Standout Moments from the Afternoon Sessions

The afternoon is underway — let’s pause to highlight the key takeaways from today’s inspiring speakers:

The first afternoon session, moderated by Julian Boulding, Founder & CEO, thenetworkone, UK, began with a light-hearted start as he asked the speakers about their favourite colours and breakfast choices – even guessing some correctly. Jenni Ihatsu, Vice President, Brand & Marketing, Posti Group, Finland and Ilkka Ruotsalainen, Founder & CCO, IVALO Creative Agency, Finland shared the story of Posti’s reinvention, explaining how the company addressed perceptions that it didn’t care by launching a campaign centred on genuine care and connection.
Next, Giorgi Kontuadze, Co-founder & Managing Partner, Kraken, Georgia and Givi Gvetadze CEO, Subway, Wendy’s & Dunkin, Georgia discussed Subway’s successful brand reinvention in Georgia, where they boldly embraced the word “cheap” to overturn the misconception that the brand was too expensive. The campaign’s honesty and humour helped reshape public perception and connect with consumers in a refreshing, authentic way.

Next was Anthony Chelvanathan began his talk by sharing how his mother embodied the original mamba mentality – she never gave up. Her resilience inspired his own creative drive and determination, qualities he carries into every project and pitch. He recounted the story behind his ambitious idea to recreate Serena Williams’ image using tennis balls on a court. Although the first attempt didn’t even resemble Serena, his persistence paid off. After countless failed calls and trials, he eventually brought the vision to life – a true testament to grit, creativity, and never giving up.

Then Jake Barrow, Chief Creative Officer, VML Czechia and Vojtěch Kubricht, Marketing Manager, Nestlé Confectionery CEE – KitKat & Local Jewels started their session by challenging the overuse of the word “brave” in advertising. Jake argued that many campaigns labelled as brave are, in fact, confident – and that confidence, not bravery, should be the goal. The word brave, he explained, often implies uncertainty, risk, or doubt, whereas confidence conveys conviction, clarity, and control. Vojtěch added that true confidence comes from preparation and trust in the team’s work.

Next was John Mescall, Global Chief Creative Partner at Dentsu Creative who explored the idea of subversion in creativity, describing creative people as those who never stop asking “why?” He noted that working in this field is both a blessing and a curse — people want to hear new ideas but often fear them. Comparing creativity to a trip to the dentist, he explained that it’s uncomfortable because our brains crave safety and conformity.
True creativity, Mescall said, means challenging logic, expectations, and the comfort of “good enough.” He shared his 11 principles of subversion, reminding that creativity isn’t a tactic but a state of mind — one that thrives on curiosity, humour, and the courage to break the rules.

Lastly Freddie Öst, Founder & Brand Director at Snask, Stockholm, Sweden who opened his session by showcasing his agency’s iconic pink office before sharing a series of witty and inspiring case studies.
Freddie highlighted the tension between data and vision, reminding that while data shows what has already happened, true creativity comes from intuition and emotion. “We can’t measure love,” he said. “If marketing is asking someone on a date, branding is the reason they say yes.”
Known for his humour, Freddie shared funny anecdotes about being mistaken for Steve Aoki and stressed that change isn’t optional – it should be embraced. He concluded with a powerful message: like grapes grown under perfect conditions, people need imperfection to grow — so be yourself and stay unapologetically human.

A big thank you to all our afternoon speakers for sharing their insights and inspiring creativity and don’t forget to check out the photos from the afternoon sessions here.