Morning Sessions Highlights
The morning sessions have concluded. As we eagerly await the afternoon sessions, let’s take a moment to reflect on the key takeaways from our morning speakers!
Katie Sterling, Advisory Director at WARC, emphasized the power of consistency and sticking to core brand ideas to achieve long-term success, as seen in brands like Heinz, McDonald’s, and Dove. She highlighted that simplicity and staying true to strong ideas can drive market impact, encouraging brands not to abandon good concepts too soon.
Pum Lefebure, Co-Founder and Chief Creative Officer at Design Army and Craft Drum Jury President, urged us to harness our creativity and influence to make a powerful impact on society. Her stunning work with the Hong Kong Ballet showed how design can break cultural norms, reshape identities, and evoke a deep sense of pride in local culture. Her message was clear: by believing in our ability to make a difference, we can create lasting change.
Guy Wieynk, Global Chief Executive Officer of AnalogFolk Group (AFG) and One-Channel Drum Jury President emphasized that cultural relevance is the key to brand growth. He explained how the most impactful projects are those that embrace technology and resonate with the cultural trends of the moment—just like the viral Brat Summer.
Kentaro Kimura, International Chief Creative Officer and Corporate Officer at Hakuhodo, Founder of Hakuhodo Kettle, and Omni-Channel Jury President, highlighted that innovative solutions that transcend borders often stem from deeply engaging with local culture. By tapping into regional pride, taboos, and sustainability issues, we can unlock creative ideas that even AI can't replicate, proving that the secret to unimagined cultural solutions lies in first-hand local experiences.
Tom Banks, Creative Editor at The Drum, and Nick Hallbery, Executive Creative Director at Mother London, uncovered that the true key to building long-lasting and creatively productive client relationships lies in open and honest conversations that foster trust and help strike the right balance in collaboration.
