The largest conference in Europe dedicated to creativity in business returns to Bucharest in an unexpected format


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This fall, Bucharest will host the largest event in Europe dedicated to creativity applied in business, marking the return of the IAA Global Conference “Creativity4Better”. On November 20th, the eighth edition will connect the local and international creative community with speakers sharing remarkable stories. Alongside these presentations, a series of new activations will enhance participants’ experience, guiding them toward the convergence of innovation, art, and technology, setting the stage for an immersive journey into the realm of creative brilliance.

What’s new this year

In a unique format that seamlessly blends entertainment with learning, this year’s conference offers an unparalleled experience. Captivating sessions focused on the theme “Reaching for Creative Leadership” will delve into harnessing the creative spirit for innovation in business and leadership. Presented by sensational speakers with expertise across diverse creative fields, these sessions will alternate with live artistic performances and other surprises orchestrated by the organizers. Attendees can expect interactive and immersive spaces showcasing emerging technologies and innovative concepts, fostering a dynamic exchange of ideas and perspectives.

Who will take the stage at Creativity4Better 2024

Fernando Machado, former CMO of Unilever, Burger King – hailed as the Most Innovative CMO in the World by Business Insider, a Rockstar Chief Marketing Officer according to AdAge, or a Grand Brand Genius as recognized by AdWeek, Fernando has received numerous accolades, solidifying his status as a true legend in global marketing. Among his many achievements, Fernando has spearheaded revolutionary initiatives such as Dove’s ‘Real Beauty Sketches’ and marketing campaigns for iconic gaming titles including Call of Duty, World of Warcraft, and Candy Crush.

Kerry McKibbin, President & Partner, Mischief – Named Agency Leader of the Year by Campaign, Kerry is the driving force behind Mischief’s explosive rise, from a startup in 2020 to one of the hottest independent agencies in the world today.

Bianca Guimaraes, ECD & Partner, Mischief – Bianca has built the creative department she dreamed of working for and is a strong advocate for women and diverse talents in advertising. In addition to her substantial contribution to Mischief’s ascent, her work has won over 100 awards internationally, including an Emmy.

Lucy Jameson, Co-Founder, Uncommon Creative Studio – Lucy is renowned for transforming brands through innovative approaches and boundless creativity. Under her leadership, Uncommon has become a beacon of originality and impactful storytelling, reshaping the landscape of modern advertising.

Jose Miguel Sokoloff, Facilitator of peace against guerrilla in Colombia, Global President of Creative Council, MullenLowe – Jose Miguel is not only a communication titan within the global MullenLowe network and one of the most awarded creatives in the world, but also a world-class thought leader and cultural figure. Originally from Colombia, through his contributions and projects spanning over a decade, including efforts towards demobilizing the FARC guerrillas in the Colombian jungle, he has played a crucial role in establishing peace in the country.

Stefan Sagmeister, World Reputed Designer, Ted Talk Superstar – With clients like The Rolling Stones, HBO, and the Guggenheim Museum, Stefan has won the Grammy Award twice and practically every major international design award. A true TED Talk Superstar, with no fewer than 5 appearances on the official TED stage, addressing broad topics such as happiness or beauty.

Ana Lucaciu, Head Rehearsal Director, Opera Ballet Flanders – A globally renowned performative artist and choreographer, Ana has collaborated with some of the most important figures in contemporary ballet, such as Ohad Naharin and Crystal Pite, performing on the world’s most prestigious stages. As a choreographer, she has worked with the Norwegian National Ballet, New Dialect, and SUNY Purchase Dance Company. Currently, she teaches workshops in ballet, contemporary dance, and improvisation at Opera Ballet Flanders.

Marius Moga, Genius Music Producer, IREAL.RO – Marius Moga is one of the most prominent figures in the Romanian music industry and a pioneer of Romanian pop music, making a name for himself in the charts since the early 2000s. With 12 gold and platinum records and 5 MTV awards, Marius Moga’s collaboration with Maroon 5 earned him a Grammy nomination in 2013. In addition to the well-known record label and publishing house, DeMoga Music, which he founded in 2003, Moga has also left his mark in the entrepreneurial world with two technological innovations: and

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