Building Brands with Purpose, Creativity & Emerging Tech Summit

Tuesday, November 18, 2025

• 9:00 AM
  Breakfast & Registration
• 10:00 AM
  Welcome Remarks

  Marc Sternberg, Co-Founder & Co-CEO, Brand Innovators

  Jonathan Castleman, Managing Director – Global Head of Brand and Brand Partnerships, HSBC

  John McDonald, Chief Marketing Officer, HSBC

  Emcee: Mark Whelan, Chairman and Chief Creative Officer, Havas

• 10:05 AM
  Brand Building to Drive Trust

  Trust has always been the cornerstone of strong brands —driving loyalty, advocacy, and long-term growth. Yet in today’s hyperconnected, AI-driven world, the pathways to earning and keeping that trust are rapidly evolving. This panel will explore what truly builds trust in a brand, and how AI and large language models (LLMs) are transforming how brands build trust. Our goal is to uncover both the timeless and the emerging elements of trust, and to identify what brands must do today to remain credible and human in an increasingly automated world.

  Kristy McCready, Head of Advertising & Marketing Communications, HSBC UK

  John McDonald, Chief Marketing Officer, HSBC

  James Murphy, CEO, Ogilvy UK

  Moderated by: Jenna Waller, Senior Director, Brand Business Development, The Trade Desk

• 10:35 AM
  Decoding Culture: How Diageo Turns Cultural Signals into Brand Power/

  Georgia Durham, Global Culture & Entertainment Manager, Nurture Brands, Diageo

  Moderated by: Jon Hewson, RVP EMEA, Advertiser Solutions, Genius Sports

• 11:05 AM
  Marketing in the World of A.I

  The panel explores how data-driven decisioning, AI-native search and evolving MarTech ecosystems are transforming B2B & B2C marketing. We’ll discuss how insight-led strategies are driving precision targeting, operational efficiency, and measurable impact. As generative AI transforms how people search, discover, and interact with brands, the playbook for building connections is being rewritten in real time.

  Graziella Castro, Global Head of Marketing Effectiveness, HSBC

  Kerry Elsdon, SVP, Global Head of Digital Marketing and MarTech, Mastercard

  Nicole German, Global Head of CIB Marketing, HSBC

  Moderated by: Samantha Adams, VP, Advertising Sales, Western Europe, BBC Studios

• 11:35 AM
  Networking Break
• 12:00 PM
  Beyond One Identity: How Global Brands Grow by Embracing Nuance

  Sarah Firmston-Williams, Senior Brand Marketing Manager, International Brand Integration, Expedia

  Moderated by: Josh Beckwith, Vice President, Corporate Sales, Sojern

• 12:30 PM
  Media Strategy in the Attention Economy: Cutting Through Oversaturation with Impactful Content

  In an era where consumers are bombarded with thousands of messages a day, attention has become the scarcest resource in marketing. Declining focus spans, fragmented platforms, and the relentless churn of short-form content are forcing brands to rethink how they capture – and keep – audience engagement. From crafting creative that makes an instant emotional impact to building content ecosystems that balance quick hits with long-term brand building, speakers will share insights on blending agility with consistency.

  Richard Pallister, Senior Brand Manager, Vodafone

  Will Tyler, Head of Campaigns, Brand and Media, Private Bank, HSBC

  Robbie McCawley, Director, Franchise Strategy & Marketing, Motorsports, EA Sports

  Moderated by: Jessica Wrightson, Senior Brand Partnerships Lead, Quantcast

• 1:00 PM
  Havas Keynote

  Ross Taylor, Group Executive Creative Director, Havas Play UK

  Nick Wright, Chief Executive Officer, Havas Play UK

• 1:10 PM
  Lunch
• 2:00 PM
  The Future-Ready Marketer: Building Skills in the Age of Relentless Change

  As technology reshapes every aspect of marketing — from data analytics to AI-driven creativity — leaders face a critical challenge: how to build enduring marketing capability when skills, tools, and consumer behaviors evolve faster than organizations can adapt. This panel explores what it takes to future-proof marketing teams, sustain motivation, and lead with agility in a constantly shifting landscape.

  James Davies, Director, Marketing Strategy, Insight and Effectiveness, HSBC

  Andrew Garrihy, CEO & Founder, The CMO Coach

  Veronika Kryuchkova, Global Head of Capability Building | The Marketing Academy, Reckitt

  Moderated by: Julia Clement, EMEA Commercial Leader – Advertisers and Agencies, Nielsen Media

• 2:30 PM
  Speaking Human: Creating Content That Moves, Inspires and Drives Trust

  Modern decision-makers don’t want content that sells — they want content that helps them do their jobs better, act faster, cut through the noise and reduce uncertainty. The panel will explore how brands can deliver practical insight and emotional relevance simultaneously.

  Sarah Mayall, Global Head of B2B Marketing Services, HSBC

  Martin Senaris, Head of Marketing Risk and Governance, IWPB, HSBC

  Moderated by: Lindsay Hong, CEO and Co Founder, Smart Assets

• 3:00 PM
  Cultural Agility at Scale: Running Global Brands with Local Relevance

  Global brands face a constant balancing act: maintaining a consistent identity while resonating authentically in vastly different cultural contexts. As consumer expectations for local relevance grow, so does the need for agile brand strategies that adapt messaging, creative, and experiences to fit the nuances of each market – without losing the core brand DNA.

  Nikos Bartzoulianos, CMO, Electrolux

  Jonathan Castleman, Managing Director – Global Head of Brand and Brand Partnerships, HSBC

  Hamish Goulding, Group Head of Brand Strategy, HSBC

  Moderated by: Tamara Greene, Chief Client Officer, Global Brands, Havas

• 3:30 PM
  Simplifying, Consolidating, and Driving Consistency Across Global Brands

  Managing multiple brands across diverse markets can lead to complexity, inefficiencies, and diluted brand equity if not handled strategically. This panel explores how organisations can design and implement brand operating models that streamline structures, consolidate portfolios where appropriate, and ensure consistent brand experiences worldwide – all while enabling local relevance and innovation.

  Donata Peksa, Global Head of Brand Campaigns, HSBC

  Nicole McGuiness, Global Head of Brand Management, Design and Operations, HSBC 

  Larissa Read, Head of Content Strategy, PWS and Content, IWPB HSBC 

  Moderated by: Mark Whelan, Chairman and Chief Creative Officer, Havas

• 4:00 PM
  How the UK’s Biggest Broadcaster is Getting Future-Ready

  Jayesh Rajdev, Controller of Advanced Advertising, ITV

  Moderated by: Simon Thorne, Managing Director, EMEA, Innovid

• 4:30 PM
  Wrap