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5 Things SXSW London Made Me Rethink About Work, Creativity and Brand Impact

June 17, 2025

I didn’t know what to expect from the first-ever SXSW London. Having never attended the mothership event that is SXSW Austin, I arrived with fresh eyes and nothing to compare it to. As the first European event, I knew it had a big job to do, honouring the nearly four decade legacy of SXSW Austin. 

Could London make it its own? 

From the buzz of Shoreditch to the packed-out panels, on the surface it looked like a clear yes. SXSW London felt rooted in creativity and made me stop and rethink the way we work, lead, and build brands today. Here are five top things that really stuck with me. 

1. The Power of Place Can’t Be Underestimated

SXSW London’s choice of venues gave it real character. These included venues steeped in history such as the Truman Brewery, Shoreditch Electric and Shoreditch Town Hall, all brought something unique and completely different to the experience than what I heard the conference centres of Austin offer. The venues made me feel connected to the city, not dropped into it. It reminded me how the spaces we choose for events are so important, especially for creative and thought-led discussions, they can shift attention, atmosphere and outcomes.

2. Profit Meets Purpose: The Brands Rewriting the Rules

There were a lot of strong brand moments across SXSW, but the Tony’s Chocolonely fireside chat with Olaf van Gerwen of Chuck Studios really stood out. Tony’s Chocolonely Chief Brand Officer Sadira E. Furlow was a born storyteller, explaining Tony’s history and bold mission to break the mould to end exploitation in the chocolate industry. Whether it’s using the chocolate bar and packaging to spotlight inequality or building campaigns that spark real conversation, they showed that creativity with conscience still cuts through. 

Tony’s was just one of many B Corps featured at SXSW London — fitting, given that the city is now home to over 1,000 certified B Corps. Their presence felt significant, with each one highlighting the growing shift in how businesses define success: showing that profit and purpose aren’t mutually exclusive, but powerful partners when done right.

That same energy came through in Idris Elba’s Creativity as a Capital for Change panel too – a powerful reminder of how purpose and tech can come together to unlock real impact. The panel discussed supporting African filmmakers and creators as well as Akuna Wallet, a digital economy for Africa Creatives. Idris also presented Talking Scripts, an app that helps people with dyslexia or other reading difficulties access scripts in audio format, co-developed with director Stefan Schwartz. This was a definite personal highlight for me too – as a massive Luther fan – seeing Idris, joined by the show’s director, let’s just say I had a real fangirl moment.

3. Leadership Looks Different Now — Which is a Good Thing

From corporate CEOs to creative founders, leadership was a running theme – especially in how it’s shifting.

Joe Wicks, The Body Coach in his fireside chat offered one of the most practical, uplifting takes. He talked about his “Movement Hour” (now adopted by 3,000 businesses), how he’s trialling a four-day week that’s not impacted productivity and discussed how small shifts can drive real change. His message: rethink how you lead, and your team will rethink how they work. It was one of those sessions that felt both completely achievable and inspired to take action.

4. AI Isn’t the Threat — Lack of Strategy Is

One of the most memorable talks came from Jessica Sibley, CEO of Time Magazine, who laid out the three options when it comes to AI: Do nothing, negotiate, or litigate.

She made it clear that sitting still isn’t an option. AI is already reshaping how media and content are created, consumed and monetised. Time’s approach is focused on  having the best content from Taylor Swift to Donald Trump exclusives, watermarking content, owning IP, for the AI world. Her message was clear: the publishers building AI strategies now will be the ones that survive and lead tomorrow.

5. Collaboration Is Still the Most Powerful Creative Tool We Have

For me, one of the proudest moments of SXSW London was closing it out with Intrepid Travel’s official SXSW partner event. At FINN Partners Global Travel we’ve been proud to shape this purposeful, thought-provoking event for our client Intrepid.  From concept to delivery – it’s been an exciting project to create, collaborate on, and bring to life. 

We brought together inspiring leaders many across B Corps to discuss “DEI in the Time of Trump: How B Corps Are Navigating the Changing Landscape.”

With speakers included James Thornton, CEO, Intrepid Travel, Susan C. Allen Augustin, Co-Founder, Here We Flo, Bronwen Foster-Butler, CMO, Finisterre, Rukasana Bhaijee, Global Head of DEI, Financial Times and expertly moderated by Poorna Bell. 

The conversation wasn’t about surface-level DEI. It was about values in action. From addressing bias and structural barriers to redefining ethical leadership, this was the kind of conversation more organisations need to be having — not just at conferences, but every day.

Final Thoughts

Part of SXSW’s magic lies in how brands show up — not with hard sells, but with memorable, immersive experiences. The Hoxton Hotel transformed one of its rooms into a cocktail lounge, complete with beds, sofas and buzz-filled networking. Sky Glass pulled in crowds with a display of the Premier League trophy. And everywhere you turned, there were bursts of joy — SXSW-branded Tony’s Chocolonely bars and Proper popcorn keeping the energy high between sessions.

That said, this was year one. Many brands may have taken a cautious, wait-and-see approach – understandably so with any untested format. But that’s what makes it even more exciting – if this was the starting point, imagine what 2026 could look like. With more awareness, momentum and confidence in the model, I can’t wait to see how more brands step up, sponsor, and create standout activations.

So back to my earlier question — could London make SXSW its own? Absolutely. SXSW London, you did not disappoint. If this is just the beginning of its European story, count me in for the next one.