Consumers today are more diverse, more discerning and less aligned in their values, media habits and priorities. How can marketers create campaigns that cut through, connect authentically and build brand trust across generations, regions and communities?
Conversation-starters:
- What do we mean by “universal” messaging in 2025 - and is it even possible anymore?
- How are agencies and brands adapting their strategies to reach fragmented audiences?
- Are we seeing a shift in the creative brief to accommodate more nuance - and what does that look like in practice?
- When does targeted messaging enhance inclusivity - and when does it risk reinforcing silos or stereotypes?
- How do you manage internal and external pressures when taking a stand - or choosing not to?
- What role do media choices play in uniting or dividing audiences?
- Can humour, emotion or entertainment still act as a unifying force in brand storytelling?
- What lessons can we learn from campaigns that got it right - or wrong?
We intend to avoid political debate or social controversy; the emphasis is on communications strategy, not culture wars. This isn’t about who’s right or wrong — it’s about how brands respond to complexity.
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Yelena heads up Fold7’s strategy department, where she is responsible for developing campaigns for global and UK brands including Amazon’s Audible and Carlsberg. Originally from NYC, Yelena moved to London in 2010 with her then employer, Havas, to take on the role of Global Group Planning Director across Reckitt Benckiser before being promoted to Head of Planning. She has a reputation for encouraging brands to have a point of view, while challenging them to be more inclusive and responsible. During her 20-year career, Yelena has been the strategic lead for global FMCG brands, tech start-ups and NGOs
Gemma Charles is a specialist in sustainability, political marketing and the alcoholic beverage sector.
Previously she reported on the food and alcohol sectors, joining the magazine after a spell of freelancing at various titles. She has also held staff reporting roles on Marketing Week, The Lawyer and Inside Housing, the social housing journal, where she started her journalistic career a decade ago.
Elizabeth Cunningham is a loyalty expert. As the Head of Brand and Marketing for IAG Loyalty, the company manages the Avios loyalty currency, she has extensive experience developing and embedding loyalty programmes and communication lifecycles for some of the world’s leading brands.
She joined Avios in 2018 where she rebranded the company from to IAG Loyalty and relaunched the Avios currency with an industry first campaign. She provides strategic direction for IAGs loyalty programmes, working in collaboration with the operating airlines, to create world class loyalty propositions for BA Executive Club, Iberia Plus, Vueling Club and Aer Lingus Aer Club. She also drives the marketing efforts of Avios’s non-air partners such as AMEX, Uber, Repsol, and Cabify.
Lori DeBortoli is the Senior Director of Adobe’s Creative Studio, where she leads the vision and
execution of global creative campaigns and immersive brand experiences for Adobe’s
Enterprise business. A proud alumna of the University of Massachusetts Amherst, Lori is a
passionate advocate for the power of creativity to inspire, connect, and drive meaningful
business outcomes.
With well over a decade of leadership in creative strategy, brand storytelling, and digital
innovation, Lori has played a pivotal role in shaping Adobe’s most impactful activations,
including standout experiences at Adobe Summit. Her deep expertise in blending design,
technology, and strategic partnerships fuels her ability to bring Adobe’s brand to life in bold and
imaginative ways.
Lori thrives on collaboration and is dedicated to cultivating top creative talent and fostering a
culture of innovation. Her enthusiasm for Adobe’s mission and her commitment to pushing
creative boundaries make her a driving force behind the brand’s continued success.
She is thrilled to bring Adobe’s spirit of innovation, storytelling, and creative excellence to the
global stage at Cannes.
Val is the Global Chief Creative Officer at Critical Mass. She’s known throughout the industry as an avid
storyteller, with over 25 years of creative experience across design, product, AR/VR, film, brand strategy,
marketing, retail innovation, gaming, AI, 3D content, and applications for some of the world’s biggest brands
such as Adobe, James Cameron's Avatar, Diageo, Peloton, JPMorgan Chase, Coke, Microsoft, AT&T, BMW,
Mars, Kraft, and Lululemon.
Under Val’s leadership, Critical Mass has gained a reputation for combining big creative thinking with powerful
digital innovation—all while delivering real results for modern brands. Under her leadership, CM has brought
home multiple Cannes Lions and Effie awards (amongst many others), and has been named a finalist for
Campaign U.S.’s Agency of the Year (digital innovation category) for the past three years.
Prior to joining CM, Val was the Executive Creative Director for Wunderman Thompson California. Prior to WT,
she was the Global CCO at Method Products. Before that, she was the ECD at EVB, leading work for the NBA,
Facebook, and Twitter. She was also ECD, Global Innovation Lead at SapientNitro, where she led the Avatar
digital ecosystem for James Cameron’s Lightstorm. Before jumping into digital, Val taught college-level graphic
design at an engineering school. Her love for teaching has helped her mentor, advocate for, and lead women’s
diversity and junior talent programs over the years.