When Culture Leads: SXSW London CEO Max Alexander's New Model [Forbes]
Unilever PLC (UL)
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Source: Forbes
Lloyd Webber's entertainment empire — Max Alexander is taking a different approach to brand leadership — one that's more fluid, more involved, and deeply connected to the culture itself. The festival returns to Shoreditch from 1–6 June 2026, this year, marking the second edition of SXSW London and its most ambitious program yet. Rather than standing at the front of the room and delegating, Alexander will no doubt be most comfortable being part of the room — delivering value through participation, not position. Last year's inaugural edition drew a visit from His Majesty The King, underscoring the festival's rising cultural significance. And as the landscape of business continues to rapidly evolve, I'd say there's more room for different types of brand leadership than ever before. Many of these newer forms of leadership are already driving results. I'm thinking of culturally relevant brands like Skims, Glossier, or Fear of God — that are smaller, faster, and more entrepreneurial tha
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