Presenting Sponsors

Gold Sponsors

Silver Sponsors​

Because the future of B2B isn’t coming, it’s already here

The Future of Brand in B2B

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.

The IAA Global B2B Brand Summit launched three years ago in London. It has quickly expanded into one of the elite event platforms for the worldwide B2B marketer community, with summits in 2024 in London, Cannes and New York. Now, the summit is growing again with the inaugural IAA Singapore B2B Brand Summit on April 30, 2025.

Our goal with the Singapore summit: to bring brand leaders from across Asia Pacific together with marketers from around the world. Our theme for Singapore and all year long: #FutureNow. Because for B2B, the future is now. The energy and momentum around buying groups. Around building brand strength and value. Around creativity and brand-to-demand unification. Around AI. Join our growing global community of innovators and fellow travelers who are driving B2B forward into the future at the IAA Singapore B2B Brand Summit.

Now in its fourth year, the IAA Global B2B Brand Summit has been at the heart of a movement in B2B to better understand, leverage and up-level the role of brand as a driver of business impact and value. The momentum is palpable, just as the challenges to achieve this end are persistent. The 2025 Summit leans into both: why the momentum is present, why the challenges persist, and how to take the next steps forward. Join leaders from across the B2B for an electrifying, actionable exploration of the future of brand in B2B. Replete with new research, fresh insights and a growing community of brilliant brand marketers, the 2025 Summit is a destination event for future forward B2B marketers. 

Register Now

Speakers

Mimi Turner

Head of Marketplace Innovation, LinkedIn

View Bio

Mimi Turner

Head of Marketplace Innovation, LinkedIn

Mimi Turner is a brand-builder and strategist with a track record of delivering transformational outcomes in media and politics. She joined LinkedIn as Head of EMEA and Lat Am of LinkedIn’s marketing strategy think-ta The B2B Institute, in August 2021 and recently became Head of Marketplace Innovation, LinkedIn Marketing. Previously she was Director of Strategy, Messaging and Research at the Liberal Democrats, overseeing polling, positioning and communications. Prior to politics Mimi was held senior marketing roles as Consulting CMO at News UK’s radio division Wireless Group, where she developed the business case for Times Radio; Marketing Director of The LAD Bible Group, where she repositioned the brand as a mainstream global youth platform and Marketing Director of The Health Lottery. Mimi was special advisor to The Cairncross Review, the government inquiry into the future of high-quality journalism. She began her career as a science journalist with the Sunday Times and the Times newspapers. She is one of Marketing Week’s Vision 100, a previous nominee of Marketer of the Year and a founder member of Women in Journalism and Media For All.

Micky Onvural

Micky Onvural

Chief Marketing and Communications Officer, TIAA

View Bio

Micky Onvural

Chief Marketing and Communications Officer, TIAA

Micky Onvural is Chief Marketing & Communications Officer, responsible for leading a global marketing and communications team charged with expanding awareness of TIAA and its dedication to providing lifetime income, and improving clients’ experience through digital-first solutions. As TIAA’s chief storyteller, she also oversees external and internal communications strategies that drive engagement and alignment with the company's business priorities among key stakeholders.

Prior to joining TIAA, Micky served as CEO for e-commerce menswear company Bonobos. With more than 20 years of experience as a marketing, product development and business strategy leader, she has held senior leadership roles at eBay, Trulia and Kellogg’s. Micky has earned numerous industry awards for innovative marketing and branding campaigns that merged the physical and digital to create immersive experiences.

She holds a bachelor’s degree in modern and medieval languages from the University of Cambridge. Micky is a mentor with Student Sponsor Partners, a non-profit that provides private high school education opportunities to at-risk students in New York City. She also serves on two boards: Effie Worldwide, which champions effective marketing strategy, and Youth Enrichment Brands, which helps kids discover and develop lifelong passions. She currently resides in Brooklyn with her husband and three children.

Jann Schwarz

Jann Martin Schwarz

Senior Director, Marketplace Innovation, and Founder, The B2B Institute, LinkedIn

View Bio

Jann Martin Schwarz

Senior Director, Marketplace Innovation, and Founder, The B2B Institute, LinkedIn

Jann Martin Schwarz is Senior Director, Marketplace Innovation, and Founder, The B2B Institute, at LinkedIn. Since founding the Institute six years ago, Jann has become one of the most influential thinkers about the future of B2B marketing and sales, and a frequent keynote speaker and industry advisor. He is a published Harvard Business Review author, along with Mimi Turner and Roger Martin, on The Right Way To Build Your Brand. Jann has held various partnership and innovation roles at LinkedIn for the past twelve years, and previously worked in strategy roles at WPP, the BBC and the New York Times. He is a graduate of Harvard Business School and The London School of Economics.

Andisa

Andisa Ntsubane

Managing Executive: Brand, Marketing and Communications, Vodacom Group Africa

View Bio

Andisa Ntsubane

Managing Executive: Brand, Marketing and Communications, Vodacom Group Africa

Andisa Ntsubane is the Managing Executive: Brand, Marketing and Communications for Vodacom Group Africa.

Andisa is responsible for leading a world-class Brand, Marketing and Communications capability that unlocks value for the organization, supports its purpose-led strategy for value creation and growth across its markets, to deepen the connection between employees, customers, communities and broader stakeholders with the Vodacom / Vodafone brands across Africa.

A Chartered Marketer and Certified Customer Experience Professional, Andisa brings over 25 years of multi-geography and multi-industry experience, gained over the course of his career in Marketing, Communications and Strategy. Previously he worked at Old Mutual Limited, where he was the Interim Chief Marketing Officer and later, the Strategy Executive for Group Marketing, Public Affairs and Sustainability. He has also held various leadership positions at the likes of Microsoft, the Standard Bank Group and Cell C. Andisa is a member of the Global Sustainability Council of the International Advertising Association (IAA) and has served as the 2024 Global Jury President of the B2B and the 2025 Jury President of the Lions Scholarship Jury at the Cannes Lions Festival of Creativity

Andisa has attended Executive Leadership Programmes at the Gordon Institute of Business Science (GIBS), the Chartered Institute of Marketing (UK), London Business School (UK), the University of Cape Town Graduate School of Business (UCT GSB) and the Institute for Real Growth (Netherlands)

Marc Antoine Jarry

Marc-Antoine Jarry

Managing Director, Marketing and Communications Strategy Lead, Accenture

View Bio

Marc-Antoine Jarry

Managing Director, Marketing and Communications Strategy Lead, Accenture

Marc-Antoine Jarry has an extensive strategy, brand, and communication background, spanning from high luxury to high technology for local and global brands. The work earned two Cannes Grand Prix, three gold Effies for Apple, one global Effie for Accenture, 70+ Cannes Lions, and other awards.

He began his career as a Strategic Planner at Publicis in Paris for Carrefour. Next, he assumed the position of Executive Strategy Director at Ogilvy Paris, winning and developing advertising work with prominent brands such as IBM, Chanel, and Louis Vuitton.

He then became Chief Strategy Officer at TBWA\Media Arts Lab, in Los Angeles, for Apple, launching campaigns like 'Shot on iPhone.’ He later joined TBWA\Chiat Day in New York for Accenture before transitioning to Accenture directly, where he now manages global marketing and communication strategy.

Notably, both the Shot on iPhone and Louis Vuitton Core Values campaigns continue running today, 10 and 17 years after their respective launches.

Beyond his corporate leadership, Marc-Antoine maintains strong academic and community connections. He served as an Adjunct Professor at leading institutions including HEC and Sciences Po Paris, and holds board positions at Neoma Business School, where he has contributed significantly to fundraising, accreditations, and alumni engagement strategy transformation.

Marc-Antoine holds master's degrees in Business from Neoma Business School and Information and Communication Sciences from Paris-Sorbonne, with additional executive education at IMD in Lausanne, Switzerland.

Anthony Toguchi

Anthony Toguchi

Former Head of Institutional Digital Marketing, Vanguard

View Bio

Anthony Toguchi

Former Head of Institutional Digital Marketing, Vanguard

Anthony Toguchi is a dynamic and visionary enterprise executive with a track record of driving top and bottom line business growth through innovative, data driven marketing and sales strategies. He has led high performing teams at some of the world’s most respected brands, including Vanguard, Mastercard, Nestlé, Pfizer, and Ricoh, delivering measurable business impact across finance, healthcare, consumer goods, technology, and sports.

Anthony is recognized for building and executing high impact, industry changing initiatives that leverage analytics, AI, and multi channel engagement to fuel revenue growth and drive operational efficiencies. A results oriented leader, he is known for fostering enterprise wide collaboration and aligning cross functional teams to create seamless client experiences that deepen engagement, build loyalty, and translate strategy into meaningful business outcomes.

Kate Rundell Bio

Kate Rundell

Global Head of Central Marketing, Amazon Business

View Bio

Kate Rundell

Global Head of Central Marketing, Amazon Business

Kate Rundell is the Global Head of Central Marketing for Amazon Business, a rapidly expanding $35 billion global business that stands at the intersection of tech & retail in the B2B space developing innovative purchasing and procurement solutions to help businesses and organizations thrive. Kate’s role spans brand & creative, product marketing, and omni channel management to continually improve the customer experience and establish Amazon Business as the most recognized and loved strategic partner for smart business buying.

Kate brings more than two decades of marketing experience to Amazon. Prior to Amazon Business, Kate built and led multi-level teams responsible for global channel marketing programs that drove lead generation and engagement for Amazon Ads, and led cross-departmental and cross-country marketing strategy for expanding Amazon's retail footprint globally. She develops and mentor teams to high performance with a growth mindset and is passionate for impacting a world that gives equal voice and opportunity to all people.

She honed her skills for the first decade at global advertising and communications agencies, where she led engagements for clients such as Walmart, Colgate-Palmolive, and GlaxoSmithKline.

Kate is a marketing expert who not only shares her knowledge, but also continually strives for professional development. She is a member of the Wall Street Journal Chief Marketing Officer Network, an alumni fellow of The Marketing Academy operated by McKinsey & Co., and a member of LinkedIn’s B2B Leadership Institute.

Kate holds a BA in English and French literature from Mount Holyoke College and an MBA in marketing and management from Columbia Business School. She is married with a 6-year-old son and lives in Seattle, WA, where she enjoys hiking, biking, skiing, and yoga.

Marcelo Amstalden Möller

Marcelo Amstalden Möller

Vice President, Global Branding, Digital Marketing & External Communications, Wolters Kluwer

View Bio

Marcelo Amstalden Möller

Vice President, Global Branding, Digital Marketing & External Communications, Wolters Kluwer

Marcelo Amstalden Möller is a dynamic brand strategist and global marketing leader with a proven ability to shape and elevate brands across both B2C and B2B landscapes. With deep expertise in brand positioning, consumer insights, and strategic storytelling, he has successfully led international branding initiatives for some of the world’s most recognized companies. Marcelo’s leadership has driven high-impact marketing strategies, reversed negative brand trends, and accelerated growth in competitive markets.

Tom Stein

Tom Stein

Chairman and
Chief Brand Officer, Stein

View Bio

Tom Stein

Chairman and Chief Brand Officer, Stein

Tom is Chairman and Chief Brand Officer of Stein. He’s been a B2B marketing leader, thought leader and evangelist for three decades and counting.

Tom is part of the leadership team that has propelled Stein to global B2B Agency of the Year designation by ANA for an unprecedented 13 times over the past 15 years. In 2025, 2024 and 2023, Stein earned the distinction of being named B2B Agency of the Year at the ANA B2 Awards as well as the Global ACE Awards. Stein also became the first agency to win the WARC Effectiveness Award for B2B (gold) at Cannes two consecutive years.

Long an advocate for creativity in B2B, Tom was a significant influence in the decision by Cannes Lions to launch a Creative B2B Lions at the 2022 Festival. Tom in turn was invited to join the inaugural B2B Lions jury in 2022 and in 2023, Tom was named Jury President for the Creative B2B Lions. Tom was featured in Everybody’s Business, the documentary about B2B created by two-time Oscar winner Ben Proudfoot that premiered in Cannes in 2024 and was awarded a Cannes Lion in 2025.

In 2017, Tom was among the first inductees into the ANA B-to-B Hall of Fame. Tom was inducted into the Creative Excellence in Business Advertising Hall of Fame in 2008.

He currently sits on the global board of the International Advertising Association (IAA) and serves as Regional Director for IAA North America. For IAA, Tom launched the Global B2B Brand Summit, now in its 4th year, and led the expansion of the Summit to Singapore this year.

He is past President of ANA NYC and remains a member of the ANA NYC board and executive committee. Tom also serves on the National Advertising Review Board, the industry’s self-regulatory body. A scholarship at Baruch College recognizes Tom’s many contributions to inclusion and equitable advancement in the marketing profession.

Fredrik Borestrom

Fredrik Borestrom

Director, International Agency Development EMEA & LATAM, LinkedIn

View Bio

Fredrik Borestrom

Director, International Agency Development EMEA & LATAM, LinkedIn

Fredrik leads LinkedIn’s agency development team across international markets in EMEA and LATAM, namely Germany, Austria, Switzerland, Israel, Brazil and the MENA region. At LinkedIn, the team Fredrik leads empowers agencies and brands to reach, engage and convert their professional audience at scale.

Fredrik is also the President for the International Advertising Association (IAA) UK chapter, where he directs the organisation in its aims to protect freedom of commercial speech, advance advertising in a responsible way, support consumer choice and education and professional development across the industry. He is also currently serving at Senior Vice President at IAA Global.

Fredrik boasts over 20 years of business development and leadership experience, having held senior roles at companies such as Euronews, Eurosport, Odyssey Mobile Marketing and Phunware Inc. Notably, he had a key management role and co-founder status in establishing, growing and ultimately selling mobile advertising start-up, Odyssey Mobile Marketing Ltd to Phunware Inc. in December of 2014.

Tara Fusco

Tara Fusco

Global Vice President, B2B, WPP Media & WPP B2B Council Co-Chair, WPP 

View Bio

Tara Fusco

Global Vice President, B2B, WPP Media & WPP B2B Council Co-Chair, WPP 

Tara Fusco is a global marketing leader with 15 years of experience in B2B business transformation, marketing strategy, and portfolio management. She co-chairs the WPP B2B Council, spearheads B2B agency positioning and operational design and has worked cross-sector with B2B brands including Amazon, Dell, Ecolab, Blackstone, and SAP.

Richard George

Richard George

Global Head of Platforms Marketing, BNY

View Bio

Richard George

Global Head of Platforms Marketing, BNY

Richard George is the Global Head of Platforms Marketing at BNY, where he leads the Product Marketing organization in driving commercial impact across the firm’s platform businesses. Prior to joining BNY, he served as Global Head of Business Marketing at the LSEG (London Stock Exchange Group).

Richard has held senior marketing and digital roles at Thomson Reuters, eir Ireland, O2 Telefonica, and Marks and Spencer. He holds a B.A. in Geography from the University of Southampton and completed the Chief Marketing Officer executive program at Columbia Business School.

Pat Petschel

Pat Petschel

Global Vice President, Creative and Digital Marketing, Stanley Black & Decker, Inc.

View Bio

Pat Petschel

Global Vice President, Creative and Digital Marketing, Stanley Black & Decker, Inc.

Pat is a growth-oriented executive with experience building brands and organizations. Pat has an extensive marketing background with the ability to wear many hats from P/L management, brand management, business management, creative, digital marketing, professional services and consulting management as well as designing and leading cutting-edge, brand-building campaigns.

Currently, Pat leads the global creative, digital marketing, customer support and experience for Stanley Black+Decker, focused on driving content, creative and communications across the entire sales funnel. Additionally, he is leading a full-scale digital transformation of SBD’s customer experience across all audiences and entire digital ecosystem. Driving global growth, marketing capabilities and campaigns for some amazing brands, including: DEWALT, STANLEY, CRAFTSMAN, Black+Decker, Irwin, Cub Cadet and others.

He is passionate about growth, creative solutions to complex problems and making a difference every day. Outside of the office Pat can be found spending time with his wife and kids, coaching youth athletics and volunteering at his children’s school. A former college football player enjoying a second “athletic” career as a runner.

Alli Warren

Alli Warren

Global Head of Brand Strategy and Design, DTCC

View Bio

Alli Warren

Global Head of Brand Strategy and Management, BNY

Alli Warren is the Global Head of Brand Strategy and Management at BNY, where she plays a pivotal role in shaping and overseeing the company’s overall brand identity and narrative. Under her leadership, the company has successfully undergone a complete rebranding, enhancing its market presence and deepening its resonance with stakeholders.

Before joining BNY, Alli led integrated marketing for Wholesale Banking (B2B) at HSBC, where she connected with highly targeted audiences through thought leadership, customized content, and client storytelling. Her experience also includes an 11-year tenure at Citi, culminating in leading global brand advertising, content, and media. In that role, she collaborated across all lines of business and partnered with creative agencies to bring the Citi brand to life through compelling storytelling.

With a deep understanding of brand management and a passion for innovative marketing strategies, Alli is dedicated to driving brand excellence and fostering meaningful connections in the financial services industry.

Alli earned her MBA from the Yale School of Management and her B.A. from Mount Holyoke College. Hailing from Cape Cod, Massachusetts, she is an avid traveler who has visited over 50 countries—always on the hunt for the best beach and sunset.

Brandon Ortiz

Brandon Ortiz

Vice President of Integrated Marketing, Celonis

View Bio

Brandon Ortiz

Vice President of Integrated Marketing, Celonis

Brandon Ortiz is Vice President of Integrated Marketing at Celonis, leading product marketing, campaigns, content, and events worldwide for the global leader in AI-powered Process Intelligence. Since joining Celonis in 2019, Brandon has built and scaled a marketing program and team that has driven company growth from 300 employees, $60M in ARR, and a $1B Series B valuation, to 3,000 employees, $900M+ in ARR, and a $11B Series D valuation — in just 6 years. An expert in hyper-targeted digital campaigns, showstopping events, and building brands and software categories, Brandon is a proud member of the B2B and enterprise tech marketing communities.

Aniko DeLaney

Aniko DeLaney

Clinical Lecturer of Marketing,
Fordham Gabelli School of Business

View Bio

Aniko DeLaney

Clinical Lecturer of Marketing, Fordham Gabelli School of Business

Aniko DeLaney is a lecturer in the Marketing Area of the Fordham University Gabelli School of Business. She teaches marketing strategy, consumer behavior and principles of marketing courses. She received 2024 and 2025 Fordham Gabelli School of Business Dean’s Awards for Impact for teaching, research and service. As a brand consultant, Aniko helped develop the strategic rebrand strategy for Oppenheimer & Co. and the launch of the award winning brand campaign. Prior to this role, Aniko was head of Ultra High Net Worth Marketing for Bank of America’s Private Bank and Merrill's Private Wealth Management. She completed the rebranding of US Trust to Bank of America Private Bank. Previously, Aniko was chief marketing officer and global head of corporate marketing for BNY Mellon. She was responsible for BNY Mellon’s enterprise-wide corporate brand strategy, digital marketing, and market research. She led the rebranding of The Bank of New York Mellon to BNY Mellon. Aniko received her B.A. in French from Middlebury College and her MBA in finance and marketing from the Stern School of Business at New York University. She is a board member of the International Advertising Association, North American chapter and is leading the Thought Leadership committee.

Greg Boosin

Greg Boosin

Chief Marketing Officer, Equitable

View Bio

Greg Boosin

Chief Marketing Officer, Equitable

Greg Boosin is the Chief Marketing Officer of Equitable and a member of the firm’s Operating Committee. In this role, Mr. Boosin leads all aspects of the company’s marketing strategy to support its Retirement and Wealth Management businesses, focusing on accelerating business growth, deepening client engagement, and increasing brand awareness.

Prior to joining Equitable in 2025, Mr. Boosin served as Executive Vice President of Global B2B & Product Marketing at Mastercard. During his nearly 20-year tenure with the company, he built and led a global team across four business units and five regions, overseeing lead generation, sales enablement, client acquisition, and go-to-market strategies. Earlier at Mastercard, Mr. Boosin led a merchant sales team, served as Vice President of Investor Relations, and headed the Marketing Strategy team.

Earlier in his career, he worked at several top agencies developing marketing strategies for Reuters, SAP, Pfizer, Johnson & Johnson, and other major consumer packaged goods brands. He also previously worked as a research analyst at J.P. Morgan Securities.

Mr. Boosin serves on the advisory boards of several marketing and advertising industry groups, including the International Advertising Association’s North American B2B Marketing Operational Board and the ANA CMO Growth Council for B2B Marketing. He is also passionate about education, serving on the University of New Haven’s Pompea College of Business Advisory Board, and has spoken at Columbia Business School, NYU, and Tulane University.

Mr. Boosin holds a Master of Business Administration from The Wharton School at the University of Pennsylvania and graduated from Middlebury College with a Bachelor of Arts in History.

Jane Goehring

Jane Goehring

Global Leader, Brand Marketing, McKinsey & Company

View Bio

Jane Goehring

Global Leader, Brand Marketing, McKinsey & Company

Jane Goehring leads global brand marketing at McKinsey & Company, one of the world’s most recognized B2B brands. She joined the firm early in her career and has since held roles across corporate communications, internal engagement, and digital platforms—ultimately building the brand marketing function from the ground up.

Today, she heads a global team of brand strategists, digital marketers, content and creative leaders, and measurement experts. Together, they are making McKinsey’s brand more visible, more distinctive, and more closely aligned with the lasting, tech-enabled impact the firm delivers for clients.

As McKinsey approaches its 100th year, Jane is focused on evolving the brand to reflect both its legacy and its expanding role in business and society.

Kerry Cunningham

Kerry Cunningham

Research and Thought Leadership, 6sense

View Bio

Kerry Cunningham

Research and Thought Leadership, 6sense

Kerry is a thought leader in the design and optimization of B2B marketing processes, technologies, and teams.

As VP Principal Analyst at SiriusDecisions/ Forrester, Kerry launched numerous paradigm-shifting models and frameworks and spoke at dozens of industry events, including 4 SiriusDecisions and Forrester B2B Summit keynotes. Kerry’s research and thought leadership continues to catalyze the transformation of B2B marketing away from outdated practices and toward more modern and effective methods.

Kerry has a BA in psychology and journalism from Indiana University Bloomington and an MS in psychology from San Francisco State University. In addition to his work in B2B, Kerry has published works in both literary and social science research publications.

Antonia Wade

Antonia Wade

Global CMO, PwC

View Bio

Antonia Wade

Global CMO, PwC

Hugo Hensley

Hugo Hensley

Valuation Director, Brand Finance

View Bio

Hugo Hensley

Valuation Director, Brand Finance

Hugo is experienced in Brand & Business Valuation, Business Strategy, Tax & transfer pricing, and valuation for M&A and Reputational Damage Litigation. Hugo also heads Brand Finance’s sports services team, working with rights-holders and corporate sponsors on brand & sponsorship strategy, and return on investment analysis.

Working for clients including Bayer, London Stock Exchange Group and Liverpool FC, Hugo leads client engagement, project design & management, and technical valuation work. Hugo is regularly featured in media reporting on the business of sport, including live interviews with BBC World News, TRT World and Phoenix, and print contributions including to Bloomberg News, The Economist, and London’s City A.M.

Hugo is a chartered accountant, ACA, and graduated from the University of Oxford with a MEng degree in Engineering, focusing on Biotechnology and Energy.

 

Keith Browning

Keith Browning

Director of Brand Marketing, LinkedIn

View Bio

Keith Browning

Director of Brand Marketing, LinkedIn

Keith Browning is Director of Brand Marketing for LinkedIn’s Marketing Solutions business, leading global brand strategy, creative campaigns, and go-to-market initiatives. He has built award-winning marketing programs recognized by Adweek, Cannes Lions, and the ANA, including collaborations with Ryan Reynolds’ Maximum Effort and the short documentary EVERYBODY’S BUSINESS, created with two-time Academy Award-winning filmmaker Ben Proudfoot and centered on creativity in B2B. Keith combines creative instinct with commercial impact to drive brand transformations and measurable business outcomes.

Marc Keating

Marc Keating

Chief Innovation Officer, Stein

View Bio

Marc Keating

Chief Innovation Officer, Stein

Marc is responsible for leading the digital transformation strategies and innovations at Stein, across GTM, technology, data and media. He has a passion for helping clients achieve unified brand-to-demand experiences (BDX) that build brand strength and demand performance and is the creator and author of the BDX strategy, methodology and framework used by clients and featured in a 2024 WARC playbook. Marc has been named by The Internationalist as one of its 27 agency Innovators, named by the Drum Magazine as a Martech Hero and Marketing Agency Leader of the Year, and awarded Martech Visionary of the Year by B2B Marketing. Marc is also a speaker and contributor to thought leadership initiatives across the ANA, The Drum, IAA, Cannes, WARC and LinkedIn, including participation in the LinkedIn Great Minds initiative.

Nate Carter

Nate Carter

Vice President Digital Sales, NA & EU

View Bio

Nate Carter

Vice President Digital Sales, NA & EU

Nate Carter is a dynamic and results-driven executive with over two decades of experience in digital media, data-driven marketing, and strategic partnerships. Currently serving as Head of Global Agency Sales at Dun & Bradstreet, Nate leads international teams across EMEA and North America, driving transformative growth and reversing revenue declines through innovative strategies and high-impact partnerships with major agencies like GroupM, IPG, and Horizon Media.

Previously, Nate held several leadership roles at Oracle, where he spearheaded agency partnerships and led high-performing sales teams responsible for over 40% of Oracle Advertising’s customer spend. His tenure was marked by consistent overachievement, strategic product development, and the successful transition of clients to cloud-based and contextual solutions.

Nate’s career spans influential roles at Mediassociates, Neustar, AOL, and Cumulus Media, where he built and scaled teams, launched new business divisions, and consistently exceeded sales goals. He is recognized as a thought leader in the industry, having spoken at MediaPost and Digiday events and contributed to publications like MediaPost and AdExchanger. His insights have also been featured on NPR’s Marketplace.

With a passion for team development, ethical marketing, and the evolving landscape of AdTech and MarTech, Nate combines deep technical knowledge with a people-first leadership style. He holds a BS in Business Management from Grove City College and actively supports charitable initiatives including Hope Homes International and Urban Impact Bridgeport.

Outside of work, Nate enjoys mentoring young professionals, traveling with his family, and exploring emerging technologies. He’s also an avid reader of business and leadership literature, a fitness enthusiast, and a strong believer in giving back to his community through service and outreach.

Bill Burkart

Bill Burkart

President, B2B Practice, VML

View Bio

Bill Burkart

President, B2B Practice, VML

Bill Burkart is a global business leader with over 25 years of experience spanning technology, retail, financial services, food services, and manufacturing. As President of the B2B Practice at VML, he drives strategic innovation across Brand Experience, Customer Experience, and Commerce, helping global brands navigate complex buying cycles and optimize revenue growth. Under his leadership, VML’s B2B practice has expanded its strategic capabilities, influencing customer acquisition, engagement, and pipeline acceleration for major enterprises.

As Chair of the WPP Global B2B Council, Bill leads a network of 35 WPP agencies specializing in B2B marketing, championing best practices in account-based marketing (ABM), buying group data strategies, AI-driven intent signals, and omni-channel performance measurement. He also plays a key role in scaling WPP Open for B2B, a global initiative that integrates AI-driven insights, data intelligence, and cross-channel orchestration to enhance marketing effectiveness.

Bill has a proven track record in B2B brand-to-demand generation, ABM, CRM, channel partner marketing, and data analytics. He has partnered with Microsoft, Lenovo, United Rentals, GE, Nestlé, Shell, HSBC, BP, Kyndryl, IBM and PwC, among others, leading strategic initiatives that accelerate revenue and enhance customer engagement.

His leadership helped establish a Global ABM Center of Excellence and expand VML’s proprietary frameworks in buying group integration, intent signal optimization, and marketing performance analytics. Bill also collaborates closely with global practice / partnership leaders for LinkedIn, Salesforce, and Adobe, leveraging technology to create high-impact, data-driven marketing solutions.

Bill believes emotion is a crucial driver of B2B marketing success—balancing rational, functional messaging with compelling, human-centered storytelling that inspires action and builds long-term relationships.

A recognized thought leader and industry advocate, Bill actively contributes to executive panels, industry research, and global marketing forums for Forrester, IDC and the ANA B2B forum and is deeply committed to mentoring the next generation of B2B marketing and sales leaders

Nicole German

Nicole German

Chief Marketing Officer, Corporate and Institutional Banking, HSBC

View Bio

Nicole German

Chief Marketing Officer, Corporate and Institutional Banking, HSBC

Nicole is the Global Chief Marketing Officer, Corporate & Institutional Banking for HSBC. Nicole is focused on delivering customer value, experience driven marketing and innovation to support the revenue growth priorities of HSBC’s global businesses. Prior to HSBC, she held the Executive Marketing roles of Chief Marketing Officer for Tangerine Bank, Global Enterprise Head & Vice President of Digital Marketing & Sales at Scotiabank and for global technology companies including SAP and LinkedIn.

An active philanthropist, she is a Board of Director (NED) for Outward Bound International, the Co-Chair for Kids Help Phone Innovators Accelerator and the Founder & Executive Director of The Maddie Project, a youth mental health not-for-profit.

Chris Peters

Chris Peters

B2B Global Client Lead, Wavemaker

View Bio

Chris Peters

B2B Global Client Lead, Wavemaker

Chris Peters is Wavemaker’s B2B Global Client Lead, where he steers strategy and innovation for high-impact global brands navigating the accelerating convergence of brand, demand, and performance. In his role, he leads the design of global operating systems that scale brand-to-demand motion, embeds data, AI and paid advertising excellence, and partners with cross-functional teams to deliver measurable business growth.

His portfolio of brands includes Deloitte, Shell, GE HealthCare, Cytiva, TikTok for Business and Nokia.

Gregory Yates

Gregory Yates

Head of Marketing, Financial Services, Goldcast

View Bio

Gregory Yates

Head of Marketing, Financial Services, Goldcast

Gregory Yates is Head of Marketing, Financial Services at Goldcast, where he leads go-to-market and experiential strategy. With over 25 years of experience, Gregory has been leading innovation in emerging marketing technologies, narrative-led brand positioning, and experiential campaigns that drive engagement, perception, and growth. He has held leadership roles at Institutional Investor, InvestingChannel, and Fox Interactive Media, leading integrated campaigns across financial services, fintech, AI, and media. He also advises emerging tech companies on PR and digital strategy. Gregory serves as a Board Director for the Financial Communications Society and is a visiting lecturer at Baruch College. He hosts two podcasts: Gold Theory, spotlighting bold business leadership, and Got Spice?, focused on lifestyle, culture and entrepreneurship.

Arcadius headshot

Arcadius Mbagaya

Head of Data, Measurement, & Analytics TechB2B, Google

View Bio

Arcadius Mbagaya

Head of Data, Measurement, & Analytics TechB2B, Google

Arcadius is the Head of Data, Measurement, and Analytics for the TechB2B vertical at Google, primarily working with clients to enhance their Mar Tech infrastructure. His primary objective is to utilize proprietary and operational data effectively within the evolving artificial intelligence and technology landscape. A crucial component of his responsibilities includes strategic guidance on Google AI solutions, advanced analytics, and measurement that enables advertisers to implement, assess, and deliver on their marketing objectives. Prior to his tenure at Google, Arcadius held the position of Consumer Platforms Lead at Oracle Data Cloud. In this capacity, he fostered interdepartmental relationships with prominent organizations such as Twitter, Amazon, and Pinterest, advising them on their third-party data strategies. This extensive experience afforded him a thorough comprehension of industry transformations and the requisite skills to address these complexities to achieve substantial client outcomes.

Jeremy Rudolph

Jeremy Rudolph

General Manager – Financial Services, Banking & Insurance, Goldcast

View Bio

Jeremy Rudolph

General Manager - Financial Services, Banking & Insurance, Goldcast

Jeremy Rudolph is a seasoned revenue leader with 15+ years driving growth for SaaS and enterprise tech companies across logistics, eCommerce, AI, and financial services. Currently General Manager of Financial Services, Banking & Insurance at Goldcast, he helps leading brands elevate digital engagement through AI-powered video experiences. Jeremy has held key sales and strategy roles at Ingram Micro, Celigo and Zesty AI bringing a consultative, customer-first approach to modern and complex B2B solutions. Known for building trust, managing enterprise deals, and mentoring high-performing teams, Jeremy blends deep technical acumen with a human-centered mindset to drive impact across industries.

Colin Rocker

Colin Rocker

Founder, CareerColin
Top 1% LinkedIn Creator

View Bio

Colin Rocker

Founder, CareerColin
 Top 1% LinkedIn Creator

Colin Rocker is a content creator, keynote speaker, and community builder based in New York City with over 420k+ followers across platforms like Instagram, TikTok, and LinkedIn. His content resonates widely due to his authenticity and focus on providing tools and strategies for career growth, especially for the unique workplace challenges faced by first-gen professionals.

Janine de la Fuente Borges

Janine de la Fuente Borges

Brand Marketing Manager, Cytiva

View Bio

Janine de la Fuente Borges

Brand Marketing Manager, Cytiva

Janine de la Fuente Borges leads global brand marketing at Cytiva, a company advancing and accelerating therapeutics. Focused on brand building and thought leadership positioning, Janine drives initiatives that elevate Cytiva’s presence across the biopharma industry. She helped shape Cytiva’s brand identity from its inception following its separation from GE Healthcare—bringing to life a new voice, purpose, and market presence. Her work focuses on building brand saliency, amplifying Cytiva’s innovation narrative, and crafting multi-channel campaigns that connect with diverse audiences—from emerging biotech founders and academic researchers to global pharma leaders. She is passionate about aligning brand storytelling with customer impact, ensuring Cytiva’s voice resonates as a trusted partner.

Claudia Malley

Claudia Malley

Adviser, GBH and Founder, CM Growth Partners

View Bio

Claudia Malley

Adviser, GBH and Founder, CM Growth Partners

Claudia Malley is a skilled executive with over 35 years’ experience working at the intersection of media and purpose. She successfully led the corporate revenue business for major global media brands including Economist Impact, National Geographic, and Runner’s World, where she was instrumental in driving growth and impact by transforming the business model with new paradigms for enterprise-wide partnerships, award-winning brand storytelling and purpose-based content and community initiatives.

Claudia’s trusted, consultative voice is known as a valued partner across a range of Fortune 500 companies creating ‘what’s next’ with imaginative and innovative solutions designed to engage key stakeholders and lead in the fast-moving global landscape.

As founder of CM Growth Partners, Claudia currently works with media companies, non-profits, and start-ups to help design initiatives, platforms, and frameworks to accelerate growth for their business and commercial partners.

To fuel her passion for the environment, Claudia is on the board of the Sharon Audubon and try’s to spends all free time outside.

Siddharth Taparia

Global Chief Marketing Officer, JLL

View Bio

Siddharth Taparia

Global Chief Marketing Officer, JLL

Marketing innovator Siddharth Taparia shapes the story of how leading commercial real estate firm JLL (NYSE: JLL) sees a brighter way for its clients, people, industry, and the world. As the Global Chief Marketing Officer of the Fortune 200 company, he is responsible for the worldwide strategy and execution of all aspects of marketing and communications in over 80 countries, leading a team of more than 800 professionals globally. Over the last two decades, he has built winning teams, developed bold visions and strategies, and delivered creative and innovative end-to-end digital experiences at a global scale.

Before joining JLL, Siddharth spent more than 15 years at the enterprise application software company SAP, where he held several different leadership roles across Marketing strategy, brand, advertising, global events, sponsorships, digital experiences and SAP Experience Centers. He holds a Master’s in Management Information Systems from Mays Business School at Texas A&M University, and a Bachelor’s in Engineering from Rajiv Gandhi Technical University, India. An accomplished author, speaker and advisor, Siddharth addresses key questions on leadership, business’ use of AI & data privacy and advances transformative Marketing concepts proven to drive revenue growth and brand value.

Agenda

9:30am – 10:30am

Breakfast and Networking

10:30am – 10:40am

Welcome and Introductory Remarks

Tom Stein

Tom Stein

Chairman and Chief Brand Officer, Stein

Tara Fusco

Tara Fusco

Global Vice President, B2B, WPP Media & WPP B2B Council Co-Chair, WPP 

10:40am – 11:10am

B2B’s New Brand Manifesto

Is the role of brand in B2B fundamentally changing? From corporate positioning, visual identity, websites and, yes, our beloved brand manifestos, is brand now being re-framed as a full-funnel driver of distinction, commercial impact and growth? The clear answer is yes. With brands well known to buying groups at the start of a process 20X more likely to prevail, brand’s role now is to drive mental availability, category fame, buying group consideration and buyability. From brand through demand, from greater brand valuation to higher enterprise valuation, now is the time for a new brand manifesto in B2B – a manifesto about the multidimensional effects of a strong brand.

Micky Onvural

Micky Onvural

Chief Marketing and Communications Officer, TIAA

Jane Goehring

Jane Goehring

Global Leader, Brand Marketing, McKinsey & Company

Hugo Hensley

Hugo Hensley

Valuation Director, Brand Finance

Tom Stein

Tom Stein

Chairman and Chief Brand Officer, Stein

11:10am – 11:40am

Buyability: The Future of B2B Marketing Success

You may have a great product or service, and even a well-known brand. But do you really have what it takes to actually get bought in your hypercompetitive B2B category? Previewed in June at Cannes and fully releasing for the first time here at the IAA Global B2B Brand Summit, Buyability: The Future of B2B Marketing Success is a breakthrough mental model based on new research from LinkedIn to understand the real drivers of B2B buying and unlock new opportunities across this $19 trillion purchasing category. In their inimitable way, Jann and Mimi will share how B2B buying decisions are deeply influenced by culture, relationships and organizational dynamics – factors that give expanding B2B buying groups the collective confidence to buy.

Jann Martin Schwarz

Jann Martin Schwarz

Senior Director, Marketplace Innovation, and Founder, The B2B Institute, LinkedIn

Mimi Turner

Mimi Turner

Head of Marketplace Innovation, LinkedIn

11:40am – 11:55am

Break

11:55am – 12:25pm

Synthesizing Success

Forget everything you thought you knew about B2B insights. Even as B2B marketers seek to deliver more impactful B2B campaigns rooted in deep human understanding, AI-powered synthetic are storming the gates, promising to automate the very essence of strategy, targeting and segmentation, persona development, audience definition, creative testing and campaign predictability. And that’s just for starter. Will hard-won human touch be buried under the weight of algorithms and clean rooms, or can we harness AI to amplify our authentic voice? Our speakers dive headfirst into this high-stakes conversation. 

Marc-Antoine Jarry

Marc-Antoine Jarry

Managing Director, Marketing and Communications Strategy Lead, Accenture

Arcadius Mbagaya

Arcadius Mbagaya

Head of Data, Measurement, & Analytics TechB2B, Google

Nate Carter

Nate Carter

Vice President Digital Sales, NA & EU

Bill Burkart

Bill Burkart

President, B2B Practice, VML

11:55pm – 12:25pm

Synthesizing Success

Forget everything you thought you knew about B2B insights. Even as B2B marketers seek to deliver more impactful B2B campaigns rooted in deep human understanding, AI-powered synthetic are storming the gates, promising to automate the very essence of strategy, targeting and segmentation, persona development, audience definition, creative testing and campaign predictability. And that’s just for starter. Will hard-won human touch be buried under the weight of algorithms and clean rooms, or can we harness AI to amplify our authentic voice? Our speakers dive headfirst into this high-stakes conversation. 

Marc-Antoine Jarry

Marc-Antoine Jarry

Managing Director, Marketing and Communications Strategy Lead, Accenture

Arcadius Mbagaya

Arcadius Mbagaya

Head of Data, Measurement, & Analytics – Tech B2B, Google

Marc Fanelli

Marc Fanelli

SVP, Global Digital Audiences

Dun & Bradstreet

Bill Burkart

Moderator

Bill Burkart

President, B2B Practice, VML

Pat Petschel

Global Vice President, Creative and Digital Marketing

Stanley Black & Decker

Keith Browing

Director, Brand Marketing

LinkedIn

Nicole German

Global Head of Marketing, Corporate and Institutional Banking

HSBC

12:25pm – 12:55pm

Under the Influence: Has B2B’s Time Arrived?

B2B influencer marketing is experiencing significant growth, so much so that many feel it’s becoming an essential strategy across categories. Similarly, B2B creators are becoming a valuable asset for brands looking to connect on a more personal and genuine level. What’s clear is that decision makers are turning to trusted voices within their industries for guidance and B2B brands are following suit. What strategies and use cases are evidencing success? Our panelists will point the way.

Chris Peters

Chris Peters

B2B Global Client Lead, Wavemaker

Janine de la Fuente Borges

Brand Marketing Manager, Cytiva

Colin Rocker

Colin Rocker

Founder, CareerColin

Top 1% LinkedIn Creator

Aniko Delaney

Aniko Delaney

Clinical Lecturer of Marketing,
Fordham Gabelli School of Business

12:55pm – 1:55pm

Lunch

1:55pm – 2:10pm

Marketing’s Moment of Reckoning: What Will the C-Suite Reveal?

In a landscape shaped by AI, shifting customer behavior, and rising pressure for ROI, marketing is under intense scrutiny. As Goldcast prepares to preview new research with CEOs, CFOs, and CIOs (Chief Information Officers) across financial services, we’re asking a critical question: What does the C-suite really expect from today’s CMOs – and is there a growing gap between perception and performance? This session offers a first look at the study’s early findings and explores evolving expectations around brand leadership, tech fluency, strategic alignment, and marketing’s role in driving growth.

Greg Yates

Gregory Yates

Head of Marketing, Financial Services, Goldcast

Jeremy Rudolph

Jeremy Rudolph

General Manager – Financial Services, Banking & Insurance, Goldcast

2:10pm – 2:40pm

In the (Brand-to-Demand) Zone

The 95-5 rule has certainly become one of ‘the things’ in B2B in recent years – and an oft used rationale for brand investment. Now, though, there’s a more nuanced view that’s emerged from analysis of close to 20 million buyer intent signals. The headline: between out-of-market and in-market, there’s a “zone” where buyers and buying groups congregate before they commit full-on to the funnel. This newly identified Brand-to-Demand Zone holds the key to brand investment focus. Hear all about it from brand-to-demand leaders. (Fair warning: have iPhones at the ready to snap the slides!)

Marc Keating

Marc Keating

Chief Innovation Officer, Stein

Kerry Cunningham

Kerry Cunningham

Research and Thought Leadership, 6sense

2:40pm – 3:10pm

(Re)creating Memories

Among the elemental roles of brand: 1) is to create what Ehrenberg-Bass calls distinctive memory structures, and 2) is to build familiarity and fluency. At a time when B2B brands need to reinvent themselves regularly, these roles have come into sharper focus in B2B than they have ever been. In fact, the job of a brand marketer is often not to create memories, but to re-create them. At this session, we’ll hear ‘why and how’ from brands in the midst.

Greg Boosin

Greg Boosin

Chief Marketing Officer, Equitable

Richard George

Richard George

Global Head of Platforms Marketing, BNY

Alli Warren

Alli Warren

Global Head of Brand Strategy and Design, DTCC

Anthony Toguchi

Anthony Toguchi

Former Head of Institutional Digital Marketing, Vanguard

3:10pm – 3:25pm

Break

3:25pm – 3:55pm

Investment to Impact: Closing the Loop

In the 2025 Brand-to-Demand Maturity Study conducted by ANA and Stein, two of the most significant challenges marketers reported in unifying brand and demand are investment allocation and outcome measurement. How much to invest in brand? How much in demand? How best to measure outcomes to provide a feedback loop to optimize investment and make an ROI-based case for the optimal investment levels. Leaders in thought and action take the stage to provide strategies to close the loop.

Brandon Ortiz

Brandon Ortiz

Vice President of Integrated Marketing, Celonis

Marcelo Amstalden

Marcelo Amstalden Möller

Vice President, Global Branding, Digital Marketing & External Communications, Wolters Kluwer

Kate Rundell

Kate Rundell

Global Head of Central Marketing, Amazon Business

Tara Fusco

Tara Fusco

Global Vice President, B2B, WPP Media & WPP B2B Council Co-Chair, WPP 

3:55pm – 4:25pm

From Good to Great: B2B’s Biggest Work-in-Progress

Brand in B2B…and creativity in B2B marketing…have made enormous progress since the Global B2B Brand Summit launched in 2021. Storytelling, emotion, distinctive brand assets, omnichannel brand-to-demand experiences, craft are all in play in a much bigger way. The next leap: establishing consistently good as the baseline and progressing to more-than-occasionally great. This session is a mini masterclass.

Pat Petschel

Pat Petschel

Global Vice President, Creative and Digital Marketing, Stanley Black & Decker, Inc.

Keith Browning

Keith Browning 

Director of Brand Marketing, LinkedIn

Nicole German

Nicole German

Chief Marketing Officer, Corporate and Institutional Banking, HSBC

4:25pm – 4:35pm

Closing Remarks

Fredrik Borestrom

Fredrik Borestrom

Director, International Agency Development EMEA & LATAM, LinkedIn

4:35pm – 5:30pm

Networking Reception

Past Events

Sponsorship

Ready to Sponsor?

To learn more, please contact

dagmara.szulce@iaaglobal.org

IAA Global
Join IAA​

Join IAA

Resources

Organization

IAA Global
Join IAA​
Join IAA​

Get In Touch With Us

events@iaaglobal.org

Social Icons Linkdin

© 2025 IAA Global. All Rights Reserved.

© 2025 IAA Global. All Rights Reserved. | For press inquiries press@iaaglobal.com | For general inquiries info@iaaglobal.com