Four Days in Austin – My Take on SXSW 2025

Scott Madden, Sr. Partner & Chief Strategy Officer

Last week, I was in Austin, Texas for the 2025 SXSW Conference. From the countless panels and speaker sessions to innovative activations and beyond, there was so much to take in and explore. With this unforgettable experience now in the rear view mirror, here are my top three takes coming out of my four days in Austin.

Human Brands Win

The devaluation of ads has further intensified in an attention deficit, ad avoidance world. Ads are no longer the lead characters of effective brand storytelling. Brands who think of themselves as living, human creatures who are regular participants in cultural dialogue will enjoy relevancy and recall.

Main Character Energy

Main character mindset is the new norm. Consumers see themselves as the center of the universe, living their own great story. Brands who enable and/or celebrate those personal stories will continue to thrive in this new environment. 

SXSW 2026

A request to the content selectors for SXSW 2026: enough already on AI topics. Yes, AI undeniably plays an important part in our world today but let’s not overshadow other critical areas of innovation. By embracing a wider range of topics, SXSW 2026 can foster a richer and more impactful experience for all attendees.