In a world where AI tools evolve faster than most teams can keep up, the pressure to innovate can feel relentless. At The Subthread’s Future Makers event three marketing leaders, Sarah Booth, Patrick Horan, and Katie McPhee, made it clear that innovation isn’t about changing course over the next shiny thing. It’s about creating a culture where experimentation, learning, and yes, a little play, can thrive.
Last week, The Subthread brought together these leaders from Skyscanner, Ancient + Brave and Veed at a pub in Soho to chat brand strategy. During the session they talked about how a business can allow for failure, what tenants make a successful brand and how to avoid the hype cycle.
Sarah, global marketing director for the wellness brand Ancient + Brave, is a big believer in organized fun. An approach to brand strategy that she learnt from her time in the Asos brand team.
