Fame or Frequency? The New Battle for Growth

What happens when one of marketing’s sharpest minds meets a platform reshaping how scale is built in an always on world?

In this candid discussion from the Institute of Practitioners in Advertising, Les Binet is joined by Adrian Adaramoye from TikTok to examine one of marketing’s biggest questions: what really drives growth – big brand-building moments or continuous activation across diverse communities?

Should brands prioritise one powerful, unifying idea or many tailored expressions? Expect evidence, differing viewpoints and practical examples examining fame, frequency and effectiveness, and what marketers can learn from both sides.

Sharp, insightful and thought-provoking, this session will challenge marketers to reconsider not just how growth is achieved, but what “going big” really means today.

• How can you balance smaller activations with bold campaigns to drive both short- and long-term growth?
• What does ‘going big’ actually mean in today’s fragmented, always-on media landscape?
• Should brands prioritise creative consistency or creative adaptability?