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Popcultr Marketing Summit Reveals Zoe Scaman and Lea Karam to Headline at MCM London
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17/09/2026
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Zoe Scaman, chief strategy officer at 77X, and behavioural scientist Lea Karam, founder of Mindscope, headline the sixth Popcultr Marketing Summit at MCM London Comic Con on Friday 23rd October
The Popcultr Marketing Summit has confirmed both keynotes for its sixth edition. Zoe Scaman takes the first keynote at 11:15, and Lea Karam closes the summit at 16:00.
The summit puts the whole of pop culture marketing in one room for a day: entertainment, games, anime, publishing, tabletop, licensing, consumer products, creator, community and brand partnerships. The theme, About Time, comes out of a problem the industry has not solved. Planning, buying and measurement still run on attention, while pop culture is competing for people’s time. Impressions are easy to count and easy to sell, but they cannot tell you whether anybody chose you.
Zoe Scaman: first keynote
Zoe Scaman is a strategist, writer and advisor. She founded the strategy studio Bodacious and is Chief Strategy OVicer at 77X, the youth-culture studio set up by NBA player Luka Dončić, where she also runs global change programmes, grants and research partnerships for the Luka Dončić Foundation.
She spent two decades in senior strategy roles at Naked Communications, Droga5 and Ridley Scott Creative Group, on work for LEGO, Netflix, Microsoft, Meta, Deloitte, Tesco and Campari. Her writing, including The New Fandom Formula and The Multiplayer Brand, gets passed around the industry. Campaign and Adweek named her a top 10 Industry Trailblazer in 2021 and again in 2022, the British Interactive Media Association put her in its Hall of Fame in May 2025, and this year she was a highly commended finalist for Best AI & Future Technology Speaker at The Speaker Awards.
Her keynote, The Tithe, starts from the idea that fandom has always been paid for in time rather than money. The hours that go into fan fiction, a hand-stitched cosplay or a completionist badge are what prove devotion when no money changes hands. Zoe asks what happens to that economy now generative AI can turn out in seconds what used to take months.
Lea Karam: closing keynote
‘Why Consumer Time Is Marketing’s Last Honest Metric’
Lea Karam is founder and CEO of Mindscope, a behavioural science lab working across technology, entertainment, culture and commerce. Her clients include Google, Snapchat, TikTok, Canon, Amex GBT, ITV and BBC iPlayer, and her work is about how people decide where their attention and trust go when algorithms are making most of the suggestions.
Campaign has called her a pioneer in behavioural science and Marketing Week has credited her with shifting hearts, minds and commercial decisions. She has appeared on Campaign’s Media Week 30 Under 30, Management Today’s 35 Women Under 35, The Media Leader’s Future 100 and Performance Marketing World’s Power List, and she is the first Behavioural Advisor to The International Academy of Digital Arts & Sciences.
Her keynote, Why Consumer Time Is Marketing’s Last Honest Metric, is about the filters audiences have built and what it now takes to get through them. The same person who is “too busy” for a six-second ad will queue for hours at Comic Con, put 40 hours into a game, or watch a series for the fourth time.
The two keynotes are meant to bookend each other. Zoe makes the case for building marketing around time rather than attention. Karam explains what sits underneath that: why people hand their time over, and why, as Whittle puts it, engagement has become “a deliberate act of allocation.”
“Attention is a transaction. Time is a relationship. Zoe has spent two decades working out what earns a brand attention, and Lea has spent hers working out what actually earns someone’s time when almost everything else is asking for it too. Put a strategist and a behavioural scientist either side of the same day, and the argument gets made twice – once from the marketing seat, once from the psychology.” said Chris Whittle , founder, Popcultr Marketing Summit.
The Popcultr Marketing Summit takes place on Friday 23rd October 2026 at the ICC Capital Suite, ExCeL London, inside MCM London Comic Con. Doors open at 09:30, the programme runs 10:15-16:30, and a networking reception follows at 17:30.
Alumni and early bird tickets are available until 18th September 23:59, after which standard pricing applies. Tickets are available at www.popcultr.events
• Event: Popcultr Marketing Summit London, 6th edition
• Date: Friday 23rd October 2026
• Venue: ICC Capital Suite, ExCeL London, inside MCM London Comic Con
• Format: One-day B2B summit. Two keynotes, six panels.
• Registration: www.popcultr.events
• Producer: Popcultr Ltd, trading as Experience12
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