In two fast-paced sessions, learn how to cut through the noise, avoid synthetic sameness, and build trust with honest, original work that gets results. It’s time to rethink what “expert” really means, and stand out for all the right reasons.
12:00pm: Arrival and networking
12:30pm: “Scream if you wanna go faster!” Getting noisy with Digital PR
Digital PR has become a core part of modern marketing – but too often, brands fall into the trap of playing it safe.
Safe ideas don’t earn headlines, links, or attention. Bold ones do.
In this session, we’ll explore how marketers can push past the noise by leaning into big, brave ideas that spark genuine interest with journalists and resonate with readers. You’ll learn how to craft campaigns that not only drive links and coverage but push brand fame and authority to the next level.
If your digital PR strategy is starting to feel predictable, consider this session a wake-up call.
13:00pm: “Can’t we just lie?” Marketing, AI and Digital PR in 2025
Influencers and experts are bombarded with daily requests for insights. The easiest route? Ask AI for a quick take, see their name in the byline, collect the fee, and move on.
But when everyone does the same thing, expert opinions start to blur together. They lose originality, depth, and trust – and AI is to blame.
Join content and Digital PR specialists Mark and Matt as they explore how to cut through the AI-generated noise in 2025. If you want to create content that prioritises truth, delivers real value, stays rooted in authenticity and actually drives results, this session is for you.
Matt Jones, Head of Digital PR, HUB
From his humble beginnings as an off-page SEO executive at Search Laboratory in 2012, Matt’s career has been focussed on Digital PR from day one. His experience spans both B2B and B2C brands, and he’s had a hand in crafting headlines and driving fame for brands such as Irwin Mitchell, Ann Summers and JCT600.
Mark Wiggins, Head of Content, HUB
Mark has been making brands look and sound their best for over a decade. With experience in various B2B and B2C client-and-agency-side roles covering strategy, creative and copywriting, Mark has a strong grasp of how content drives success within the wider marketing mix. Previously part of the Search Laboratory team, Mark’s clients have included Moonpig, Homebase and Kia.
Jade Chadwick, Digital PR Executive, HUB
Jade is a communications professional with extensive experience leading PR and integrated marketing campaigns across both B2B and B2C sectors. Jade’s approach is a combination of keen strategy and creative leftfield thinking, and it’s worked well for a mix of global, national and regional brands who have trusted her with their Digital PR strategies over the years.
