Thought leadership? Think again.

Thought leadership is at a crossroads. AI is reshaping search, compressing attention spans and flooding the market with slop content. Yet audiences are demanding more from brands: more originality, more humanity, and deeper relevance.

This two-part webinar reveals how brands can revolutionise their thought leadership to drive commercial impact amid shifting audience expectations.

Session 1: Human after all

In an era where more than half of searches now end without a click due to AI-generated summaries, brands must rethink how they create relevance and visibility.

We'll explore how to:

1. Break through AI-driven content saturation
2. Create AI-visible campaigns driven by credible data and actionable guidance
3. Use human-led storytelling to engage a cynical audience

Piers Tomlinson

Editorial director, FT Longitude

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Session 2: The power of personality

Audiences don’t connect with brands — they connect with people. Award-winning marketer Brian Macreadie shares how to embrace bold, differentiated ideas.

We'll explore how to:

1. Break from category conventions and “zig when others zag”
2. Empower your brand's experts to build influence on owned and social channels
3. Use emotional resonance and transparency to make content unmissable

Eva Menger Senior editor, FT Longitude

Brian Macreadie Head of marketing, Addleshaw Goddard

Session 3: Break the format

Brands are fighting a “war on time”. This session reveals how leading brands are experimenting with storytelling formats to meet shifting expectations.

We'll explore how to:

1. Understand fast-changing audience consumption habits
2. Balance long-form authority with high-engagement channels
3. Integrate creative experimentation without compromising credibility

Sean Kearns Director of strategy, FT Longitude

Hannah Sarney Editorial product director, Financial Times

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Session 4: Influence, not impressions

Clicks no longer tell the full story — especially when critical interactions happen in the "dark funnel": private channels, internal meetings or senior leadership conversations.

We'll explore how to:

1. Set outcomes before metrics — and make peace with what can’t be measured
2. Track leading indicators of media visibility, peer-sharing and forum mentions
3. Identify if your content is shaping decisions or simply generating noise

Joe Newman

Campaign strategist, FT Longitude

Why attend?

Thought leadership is changing fast. This double feature will help you stay ahead of that change and create campaigns that shapes decisions, sparks conversation and earns lasting influence.