Creativity That Grows: Unlocking Culture, Community & Commercial Impact Summit

Wednesday, February 11th, 2026

• 9:00 AM Breakfast & Registration
• 10:05 AM Opening Remarks

  Gisela Germano, Chief Content Officer, Brand Innovators

  Sydney Kaplan, Director, Content & Community & Head of UK/EMEA, Brand Innovators

  Ritesh Shah, SVP, Strategy & Partnerships, Brand Innovators

  Grainne Wafer, Global Category Director Beer, Vodka, Liqueurs and Convenience, Diageo

  Emcee: Rosalind Healy, Creative Transformation Director, Diageo

• 10:15 AM Building Brands That Last: Thinking Fast and Slow on Guinness'

  In an era where quick wins often dominate, the most enduring brands are those that remain committed to a long-term vision and consistent brand investment. This session delves into the principles of sustainable brand building, exploring elements such as distinctive assets, emotional storytelling, and cultural relevance. Discover how marketers can balance immediate demands with strategies that compound over time. Grainne will share insights on how long-term thinking enhances brand equity and fosters resilient growth, creating brands that stand the test of time.

  Grainne Wafer, Global Category Director Beer, Vodka, Liqueurs and Convenience, Diageo

  Moderated by: Hamel Soni, GM, Global Advertising, The Trade Desk

• 10:45 AM Marketing Innovation at Speed: Creativity for a Rapidly Changing World

  Marketing leaders unpack how to keep pace with shifting consumer expectations, technological disruption, and cultural change. The conversation dives into agile creativity, experimentation, and building brands nimble enough to thrive in constant evolution.

  Philip Wilkinson, European Senior Director, Omnichannel Experience & Commerce, Mars

  Moderated by: Helen Lafford, Head of Strategic Growth & Executive Engagement, Publicis Groupe

• 11:15 AM Creators, ROI, and the New Era of Influence

  As creator-led influence evolves from a trend into a core pillar of modern marketing, brands are redefining how they measure impact, build partnerships, and integrate creators into broader strategies. This session explores the shift from vanity metrics to real ROI, the power of creator-driven storytelling, and how influence now extends far beyond social platforms into culture, commerce, and community. Leaders will discuss what makes creator collaborations truly effective—and how to harness this new era of influence to drive meaningful brand growth.

  Andrew Tindall, Senior Vice President – Global Partnerships, System1

  Callum Mayfield Smith, Head of Product Marketing Strategy & Comms, Global Business Marketing, Europe & Israel, TikTok

• 11:45 AM Lunch
• 1:00 PM Diageo Campaign Deep Dive

  Sarah Blake, Global Brand Director, Baileys (SVP), Diageo

  Sarah Fleury, Global Head of Digital & Data, Baileys, Diageo

  Moderated by: Lindsay Hong, CEO, Smart Assets 

• 1:30 PM Respecting the Past, Building the Future: How Kerrygold Is Earning Relevance Today

  Heritage brands come with deep emotional equity and real responsibility. This fireside chat explores how Kerrygold is respecting its roots while building relevance for today’s consumer. The conversation will touch on how innovation, brand experiences and digital channels are helping a heritage brand evolve, from how it shows up through activations and creators to how it stays contemporary and connected without losing what made it loved in the first place.

  Lynne Andrews, Marketing Director, Ireland & Europe, Ornua

  Moderated by: Lindsay Hong, CEO, Smart Assets 

• 2:00 PM Networking Break
• 2:30 PM The Power of the Local in a Globalized World

  As brands scale globally, the deepest connections are often forged locally. This session explores how local culture, community behaviors, and on-the-ground insights shape more relevant and effective marketing. Leaders will discuss how to balance global brand consistency with local nuance, why hyper-local creativity drives impact, and how cultural specificity can unlock new opportunities for growth in an increasingly interconnected world.

  Paul Carton, Marketing Director Guinness Ireland and Beer Hub, Diageo

  Richard Seabrooke, Chief Culture Officer, The Tenth Man

  Moderated by: Preeti Croke, Vice President & EMEA Regional Lead at Analytic Partners

• 3:00 PM The Growth Formula: Balancing Brand, Performance & Creativity

  A discussion on how leading marketers harmonize long-term brand investment with short-term performance. Learn where creativity fits into the growth equation and why ideas still matter—even in a metrics-heavy world. Grounded in data, this session reveals why brands that integrate creativity into performance strategies outperform purely tactical approaches, and how to measure impact across both short and long-term KPIs.

  Leo Moore, Senior Director Category Strategy & Insights Europe, Kellanova

  Hilary Quinn, Beer Director Europe & Marketing Director IOI, Diageo

  Moderated by: James Cameron, Global Brand Business Development Director, Channel Factory

   

• 3:30 PM Cultural Relevance as Brand Strategy

  In a marketplace where consumers are driven by identity, values, and shared experiences, cultural relevance is no longer optional—it’s a strategic advantage. This session examines how brands proactively engage with culture to build meaning, strengthen differentiation, and drive long-term growth. Leaders will explore the frameworks and behaviors that make brands culturally fluent, how to anticipate cultural shifts, and why embedding culture into strategy leads to deeper connection and greater commercial impact.

  Ronan Jones, Senior Marketing Manager, UK & Ireland, WHOOP

  Cliona Hayes, Senior Director, Global Brand & Advertising, Indeed

  Somnath Dasgupta, Global Marketing Director (VP) , Guinness Brand Team, Diageo

  Moderated by: Amrit Bhachu, Principal Customer Experience Consultant, UserTesting

• 4:00 PM Rising Above The Sea of Sameness

  Giles Hedger, Global Consumer Planning Director, Diageo

  Moderated by: Laurence Ewen, Demand Generation Manager, Cvent

• 4:20 PM Closing Remarks & Pints
• 4:30 PM Guinness Storehouse VIP Experience