Program

Trends in Strategy: Why great marketing is strategic, and how the systems we are part of drive marketing more than ever before I Seth Godin

Seth Godin, author of 21 international bestsellers translated into 40 languages, brings his provocative insights on the future of marketing and advertising to the UBATrends Day. Drawing from his acclaimed works "This Is Marketing", "Purple Cow", and "This Is Strategy", Seth will present a systematic approach that challenges the status quo. While advertisers excel at capturing attention, we often squander our expertise selling average products to average audiences. As our culture shifts away from "more" and toward "better," he will inspire us to create remarkable experiences that spark genuine conversations and foster true loyalty. Discover how marketeers and advertisers can lead meaningful change, make lasting connections, and do work that matters for people who care. 

Trends in Artificial Intelligence: The hype of the Decade, The End of Awful, or the Ultimate Innovation of Mankind? I Peter Hinssen

Get ready for the Total Perspective Vortex of AI: everything you wanted to know—and perhaps much more—about Artificial Intelligence. Is it the biggest hype of the decade, setting us up for the greatest collective disappointment since the finale of Game of Thrones? Or will it truly become the ultimate game-changer in the creative industry, making it impossible to imagine how we ever worked without AI? A whirlwind overview of the rapidly evolving AI landscape and a guide to looking beyond the hype, ensuring AI truly works for you.

Trends in Consumer Behaviour: Navigating the future of sensory tech, authenticity and value creation I Livia Fioretti

Livia’s keynote examines three pivotal trends reshaping consumer behaviour and driving innovation, illustrated through real-world examples from different industries and regions. She begins by exploring how sensory-driven technologies are creating immersive, emotionally responsive experiences that are transforming the way consumers connect and engage. Next, she highlights the growing demand for emotional authenticity, challenging the dominance of AI-driven predictability as consumers increasingly value imperfection, spontaneity, and genuine interactions. Finally, Livia delves into how leading brands are redefining value creation, shifting engagement and loyalty into a more strategic and meaningful framework of "worth."

Trends in Leadership: Ultimate resilience or how adversity breeds strength I Joseph Oubelkas

During a work visit to Morocco, Joseph was unjustly sentenced to ten years in prison without evidence or investigation. He takes you into the raw and confronting reality of overcrowded and polluted Moroccan prisons. He candidly shares how he dealt with grief, anger, and frustration, and how he managed to maintain his strength despite the harsh conditions. What motivated him to keep going? And how did he turn his situation into valuable life lessons? These insights now enrich his life, and Joseph hopes to inspire others to develop the same resilience and inner wealth. Through his personal story, Joseph bridges the gap to the challenges within your organisation. He demonstrates how focus, freedom of choice, and perseverance can drive progress and highlights the importance of mental strength in every aspect of life: from studies and sports to work and entrepreneurship, and from love and freedom to health.

The power of passion: Creating connections that matter  I Raja Rajamannar

Music. Travel. Sports. A whopping 60% of people are actively saving to indulge in what they love, according to a recent survey about the passions landscape. This is a cultural trend with untold potential for marketers seeking to cut through the clutter. In this session, Raja Rajamannar, Chief Marketing and Communications Officer at Mastercard, discusses the influence of shared passions and how brands can harness these interests to build meaningful, lasting and trust-based connections with consumers.

Revamping legacy brands for modern audiences I Diana Frost

Heinz, a beloved brand for over 150 years, offers valuable lessons for staying relevant today. How can legacy brands evolve, unify global storytelling, and grow as category leaders? Join Diana Frost, Chief Growth Officer at Kraft Heinz, to discover how leveraging global human truths and a brand’s foundation can modernize and keep any brand vibrant in today's market.

CMO keynote I Asmita Dubey

To be announced soon. 

A shared global agenda I Stephan Loerke

As uncertainty and shifting dynamics continue to reshape the global landscape, marketers worldwide face strikingly similar challenges. But within these challenges lie opportunities to adapt, innovate, and find creative ways to thrive and grow together.