#9. The power of cultural brand activation

During D-Congress 2025, in a session on The Power of Cultural Brand Activation, Karin Winther interviewed:

André Engdahl Jofré, Creative Director at iconic record label Year0001 – home to groundbreaking artists like Yung Lean, Bladee, and Viagra Boys.

Christian Appel, Founder and Executive Chairman to WorkShop The Retail Agency, director to the board of Lager157 and investor into reCRQL recycle platform.

Gavin Jewkes, Marketing Solutions Lead, Global Business Marketing, TikTok UK.

How can retail leverage cultural movements, storytelling, and immersive experiences to create stronger connections with consumers? This session delves into the intersection of music, creativity, and brand activation, exploring how ndustries at the forefront of cultural influence engage audiences in new and meaningful ways. Through insights from both the music and retail sectors, the discussion will uncover strategies for driving authenticity, relevance, and long-term engagement by tapping into creative communities and cultural trends.

D-Congress Talks is a podcast by Svensk Handel.