Brands no longer compete only with other brands. They compete with creators, culture, and content people actually choose to watch.
In this exclusive webinar, TikTok brings together Spin, National Rail, and creator @a_mug_of_life to unpack what it really takes to shift from transactional advertising to entertainment-led storytelling.
If you are advertising on TikTok without seeing the performance you expect, this session will show you what needs to change.
This 60 minute panel explores how brands can behave more like publishers and build sustained audience attention.
You will discover:
- Why traditional funnel thinking is breaking down on TikTok
- Why audiences connect to story over messaging
- How to structure authentic creator collaborations
- What brands must change internally to succeed on the platform
- How National Rail executed a social-first campaign that worked organically and through paid
This is not theory. It is a practical breakdown of a real campaign.
You will hear directly from the brand, the agency, the creator, and TikTok. Strategy, execution, and performance in one conversation.
1. The Entertainment Pivot: Why the Funnel Is Broken
Brands are competing with entertainment itself. What does that mean in practice and how should your strategy evolve to be discovered?
2. Authenticity Over Ads
Audiences recognise intent instantly. Learn how to design creator collaborations that feel native rather than interruptive.
3. Case Study Deep Dive: National Rail x A Mug of Life
How a storytelling-first approach delivered audience connection and measurable outcomes. What made it work and how paid amplification extended impact.
4. Becoming a Publisher
What must change internally. Structure, mindset, creative process, and long-term thinking.
This webinar is designed for:
- TikTok advertisers managing campaigns without dedicated strategic support
- Brands looking to improve creative performance
- Marketing leads responsible for paid social outcomes
- Teams exploring creator collaborations
- Businesses that want to scale on TikTok but feel stuck in traditional ad thinking
If you are running ads but not building attention and discoverability, this session is for you.
You will leave with:
- A clearer understanding of how TikTok differs from traditional media
- Practical insights you can apply immediately
- A framework for building entertainment-led campaigns
- Inspiration from a live brand case study
And if you are serious about transforming your TikTok performance, this webinar is your starting point.
Johan is a marketing specialist with a proven track record of driving digital success for businesses worldwide. Currently at TikTok, he leverages expertise in marketing strategy, machine learning, and automation to deliver impactful growth. With over five years at Google and experience across Europe and Asia, Johan brings a unique cross-cultural perspective and a global outlook to his work, making him a trusted voice in the future of digital marketing.
With over 20 years of Sales and Marketing leadership, including 15+ years at the forefront of digital innovation, Claire has led strategies across the USA, Europe, and the Middle East. She has built and inspired high-performing teams while driving growth in E-Commerce, SaaS, brand and performance marketing, and data-driven transformation. Her work with Fortune 500 companies, SMBs, and agencies has advanced the future of digital marketing, earning her recognition as a creative tech futurist in dynamic global markets.
Aidan is a marketing leader with more than a decade of experience driving business growth across global markets. During his seven years at Facebook (Meta), he spearheaded product marketing for EMEA and Sub-Saharan Africa, helping companies scale through digital advertising and innovation. Today, he leads SMB product marketing at TikTok, where he empowers advertisers to achieve success and unlock new growth opportunities.
Simon Squibb is an entrepreneur, investor, social media business influencer, and founder of HelpBnk – a free platform designed to help anyone start and grow a business, while rewarding people who support others along the way. His mission is simple: make business knowledge accessible so more people can succeed.
Simon has built and sold multiple companies, including his creative agency Fluid (later acquired by PwC). Today, through HelpBnk and the Purposeful Project, he focuses on showing entrepreneurs how to build sustainable businesses without relying on big budgets or outside funding.
Simon’s advice is rooted in real experience: focus on creativity, learn how to market and sell effectively, and use digital platforms to connect directly with customers. His session will be inspirational, motivational, and packed with practical tips on advertising, innovation, and sales, making complex business strategies simple and actionable.
Rory leads Fospha’s strategic partnerships globally, working closely with ad platforms, agencies and ad-tech companies to bring the power of full-funnel measurement to shared advertisers. He drives Fospha’s go-to-market efforts, and leads a team dedicated to maximizing client success and deepening engagement with key marketing channels. Previously, he built Halo - Fospha's marketplace measurement product.