Marketing & Branding

Why organisations work with Scott Deming He ran the agency before he ran the keynote. Deming built Ryan Communications to 70 staff and around USD 30m in revenue, serving clients including Benjamin Moore and The Scotts Company, so his views on brand and customer experience come from operating accountability rather than observation. His thesis in The Brand Who Cried Wolf (Wiley, 2007) is unusually concrete for the category: brand is the cumulative outcome of every customer interaction, and most brands fail because they over-promise in marketing and under-deliver in operations. Powered by Purpose gives leadership teams a working language for connecting individual values to customer-facing behaviour, which is where most culture programmes break down. Client list spans regulated and operationally complex environments: AT&T, Verizon Wireless, General Motors, Pfizer, AstraZeneca, Delta Airlines, PwC, U.S. Treasury, McDonald’s of Eastern Europe. Useful when buyers want a speaker who has worked inside their kind of complexity, not adjacent to it. He writes regularly for Entrepreneur on customer experience, leadership and innovation, which keeps the material in active circulation rather than locked to a single book cycle. Biography highlights Author, The Brand Who Cried Wolf: Deliver on Your Company’s Promise and Create Customers for Life (John Wiley & Sons, 2007). Author, Powered by Purpose: Identify Your Values, Discover Your Purpose, and Build Success for Life! Founder of Deming Advertising in 1986, later Ryan Communications Inc.; grew the agency to 70 employees and approximately USD 30m in annual revenue before exit in 2003. Regular contributor to Entrepreneur on customer experience, brand, leadership and innovation. Keynote and training work for AT&T, Verizon Wireless, General Motors, Delta Airlines, Pfizer, AstraZeneca, PricewaterhouseCoopers, U.S. Treasury, Hershey Foods, McDonald’s of Eastern Europe, 3M, Chipotle and Frito-Lay, among others. Founder and former board member, Service Nation / Service Roundtable. Biography Brand promises are written in marketing and broken in operations. The book that captures this most directly is The Brand Who Cried Wolf, published by John Wiley & Sons in 2007. Its argument is that customer loyalty is built or destroyed in the routine interactions that no advertising campaign can paper over. That argument has a particular weight because the author spent seventeen years running the kind of agency that produces those campaigns. Scott Deming founded Deming Advertising in 1986 and rebuilt it as Ryan Communications Inc., growing the agency to around 70 staff and USD 30m in revenue before exiting in 2003. Clients included Benjamin Moore and The Scotts Company. The view of brand as an operating outcome, not a creative output, was formed inside that business. His second book, Powered by Purpose, extends the thesis inward. Customer experience is downstream of culture, and culture is downstream of whether individual employees understand their own values and how those values show up in the work. The book is the basis for his leadership keynote, which leaders use as the language for connecting purpose to customer-facing behaviour. The platform work spans large, operationally complex organisations: AT&T, Verizon Wireless, General Motors, Pfizer, AstraZeneca, Delta Airlines, PricewaterhouseCoopers, U.S. Treasury, McDonald’s of Eastern Europe and others. He writes regularly for Entrepreneur on customer experience, brand, leadership and innovation, and he was a founding board member of Service Nation / Service Roundtable, the network for service-business owners in the trades. Key speaking topics Customer experience and brand loyalty Brand strategy and brand promise Purpose-driven leadership and culture Employee engagement and customer-facing behaviour Sales and customer service performance Innovation in customer-led organisations Ideal for CMOs, CXOs and brand leaders looking to close the gap between marketing promise and customer reality. CEOs and operating leaders accountable for culture as a commercial lever, not an HR slogan. Heads of customer service, sales and retail operations in regulated or franchised environments. Franchise networks, dealer groups and service-business associations where the brand is delivered by independently operated front lines. Audience outcomes A clearer test for whether your brand promise survives contact with your actual customer journey. A working model for connecting employee purpose and values to customer-facing decisions. Practical changes to customer service routines, from frontline scripts to escalation policy, that compound into loyalty. Confidence that culture work has a measurable commercial return, not just a wellbeing one. A shared internal language for talking about brand as an operational discipline rather than a creative one.

Why organisations work with Freddy Wexler A working hit-maker, not a commentator. Ten Billboard number ones with Justin Bieber, Ariana Grande, Post Malone, BLACKPINK and others give him a verifiable claim on how popular taste actually moves. The Billy Joel case study. Coaxing a thirty-year creative silence into a Grammy-stage single, including the full marketing rollout and an AI-directed music video, is a rare example of cultural reactivation that buyers can study end to end. Talent identification with a track record. Wexler scouted and pitched Stefani Germanotta as a future Madonna while she was still unsigned, and signed Rachel Platten before “Fight Song”. Useful for audiences thinking about how to spot signal early. A view on AI and creative work shaped by shipping product. The “Turn the Lights Back On” video was a Webby-winning AI-led production, which gives him a practitioner’s read on where machine generation helps and where it does not. Commercial track record across formats. Founder of The Brain Music with joint ventures involving Disney, Scooter Braun Projects, Warner Chappell and Prescription Songs, plus a first-look television deal with Disney. Biography highlights Grammy-nominated songwriter and producer with ten Billboard number one contributions Co-writer and producer of Billy Joel’s “Turn the Lights Back On” (Columbia Records, 2024), the artist’s first new pop single in roughly thirty years Album of the Year Grammy nomination for Justin Bieber’s Justice (2022); credited contributor on Laufey’s Bewitched, a 2024 Grammy-winning album Co-wrote “Stuck with U” by Justin Bieber and Ariana Grande, a Billboard Hot 100 number one that raised over five million dollars for first responders’ families Founder of The Brain Music, with joint ventures involving Disney, Scooter Braun Projects, Warner Chappell and Prescription Songs; first-look television deal with Disney Webby Award (2024) for direction of the AI-led “Turn the Lights Back On” music video; Golden Globe nomination for “Forbidden Road” from the Robbie Williams biopic Better Man Biography Billy Joel had not released a new pop single for thirty years when “Turn the Lights Back On” arrived in February 2024 on Columbia Records. The song was co-written and produced by Freddy Wexler, who spent more than a year developing the material with Joel from a CD of unfinished sketches. The track debuted at number one on classic hits and classic rock radio, picked up a Grammy-stage performance, and was packaged with an AI-directed music video that later won a Webby. As a worked example of how a dormant creative voice gets reactivated and brought back to market, it is unusually complete. That collaboration sits inside a longer hit-making record. Wexler has ten Billboard number one contributions and Grammy nominations across three consecutive years, including Album of the Year for Justin Bieber’s Justice and contributor credit on Laufey’s Bewitched. He co-wrote “Stuck with U” for Justin Bieber and Ariana Grande, a Hot 100 number one that raised more than five million dollars for first responders’ families during the early pandemic. His writing and production credits span Post Malone, BLACKPINK, Selena Gomez, Halsey, Diana Ross and Celine Dion. He is also a builder of companies. The Brain Music, founded in 2012, runs joint ventures with Disney, Scooter Braun Projects, Warner Chappell and Prescription Songs. The Freddy Wexler Company holds a first-look television deal with Disney and a slate spanning Nickelodeon’s Kid Cowboy, a Broadway production of The Last Five Years, and a Hulu special with Sebastian Maniscalco. The Variety Family Entertainment Impact Report has recognised the operation. For organisations, the relevant point is access to a practitioner who can describe how a cultural moment actually gets made, including the writing room, the artist relationship, the rollout, and the use of AI in production. Few speakers on creativity can point to a specific commercial artefact and walk a senior audience through the craft behind it. Wexler can. Key speaking topics Creativity as a working practice Storytelling across music, film and brand AI in creative production and music video direction Talent identification and early-signal spotting Cultural moments and the commercial rollout behind them Resilience and creative reinvention Philanthropy embedded in creative product Ideal for Marketing, brand and CMO leadership teams thinking about cultural relevance Creative and content function heads inside media, entertainment and consumer companies Innovation and product groups exploring AI-assisted creative production Senior offsites and leadership conferences looking for a practitioner perspective on craft Audience outcomes A working framework for how cultural moments are constructed, drawn from a specific recent case A practitioner’s read on AI in creative production, anchored in a Webby-winning video A more concrete sense of what early signal looks like in talent and ideas, before they are obvious Reference points from a hit-making catalogue that audiences can apply to their own creative briefs

Why organisations work with Tom Fishburne His Marketoonist series has run weekly since 2002 and reaches 500,000 business readers – giving him a live, continuously updated signal on where marketing and organisational thinking is currently stuck, rather than a fixed body of research. His argument is structural, not motivational: that customer engagement fails and innovation stalls for cultural reasons, and that humour is a functional tool for surfacing those reasons – not a tone choice, not entertainment. This gives leadership teams a lever that most change programmes do not include. His Marketoonist studio has built campaigns for over 200 organisations including Google, Adobe, DBS Bank, and PwC – meaning every argument he makes on stage is backed by commercial execution, not only observation. He provides a shared visual vocabulary that allows cross-functional teams to discuss what is actually blocking performance – poor customer experience, idea killers, AI adoption gaps – without triggering defensiveness. As Stanford GSB’s Cartoonist-in-Residence for the course on humour in business, and a regular guest lecturer at Harvard Business School, his framework has academic validation alongside its commercial track record. Biography highlights Founder and CEO of Marketoonist, a cartoon-led content marketing and culture change studio; 200+ campaigns for Google, Adobe, LinkedIn, DBS Bank, PwC, and Unilever Creator of the Marketoonist weekly cartoon series, published since 2002; 500,000 weekly readers; featured by the Wall Street Journal, Fast Company, and The New York Times; weekly contributor to MarketingWeek since 2007 Harvard Business School alumnus; Cartoonist-in-Residence and Lecturer, Stanford Graduate School of Business course on humour in business; regular guest lecturer at Harvard Business School Author of Your Ad Ignored Here; illustrator of three Deloitte business books – Provoke (WSJ Bestseller), Detonate (National Bestseller), and Work Disrupted Former Interim CMO at HotelTonight (acquired by Airbnb); Marketing VP at Method Products (European brand launch named Brand Launch of the Year, The Grocer); brand management at Nestlé and General Mills Speaker at TED Salon: Unconventional, TED World Theater, New York; 200+ keynotes delivered in more than 30 countries Biography Tom Fishburne started drawing cartoons on the backs of Harvard Business School cases in 2000 and has published the Marketoonist series weekly since 2002. That series now reaches 500,000 readers a week and has been featured by the Wall Street Journal, Fast Company, and The New York Times. The reason it travels is not novelty – it is recognition. The cartoons name what people in organisations already know but rarely say aloud. His argument, developed across a marketing career at Nestlé, General Mills, Method Products, and HotelTonight, is that most marketing underperformance and most innovation failure is cultural in origin. Customer journeys break not because teams lack data, but because organisational dynamics prevent anyone from acting on it. Ideas lose momentum between brainstorm and launch not because of resource constraints, but because of unspoken idea killers that no one has named. Humour, Fishburne argues, is a functional diagnostic tool for exactly these problems – not a way to make difficult conversations comfortable, but a way to make them possible. In 2010, he expanded Marketoonist into a creative studio. The studio has since built cartoon-led content and culture change campaigns for more than 200 organisations, including Google, Adobe, DBS Bank, and PwC. He is Cartoonist-in-Residence at Stanford GSB for the course on humour in business and returns regularly to guest lecture at Harvard Business School. He illustrated three bestselling Deloitte business books – Provoke, Detonate, and Work Disrupted – and authored Your Ad Ignored Here. A senior buyer leaving his session does not leave with a framework to file. They leave with a vocabulary for conversations their team has been avoiding – and a demonstrated method for making those conversations productive. Key speaking topics Marketing effectiveness and customer engagement Innovation culture and idea management Humour as a strategic tool for culture change AI adoption and organisational readiness Visual communication and storytelling in business Challenger brand thinking Creative culture and overcoming idea killers Ideal for Chief Marketing Officers and senior marketing leadership teams Chief People Officers and culture change leads Innovation and digital transformation leads Leadership conferences where marketing, creative culture, or organisational change is on the agenda Audience outcomes A clear diagnostic framework for identifying where marketing efforts break down and why Practical understanding of the cultural conditions that allow creative ideas to survive from brainstorm to launch A shared vocabulary for discussing organisational blockers – customer experience failures, AI adoption gaps, innovation stalls – without defensiveness Insight into humour as a repeatable strategic tool for culture change, distinct from motivation or entertainment A more honest assessment of whether technology and AI initiatives are failing for technical reasons or organisational ones

Why organisations work with Jon Carmichael He brings a single, verifiable feat that anchors every claim he makes about creative ambition: the 2017 “108” photograph, captured aboard Southwest Airlines flight 1368 after the captain secured FAA approval to perform five 180-degree turns mid-flight. The story has been covered by Good Morning America, the Wall Street Journal, USA Today and Inc., which gives the keynote external validation few inspirational speakers can match. He has presented at NASA’s Hubble Auditorium and at TEDxManchester, two audiences with low tolerance for thin material, which signals he can hold a room of senior or technical attendees. His “Eclipse Mindset” gives sales conferences, innovation summits, and culture events a non-corporate frame for talking about ambition, alignment, and risk without sounding like internal-comms language. Biography highlights Astrophotographer; sixteen years documenting corporate and political events. Photographed the 2017 total solar eclipse from 39,000 feet aboard Southwest Airlines flight 1368, image titled “108”. Has spoken at NASA’s Hubble Auditorium and at TEDxManchester to an audience of around 2,500. Eclipse work featured by Good Morning America, Wall Street Journal, USA Today, Inc., and Weather.com. Visual storytelling engagements with Twitter, Dell and ESPN; collectors of his fine art work include Sir Elton John. Unveiled the “108” image at a Twitter company event at the invitation of Jack Dorsey. Biography In August 2017, a commercial Southwest Airlines flight from Portland to St. Louis made five 180-degree turns at 39,000 feet so a single passenger in seat 1A could photograph a total solar eclipse over the Snake River. That passenger had spent two years mapping flight paths against the moon’s shadow, persuading an airline and a captain to accept the risk, and securing FAA approval the morning of the flight. The resulting image, titled “108”, is the spine of Jon Carmichael’s keynote work. Buyers do not commission him for technical photography. They commission him for what the project demonstrates about how teams attempt things that are not yet possible. The “Eclipse Mindset” he draws from the story is a practical frame, not a metaphor: identify the constraint, recruit unlikely partners, accept that the plan will change in execution, and prepare so that when conditions narrow to a two-minute window, the team can act. His credibility for serious audiences comes from where the work has been received. The image was covered by Good Morning America, the Wall Street Journal, USA Today, Inc. and Weather.com. He was invited to present at NASA’s Hubble Auditorium, with the talk broadcast to other NASA centres, and at TEDxManchester to roughly 2,500 attendees. Jack Dorsey invited him to unveil the photograph at a Twitter company event. For sales conferences, innovation kick-offs and culture moments where the brief is to lift the room without resorting to standard motivational fare, Carmichael offers a verifiable feat, a named project, and a usable frame, anchored by a story that audiences can recall and repeat months later. Key speaking topics The Eclipse Mindset Creativity and perspective shift Bold execution under constraint Visual storytelling Innovation through ambition Team alignment around a high-stakes vision Ideal for Sales conferences and annual kick-offs seeking a non-corporate opening or closing keynote Innovation, R&D, and product leadership offsites Culture, brand and marketing events CMOs and creative leadership audiences Audience outcomes A specific story they can quote, with named brands and dates, to anchor internal conversations about ambition A practical frame (“Eclipse Mindset”) for identifying which constraints are real and which are inherited Renewed appetite for projects that require unlikely partners and mid-execution adjustment A reminder that bold work is rarely solo: the eclipse image required an airline, a captain, a regulator, and years of preparation

Why organisations work with Ana Andjelic Her “aspirational economy” thesis that brand value is now built through social, cultural, and environmental capital rather than product features or advertising reach gives leadership teams a conceptually rigorous basis for repositioning brands in fragmented consumer markets, not just a set of tactics. She has delivered verified results at scale: the Banana Republic rebrand under her leadership produced a 27% year-on-year comparable sales increase, which means boards are not being asked to take a theory on faith. Her two Routledge-published books, combined with The Sociology of Business newsletter (ranked among Substack’s top 15 business publications), mean her framework is publicly available, continuously tested, and already in use by the marketing leaders her audiences need to influence. She brings C-suite brand experience across three distinct commercial contexts – global mass retail (Banana Republic, Esprit), contemporary luxury (Mansur Gavriel), and independent fashion (Rebecca Minkoff), making her diagnostic toolkit applicable beyond any single category or brand tier. A Columbia sociology doctorate and a senior career at agencies including Droga5 and Havas means she can diagnose what has broken in a brand’s relationship with culture and explain why, not just describe the symptoms. Biography highlights Chief Brand Officer at Banana Republic, rebrand delivered a 27% year-on-year comparable sales increase Former Global Chief Brand Officer at Esprit, led brand repositioning across Europe and market re-entry in North America and Asia-Pacific Author of two books published by Routledge: The Business of Aspiration and Hitmakers: How Brands Influence Culture Recognised three times by Forbes for CMO work, including Forbes CMO Next Publishes The Sociology of Business, ranked among the top 15 business publications on Substack Contributor to Harvard Business Review, Financial Times, Fast Company, The Guardian, Adweek, and Vogue PhD in Sociology and MA in Media Studies; senior agency experience at Droga5, Havas Media, and Spring Studios Biography Ana Andjelic spent two decades in C-suite brand roles, at Banana Republic, Esprit, Mansur Gavriel, and Rebecca Minkoff, while simultaneously building a body of intellectual work that explains why most brand strategy fails. The result is a perspective with unusual commercial credibility: she has made the argument at board level and then delivered the numbers. Her central thesis, developed in The Business of Aspiration (Routledge), is that modern consumers no longer signal status through wealth or possessions but through taste, curation, and values – what she calls social, cultural, and environmental capital. The organisations that understand this are not running better advertising. They are restructuring brand strategy around cultural influence: collaborations, creative communities, content, and what she identifies in her second book, Hitmakers: How Brands Influence Culture, as the systematic production of cultural hits. At Banana Republic, she translated this framework into a full brand repositioning that delivered a 27% year-on-year comparable sales increase. At Esprit, she oversaw the brand’s repositioning across Europe and its re-entry into North American and Asia-Pacific markets. Both assignments required her to make cultural arguments in commercial terms and to redesign the marketing function to deliver them. Andjelic holds a PhD in Sociology from Columbia University and a Masters in Media Studies. Her Sociology of Business newsletter is among Substack’s top 15 business publications. She contributes to Harvard Business Review, the Financial Times, Fast Company, and Vogue, and is a frequent expert source for the Wall Street Journal and Washington Post. Key speaking topics Brand strategy and repositioning Cultural influence and the aspirational economy Consumer aspiration and shifting status symbols Cultural hitmaking as commercial strategy The Creative Class and cultural audience segmentation Brand storytelling and narrative architecture Retail innovation and brand-driven growth Ideal for Chief Marketing Officers and Chief Brand Officers leading brand repositioning or category entry C-suite leaders in fashion, luxury, and retail responsible for connecting brand investment to commercial outcomes Strategy and brand teams in consumer-facing businesses seeking a model for cultural relevance that scales Boards and leadership teams reviewing brand value architecture, growth planning, or market re-entry Audience outcomes A working framework for understanding how social, cultural, and environmental capital now drive brand value and purchase decisions, and what that means for brand investment A practical model for redefining brand strategy as cultural influence, with organisational and operational implications Clarity on the role of cultural products, collaborations, content, entertainment, community, in building sustainable brand growth beyond advertising A method for segmenting audiences by their relationship to culture, including how the Creative Class functions as an amplification layer Tested examples of how cultural strategy translates into commercial results, including the conditions that made the Banana Republic repositioning work

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.

Why organisations work with Louis Gudema He has published an award-winning framework for the order in which B2B marketing should be built. The Bullseye Marketing model, set out in a 400-page second edition that won the 2023 Goody Business Book Award for Best Marketing/Branding Book, sequences fast-payback demand programs before brand investment rather than running them in parallel. He has run the playbook himself at scale. Gudema founded Magic Hour Communications, pivoted it from services into an early SaaS business with a Web CMS product, grew it into one of the top firms in its national market, and exited in 2009, so the operating advice is tested against a P&L he owned. He has worked across roughly 200 organisations from IBM down to early-stage MIT spin-outs, which means a CMO or founder gets advice calibrated to the actual stage of their business rather than a generic enterprise template. His MIT Venture Mentoring Service work, including ten consecutive years of the MIT marketing boot camp, gives him pattern recognition on what actually moves revenue for a young technology company versus what wastes founder time. He brings a behavioural-economics layer that most B2B marketers ignore. His brain-science talk applies seven named heuristics (anchoring, authority, availability, liking, loss aversion, reciprocity, scarcity) to live sales and marketing decisions. Biography highlights Author of Bullseye Marketing: How to Grow Your B2B Business Faster, second edition 2023. 2023 Goody Business Book Award winner for Best Marketing/Branding Book; finalist at the Book Excellence Awards; named to Book Authority’s Best Marketing Plan Books of All Time. Founder and former CEO of Magic Hour Communications, an early SaaS firm with the MagicWand Web CMS, sold in 2009. Founder of Revenue & Associates, LLC, a fractional CMO practice for B2B startups and growth-stage companies. Mentor with the MIT Venture Mentoring Service and leader of the annual MIT marketing boot camp, tenth edition in 2024. Contributor to Harvard Business Review, MarketingProfs, HubSpot, VentureBeat, Content Marketing Institute, Chiefmartec, and TechTarget. Biography Most B2B marketing budgets are spent in the wrong order. Brand campaigns get funded before the demand-generation programs that would have paid for them, and the pipeline arrives late. Bullseye Marketing, the book Louis Gudema published in its second edition in 2023, exists to fix that sequencing problem. The framework is built around three concentric rings. Start with the customers and prospects already in the system, where conversion is fastest. Move outward into demand capture and active-buyer programs, search, retargeting, and review sites. Then, with cash flow funding it, invest in the brand and awareness work that compounds over the years. The book won the 2023 Goody Business Book Award for Best Marketing/Branding Book and a Book Excellence Awards finalist nod, and was named one of the Best Marketing Plan Books of All Time by Book Authority. Gudema runs the playbook for a living. He founded Magic Hour Communications, pivoted it from a marketing-services agency into an early SaaS firm built around a Web CMS product, grew it into one of the top three or four firms in its market, and exited in 2009. He now operates revenue & associates as a fractional head of marketing, and has worked with roughly 200 organisations from IBM to early-stage MIT spin-outs. The MIT connection runs deep. Gudema mentors through the MIT Venture Mentoring Service and led the tenth annual MIT marketing boot camp in 2024. His writing in Harvard Business Review, MarketingProfs, HubSpot, and VentureBeat extends the same operating thesis: B2B growth comes from disciplined sequencing of programs with measurable ROI, not from creative reinvention. Key speaking topics B2B marketing strategy and demand generation Bullseye Marketing framework Startup and scale-up growth marketing Behavioural economics in B2B sales and marketing Fractional and interim marketing leadership Account-based marketing and pipeline acceleration Ideal for CEOs and founders of B2B technology and SaaS companies under $50m in revenue CMOs and heads of marketing at growth-stage businesses need to defend program spend to a CFO Investor-backed startup cohorts and accelerator programs looking for a sequenced go-to-market playbook Sales leaders responsible for the pipeline who want to align marketing programs to revenue-cycle reality Audience outcomes A defensible order in which to run B2B marketing programs, with the fastest-payback work first A working knowledge of the three-ring Bullseye Marketing Framework and how to apply it to an existing budget Specific demand-generation tactics, search, retargeting, ABM, customer expansion, that map to short payback windows A view of how seven behavioural heuristics change conversion in real B2B sales and marketing assets A shared vocabulary for marketing, sales, and finance to evaluate program ROI on the same terms

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

Why organisations work with Andy Milligan Seven books across Kogan Page and Financial Times imprints, including Bold (CMI Management Book of the Year, e-book category, 2012) and On Purpose with Shaun Smith, give him a documented track record on brand-led growth that consultants without published evidence cannot match. He works the full chain from purpose to promise to operational delivery, which is rare. Most advisors stop at strategy or stop at touchpoint design. He has spent thirty years on the connection between them. Client work spans Nissan, McLaren, Barclays, Unilever, FIFA, IHG, Roche and WWF across Japan, South Korea, Singapore, the USA and Europe. The breadth of categories and geographies means his examples land with audiences in heavily regulated, consumer, and B2B sectors equally. His starting position is that brand lives in employee behaviour before it lives in customer perception. For leaders trying to align a fatigued workforce behind a customer promise, that is the more useful framing. Biography highlights Founding partner of The Caffeine Partnership, the UK brand and growth consultancy he co-founded in 2006. Began his career at Interbrand in London; ran the firm’s Singapore office and later led its Internal Brand Management practice. Co-author of On Purpose (Kogan Page, 2015) and Bold: How to be Brave in Business and Win with Shaun Smith. Bold won the CMI Management Book of the Year award in the e-book category in 2012. Co-author of Myths of Branding with Simon Bailey (Kogan Page, 2017; second edition 2022). Fellow of the Royal Society of Arts; media commentator for BBC, Sky and CNN on brand issues. Biography Brand is an operating discipline, not a marketing one. That has been the thesis of Andy Milligan’s work since his time at Interbrand in the 1990s, where he ran the Singapore office and later led the firm’s Internal Brand Management practice. The argument is now unfashionable enough to be useful again: customers do not experience strategy decks, they experience employees, products and service moments. In 2006 he co-founded The Caffeine Partnership, a brand and growth consultancy that has advised Nissan, McLaren, Barclays, Unilever, FIFA, IHG, Roche, WWF and Thai Airways across Japan, South Korea, Singapore, the USA and Europe. The work moves between purpose definition, customer experience design and employee engagement, treated as one connected problem rather than three departmental ones. The same argument runs through seven books. Uncommon Practice and See, Feel, Think, Do with Shaun Smith examined the link between corporate culture and brand experience. Bold: How to be Brave in Business and Win won the CMI Management Book of the Year in the e-book category in 2012. On Purpose (Kogan Page, 2015) set out a practical framework for translating purpose into a branded customer experience. Myths of Branding with Simon Bailey, now in its second edition with Kogan Page, dismantles the assumption that brand work is a logo problem. Milligan is a Fellow of the Royal Society of Arts and comments regularly for BBC, Sky and CNN. The reason senior teams bring him into commercial growth conversations is straightforward: he has spent thirty years arguing that organisations get the customers their employees deserve, and he can show them where the gap is. Key speaking topics Brand-led business growth Customer experience strategy Employee engagement and brand Purpose and commercial strategy Brand culture and organisational alignment Marketing and brand myths Ideal for CMOs, CCOs and brand directors aligning marketing with operational delivery CHROs and CPOs connecting employee engagement to customer outcomes CEOs and boards repositioning a business around a sharper purpose Customer experience and transformation leads moving from strategy to execution Audience outcomes A clearer view of where brand promise and customer experience are diverging in their own organisation A working definition of purpose that can be tested against employee and customer behaviour, not slogan Named case examples across consumer, financial services, automotive and sport that translate to the audience’s category A short list of brand myths their leadership team is probably still operating under

Why organisations work with Ozwald Boateng He rebuilt Savile Row’s relevance to a younger global market without abandoning its craft. Few living designers have shifted a 200-year-old category that decisively. He was the first black designer to lead menswear at Givenchy under LVMH, a working case study in taking a personal aesthetic into a heritage luxury house. He co-founded the Made in Africa Foundation and helped launch the $2bn Africa50 infrastructure fund with the African Development Bank, giving him a track record few creative figures can match on capital and continental development. His commercial collaborations span Coutts, Johnnie Walker, Virgin and British Airways, alongside film work for Marvel’s Black Panther. The brand reach is unusually broad for a fashion founder. Biography highlights First English tailor to present a catwalk show at Paris Fashion Week (1994). Creative Director of Menswear at Givenchy, LVMH (2003 to 2007). OBE for services to the clothing industry (2006). Best Menswear Designer, Trophees de la Mode, Paris (1996); Best Menswear Designer, British Fashion Awards (2000). Subject of a V&A Fashion in Motion event (2005), one of a small group including Vivienne Westwood, Stella McCartney and Alexander McQueen. Co-founder, Made in Africa Foundation; co-launched the $2bn Africa50 infrastructure fund with the African Development Bank. Biography Savile Row was a closed system when Boateng arrived. The category meant heritage, sober colour, and a customer his father’s age. He kept the cut and changed almost everything else. By 1994 he was the first English tailor to stage a catwalk show at Paris Fashion Week. By 1995 he had a boutique on Vigo Street, the south end of the Row, and a younger clientele was buying suits again. The category shift mattered commercially. In 2003, LVMH appointed him Creative Director of Menswear at Givenchy, a role he held until 2007. He was the first black designer to lead menswear at the house. The OBE followed in 2006 for services to the clothing industry. A new flagship at 30 Savile Row, co-designed with the architect David Adjaye, opened in 2008. The second act is less expected. Boateng co-founded the Made in Africa Foundation in 2011 to finance large-scale African infrastructure. With the African Development Bank he helped launch Africa50, a $2bn fund aimed at closing the continent’s infrastructure gap. He has worked with several African governments on industrial and development policy, and the work has been covered by CNN, Bloomberg and Pan African Visions. The collaborations sit alongside the official roles. Coutts, Johnnie Walker, Virgin Atlantic and British Airways have commissioned him; Ruth E. Carter put one of his teal mohair suits on screen in Black Panther. The throughline is consistent: a craft practice used as a lever on much bigger systems, from a London street to LVMH to continental capital allocation. Key speaking topics Luxury brand building and reinvention Creative entrepreneurship at scale Heritage brand leadership African economic development and investment Design, identity and cultural representation Diversity in luxury and creative industries Ideal for CEOs and CMOs of heritage brands considering category reinvention Boards and leadership teams of luxury, retail and consumer goods businesses Organisations with significant African market or investment exposure Senior creative and design leaders in fashion, hospitality and lifestyle Audience outcomes A working view of how one founder shifted a 200-year-old category and what that took commercially. A frank account of running a personal aesthetic inside a heritage LVMH house. A specific, named perspective on African infrastructure investment from someone who has helped raise it. A model for building cross-sector collaborations that compound a creative practice over decades.