JACOPO APO BORDIN
HEAD OF STRATEGY 28 Studios

Jacopo “Apo” Bordin is the Head of Strategy at 28 Studios, prior to his new role he was Head of Strategy and Growth at Grey Italy. He joined Grey in 2019 after spending most of his career abroad.

Born in Italy but raised in Switzerland, Jacopo started his professional journey in San Francisco. A long-time admirer of the “Famously Effective” philosophy, he believes that creativity has never been as important as it is today for brands to grow.
This belief and his international experience acquired in the US and Amsterdam fuel his ambition to build a team that drives business results for clients through strategic rigor and messy creative thinking. As testament to this, he’s also been part of the Effie Awards Italy Jury.
His roster of clients spans across categories and includes, among others, Netflix, Milano-Cortina 2026 Winter Olympics LG, Amazon Game Studios, Adidas, McDonald’s, and Mars Petcare.
All of these experiences have shaped his cultural and business understanding, but definitely not his accent. 
 

Leroy is the brand strategy director of the car rental and car sharing company Sixt, helping the brand on its quest to become the world’s leading premium mobility provider. Before that, he was a Strategist and Member of the Young Advisory Board at the renowned full-service Agency and creative powerhouse Jung von Matt in Hamburg. He has worked for many large international clients such as Zalando, BMW and Bosch, though his heart actually beats for working with up and coming brands. Leroy believes in building business around brand and the imperative connection of brand strategy with product and service innovation, business modelling and organisational development. He’s an active proponent of diversity in the creative industries, has proudly majored and graduated in rhetoric from the prestigious Eberhard-Karls University of Tübingen, and now holds several lectureships at his alma mater and other academic institutions.

Saul is the former Chief Marketing Officer of the UN World Food Programme, Chief Strategy Officer of VMLY&R EMEA/ WPP Global, Cognitive Psychologist and TedX speaker.

He is a Preceptor (tutor) in Strategy & Innovation; Expert Adviser and Mentor for the MBA Programme and Alumni at Said Business School, University of Oxford. He is an Advisory Board Member to various organisations including MyMynd, a revolutionary Mental Health Platform, New York Festivals and the CMO Council.

He is also a Senior Advisor and Fellowship Faculty member of the Centre for Democracy and Peace Building in Northern Ireland, running their Growth Programme.

Felipe is a Brazilian Creative with more than 15 years in the industry. He started his career in his native country and 6 years ago he came to Europe. In the first three years he worked at Ogilvy Spain for brands such as Iberia and Level Airlines, Ford, Santander and OpenBank, Mondelez Group, Cruz Campo Beer and El País.

After this period he was invited to move to Brussels to join the Global Headquarter Team of Ogilvy Social.Lab, where he worked for brands such as Ikea, Nespresso, Coca-Cola, Sprite, Bombay Sapphire, Martini, St. German, Carrefour, Deutsche Bank, Philips, Sennheiser and Vans.

Currently at Edelman Spain, Felipe is responsible for the creativity of the offices in Madrid and Barcelona, working for clients such as Iberostar Group, HP, Pay Pal, Astrazeneca, 2K and TikTok, in addition to being part of the EDELMAN Creative Board for the EMEA region.

Matthias Breitschaft is a strategist and change agent by heart.

After working for Ogilvy, Scholz & Friends and Jung von Matt, Matthias in 2015 co-founded the brand strategy and transformation agency VORN Strategy Consulting, where he supported national and international customers both in questions of brand management as well as digital transformation and its impact on people, branding, communication and business models. He has now been Managing Partner of the Serviceplan Consulting Group since 2018.

What particularly motivates him is partnering with people and their brands to drive both forward as a comprehensive, customer-focused and future-oriented brand and transformation catalyst.

Matthias Breitschaft is a lecturer at the Miami Ad School, AdSchool Switzerland and a guest lecturer at Fresenius.

A member of the Executive Management Committee at Ogilvy Paris and its Chief Strategy Officer, Fanny is a highly respected barometer check.  Integration is core to her strategic application, having experience working at both online and offline agencies Herezie, Buzzman, La Chose, Blast Radius…  and with a diverse range of brands Coca-Cola, Thierry Mugler, Hermes, EasyJet, IKEA, Danone or Delsey…  This range of perspective has led Fanny to develop a strong capacity for adaptability in her thinking across different platforms, industries and consumer insights. As a planner, she is deeply convinced of the importance of having an unbeatable understanding of the audiences in which brands wish to participate. In addition to her daily tasks, Fanny is an active member of the CPS, the French Strategic Planning Committee, which aims to promote strategic planning in France and reward the best brand strategies of the year. 

A psychologist-turned-strategist, Vicky has spent the last 13 years crafting marketing solutions for global brands in New York, Amsterdam, San Francisco, and now Copenhagen. She has a diverse background, ranging from brand & creative strategy, to digital/UX strategy and customer experience design. Vicky is currently Head of Strategy (N. Europe) for Virtue Worldwide, helping brands navigate fast-changing cultural landscapes and find ways to matter to the world. 

Coppelia de Crane d’Heysselaer is Strategic Director at Happiness Brussels, an FCB Alliance, working on both local and international brands.

After obtaining a Communication and Media Studies degree, Coppelia started her career as an Account Manager at FamousGrey, part of the Grey Group. After a few years, she joined the Strategic Department where she worked on brand strategies and famously effective campaigns. She was part of the teams winning Effies, Euro Effies, Eurobests and Cannes Lions for the financial newspapers De Tijd and L’Echo, the Belgian railway company SNCB-NMBS, the classical radio station Klara and WWF. She then joined Air, a local agency and affiliate of the McCann Group where she focused on communications strategy and participated in national and international pitches.

She is thrilled to be now one of Happiness UPMS or Undefined Perpetually Mutating Specimen looking to reshape, once again, brands and communication with creativity.

A Philosophy graduate, Catalin Dobre, the 37 years old CEE Creative Director and Chief Creative Officer of McCann Bucharest started working in advertising as a copywriter, 17 years ago.

Along the years, he won 2 Cannes Lions Grand Prix and a Titanium Lion, the total count of Cannes awards reaching 35 Lions. Also, he scored awards in all the major international advertising shows: D&AD, Clio, One Show, Eurobest, Lia, New York Festivals, Cresta, Golden Drum.

He was proud to serve in the jury of D&AD, Clio, Eurobest and Golden Drum.

Catalin was part of the first Romanian Forbes 30 under 30 Edition and received, two years later, the Excellence Award. Also, he received the IAA excellence award in 2010, for creating the campaign that brought the first Cannes Grand Prix in Eastern Europe.

With 15+ years working with clients across a broad range of strategic disciplines, Parrus is now SVP, Brand Strategy at BGB Group – a leading healthcare marketing and innovation agency.

As a proud Brit living in the US, he leads the charge on growing the global footprint of the organization, using his curiosity and analytical nature to help pharmaceutical, healthcare, wellness brands find the right problems to solve and tell their story in a smarter and more creative way.

He is at heart a collaborative, intuitive and entrepreneurial strategist, driven by the pursuit of commercially effective, behaviour-changing work with organizations that aspire to make a difference in this world.

Joseph Dubruque started his career as one of the first creatives hired by Fred & Farid to launch Marcel Paris in 2005, then Fred & Farid Group in 2007. Within 4 years, his work on Orangina, Orange, Match.com, Coca-Cola, Diesel and Wrangler grabbed several international awards, including a first Bronze Lion in Film at Cannes, and first D&AD wood pencil.

He then spent 5 years in agencies such as Havas City (previous name of Rosapark) and La Chose, working on creative and strategic brand repositioning for Monoprix Supermarkets, Thalys trains and Skoda cars.

In 2015, he joined Herezie, and teamed up with Axel Didon and Raphael Stein. Their work on Google Cloud (The Biography of Tomorrow), Handicap International (#BodyCantWait) & David Lynch Foundation (Sounds of Trauma) hit over 70 national and international awards in less than 3 years, including 5 more Cannes Lions (including Gold), 2 more D&AD pencils, and a bunch of Golds at Clio, Eurobest, One Show, Epica etc.

Today, Joseph and his trio challenged themselves by joining McCann Paris to work on L'Oréal Paris and L'Oréal Group's international brands.

"I help transform the way people feel about companies and brands by tapping into the power of culture to shift perspectives and change behaviour."

Kyle, a trained economist turned brand, creative, and cultural strategist, has over the past decade had the opportunity to collaborate with some of the world’s biggest brands across four different continents.
 
His philosophy as a strategist is simple: “Remember we are speaking to humans; so cut the jargon and the fluff and focus on what moves people. After all, people don’t think about brands, they feel them.”

This philosophy has been a powerful guide for the type of work that Kyle loves to do which saw him recognised as the #3 ranked strategist in the world by The One Club for Creativity in 2021.

Gordon was born 1978 – coincidentally the last year his beloved footballclub won the championship in Germany. He spend as much time at university as he could ending up with a PhD at the University of Cambridge. Since then he works in advertising developing strategies for brands across Germany, Europe and sometimes even the globe always aiming to make brands part of popculture. He also published extensively in the Journal of Brand Management, the German Harvard Business Review, McKinsey’s Akzente and more. Today he is Head of Planning of BBDO in Germany.”

Jonathan is Head of Strategy | McDonalds at Scholz & Friends Berlin, one of Germany’s most awarded agencies  He is leading brand- and communication projects for ieo, finance, automotive, sports, tech and e-commerce accounts (digital / non-digital, national / international).

After his master’s degree in sociology and social psychology at the Georg August Universität Göttingen he started his advertising career - rather by accident - as a digital strategist in Seoul, South-Korea where he helped to launch the cosmetic brand Eucerin. After working as a brand strategist at Leo Burnett Shanghai for clients like McDonalds and Coca-Cola Jonathan decided to move back to Germany and joined the Scholz & Friends Strategy Group. Since then he has built a track record of bringing creative solutions to complex and often ‘boring’ communication categories like energy, home appliances or banking.

Besides working for Scholz & Friends Jonathan is a guest lecturer at his home university in Göttingen and also the Universität für angewandte Kunst in Vienna.

Lorenzo’s mantra, that doubt is the supreme knowledge and simplicity the ultimate sophistication, has driven him to learn new things in new places, working in London, Madrid and Milan in some of the world's most renowned agencies – including Y&R. Saatchi & Saatchi, McCann Worldgroup and DUDE. Now he leads strategy at AKQA Italy and continues to stimulate innovation through the power of creativity and imagination. He also lectures at universities (IED, Università Cattolica) to pass on his knowledge and push others to build on his ideas, methods and mistakes.

Nélson Gomez Coelho

With a successful career and a firm belief in creativity without a platform definition, Nélson is passionate about business success.
He helps his clients and agency, White Rabbit Budapest with innovative ways to push boundaries and give purpose and relevance to brands in today's evolving market. Prior to joining White Rabbit Budapest Nélson collected a diverse range of experience that's beneficial in building a successful agency: he used to be a General Manager, a Food&Beverages Director at Sheraton Zurich, Director, Head of Human resources and a Global Recruiter.He is also a singer, music composer, wine drinker and proud vegetarian.

Jon is a creative executive with a passion for creating companies and ideas that sit at the intersection of brand, content, experience and technology. 

He is presently CEO of Free Turn Entertainment, a next generation entertainment company founded by Jon and his BAFTA winning brother Nick Hamm.

Free Turn develops, creates and produces original and brand funded entertainment for the BBC, Netflix, DirectTV, ESPN and many more international publishers and broadcasters.

He has executive produced a number of film, entertainment, music and television programmes including, The Journey, starring Timothy Spall, The U2 "biopic" Killing Bono and Driven, the De Lorean biographical comedy starring Jason Sudeikis, Lee Pace and Judy Greer. Free Turn is presently in production on the feature film "Evolution of Nate". He is also working with a number of global brands on their content and entertainment strategy and implementation.

Previous to his role at Free Turn Jon served as Global Chief Creative Officer for WPP and IPG agencies.

Jon has been recognised for his creative work by notable industry bodies and illustrious award shows including BAFTA, Cannes Festival of Creativity, The Clios, Campaign and The One Show. 

Free Turn is based in London and Los Angeles.

Started as a musician playing drums, educated as a graphic designer at The Royal Academy of Arts in The Hague, Joram found his home in brand and communication strategy. During a long career at his previous agency, he fueled his skills with HOALA and Hyper Island and experience which had him named Head of Strategy. He worked on both national Dutch and international European brands to help them find the levers of effectiveness. In 2020 he co-founded his own agency with two greats in the industry: Here. What gets him on top of his game are brands that are in need of change. And he excels working on 12 to 36 month brand strategies. Together with the client Joram acts on what's important now and paves the path for future effectiveness. Winning multiple creative and effectiveness awards like the EFFIE.

Martin Karaffa - Accredited Practitioner - Specialist consultant in intercultural management and cross-cultural brand management.

With decades as a global planning director for some of the world's largest agencies, Marty knows firsthand how cultural forces can make or break brand strategy.  Now, as an independent consultant and Associate Partner at Hofstede Insights, he equips marketers with the tools they need to thrive in diverse cultural environments.  

An American by birth, he began his career as planning director at JWT Melbourne.  Posted to Tokyo, he worked for such JWT global clients as Citigroup, Diageo, Ford, Jaguar, Haagen-Dazs, Kellogg and Nestle—for the last, helping to create the Kit Kat phenomenon. He then joined JWT New York, where he served as Global Planning Director on Pfizer Consumer Health, before moving to Munich to lead the global planning function for BBDO Worldwide on Daimler businesses, including Mercedes-Benz. 

In 2019, Marty began his global brand consultancy based in Munich, with assignments from clients such as BMW and Unilever.  He uses data-driven tools to unlock a deep understanding of human values that anchors brands in their culture for the long term. 

Silvio is responsible for marketing and communication of Germany's market leader in the healthcare market. He was previously a board member in the e-learning sector and also worked in various media sectors as well as telecommunications and digital companies.

Silvio created particularly effective media advertising campaigns such as the open letter in The New York Times to the President of the United States, the campaign "Make your pharmacy climate neutral" with the Federal Minister for Economic Cooperation and Development and the "Initiative against Corona" with BILD, WallDecaux and Facebook.

The German-Portuguese, for example, was awarded the international creative prize Epica Awards in Amsterdam and voted one of the “Top100 for 2021” of the marketing and communication industry in Germany by W&V.

Caspar Mason is Creative Strategy Director at global brand experience agency Jack Morton Worldwide. He’s helped brands like Google, Chevrolet and Heineken come to life in the real world, and been part of Campaign's '10 Brand Experiences That Defined The Decade'. Before agency life, he worked in the BBC’s Learning Innovation team.

With a background in academic behavioural science, Milla has worked at agencies in Sydney, New York and now London on some of the world's most favourite brands, across almost every category - from QSR to FMCG, fashion to non-profits. She is now heads of Creative Strategy at Amazon and previously was head of strategy & planning at the 'home of planning,' adam&eveDDB, whilst also running strategy on the Mars Petcare portfolio, UK Government businesses and various non-profits like Period Poverty brand, 'Hey Girls' and The Paralympic Games.

2025 AME Grand Jury member Nadine Müller-Eckel is the Chief Strategy Officer and Partner at Anomaly Berlin. With over 15 years of experience at leading German agencies such as Jung von Matt and Heimat, as well as global networks like R/GA and TBWA, Nadine has built a distinguished career in strategy, seamlessly blending creativity and business. She also served as CMO for the DTC start-up Sitzfeldt, further honing her expertise in driving brand growth and effectiveness.

Nadine is passionate about brand strategy, cultural impact, delivering measurable results as well as Emerging Technology. With experience across diverse industries, she has worked with global brands including Google, Nikon, E.ON, Zalando, Spotify, Ferrero, and major automotive players.

As an advocate for DE&I and the future of talent in the creative industry, Anomaly Berlin stands as one of the market's outspoken voices championing these topics. Nadine is also an active member of the German GWA Effie and Diversity Board, where she remains dedicated to shaping the industry's approach to creative effectiveness, belonging, equity, and inclusion."

Jamie has helped to drive a culture at local, regional and global levels that holds creativity and effectiveness central to all of the agency’s output. His strategic approach to the Aldi account exemplifies his approach – long running campaigns such as Like Brands and Kevin the Carrot have reaped benefits for the client and helped redefine the grocery sector.

A proud northerner and champion of creativity in Manchester, Jamie got his first taste of retail at his parent's shop near Blackpool. He first joined McCann Manchester as a recent graduate before forming his own insight and innovation agency Blue Banana in the early 1990s. When the agency became part of McCann Manchester 20 years later, Jamie returned as Director of Strategy and Insight.

He is now a key part of the McCann UK Aldi leadership team and also leads the CPG and Retail Practice for McCann World group which supports, promotes and shares best thinking, approaches and practice for retail globally. He also is the Head of Effectiveness for MWG UK.

Joined Grey Copenhagen in 2003 and were part of merging the agency with Uncle (also part of the Grey Group) in 2011 to become Uncle Grey.

Has a MSc in Design and Communication Management. 

Oversees and handles some of the agency’s largest clients and work on both local and international clients plus global projects where she leads creative teams across various Grey offices around the world.

Have been part of teams that have won international recognition by winning both gold and silver Cannes Lions as well as D&AD Yellow Pencil and Euro Effie gold and silver. The last year she’s been part of teams winning Silver and Bronze at The One Show plus four lions in Cannes. Furthermore, the agency was named Digital Agency of the Year in Denmark two times within the last 4 years.

Nuria has a long experience as a strategist, having worked for global and independent agencies such as JWT, Publicis, VCCP or Sra. Rushmore. She has a strong international background developing winning strategies for clients across Europe and as Hispanic market planner in the US. Recently she has started a new adventure as a Strategy Consultant with what she likes to call a free-range attitude, one that helps clients find greener pastures by going beyond their everyday fences. 

Nuria studied psychology and has a PhD in communications. She continues to be actively involved in academic research in the field of neuroscience applied to advertising. Her passion is outstanding creativity, especially considering the current complexities of our world and culture.  

Agustín Soriano is Chief Strategy Officer McCann Spain & Chief Integration Officer for McCann Worldgroup Spain. He is an international brand strategist with more than +15 years of experience, working at leading advertising agencies in the U.S., Spain, Amsterdam and Sweden, including J.Walter Thompson Amsterdam and the mythical Forsman&Bodenfors, for both international and local brands like KitKat, BMW, Puma, ING, Adidas, PepsiCo or Volvo Cars, where he is currently Global Brand Strategy for the brand.

Agustín played a key strategic role in J. Walter Thopmson Amsterdam being named Innovation agency of the year at Cannes in 2016 and getting two Grand Prix and more than 75 major international awards for The Next Rembrandt campaign.

He is also founder, director and program curator of the Hoala's professional course in brand strategy, the most ambitious and powerful strategy course for communication professionals and strategists in the world.

Agustín was recognized among the top5 planning directors in 2016 by the Directory Magazine.

Victor Soulez Lariviere has been working in the entertainment industry for 10 years. He started his career as a copywriter with experiences abroad at TBWA Madrid and Leo Burnett Beirut. After getting his master’s degree in Digital Strategy, he worked at Ogilvy Paris, Proximity BBDO, Saatchi & Saatchi focusing on concepts, ideas and creative content for local and global brands. Passionate about craft and image, he joined McCann, Marcel WW and then Publicis Luxe to develop the global brand image of luxury clients through storytelling and digital films. Based in Paris, Victor is currently Creative at CHANEL.

Olaf is the co-founder and global creative director of Chuck Studios, a global food-specialist creative production company. Olaf got his start in advertising as an offline editor in 1997 and quickly learned the ins and outs of the industry. He soon began directing live action commercials and became a sought after director in Europe and Asia, winning multiple prestigious awards along the way. It wasn’t long until Olaf found his niche in food marketing, and in 2011 Olaf co-founded the food-specialist production company Chuck Studios. As the global CD, he has developed creative concepts and managed productions for some of the biggest brands in the world, including McDonalds, Coca-Cola, Burger King, KFC, Pepsi, Heineken and Douwe Egberts. Olaf’s work has been recognized with several Lions, Eurobest, Effie, Esprix and Epica awards. 

Kyra is Co-Founder of Partners Creative Consultancy. Previously she was Chief Strategy Officer at Heimat, Berlin and part of TBWA\s global strategy core. She believes in disruptive strategy fueling bold creativity.

Kyra has helped companies such as smart, Coca-Cola, and FDP define, design and develop their brand platforms in disruptive ways to gain competitive advantages and commercial growth.  

She has a passion for ideas that seem to be too brave to work – and for making them a reality. Having co-founded and worked in Start-Ups before her advertising career, Kyra understands the importance of thinking and working 'seriously different' to move ideas, companies, and brands forward

Maximilian Weigl

Senior Director of Brand Strategy & Planning

Maximilian is the Senior Director of Brand Strategy and Planning at ScienceMagic.Inc where he works with businesses and talent to connect them to their communities to create enduring value. Before joining SMI, he co-lead the strategy team at 72andSunny Amsterdam as Deputy Executive Strategy Director.

For more than 14 years, he’s worked with probably the best brands in the world to stand out from the bland and create real connection with people. He encouraged tech brands to embrace humanity, beer brands hyperbole, and car brands humility, and helped craft campaigns that won numerous creative and effectiveness awards.

After living in Montreal, Turku, Hamburg, and Amsterdam and working for world renown agencies like kempertrautmann, thjnk, and 72andSunny, Maximilian now calls London home where he helps build a new kind of strategic and creative company, keeps growing a global mentoring network for strategic minds, and constantly looks to the wrong side of the street.

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Tom has developed award winning strategy on a number of AMV’s most high-profile accounts - spanning the gamut from heart-pounding campaigns for Guinness, thought-provoking, behaviour-changing work for the Department for Transport, and comedically disarming communications for Tena.

He’s also picked up Cannes Grand Prix wins for the strategy behind the Metropolitan Police Anti-Knife programme, and for Effectiveness for his work with Walkers crisps, winning the Inaugural Cannes Lions Grand Prix for Effectiveness. 

Outside of work, Tom’s trying to find the time to get his newly minted Podcast network off the ground

Jerker has been working in the advertising business in over 25 years and the last 13 years he has hold a key role in the agency. As a partner of Åkestam Holst/Bold and the North Alliance Jerker has the  responsibility to secure the strategic output for both the advertising agency Åkestam Holst and for the design agency Bold. Åkestam Holst is ranked as one of the most creative agencies in Sweden and Bold is consider to be one of leading design agencies in the Nordic’s. Jerkers dedication to strategy and effect has made agency the most rewarded agency in the Swedish Effie’s the last five years.

During his time in the industry he has been able to work with a vast number of well-known brands such as Audi, Carlsberg, Puma and most recently with IKEA where he was involved to create and launch the concept Where Life Happens which has won a lot of awards in both creative- and effect shows. Besides his work at the agency he is deeply involved in increasing the knowledge about communication and effect in Sweden. He is a co-writer of the 8 principles of effect. He is often invited to lecture at universities and adverting’s schools about brands, marketing and behaviors. He has been a part of several effect jury´s such as the Effie Europe, Strategy Awards and the Swedish Effies, 100-wattaren.