In an era of safe, optimised campaigns, truly provocative work still has the power to cut through, shape culture, and redefine how brands show up.

In this live panel, agency leaders behind standout campaigns will explore what makes work genuinely provocative, how to use cultural insight and strategic risk, and how PR and earned media can turn bold ideas into culture-shaping moments.

If you are a creative, brand, or communications professional looking to push boundaries in 2026, this session will give you practical ways to back brave ideas and create campaigns that capture attention for the right reasons.

What We'll Cover

• What “provocative” really means – how to distinguish brave work from shock for shock’s sake.
• Using cultural insight – building ideas from real behaviours, tensions, and moments in culture.
• Balancing risk and sensitivity – where to push, when to pull back, and how to keep stakeholders on side.
• PR and earned media – turning bold creative into conversation, coverage, and cultural impact.
• Real campaign examples – work that sparked debate and delivered commercial results.

Host

Darren Harsley, Brand Partnerships Manager, The GO! Network.

Speakers

• Amy Gilmore, Strategy Partner, Untangld – LinkedIn
• Jim Saunders, Creative Director, Kastner London – LinkedIn
• Rhodri Evans, Strategy Director, Liquid – LinkedIn
• Andrew Dobbie, Founder & CEO, MadeBrave – LinkedIn