Mitch Syrett

Mitch Syrett is Executive Creative Director at Uncovered, overseeing creative, production and editing to ensure every asset delivers on clear business objectives through industry-leading ideas. His creative philosophy underpins everything the agency produces: “Entertainment above everything else. We’re living in a world where ads can be ignored, avoided, skipped - so we need ideas that won’t be.”

That approach has helped Uncovered win some of the most competitive pitches of the year, including Tesco, Nationwide and Rightmove. Recent work includes turning a house into cake for Rightmove, sending Rylan ripping around a rollercoaster for Tesco, and amplifying KFC’s ‘Nationfried’ activation on social. Organic creativity is central to Mitch’s thinking - from sending a granny soaring through the sky for Tesco (4.2M views) or immersing KFC in the ‘oil up’ trend which won Greatest Creative at the TikTok Ad Awards in 2024.

Prior to Uncovered, Mitch honed his copywriting through journalism and freelance creative writing with publications such as Vice, Noisy and Mint Magazine.

Presentation title:
"A Wing, not a Prayer. How Social Became KFC's Growth Engine"

Before Uncovered partnered with KFC UK in 2024, their socials had gone stale. No reach, no relevance, no impact. They needed more than a catchy campaign to resurrect their social presence and reclaim their cultural crown.
With over 400 million images and videos uploaded to Meta platforms daily, it’s the most competitive attention marketplace on the planet. A hit and hope content strategy is not enough. So we built The Wing. A social nerve centre built to drop KFC into the core of every relevant cultural moment in 2024 and beyond.
We ditched the traditional agency-client model and built a collaborative team able to move at the speed of social. And we created a distinct world for the brand to ensure we were unmistakably KFC wherever and whenever we showed up.
The result? 800 million organic views, double digit brand growth and a whole new generation of KFC believers through the doors.
Through the lens of The Wing, this keynote will explore the tools you need to drive true business impact on social.
How to build a social first creative team, social first campaigns, and a social first brand world.