BIMA House | The Business of Talent: New Money, New Metrics

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BIMA House @ SXSW London

This June, SXSW London will be the stage for bold, big ideas at the forefront of technology and creativity. As an official partner, BIMA House is transforming The Joiner on Worship into a dynamic community hub for two days of curated events, designed to spark conversations, share insights, and connect industry leaders. Learn more HERE.

Join Brandsmiths and a lively panel as they discuss the changing dynamic of online influence and the innovative ways in which brands are monetising this modern phenomenon.

Just as the pen has always been mightier than the sword, word-of-mouth and recommendation is more powerful than straight up selling. In a digital world increasingly run by AI and the audience craving a more personal touch, the potential of the influencer has been quietly but assuredly growing.

Like everything else, the old rulebook has been thrown out and it’s an exciting time (in ways you probably haven’t previously considered) as this evolving potential opens up new and innovative ways for brands to strike up alliances with talent, develop new forms of intellectual property and tap into new revenue streams online; and for talent to move into owning brands – not just endorsing them.

This isn’t theory we’re discussing; it’s the reality.

The panel includes the CEOs and senior leaders from one of the world’s biggest talent agencies, the UK’s leading law firm in the space and one of the fastest growing brands online. This will be one of those truly rare opportunities to peak behind the curtain and find out everything you ever wanted to know (and possibly more) about building a 21st century brand online.

What to expect:

• An understanding of the key legal issues regarding how brands use talent and their IP
• The future relationships and trends between talent and brands
• An insiders perspective from a CEO on how brands are using talent to grow their businesses
• The view from a brand on the value of using well known talent and shifts that they are making.

Who is this for?

Brands and agencies with a focus on exploiting IP and building brands and businesses

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Speaker line-up:

Adam Morallee , CEO & Founder at Brandsmiths
Adam Morallee has founded multiple successful businesses, including the law firm Brandsmiths and the sports management agency S-JAM.

Adam has advised some of the world’s most recognisable brands and public figures on the protection and licensing of their brands and reputations. His client list includes global powerhouses such as Microsoft, BMW and Gucci; as well as household names like Gordon Ramsay, Mo Farah, and David Walliams.

Adam has grown Brandsmiths to be recognised as the leading IP law firm in the UK with more appearances in the Supreme Court and the IP courts than any other firm. Brandsmiths continues to be instructed by the world’s most well-known brands on their intellectual property needs, including enforcement and collaborations.

Bianca Wilson, Senior Associate, Commercial and IP Lawyer at Brandsmiths

Bianca Wilson is a leading commercial and IP lawyer at Brandsmiths, where she heads the firm’s media and entertainment practice and serves as Deputy Head of the London office. Bianca advises some of the most high-profile names in sport, fashion, and entertainment.

With almost a decade of experience, Bianca has led on deals in the digital and broadcast space. Having previously worked in-house at Warner Bros. Discovery and ITV, Bianca brings a blend of legal expertise and industry intuition. She is also passionate about working with female founders and challenger brands.

Bianca’s client base spans global talent agencies, production companies, and fast-growth consumer brands – all unified by their desire to own, protect and monetise their intellectual property in more meaningful ways. As a senior figure at one of the UK’s leading law firms, Bianca is focused on helping clients move beyond endorsement to ownership, building the next generation of IP-led, influence-powered businesses.

Mary Bekhait, CEO at YMU

Mary Bekhait is considered one of the most powerful figureheads in the global entertainment industry in her role as CEO of leading global talent agency YMU. Since taking over the helm in 2021, she has overseen a radical rebrand of the company, transforming the agency into a progressive business spearheaded by women, representing some of the most elite names in the entertainment industry.She has delivered international growth across YMU’s core sectors of Sport, Music and Entertainment with the acquisition of renowned sport talent and gaming agency, DSM, the launch of COAL music led by industry heavyweight J Erving, the launch of YMU Social (the undisputed market leader in the U.K.) and YMU Literary whose MD has been nominated for Literary Agent of the Year three years running.One of Mary’s proudest achievements at YMU has been closing the gender pay gap dramatically from 29 to 2.5% and as a result YMU has become a rarity for a scaled talent agency in that it has a female Chair (CEO of X, Linda Yaccarino, who Mary appointed in 2023), a female CEO in Mary, and multiple female MDs and directors.As CEO she has transformed YMU Group into a more social first business with a global outlook and perspective – she oversees the company’s operations across their London, New York, Washington and LA offices, enhancing the talent roster to focus on what she calls “truly global elites”. She is also cognizant of the power of a diverse workforce and is determined to use her influence to inspire a new generation women and girls to reach the top. Establishing YMU as a leader in talent management has enabled Mary to attract entertainment heavyweights Simon Cowell, Nicole Scherzinger, Paris Hilton, Emily Ratajkowski amongst other high-profile figures in entertainment, sports and music.

Andrew Salter, Co-Founder and CMO at DIRTEA.

Andrew Salter is the co-founder and Chief Marketing Officer of DIRTEA, a wellness brand transforming how people engage with health through the power of functional mushrooms. He led the company through its early years as CEO, building it into one of the UK’s fastest-growing wellness brands with a cult following and global ambition. Now, as CMO, he focuses on brand building, cultural strategy, and international expansion.

Alongside his brother Simon, he has spent over a decade creating culturally resonant campaigns and ventures. The pair created the global health movement Feeling Nuts, which reached over a billion people and led to a Channel 4 primetime show, before founding a creative venture studio that worked with brands including Rolls-Royce, LadBible, Letters Live, Vero, and former world champion David Haye. They also played a key role in the early growth of Velocity Black, the luxury members’ lifestyle platform acquired by Capital One.

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