UK House Schedule at Cedar St Courtyard

208 W 4th St Suite C, Austin, TX 78701

12 – 15 March

All times are in Central Standard Time (CST)

Invites all SXSW badge holders to join us for thought leadership and networking events.



How To Make A Profit While Making A Difference? 

Following the success of the Ad Net Zero summit, UK advertising returns to SXSW to discuss how advertising and creative technology can help us meet key global challenges. Join us as we ask, what is the role for marketing? Can the digital shift be better, smarter, and more efficient? How will creativity play a role in tackling climate change? 

Do drop by and join the conversation!


11:00 – 11:30 

Digital sustainability is the key to future proofing your business

If the past few years have taught us one thing, it’s that we do not need to build less technology, but make digital processes better, smarter, and more efficient, especially in the wake of the pandemic. 

Following the COP26 call for business to lead the way on achieving Net Zero, how can large enterprises reduce their environmental impact, whilst continuing to evolve and transform their digital service offerings? 

Hear from: 

  • Danny Weston, Client Partner, Digital Detox 


11:30 – 12:00

Relying purely on full-time resource? You’re going to fail.

The contemporary office paradigm has never been so aggressively altered as it has in the last two years, and advancements in technology are completely revolutionizing how we work. 

In this session, Anthony Lavall, Croud’s Head of Strategic Partnerships, will explore the global barriers to business growth. From utilizing a remote workforce, to maximising use of innovative online business tools, he will discuss what can we expect from the workforce of the future, and how businesses will need to adapt in order to survive. 

Hear from: 

  • Anthony Lavall, Croud’s Head of Strategic Partnerships


12:00 – 12:30

How To Build a Brand on Purpose  

Diversity, sustainability, and social impact have become top priorities for global brands - especially in the last 18 months. Consumers expect brands to step up, meanwhile, shareholders are shifting their investment towards more ethical businesses. So, in today's world, how do you build a responsible and ethical brand? 
The advertising industry is a billion-dollar business with the potential to have a significant impact on society. In this session, we'll learn from some of the best-in-class examples of brands doing this right. 

Hear from: 

  • Amy Williams, Founder & CEO, Good-Loop 


12:30 – 13:00 

How to make a profit while making a difference at UK House at SXSW?

Following the global success of the Ad Net Zero summit during COP26 in 2021, UK advertising joins the 4As to discuss how advertising and creative technology can help us meet key global challenges. Join us as we ask, what is the role for marketing? Can the digital shift be better, smarter, and more efficient? How will creativity play a role in tackling issues such as climate change? 

Hear from: 

  • Alison Pepper, Executive Vice President at 4A's
  • Amy Williams - Founder & CEO at Good-Loop 
  • Aisling Conlon, International Trade Director, Advertising Association 


13:00 – 13:30
Good Game - the 2.7 billion untapped medium in tackling global challenges

Gaming speaks to an audience on a global scale. With a third of the world’s population and 90% of Gen-Zs in its mix, gaming sits at the heart of today’s popular culture. From saving forests, to climate change awareness, to relief aids for global crises, gaming’s widespread popularity, synergistic blend of real and digital worlds, and immense creative opportunities, makes it an empowering medium to raise awareness for difficult conversations to be had and rallying powerful call-to-actions. Gaming is no longer a niche playtime for the few. Its untapped potential for good is much more fruitful than we think.

Hear from: 

  • Jonny Shaw, Chief Strategy Officer, VCCP+
  • Sashi Nair, Head of Strategy, VCCP+
  • Julian Douglas: International CEO and vice-chairman of VCCP and IPA President 
  • Melanie Wong: Global Planning Director at VCCP



UNBOXED: Creativity in the UK Takeover

There has never been anything like UNBOXED, a programme of ten major multi-site and digital creative projects that share new ideas and possibilities for the future, shaped across science, technology, and the arts. Join us for an afternoon of discovery with pioneering cross-sector creatives including Oliver Jeffers, Jon Hopkins and Dr Anne-Marie Imafidon, exploring new innovations in multimedia public engagement, taking audiences from the depth of consciousness to the far reaches of the solar system. 


14:10 – 14:45

UNBOXED: 10 Experiments in Creativity: 

UNBOXED: Creativity in the UK started with £120m of public investment into an ambitious programme intended to celebrate creativity in all its forms, delivered in partnership between all four UK governments. A ground-breaking R&D process resulted in 10 acts of boundary-defying mass public engagement that exist at the intersections of science, technology and art. As the UK becomes a lab for this huge experiment in creativity, what can it teach us about the role of creative collaboration in shaping the future?  

Hear from:


15:00 – 16:15

Citizens of imagination: building movements through multimedia storytelling

Our Place in Space sends us into the stars to find new perspectives on our planet and ourselves through an epic 10km sculpture trail. About Us is a thrilling multimedia ride through 13.8 billion years of our history starting with the Big Bang. StoryTrails is a journey through time that uncovers hidden histories using immersive technology. UNBOXED industry leaders explore how these creative experiences can give audiences a sense of their place in the world and their role in its future. 

Hear from:


16:30 – 17:45

Have a safe trip! Taking audiences into the unknown

Dreamachine is an immersive experience designed to explore the limitless potential of the human mind that creates vivid illusions, kaleidoscopic patterns and explosions of colour unique to each participant. Tour de Moon reimagines our lunar satellite as symbol of radical imagination, giving rise to digital and live adventures unlike anything seen before. UNBOXED industry leaders discuss collaborating across neuroscience, music, architecture, nightlife and technology to create new experiences that allow for profound engagement on a mass scale. 

Hear from:

  • Ayanna Blair-Ford, Assistant Creative Director, Tour de Moon
  • Jen Crook, Director, Collective Act / Dreamachine
  • Jon Hopkins, Composer / Musician , Dreamachine
  • Katie Popperwell, Senior International Producer, UNBOXED Creativity in the UK




The UK Creative Tech Opportunity

Leading figures from London’s leading tech and innovation campus and the fastest growing esports cluster will come together to present discussions about technologies set to shape the future. From the metaverse to esports, these sessions will explore the growth opportunity and economic impact of creative tech in the UK. The sessions are targeted at tech leaders, creative industries professionals, games developers and investors looking to learn from those on the frontline of interactive entertainment innovation. 


14:00 - 15:00

Discussion: Innovation Spaces for Future Realities  

From esports to the metaverse, the future of interactive entertainment will take place in virtual worlds – future realities that have the potential to transform the way we work, live and play. However, these future realities require considerable investments in people, technology and computing power. To survive, they will need multi-billion-dollar industries, whole communities of highly skilled talent, and world-class innovation spaces. 

This session will explore the cutting-edge innovation and explore how future realities will be shaped by traditional challenges in the real world – how to attract investment, how to scale companies, how to build clusters of talent and how to create the infrastructure and spaces for innovation. 

Do drop by and join the conversation! 

Hear from:


15:00 – 16:00

The challenges of delivering immersive social experiences in a time of Covid

Hear from the ‘Audience of the Future’ team on the challenges of delivering immersive social experiences in a time of Covid. Please view their brochure here




Virtual Insanity: The Metaverse and A Better World   

Connect with the UK advertising sector for a morning of discussions and networking around cutting-edge innovations and new ideas. We ask what’s next for the future of advertising? How can advertising thrive in the world of the metaverse and ever accelerating digital opportunities. How do we ensure the future is inclusive? How do we make sure the future is accountable, responsible, and efficient?


11:00 – 11:30 


Pop-culture Events and Experiential Marketing experts Experience12 are specialists in bringing gaming and virtual properties into the real world for fans and non-fans alike.  

In this session they discuss the process, pitfalls and pleasures of bringing virtual properties IRL all backed by six years’ worth of research captured with fans at MCM London Comic Con. 

A must for brand experience, community, gaming and entertainment marketing and PR professionals alike”

Hear from: 

  • Chris Whittle, Owner Experience12: The Pop Culture Marketing Agency.


11:30 – 12:00

The Rebirth of TV: Why the rise of Connected TV isn’t just a pandemic driven fad

The age of TV is far from over. Contrary to the popular belief that TV is a thing of the past and younger viewers are trading the 10-foot-experience for tiny screens and short-form content, the data shows quite the opposite. Far from just a pandemic-induced trend, Connected TV is the favoured way to consume content. Traditional broadcast is dead and short-form content on small devices just doesn’t quite cut it. In this panel discussion, FX Digital’s Matthew Duhig and Mux’s Eric Elia explain why you need to listen to the data and make sure your brand doesn’t miss out on the CTV moment. 

Hear from: 

  • Matt Duhig, Co-Founder and Managing Director, FX Digital 
  • Eric Elia, Head of Partnerships, Mux


12:00 – 12:30

The Power of Neuroscience and Creativity in Changing inclusivity

There is a developing neuroscience understanding of inclusivity that adds to the potential for positive change.  Hear how neuroscience brings this new perspective and how new ideas about portraying women’s soccer had a positive impact on female inclusivity in cultures where legacy gender attitudes were hard set across generations.
Hear from: 

  • Neil Davidson - CEO, HeyHuman and HeyLab
  • Aoife McGuinness – Neuroscience Consultant, HeyLab


12.30 – 13:00 
The future of Social – China and the Metaverse

China is leading the way to not only initiate, but also the key drivers, in moving from second gen Social Media to third gen. But why has this happened in China? When will it propagate to the west, if ever? And, what’s next? More so, beyond third gen Social, what are brands in China doing to test future proof concepts, such as Virtual KOLs and NFT projects! We will explore all these points and learn/discuss what we learn from these innovative projects. Join us to explore the future of Social Media!

Hear from: 

  • Arnold Ma, Founder Qumin. 

13:00 – 13:30

Trust is the new currency 
Digital advertising is a high growth market with a supply chain that remains partly opaque and inefficient. As a result, the market is under growing pressure from regulators. Process and governance are not enough. What’s needed is a technology-led solution that defines minimum requirements and guarantees in an industry-led collaborative environment.
Find out more about how TAG TrustNet, pioneered in the UK by Fiducia, and now coming to the US, is using block-chain and distributed ledger technology to create the use case for an ‘always-on’ viable solution, and what you can do to play your part.

Hear from: 

  • Mike Zaneis, CEO TAG and Co-Founder of the Brand Safety Institute
  • Brian O'Kelley, Co-Founder and CEO at Scope3
  • Aisling Conlon, International Trade Director, Advertising Association 
  • Amy Yeung, General Counsel and Chief Privacy Officer, Lotame                



Reality bites, but does the Metaverse Zuck? 

Exploring where ‘traditional’ media and performance has a part to play in the Metaverse, or is there a totally brand-new culture and language required?  Which platforms will be key? What lessons can be learned to stop IP and unregulated content being exploited by brands for NFT’s for example. And why should we care?


14:30 - 17:00

Hear from our creative and technology industry leaders from the island of Ireland and gain an insight into their innovative production workflow for XR and how that translates into the never-ending hype of the Metaverse.

The demos include AR operatic performances, a VR product which is ready to disrupt the traditional 3D animation workflow space, an automatic licensing and IP platform designed specifically for the Metaverse and the convergence of innovative theatre production and XR.

Do drop by and join the conversation!

Hear from:


You’ll also get to see a live VR performance of an extract from Irish theatre production company ‘The Performance Corporation’ and their Emperor 101 experience - which dives into to the mind of a conspiracy theorist and her acolytes -  using Retinize’s ‘Animotive’ VR 3D animation production tool which was one of the launch partners for HTC Vive’s face tracker.

Plus you can experience Ulster Touring Opera’s fresh take on Mozart’s Magic Flute with their mini Opera in Augmented Reality.




UK Immersive Takeover

Key organisations from the UK’s world-class cultural sector come together to present must-see case-studies and networking events exploring collaboration, thought leadership and future-thinking in the creative industries. The content is targeted at professionals working in creative tech, production, policy, funding, film and art and aim to create new global partnerships. Presented by Arts Council England, British Council, British Underground, UNBOXED: Creativity in the UKUnboxed, Audience of the Future / UKRI. 

More info here:


10:00 - 11:30 

‘Dream’ Makers: Immersive Performance Futures

Based on A Midsummer Night’s Dream, the Royal Shakespeare Company’s Dream was an experiment into how audiences can experience and interact with live performance remotely using the very latest in motion capture. This session led by the performers reveals the technical processes and tools used to create Dream. The demonstration is followed by a panel discussion about where the latest gaming and theatre technologies are taking live performance. Supported by Audience of the Future / UKRI.


12:00 - 13:30

Citizens of Imagination: Community and Multimedia Storytelling

UNBOXED: Creativity in the UK, is one of the biggest showcases of creative collaboration every undertaken in the UK. It runs from March to October and several projects are presenting at SXSW. Our Place in Space sends us into the stars to find new perspectives on our planet with our solar system recreated on earth as a 10km sculpture trail and interactive AR. About Us is a thrilling multimedia ride through 13.8 billion years of our history. StoryTrails uncovers hidden histories using immersive technology. Martin Green speaks to Oliver Jeffers, Dr Anne-Marie Imafidon and Angela Chan to explore how these creative experiences can give audiences a sense of their place in the world and role in its future. Supported by UNBOXED: Creativity in the UK.


14:00 – 15:30

Immersive Production Skills: Global Perspectives

The immersive economy is already big business and is set for exponential growth. In a fast-changing environment, how do we equip the creative and cultural industries with the skills, knowledge and networks they need to prosper and forge the immersive landscape of the future? Panellists from the UK, Canada and Brazil will share international insights on skills needs and priorities and will explore different approaches to skills development and knowledge exchange.  Supported by Future Art and Culture.


16:00 – 17:00

UK Immersive Takeover Networking Drinks

Meet the hosts and participants of the UK immersive takeover for networking drinks and secret live music guests from the UK.  Hosted by Arts Council England, British Council, British Underground, UNBOXED: Creativity in the UK, Audience of the Future / UKRI 

RSVP to attend.