Matt Brown

Matt Brown is Strategy Director at We Are Social Amsterdam, a social-first creative agency that helps brands navigate online culture in a strategic and relevant way. He leads a multidisciplinary team of strategists, researchers, and influence specialists working across global clients including Booking.com, ASICS and Miele.

Matt specialises in turning complex business challenges into clear, actionable strategy that drives impactful creative work and brand growth. With experience at creative agencies in London, Sydney and Amsterdam, he has led social and integrated campaigns for some of the world’s most recognisable brands.

Presentation Title:
"Harnessing the Chaos: A Blueprint for Building Brands on TikTok"

In a landscape where consumer attention is fragmenting and trend cycles are accelerating, it’s harder than ever for brands to turn cultural noise into meaningful brand growth.

In this session, We Are Social will introduce their tested framework for building brands that live inside culture rather than interrupt it.

Attendees will learn how four connected forces (Presence, Proof, Power and Participation) work together to drive relevance, trust and long-term value on TikTok.

Through TikTok-native brand examples and emerging social behaviours, the session will break down how each force works in practice, including where to start and what to avoid.

The result is a clear, practical roadmap for moving beyond trend-chasing and turning social intelligence into sustained brand growth.

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TikTok Reinvented | May 21, 2026
This is where TikTok Marketing stops being a content playground and becomes a system for growth