Customer Experience & Marketing

Why organisations work with Louie Gravance He authored core content for “Disney’s Approach to Quality Service” at the Disney Institute, the programme that taught Disney’s service operating model to outside corporate clients. Buyers get the curriculum source, not a second-hand interpretation of it. His post-Disney consulting work has produced named, large-scale service campaigns for Bank of America, ING Financial, Choice Hotels, Nikon and Microbac Technologies. The work has a commercial track record outside theme parks. He treats service as stagecraft. His frameworks (the P.L.A.N. model, the Ten Skills of the Service Superhero, the Seven Secrets for Crafting WOW Service Experiences) give frontline managers something to teach on Monday, not a philosophy to absorb. He continues to work inside live guest operations, including the Ollivanders Wand Experience at Universal Orlando’s Diagon Alley. The content is sharpened on a working stage, not refined in a slide deck. The book Service is a Superpower: Lessons Learned in a Magic Kingdom (Mascot Books, 2020) gives organisations a takeaway that travels into the team after the keynote ends. Biography highlights 25-plus years at the Walt Disney Company, including curriculum design at the Disney Institute in Orlando. Lead designer on Disney’s “Approach to Quality Service” programme for external corporate clients. Architect of multi-million-dollar service campaigns for Bank of America, ING Financial, Choice Hotels, Nikon, Microbac Technologies and the American Council of Independent Laboratories. Author, Service is a Superpower: Lessons Learned in a Magic Kingdom (Mascot Books, 2020). Opening team member for Harry Potter’s Diagon Alley at Universal Orlando from 2014; continues to perform at the Ollivanders Wand Experience. Recipient of Disney’s Partners in Excellence Award and the Spirit of Disney Award. Biography The hardest part of a service strategy is not writing it. It is the moment when a brand promise meets a tired employee at the end of a long shift. Disney’s operating answer to that problem was not a slogan. It was a curriculum, and Louie Gravance helped build it. Inside the Disney Institute in Orlando, Gravance was part of the team that turned the theme park’s service model into “Disney’s Approach to Quality Service,” the programme that exported the company’s frontline practice to outside corporates. That work sat on top of a longer Disney career: live entertainment design, cast training, and the daily craft of running guest experiences at scale. He spent over 25 years inside the company. The post-Disney work moves the same operating logic into industries where service is the product but the theatre is harder to see. His campaigns include Bank of America’s “Spirit” initiative, alongside named programmes for ING Financial, Choice Hotels, Nikon, Microbac Technologies and the American Council of Independent Laboratories. The book that distils this practice, Service is a Superpower: Lessons Learned in a Magic Kingdom (Mascot Books, 2020), is structured around what he calls the Ten Skills of the Service Superhero. He has not left the operational stage. Since 2014 he has been part of the team behind the Ollivanders Wand Experience inside Universal Orlando’s Diagon Alley, where the content he teaches to corporate clients is tested on real guests, several times a day. Key speaking topics Customer experience and service culture Employee engagement on the frontline Hospitality and member-services operating practice Service storytelling and brand moments Difficult customer interactions Disney-trained service design Ideal for CX, customer service and member-services leaders in financial services, retail, hospitality and healthcare CMOs and brand leaders whose customer promise depends on frontline delivery HR and L&D directors building service onboarding and engagement programmes Franchise, branch and field operations leaders running distributed service teams Audience outcomes A working definition of what a “WOW moment” is and how it is constructed, not described. Specific tools (P.L.A.N., the Ten Skills of the Service Superhero) that translate brand intent into frontline behaviour. A method for handling difficult customer interactions without scripting employees into rigidity. A clear separation between service performance and customer service technology, with the human craft restored to the centre. A model for treating employee engagement as the precondition for service quality, not a parallel HR programme.

Meet Pamela Barnum Imagine what it would be like to live as a different person with a different name, identity, and background. For months, you live with a false identity, and your success depends on building trust and detecting deception with some of the most dangerous people imaginable. That’s precisely what Pamela Barnum did for years while working undercover in the Drug Enforcement Section. She learned real-world techniques for building trust and interpreting body language. When Pamela graduated from law school, she left policing and accepted a position as a federal prosecuting attorney. She spent countless hours in the courtroom, perfecting her proficiency as a trust strategist and body language expert. Following a successful 20-year career in the criminal justice system, Pamela studied corporate negotiations in graduate school. Now, she shares her expertise with others, teaching them how to improve their communication skills to increase trust inside corporations, associations, and law enforcement agencies. She learned quickly how to separate fact from fiction and truth from falsehood. As a nonverbal communication expert and trust strategist, Pamela delivers techniques once thought of as a “secret second language” participants can begin using immediately. Take decades of experience in deep undercover work in narcotics and a successful legal career, and you get real-world strategies that help attendees crack the code on trust, improve professional relationships and increase effectiveness using proven field-tested techniques. Pamela shares her experience, research, and expertise with humor, candor, and energy, blending actionable strategies with memorable stories. She is also a featured expert and contributor in print media, radio, and television news programs in Canada and the United States. In addition, she has appeared in person before live and virtual audiences ranging from 50 – 12,000.

Why organisations work with Brent Adamson He co-authored the two books that redefined how serious B2B organisations think about commercial effectiveness; the Challenger thesis is now the reference point most large sales transformations are measured against. His research at CEB and Gartner, conducted over nearly two decades with thousands of B2B sales organisations, gives him a dataset on buyer behaviour that almost no individual practitioner can match. He gives commercial leaders a specific diagnosis of why win rates fall in complex deals, decision complexity, information overload, implementation uncertainty and value opacity, and a vocabulary their teams can act on. He works at the boundary between sales and marketing, which is where most B2B revenue problems actually live, and addresses both functions as one commercial system. His sensemaking and buyer-confidence work has moved the conversation past closing technique into the harder question of how customers come to a decision they will defend internally. Biography highlights Co-author, The Challenger Sale (Portfolio, 2011) and The Challenger Customer (Portfolio, 2015), with Matthew Dixon, Pat Spenner and Nick Toman. Chief storyteller for CEB, now Gartner’s, sales, marketing and customer service practices, 2003 to 2022; Distinguished Vice President at Gartner. Current Global Head of Research, Advisory and Communities at Ecosystems, a SaaS platform for collaborative customer value management. Harvard Business Review contributor, including “Sensemaking for Sales” (January to February 2022) and “Traditional B2B Sales and Marketing Are Becoming Obsolete” (2022). Originator, with colleagues, of the Mobilizer profile, Buyer Enablement and Customer Decision Confidence as working concepts in B2B sales. MBA, University of Michigan Ross School of Business; PhD in Applied Linguistics, University of Texas; former faculty member at Michigan State University. Biography The Challenger Sale argued, on the basis of CEB research across thousands of B2B reps, that the best performers do not build relationships and then sell. They teach, tailor and take control of the conversation. Published in 2011, it became the reference text for a generation of sales transformation programmes. That book was the first chapter of a longer argument. With The Challenger Customer in 2015, Adamson and his co-authors turned their attention from the seller to the buyer, showing that the average B2B purchase now involves more than five stakeholders and that consensus, not persuasion, is the binding constraint. The Mobilizer, the stakeholder willing to drive change inside their own organisation, became the figure most B2B commercial teams now train to find. From 2003 to 2022, Adamson served as chief storyteller for CEB, later Gartner, where he held the role of Distinguished Vice President. His “Sensemaking for Sales” article in the Harvard Business Review set out the next step in the work: in markets saturated with information, the seller’s job is to help the buyer make sense of what they already know, not to add to the pile. He now leads research, advisory and communities at Ecosystems, a SaaS platform for collaborative customer value management. The throughline across two decades is the same question. What does an effective commercial organisation look like when the buyer has more information than they can use and less confidence than they need to act on it? Key speaking topics B2B sales effectiveness and the Challenger model Buyer enablement and customer decision confidence Sensemaking as a commercial discipline Mobilizers and consensus selling in complex B2B deals The sales and marketing operating system Commercial leadership for digital-first buyers Ideal for Chief revenue officers, chief sales officers and chief commercial officers leading B2B sales transformation Chief marketing officers in B2B environments aligning demand and revenue functions Sales enablement and sales operations leaders rebuilding methodology and training Boards and executive teams reviewing the commercial model in complex, multi-stakeholder markets Audience outcomes A clear diagnosis of why complex B2B deals stall, framed around decision complexity, information overload, implementation uncertainty and value opacity A working vocabulary for buyer enablement, sensemaking and customer decision confidence that sales and marketing teams can apply together A concrete picture of the Mobilizer profile and what it changes about how teams qualify and pursue accounts A sharper view of where the commercial organisation needs to invest next, beyond seller skills, into how customers actually buy

Why organisations work with Tanya O’Callaghan She speaks to consumer scepticism from the inside. Fifteen years touring globally in arena rock, paired with lifelong plant-based advocacy, gives her credibility with the audience corporate sustainability teams are trying to reach but rarely understand. Her Highway to Health documentary series with Sepultura’s Derrick Green, distributed through UNCHAINEDTV, has road-tested her arguments with farmers, chefs, scientists and figures including Moby and Kat Von D. The material on stage is sourced, not theoretical. The Leadership Rhapsody keynote, co-built with former Hallmark executive Wayne Strickland, translates band dynamics into a working language for senior teams on cohesion, performance under pressure and creative discipline. As the first woman in Whitesnake, she carries a story senior audiences remember. The hook draws the room; the content keeps them. She is unusual in the speaker market for combining a working stage career with serious advocacy on plant-based business, animal welfare and consumer-led change, which gives her access to audiences and corporate briefs that purely corporate speakers cannot reach. Biography highlights Bassist of Whitesnake, the first woman to hold a permanent member position in the band’s history. Toured and recorded with Bruce Dickinson, Puscifer (Maynard James Keenan), Dee Snider, Steven Adler, Nuno Bettencourt, Orianthi and Sharon Corr. Creator and co-host of Highway to Health, a plant-based travel and sustainability documentary series on UNCHAINEDTV with Sepultura frontman Derrick Green. Co-creator of the Leadership Rhapsody corporate keynote with Wayne Strickland, a 38-year Hallmark executive. Featured on the Rich Roll Podcast and profiled by Bass Magazine, Guitar World, Thrive Global, Sentient Media and Lady Freethinker. Lifelong vegan and public advocate for plant-based living, environmental sustainability and animal welfare. Biography Consumer trust in corporate sustainability claims is thinner than the marketing budget behind them. Brand teams know it, and they know the people they most need to reach are exactly the ones least likely to listen to another ESG report. That gap, between claim and credibility, is where Tanya O’Callaghan’s corporate work lives. She came to it from rock and roll. The first woman to hold a permanent place in Whitesnake, she has toured and recorded with Bruce Dickinson, Puscifer, Dee Snider, Steven Adler, Nuno Bettencourt and Sharon Corr. The stage career is not the message. It is the credibility that lets her tell sustainability stories to audiences who tune out the standard sustainability voice. Highway to Health, the documentary series she created with Sepultura’s Derrick Green and distributes on UNCHAINEDTV, takes that approach further. The show follows the two musicians around the world meeting farmers, chefs, scientists and cultural figures including Moby and Kat Von D, building a working picture of what plant-based living and authentic sustainability look like in practice. The material she brings to corporate stages is field-tested, not theoretical. Her Leadership Rhapsody keynote, co-built with former Hallmark executive Wayne Strickland, takes the same translation approach in the other direction. Forty years of stage discipline, ensemble cohesion and live decision-making become a language senior teams can use to talk about performance, trust and creative work without resorting to the usual corporate vocabulary. It is a rare profile: a working professional musician with a serious second act in business conversation, picked up by sustainability and people teams that want a different kind of voice on greenwashing, consumer power and the social contract between brands and the audiences who buy from them. Key speaking topics Sustainability and authentic ESG communication Consumer power and brand credibility Plant-based business and food systems Corporate social leadership Creative performance and ensemble dynamics Health and wellbeing for travelling and remote workforces Ideal for ESG, sustainability and brand teams briefing for consumer-facing change CHROs and people leaders looking for an outside voice on wellbeing and engagement Senior leadership offsites where a different register is needed to open a difficult conversation Conferences in food, retail, consumer goods and lifestyle sectors Audience outcomes A sharper read on how younger and sustainability-conscious consumers test corporate claims Practical examples of where greenwashing is exposed and where credibility is earned A working framework for translating ensemble performance into corporate team dynamics New language for talking about health and sustainability inside the organisation without the usual jargon A memorable opening that gets a senior room engaged on subjects they would normally resist

Why organisations work with Julie Holmes She has built and sold technology, not just studied it. Two innovation companies under her belt and products in over 60 countries give her keynotes the texture of an operator, not an analyst. The UPGRADE Framework gives audiences a seven-step structure they can apply on Monday morning, rather than a high-level provocation about AI’s importance. The AI Strategy Playbook, co-authored with Mary Kelly, addresses the gap most leadership teams admit privately: they do not yet have a written organisational AI strategy. PSA-UKI Hall of Fame status puts her among 33 speakers recognised for sustained craft on stage, useful when the brief is a high-stakes leadership audience. She lectures on innovation and AI at Yale, Birkbeck, and the American University of Beirut, which keeps the material tested against students and faculty as well as paying clients. Biography highlights Hall of Fame Speaker, PSA-UKI, one of 33 to hold the honour Author of Little Big Bangs for Leaders and co-author of The AI Strategy Playbook with Mary Kelly, PhD Founder of two innovation companies with products distributed in over 60 countries Clients include Oracle, Expedia, American Express, JetBlue, Nestle, EY, VMware, US Bank, and LinkedIn Guest lecturer at Yale, Birkbeck (University of London), and the American University of Beirut Creator of the UPGRADE Framework for AI adoption inside teams Biography Less than one in five companies has a written AI policy, let alone a strategy. That gap is what Julie Holmes works inside. She helps boards and leadership teams move from scattered AI pilots to a documented playbook the rest of the organisation can actually use. Her credibility comes from building, not commenting. Holmes founded two innovation companies and shipped products into more than 60 countries before the current AI cycle. That operator history shapes how she talks to senior audiences. The diagnosis is practical, the language is plain, and the deliverable is a structure leaders can apply. The UPGRADE Framework, her seven-step approach to embedding AI in team workflows, anchors most of her keynotes. The AI Strategy Playbook, co-authored with Mary Kelly, extends the same logic to the strategy layer. Earlier work, Little Big Bangs for Leaders, set out her broader thesis on incremental innovation as a leadership discipline. Holmes is a Hall of Fame Speaker with PSA-UKI, one of 33 to hold the honour, and a guest lecturer at Yale, Birkbeck, and the American University of Beirut. Brands including Oracle, Expedia, JetBlue, Nestle, EY, and LinkedIn have brought her in to do the same job: take AI off the slide deck and into the operating model. Key speaking topics AI strategy and adoption Enterprise AI playbooks AI-empowered teams and workflows Innovation as a leadership discipline Sales and customer experience under AI Future of work and AI capability building Ideal for CEOs, COOs, and CTOs setting an enterprise AI direction Heads of transformation and innovation responsible for AI deployment Sales and customer-experience leaders integrating AI into commercial workflows Boards seeking a credible operator perspective on AI strategy Audience outcomes A working seven-step structure (UPGRADE) for embedding AI into team operations A clearer view of what an AI strategy playbook contains and how to draft one Concrete examples of where AI changes sales and customer experience, with named tools Language for talking to non-technical employees about AI capability without inducing fear A sharper sense of which AI use cases are worth piloting and which are noise

Meet Stef Sword-Williams Stef Sword-Williams is a TEDx speaker, founder, and author of F*ck Being Humble— an empowering movement and consultancy dedicated to inspiring individuals to embrace their achievements unapologetically and conquer the fear of self-promotion. Recognized as a Forbes 30 Under 30 honoree in Europe, Stef’s impactful talks have reached audiences in over 50 countries and have been sought after by global brands including Apple, Unilever, Google, Nike, Adidas, Microsoft, and The BBC. Her debut book, ‘F*ck Being Humble: Why self-promotion isn’t a dirty word,’ has resonated with thousands, selling over 10,000 copies. Stef’s TEDx Talk on why the world needs to shed its humility has further solidified her position as a thought leader in self-empowerment and personal branding. Named among the Top 50 Workplace Leaders in the UK, Stef has cultivated a loyal online following of over 170k individuals. Her work has been featured in esteemed publications such as Vogue, BBC World News, The Financial Times, and Forbes. In recognition of her significant contributions to social impact through F*ck Being Humble, Stef was invited to become a Fellow at the Royal Society of Arts. She remains dedicated to reinvesting profits and time into community projects aimed at improving the lives of many. Stef continues to inspire and empower individuals worldwide to embrace their worth and celebrate their successes boldly

Meet Georgia Lewis Anderson Georgia Lewis Anderson is a leading AI content strategist and prompt engineering specialist renowned for her innovative work with major technology companies. Her career began at Microsoft, where she developed the British personality for Cortana, leading to her recruitment by Google to launch the Google Assistant in the UK. Transitioning into consultancy for Google, Georgia worked on a wealth of conversational design experiments and notably won a Webby for Luna, a first-of-its-kind theatrical AI experience for WeTransfer that allowed audiences to interact with an AI ‘moon.’ Beyond her AI achievements, Georgia has made strides in broadcasting, presenting for Apple Music, Channel 4, Virgin, and the BBC. Her documentary for BBC Radio 4, ‘Make Me a Programme,’ explored if an AI could host a radio show. Georgia has shared her knowledge at key industry events, hosting a video interview series and moderating panels for CogX, and leading a discussion on AI and music at Selfridges for BBC 6 Music’s Jamz Supernova. Her engagement at The Barbican for Hachette Publishing’s away day highlighted her insights into how ‘data, understanding, and curiosity can supercharge creativity.’ Georgia facilitates workshops that explore the practical and creative applications of generative AI tools for corporate clients like The Ministry and Soho Works. She explores the intersection of technology and everyday life in her newsletter What The Tech and advises global technology brands on their AI content strategy.

Why organisations work with Kian Bakhtiari Direct primary-source insight from a live community of 2,000+ Gen-Z and Gen-Alpha contributors across 50+ markets, rather than the lagged trend reports most boards are working from. A published, practitioner argument on purpose-led marketing through Kogan Page’s “Marketing for Social Change”, giving commercial teams a framework for purpose that survives the backlash cycle. Strategic credibility across two registers: the agency boardroom (former Head of Strategy at Dentsu Aegis Network) and the multilateral institution (WEF Agenda Contributor, UNFCCC advisor). Operating experience with consumer-facing brands that have to convert Gen-Z, including Adidas, Unilever, Diesel, L’Oreal, Danone, Innocent Drinks, Pentland Brands and Speedo. A Financial Times Top 50 Future Leaders listing, which gives a buyer external validation that the perspective is taken seriously by the business press. Biography highlights Founder of The People, a Gen-Z and Gen-Alpha cultural intelligence consultancy with contributors across 50+ markets. Author of “Marketing for Social Change: How to Turn Purpose Into Business and Social Impact”, Kogan Page (2024). Named in the Financial Times “Top 50 Future Leaders” for contributions to marketing. Agenda Contributor to the World Economic Forum; Advisor to UN Climate Change (UNFCCC). Forbes contributor on Gen-Z, brand and consumer culture; featured in Campaign, The Drum, Vogue Business and Rolling Stone. Former Head of Strategy at Dentsu Aegis Network; TEDx Brighton speaker on imagination and innovation. Biography Marketing teams have been trying to “reach Gen-Z” with the tools of the previous cycle: panels, focus groups, agency trend decks. The cohort itself has moved on, and most of the commercial signals reaching the boardroom are already a generation late. Kian Bakhtiari built The People to close that gap, running a live network of Gen-Z and Gen-Alpha contributors across 50+ markets that feeds primary cultural intelligence directly into client work. His background is unusually balanced for the field. Former Head of Strategy at Dentsu Aegis Network, he understands what the commercial brief looks like inside a holding company. As Agenda Contributor to the World Economic Forum and Advisor to UN Climate Change, he sees how the same generational questions land in policy and multilateral settings. The Financial Times named him in its Top 50 Future Leaders for marketing, an external read on where his work sits in the discipline. His book, “Marketing for Social Change” (Kogan Page, 2024), is the practitioner argument behind the consultancy. It sets out how brands can embed purpose into the operating substance of the business rather than the campaign layer, and how to avoid the backlash that hits when the two diverge. Clients he has worked with on this terrain include Unilever, L’Oreal, Diesel, Adidas, Danone, Innocent Drinks, Pentland Brands, Speedo and the BBC. What he gives a senior team is a route into a consumer base they cannot read with their existing tools, and a defensible position on purpose that holds up when scrutinised. That sits at the centre of how commercial strategy is now being rewritten for younger consumers and workers. Key speaking topics Gen-Z and Gen-Alpha consumer behaviour Purpose-led marketing and brand activism Cultural intelligence and foresight Marketing for social change The future workforce and generational diversity Brand communities and the creator economy Innovation, imagination and creativity Ideal for CMOs, brand directors and consumer insight leads recalibrating their approach to Gen-Z and Gen-Alpha audiences Chief Strategy Officers and growth leads in consumer-facing categories where younger cohorts decide the next decade of revenue Boards and executive committees stress-testing purpose, ESG and brand positioning against a more sceptical, more political consumer base CHROs and culture leads working on multigenerational workforces where Gen-Z is reshaping engagement and retention Audience outcomes A sharper picture of what Gen-Z and Gen-Alpha actually want from brands, employers and institutions, drawn from a live primary-source network rather than syndicated research. A practical test for whether a brand’s purpose can survive contact with the operating business, and where it most often breaks. A view of the commercial cost of getting generational signals wrong, and the categories where that cost is already showing up. Specific examples of brands that have moved purpose from campaign to product, and what made the difference.

Why organisations work with Hatem Salem Operating perspective from running an integrated communication group across Cairo and Paris since 1991, including Media Hatem Salem, Brands & Branding, Act CSR, and Global Arabian Network. Few speakers on AI in marketing have built and led the full agency stack themselves. Practical fluency in MENA consumer markets that most Western marketing speakers do not have, useful for organisations looking at brand entry, expansion, or partner work across the Arab world. Track record of building owned platforms, including Cairo Fashion Week, Cairo Mobile Film Festival, Egypt CSR Day, the International Branding Conference, and the Blue Star Award. Useful for clients thinking about brand events as a channel, not a line item. Multiple Agency of the Year awards from the International Advertising Association Egypt Chapter, including for the Smart Village and Sharm El Sheikh public service campaigns. Concrete agency credibility, not a personal-brand claim. Current focus on neuromarketing and AI in advertising creativity gives buyers a speaker who can connect behavioural science, generative tools and brand strategy in the same talk, rather than picking one lens. Biography highlights Chairman and CEO, Hatem Salem Communication Group; founder of Media Hatem Salem (1991), Brands & Branding (2000), Act CSR (2010), and Global Arabian Network (2014). Founder and President of Cairo Fashion Week, Cairo Mobile Film Festival, Egypt CSR Day, the International Branding Conference, and the Blue Star Award. Multiple Agency of the Year awards from the International Advertising Association Egypt Chapter and from the American University in Cairo. BA in Mass Communication, Cairo University; MA in Mass Communication, Press, Publicity, New Media and Cinema Science, Stendhal Grenoble 3. Former journalist and press correspondent in Paris covering European and Middle Eastern media for over five years. Has taught media, marketing, branding and advertising at Cairo University, the French University in Egypt, the British University in Egypt and the University of Grenoble. Biography The marketing function is being rebuilt twice over. AI is reshaping how creative, media and customer experience are produced, and the audience side has changed too, with attention more fragmented and brand loyalty thinner than at any point in the past two decades. Most organisations are still reasoning about this as a set of tool choices, when the real question is which parts of the marketing operation hold their shape and which get redesigned. Salem has been running marketing and communication businesses through every prior wave of this shift. He founded Media Hatem Salem in Cairo in 1991, then built out an integrated group with Brands & Branding, Act CSR, and the Global Arabian Network, working across above the line, below the line and through the line channels for clients across Egypt and the wider Arab market. The group has earned multiple Agency of the Year honours from the International Advertising Association Egypt Chapter, including for the Smart Village and Sharm El Sheikh campaigns. Alongside the agency work, he has built owned brand platforms that operate as commercial assets in their own right. Cairo Fashion Week, Cairo Mobile Film Festival, Egypt CSR Day, the International Branding Conference and the Blue Star Award all sit inside the group, giving him a working view of brand events as a channel rather than a marketing line item. Earlier in his career he worked as a Paris-based press correspondent covering European and Middle Eastern media, and held research and teaching posts at Stendhal Grenoble 3, Cairo University, the French University in Egypt, and the British University in Egypt. His current work focuses on neuromarketing, AI in advertising creativity, AI in event management, and the future of media, cinema and social platforms. The connecting thread is operational: how generative tools, behavioural science and experience design change what marketing teams actually produce, and what stays human. Key speaking topics Neuromarketing and consumer behaviour AI in advertising and creative production AI in marketing and customer experience Brand strategy in MENA and emerging markets Event platforms as brand assets The future of media, cinema and social platforms Corporate social responsibility and brand reputation Ideal for CMOs, brand directors and marketing leadership teams rebuilding the marketing operating model around AI. Boards and executive teams of consumer brands entering or scaling in MENA and the Arab market. Heads of communications, customer experience and creative agencies working through generative AI integration. Event, sponsorship and brand partnership leads rethinking the role of owned platforms. Audience outcomes A clearer view of which parts of the marketing operation are most exposed to AI redesign, and which parts hold. Working examples of neuromarketing and behavioural science applied to brand, advertising and event work. A practitioner read on the MENA market that most Western marketing voices cannot provide. A more concrete sense of how owned brand platforms function as a commercial channel. Sharper questions for CMOs and agency partners on AI in creative production, personalisation and customer experience.

Meet Louis Gudema Louis Gudema is a successful startup founder, award-winning marketer, mentor to MIT startups, and author who has helped close to 200 companies from IBM to non-profits improve their business results. His Bullseye Marketing book has won multiple awards and been called “brilliant and authoritative” by a leading nationally-renowned authority. Louis founded Magic Hour Communications, pivoted it from a marketing communications agency serving Fortune 500 companies into a software firm, and grew it into one of the top three or four companies in its national market before a successful exit. He then closed dozens of new accounts as a vice president of business development for two marketing agencies, making him a rare marketer with serious sales experience. For the past ten years he’s worked as a fractional head of marketing for tech startups and SMBs, while also mentoring MIT startups. For the past ten years, Louis has also led an annual half-day marketing boot camp for the MIT startup community. It is so well-received that last year he was asked to lead it twice. A typical comment was, “I enjoyed your presentation. It is easy to enjoy presentations that are delivered with your level of enthusiasm.”

Why organisations work with Guillem Graell He ran brand, digital and direct-to-fan at FC Barcelona between 2017 and 2021, a period in which the club’s digital products generated over one billion euros. Few speakers have operated a P and L of that size in this category. He built Barça Studios and BarçaTV+ from scratch into a direct-to-consumer business valued at more than 250 million euros, giving him a working blueprint for content as a revenue line, not a marketing cost. He took the club’s social footprint past 400 million followers and made it the first football club with 10 million YouTube subscribers, with engagement that consistently led the global sports rankings. He is now building, not retired. As co-founder of D2F Partners he designs, operates and funds direct-to-fan brands, so the case material in any keynote is current rather than archival. He teaches brand strategy at UPF Barcelona School of Management and marketing management at ESADE, which forces him to translate operating experience into frameworks that other leaders can use. Biography highlights Chief Marketing Officer, FC Barcelona, 2017 to 2021. Co-founder and Managing Partner, D2F Partners, building direct-to-fan businesses in sport and entertainment. Founder of Barça Studios and BarçaTV+, a direct-to-consumer venture valued at over 250 million euros. Earlier brand and marketing roles at Procter and Gamble, Reckitt Benckiser, Chupa Chups, Codorniu Group and Accenture. Faculty at UPF Barcelona School of Management (Master in Brand Strategy, since 2014) and ESADE Business School (Master in Marketing Management). Industrial Engineering, Universitat Politecnica de Catalunya, and General Management Programme (PDG), IESE Business School. Biography Sports clubs were among the first consumer brands to discover that their audience was bigger than their stadium and worth more than their broadcast deal. Between 2017 and 2021, FC Barcelona had to act on that fact, and the person running brand, digital and direct-to-fan inside the club was Guillem Graell. As Chief Marketing Officer, he rebuilt the club’s commercial relationship with its supporters around a direct-to-consumer model. He founded Barça Studios and launched BarçaTV+, a venture later valued at more than 250 million euros, alongside subscription, content and product lines that pushed digital revenue past one billion euros. The social audience grew past 400 million followers, and the club became the first in football to cross 10 million YouTube subscribers. His route into that role was unusual for sport. Industrial engineering at the Universitat Politecnica de Catalunya, the General Management Programme at IESE, and brand and commercial roles at Procter and Gamble, Reckitt Benckiser, Chupa Chups, Codorniu and Accenture. The FMCG discipline of building emotional brands at scale travelled with him into one of the most-watched sporting institutions in the world. He now co-runs D2F Partners with Enric Llopart, the club’s former digital director, designing and funding direct-to-fan businesses for other sports and entertainment brands. He teaches brand strategy at UPF Barcelona School of Management and ESADE, which is where the operating playbook from Barça gets pressure-tested against other categories trying to own their audience. Key speaking topics Direct-to-consumer strategy in sport and entertainment Building and monetising LoveBrands Digital business models and content as revenue Brand transformation in legacy organisations Audience, community and fan engagement at scale Innovation in marketing and commercial models Ideal for CMOs, Chief Brand Officers and Chief Digital Officers in consumer-facing categories CEOs and boards of sports, entertainment, media and lifestyle businesses Heads of direct-to-consumer, content and digital product Marketing and growth leadership teams reframing how they own customer relationships Audience outcomes A working view of how a billion-euro digital and direct-to-fan business actually gets built and run Practical reference points for moving from audience metrics to commercial outcomes A clearer line between brand strategy, content investment and direct revenue Useful comparisons between sport, entertainment and other consumer categories trying to own the customer A confident perspective on where digital products, subscriptions and community fit inside a brand P and L

Why organisations work with Adolfo Fernandez Operator perspective from inside the two platforms reshaping global retail. He has led commercialisation strategy for Google Shopping’s mid-market segment and now Global Product Strategy and Operations for TikTok’s eCommerce advertising suite. A working framework for cross-border growth, drawn from running Google’s internationalization advisory practice for the mid-market. It addresses the question most growth-stage companies misjudge: when domestic plateau means it is time to enter a new market, and on what terms. Recognised by the World Economic Forum, which invited him into its Expert Network on Retail, Consumer Goods and Lifestyle, and Digital Communications. That credential signals depth that bureau platforms alone cannot. Comfort across three buyer registers: regulators and policy bodies (UN, WTO), executive education audiences (IE Business School, MIT), and corporate boards. Leaders get a speaker who can move between policy frame and operating frame without losing either. Delivery in English, Spanish, Italian and Portuguese, which makes him useful for European and Latin American leadership audiences that other Silicon Valley operators cannot reach without translation. Biography highlights Global Director of Product Strategy and Operations for eCommerce advertising at TikTok, based in San Francisco Former Google leader: Business Development Manager for Spain and Portugal, Global Program Manager for Internationalization advisory, and Google Shopping commercialisation strategy lead for the SMB segment World Economic Forum Expert Network member since 2019 in Retail, Consumer Goods and Lifestyle, and Digital Communications Speaker at more than 200 international conferences, including United Nations and World Trade Organization platforms Guest lecturer at IE Business School and MIT MA in International Management, IE Business School; BA in Business Administration, University of Santiago de Compostela Biography Most companies still treat international expansion as a sequencing problem: which market next, in what order, on what timeline. The harder question is platform-shaped. Discovery, conversion and brand association now run through a small number of global commerce environments, and the rules of entry differ across them. That is the terrain Adolfo Fernandez works in. He is currently Global Director of Product Strategy and Operations for eCommerce advertising at TikTok, where he leads product strategy, product marketing and go-to-market for the platform’s commerce advertising suite. The role sits at the centre of one of the most consequential shifts in consumer attention of the last five years. Before TikTok, he spent close to a decade at Google. He started as Business Development Manager for Spain and Portugal in 2015, then took over Google’s Internationalization advisory services for the mid-market in 2018, before moving to San Francisco to lead Google Shopping commercialisation strategy for the SMB segment. The arc gave him an unusual vantage on how mid-sized firms actually win, and lose, in cross-border digital commerce. His public-facing work has reached the UN and the World Trade Organization, executive audiences at IE Business School and MIT, and the World Economic Forum, which invited him into its Expert Network on retail, consumer goods and digital communications in 2019. He works in English, Spanish, Italian and Portuguese, which extends his reach into European and Latin American audiences that most Silicon Valley operators cannot serve directly. Key speaking topics Digital commerce and platform strategy International growth and market entry Retail technology and consumer behaviour Brand building in digital-first markets Innovation and product strategy Future of work in technology-led organisations Ideal for Boards and executive teams of mid-market and large companies planning international growth CMOs, commercial directors and digital leaders rethinking discovery, paid media and conversion economics Retail, consumer goods and lifestyle leadership teams reassessing platform dependency Executive education and leadership development audiences in Europe and Latin America Audience outcomes A clearer read on how Google and TikTok are changing the economics of consumer attention and commerce A practical lens for deciding when and how to enter new international markets A working distinction between innovation and creativity inside large organisations Specific examples of how digital-native brands have built relevance and speed without losing core values