What does a law firm have to do with the biggest marketing event in the North? As it turns out – it’s a lot more than you might think.
At this year’s Prolific North Live at UA92, we weren’t just headline sponsors – we contributed a fresh legal and commercial perspective to conversations centered on adaptation, authenticity, and the future of brand-building.
In addition to a day of fascinating panels, the event served as an opportunity to chat with the brightest minds in marketing, branding and PR.
Authenticity and Consistency in the Age of AI
A recurring theme throughout Prolific North Live this year was the growing importance of authenticity in a post-AI landscape. In a world where AI can instantly generate content in seconds, and brand decisions are motivated by statistics and algorithms, experience-driven and relatable content always stands out.
Carla Murray, our Partner and Head of Commercial, led a panel which brilliantly captured these subjects from a legal perspective, discussing the way AI has changed consumer behaviour, and how brands are adapting to a rapidly changing industry.
Joined by Phil Gripton and Rufina Lawani, the talk was a perfect fit for the headline topics of the day, which ranged from Specsavers’ in-game Roblox advertising, TikTok Shop’s retail revolution, to a footballer-fronted Pringles campaign.
One of the standout sessions came from Supersonic’s Executive Creative Director and Founder, Don McGrath and he was joined by voice artist, Zoe Lister, (the actual voice behind Jet2’s famous Jess Glynne-soundtracked campaign), which brilliantly reminded us of the importance of strong branding.
While the campaign’s breakthrough may have seemed like a viral stroke of luck to some, McGrath’s team knew its success came from long-term investment in consistency and trust. It was a timely reminder that strong brand foundations matter.
Cultural Confidence
The importance of cultural identity in the age of AI was another key theme – and one that strongly resonates with us as a North West firm.
Berghaus’ presentation on their Trango Icons jacket campaign, closely associated with Manchester legend Liam Gallagher, offered a compelling example of regionally rooted storytelling done right.
The Oasis reunion announcement, which came just weeks after the initial announcement, gave the campaign an unparalleled cultural buzz, leading to skyrocketing sales and brand awareness.
Pick & Mix Legal Services
Our stand at the event provided the perfect platform to let our fellow attendees know who Slater Heelis is. With our branded pick-and-mix station and a sweet jar guessing contest, we gave people a reason to stop and chat with us – because sometimes, the best networking starts with something simple, like a handful of sweets!
Our sweet jar guessing contest rewarded the most accurate guess with a brand-new Apple Watch. Congratulations to Christopher Melaugh, from BIG Partnership, who correctly guessed the number of marshmallows in the jar!
Looking forward to seeing what’s in store for next year!
