The PopCultr Marketing Summit Returns to MCM London Comic Con

Created in partnership between Experience12 and MCM London Comic Con, the Marketing Summit is free to attend, with attendees able to experience MCM Comic Con as a part of the summit. 

Returning to MCM London Comicon at London Excel for its second year, the Summit is a one-day forum dedicated to the future of pop culture marketing multiverse. Bringing together marketing professionals across entertainment, gaming, consumer products, and brand strategy; it will be THE space for marketeers to connect, explore emerging trends, and understand what’s next for storytelling, fan engagement, and IP growth in a rapidly evolving marketplace.

Featuring: Opening Keynote by Zoe Scaman

This year’s opening keynote is from industry leader Zoe Scaman, founder of strategy studio Bodacious and chief strategy officer at 77x. Zoe’s talk, titled ‘The Fan-Industrial Complex: How Fandom Became Infrastructure—And Why IP Will Never Be the Same,’ explores the cultural and commercial power shift that’s transforming how stories are built, sustained, and shared.

Her keynote will unpack how fan communities are reshaping everything from greenlight decisions to world-building strategies, why co-creation is becoming essential, and how brands and studios must adapt to a participatory era. This is not fan service; it’s a new operating system.

Zoe said, “Fandom is no longer a sideshow—it’s the scaffolding, It’s not a marketing lever; it’s the engine.”

Zoe is an expert in pop culture marketing and has worked with globally renowned brands including Nike, Netflix, EA, and Bloomsbury. She has written on topics such as “Multiplayer Brand” and “The New Fandom Formula” that has become essential reading for modern brand builders.

A Cross-Industry Programme

The Summit features a full day of content (10:00–16:30) including two keynotes and six peer to peer panel sessions. Panels include:

BIG & SMALL SCREEN CONTENT: Rewriting the Marketing Script
STRATEGY: Beyond the Drop: Rethinking Launch Strategy for a New Era
BRAND PARTNERSHIPS: Powering Up Pop Culture Marketing
GAMES: Adapting the Marketing Playbook
LIVE ENGAGEMENT & EVENTS: An antidote to a fragmented digital world
CONSUMER PRODUCTS: Pop Culture you can hold

Contributors to be announced next week. Each panel is built around three actionable questions. What changes are we seeing in our audiences? How is the industry responding? What trends are therefore shaping the future of pop culture marketing?

Designed for Connection

Attendees will also receive Industry Passes for MCM London Comic Con at Excel London, granting access to one of Europe’s largest fan events (120,000+ attendees expected over the weekend) to encounter fandom in their native environment.

Three networking breaks and a post-event drinks reception offer additional space for reflection and relationship-building.

“The Summit was created to address a gap we noticed in the industry,” said Chris Whittle, founder, Experience12. “There are lots of opportunities to connect within sectors, but very few that encourage cross-disciplinary dialogue among pop culture marketers. This event is about sharing real insight, discussing a rapidly evolving market, and building a more connected community by and for the people at the coalface. Where better for it to be hosted than at the biggest fan event in the UK.”

Limited places register via Eventbrite here.