carved out an exciting path in marketing. Starting at ASOS, he honed his craft in content marketing during the business’ hyper-growth stage, before taking on brand marketing and strategy roles at John Lewis & Partners, Three, and now TikTok. With experience spanning global giants and national treasures, Gavin is passionate about how culture drives commerce and the transformative role of social media in shaping how we discover and shop today.
TikTok
Marketing Solutions Lead, Global Business Marketing
Presented by: TikTok
Shaping how the world shops: Online, in-store... and on TikTok
Stage: Congress Foyer
Innovation Playground
3:20 pm-3:40 pm - 6 March
Go to Congress Foyer
Add to calendar2025-03-06 15:20:002025-03-06 15:40:00Europe/StockholmShaping how the world shops: Online, in-store... and on TikTokTikTok - Gavin JewkesInnovation PlaygroundSvensk Digital Handelnoreply@dhandel.seevent
Shaping how the world shops: Online, in-store… and on TikTok
The way people shop has changed. Shopping is no longer a mission-led task, but an ongoing, experience-driven journey where discovery, validation, and purchase can happen anywhere, at any time. Today, people don’t seek out products – products come to them. And at the centre of this shift? TikTok.
This session will explore how TikTok is redefining commerce across every shopping touchpoint – online, in-store, and on TikTok itself. We’ll break down the new shopping behaviours shaping consumer demand, the role of peer validation and community-driven commerce, and how brands can move from reacting to shaping.
Gavin Jewkes
Over the past 13 years, Gavin has carved out an exciting path in marketing. Starting at ASOS, he honed his craft in content marketing during the business’ hyper-growth stage, before taking on brand marketing and strategy roles at John Lewis & Partners, Three, and now TikTok. With experience spanning global giants and national treasures, Gavin is passionate about how culture drives commerce and the transformative role of social media in shaping how we discover and shop today
