Why Association Conferences Don’t Have to Be Conventional: Creativity at the Heart of LGcomms Academy 2025

LGcomms Academy 2025 showed just how powerful an association conference can be when creativity leads the way. With CJAM’s in-house marketing team at the helm, the event was a standout example of what happens when branding, content, and delegate experience are treated as integral parts of strategic communications – not afterthoughts.

Held at Bristol’s We The Curious and themed Curiouser and Curiouser, this two-day gathering brought together hundreds of public sector communications professionals from across the UK. From the opening evening, an invitation-only networking event aboard a barge in Bristol’s iconic Floating Harbour, to the final wrap-up, the conference buzzed with curiosity, creativity, and connection.

Breaking the Mould of Public Sector Events

This was no ordinary conference. From the moment delegates arrived, it was clear that LGcomms Academy 2025 aimed to challenge expectations. The visual identity, content tone, and experiential elements – all created in-house by CJAM – set a bold and playful atmosphere while maintaining the seriousness of the subject matter.

Even the marketing approach broke convention: a warm, inclusive tone and a social-first campaign helped drive engagement and anticipation in the lead-up to the event. And during the two days, as always, social media was expertly managed by one of LGcomms’ own comms team – a smart, authentic way to bring the delegate experience to life in real time.

Serious Topics, Delivered Differently

Complex and timely themes such as misinformation, community cohesion, and local government reform were explored in ways that invited participation and, at times, even laughter. A powerful keynote from Hackney Council’s Chief Executive, Dawn Carter-McDonald, on values-based leadership stood out for its honesty and personal insight, reminding attendees of the importance of authenticity, purpose, and inclusion in public service.

Ruby Bhattal’s coaching session also left a lasting impression, encouraging attendees to apply strategic tools to their own personal and professional growth, merging leadership development with real-world reflection.

Fostering Real Connection

The sense of connection was woven throughout the event. The Future Leaders panel brought together emerging talent to share unfiltered perspectives on leadership, resilience, and self-doubt, proving that some of the most impactful moments come from peer-to-peer storytelling.

CJAM’s creative direction reinforced this throughout the campaign, using accessible visuals and inclusive language to support the conference’s tone and intention. The result was a brand and experience that felt open and energetic.

Karaoke, Connection, and Community

And yes – there was karaoke. After a full day of insight and inspiration, delegates joined CJAM for a fun-filled evening at The Cocktail Club, where classic tunes and serious singalongs reminded everyone that joy is a key part of professional wellbeing. (Some delegates did carry on to Thekla afterward, but our official night was firmly docked on dry land!)

The evening’s entertainment reflected one of the event’s core strengths: making space for genuine connection, laughter, and the kind of informal bonding that builds trust and reduces burnout.

Even the so-called “Graveyard Shift” session on internal comms defied its label, it was lively, interactive, and packed with bold, creative thinking. Proof that with the right approach, even the most overlooked topics can shine.

A Case Study in Creative In-House Delivery

LGcomms Academy 2025 proved what’s possible when associations invest in creative, strategic in-house marketing. Designed and delivered by CJAM, the campaign balanced playfulness with professionalism, encouraging engagement without losing sight of the event’s depth and relevance.

A heartfelt thank you to the LGcomms executive team and especially Chair Louise Neilan for trusting us with this vibrant, meaningful project.

Here’s to more association conferences that spark curiosity, challenge assumptions, and occasionally, end with a mic drop at midnight.