AboutTime.

Fandom doesn't stand still. People find things through a clip, a creator, a character, a product or a friend, and they move between comics, anime, games, film and collectibles without stopping at any of the boundaries marketing uses to organise them. That leaves two problems. Your picture of the audience goes out of date faster than the campaign does. And the ways you used to reach them, the channel, the tone, the partner, the moment, were built for where they were rather than where they are going. So this panel is about two things. What a useful picture of the fan looks like when it has to survive contact with reality. And what engaging them actually means when they will not stay still long enough to be targeted.

Trading cards are everywhere. Every few weeks there is a new set, a new reason to go back to the shop, a new thing to trade. Releases create queues and pack openings have become entertainment. Most of that marketing is built into the product rather than bolted on afterwards. A new set gives people something to talk about. A prerelease turns trying it out into a night out. Game nights give it a weekly rhythm. Shops explain it to newcomers. The hard part is that the same pack is bought by people who want different things from it. Some play, some collect, some trade. Keeping all of them buying is the problem every marketer has when one product serves several kinds of customer.

A premiere. A pop-up. A convention floor. A launch party, a signing queue, an immersive installation. A feed can show you all of it, but it cannot make you feel like you were there. People will book a day off, cross a city, queue in the rain and give up an entire evening for it. No other line on a marketing plan asks that much of anyone. Which makes live the most expensive thing to get wrong and the hardest to justify on a spreadsheet. This panel is about what makes those moments work, how they reach the people who were not there, and what you tell the room afterwards.

The Edit closes the day by putting the work on the table. Across comics, entertainment, games, creators, brands and platforms, which launches, campaigns and partnerships earned a real place in people's lives? Which moments bought visibility without building a relationship? It is not an awards panel or a parade of predictions. Contributors make the case, challenge each other's choices, and separate work that earned a place in culture from work that merely occupied the feed. The room leaves with a short edit: work worth learning from, and signals worth watching.