The first instalment will be held at the Hospital Club in London on 18 May, and will address the question: ‘can you use the ‘c’ word when you're talking to fans?’
The event will subsequently look at whether brands should treat fans as though they are consumers when developing campaigns around sport and music, or something else.
Questions to be posed by the panel, which will comprise specialists in fan culture – from global brand directors to professors of anthropology – will include:
-Do fans think, act, behave and react fundamentally differently to consumers when they are looking at the world through the prism of their fandom?
-Do brands need to rethink their fan approach to unlock passion and intensity?
As well as addressing these questions, the panel will look at the unique emotions involved in sport and music fandom to determine whether traditional models of marketing work, or if an alternative approach is more effective.
Details of additional events in the series will be released by the agency's Fanatic division in due course.