Spikes Excitement Talks

In this post-holiday return episode of Excitement Talk, Gordon is joined by Adam Ross, Senior Director of Creative Strategy at Coca-Cola. Adam's journey from agency life in London to leading creative strategy for one of the most iconic global brands is filled with insightful stories, bold career moves (including a spontaneous relocation to Australia) and a deeply human take on creativity and leadership. The episode explores the steep learning curve of joining a brand like Coca-Cola, creative work that goes beyond ads — from crime prevention campaigns to TV show concepts, what it's really like working in-house on brand strategy.Moreover the value of staying an “outsider” inside big organizations and why not knowing can be your greatest superpower.Tune in for a reminder that behind every great campaign is a person bringing their full, curious self to the table.

In this episode, Gordon sits down with Richard Le Moult, CMO of Latin America at Pernod Ricard, for a conversation about the realities of modern marketing leadership. From his early days at Danone, Kraft and Philip Morris to now leading marketing across one of the most dynamic regions in the world, Richard shares what it really means to be a marketer today—and why he finds the complexity exhilarating.The conversation explores  Richard's international journey—from France to Mexico to Brazil and why LATAM is a region full of big opportunities. Furthermore why managing conflicting expectations isn't a problem, but the job. He also reflects on not being afraid to embrace the messiness of it all why he sees himself as a midfield player, connecting defense and attack — a perfect analogy for the CMO role today.Ending on the future of marketing: hyper-personalization, scalable big ideas and redefining experience.Tune in to get insights on how big brands navigate complex markets. 

In this milestone 100th episode of Spikes Excitement Talks, Gordon Euchler sits down with Aseem Puri, Digital CEO of Unilever International, for a truly global conversation on modern marketing, bold leadership and building brands that resonate across 200 markets.After five scheduling attempts it finally happened—and it was worth the wait:The conversation explores why Unilever International is "95% social-first"—and what that means for the future of brand building. How Aseem's team leapfrogs traditional marketing to reach underserved markets in Africa, Latin America & the Pacific.Moreover the shift from big-budget ads to daily content creation and experimentation, how social trends spread globally—within days, not months.Also Aseem's inspiring career journey: from rural sales in India to leading digital transformation at Unilever and the mentors and mindsets that shaped his leadership style all around the motto that the future of marketing lies in data-led empathy: “Make things people want. Don't make people want things.”Tune in for insights from a future leader navigating the ever-changing global landscape.

In this episode, Gordon sits down with Gianluca Toccafondi, a self-proclaimed IKEA “lifer” and current Head of Global Marketing at Inter IKEA Systems, to explore how purpose, passion and people come together to create not just a career—but a calling. The question is what keeps someone excited about work after 20+ years at the same company?From his early days in Tuscany to leading marketing on a global stage, Gianluca shares why marketing is still a science in a world of AI and disruption, how values can fuel long-term engagement, what it means to “do marketing without saying we're doing marketing”.Tune in for a episode about sustained excitement, human leadership and staying curious.

In this episode, Gordon is joined by Frida  Elisson to talk about her journey across sectors and continents—from Lidl to Unilever, Google to eBay, and now as CMO of Kleinanzeigen. From the ballet studio to the boardroom, Frida's career is anything but linear—and all the more inspiring because of it.They explore what it means to shape iconic brands through times of transformation, the power of curiosity and adaptability and why making big leaps can be the key to staying excited about your career.The conversation explores what it really meant to bring classical brand thinking into Google Germany, steering Kleinanzeigen's shift from “second-hand” to “sustainable” and why impact, not just output, defines great marketing.Tune in  to get inspired – whether you're in FMCG, tech or just trying to navigate your own next leap.

In this episode of Excitement Talk, Dave Cobban sits down with Ajinkya  Joglekar, a seasoned marketing and product leader with over two decades of experience scaling iconic brands like Comcast, JP Morgan, Dish, and Sling TV. But his journey didn't start in a boardroom — it began in the world of jazz and physics. Ajinkya shares how his unique blend of creativity and analytical thinking led him from music theory to leading high-growth marketing teams and ultimately founding Growth Stack Commerce.  The conversation explores why embracing small tasks with tenacity can lead to big opportunities, what it was like building digital marketing from scratch in the early 2000s, the parallels between the rise of digital and today's AI transformation, how brands can use AI without losing their emotional and creative edge.Tune in for a  conversation that bridges past, present and future in the ever-evolving world of marketing.

In this episode, Gordon welcomes  Sharalyn Orr, Executive Director of Global Marketing Innovation at The Estée Lauder Companies, for a powerful conversation about beauty, purpose and transformation.Sharalyn shares her unique, non-linear journey from media and research to luxury beauty and how her six-year pursuit of the right role ultimately led her to Estée Lauder.Now leading a Center of Excellence focused on women 45+ across Western markets, she discusses the shifting consumer mindset, the business case for inclusivity and the mission-driven work behind campaigns like “Because of My Age.”They also explore how brands like Nike and Under Armour have successfully tapped into universal human truths — and how the beauty industry is evolving with greater diversity, accessibility and authenticity. From VR tools for the visually impaired to the rise of indie and inclusive brands, Sharalyn offers a forward-looking perspective on the future of beauty and why it matters.Tune in for insights on campaign storytelling that actually resonates.

In this episode, Gordon sits down with Matthias Hanschke, the Global Head of Marketing Transformation at Henkel and Advisory CMO at Spotify. Together, they dive deep into the rapid evolution of the FMCG sector and explore the challenges and opportunities in marketing, particularly as AI and new technologies reshape the landscape.Matthias shares his unique insights on balancing visionary strategies with practical execution in a world that's evolving faster than ever. From navigating the complexities of brand transformation to fostering a culture of innovation and embracing failure, they unpack the key decisions that shape successful businesses today.Plus, they discuss the power of collaboration, the importance of learning from others and the evolving role of leadership in guiding brands through periods of change. Tune in for an honest talk about marketing evolution, strategic decision-making and the future of global brands.

In this episode, Sandra Peat sits down with Rachel Exton, VP of Global Brand at Pearson, to explore a career that spans everything from high-end beauty and disinfectant to cutting-edge education and AI.Rachel shares her remarkable journey through brands like Unilever, John Frieda and Dyson and how each role taught her something new about people, purpose and pivoting. She opens up about navigating career challenges, including returning from maternity leave and re-entering the workplace on her own terms.Together, Sandra and Rachel unpack why every product — even bricks and disinfectant can be emotionally meaningful, the importance of purpose in today's marketing landscape, how brand marketing can drive transformation in education and what excites Rachel most about AI and the future of lifelong learningTune in and get inspired to follow curiosity and go back for what you really want.

In this episode of Excitement Talks, Gordon sits down with Chiara Grillo, Head of Digital Marketing & Media for Unilever's ice cream division in Italy. From Magnum tastings on Monday mornings to unlocking confidence through deodorant campaigns, Chiara's journey across categories and continents shows how marketing can be both deeply human and endlessly creative.She reflects on starting out as a national-level athlete, studying marketing psychology, and building a career —moving from ice cream to skincare, deodorants and back to ice cream again. Along the way, Chiara shares insights on leadership, the mentors who shaped her and why she sees marketing not as selling, but as serving people's needs.They also explore the future of marketing where creators, authenticity, and data-driven media meet—and why ice cream will always be the business of happiness.Tune in for a real talk about what it means to make brands meaningful in people's everyday lives.

In this episode, Gordon sits down with Antoine Genot, whose career spans Nestlé, Procter & Gamble, BCG and now Pernod Ricard, where he leads global marketing performance. Antoine shares how marketing has evolved from the classic 4Ps to a fast-paced, data-driven, AI-empowered discipline.The conversation explores how to do more with less, why collaboration across creatives, data scientists and tech experts is the new core skill of marketing and how AI unlocks both the art and science of marketing.Antoine also shares the strategic brand choices he admires—from Jameson's consistent storytelling to Lego's licensing pivot and Red Bull's discipline in SKU strategy. He reflects on the future of marketing leadership, where agility, humility and critical judgment matter as much as innovation.Tune in for a  clear-eyed look at what it takes to win in modern marketing.

In this episode of Excitement Talks, Spikes UK Partner Sandra Peat sits down with Ilaria Pasquinelli, CMO of Cannes Lions, to explore her fascinating and non-linear career journey—from fashion and sustainability to global marketing leadership.Ilaria shares how her early passion for languages and cultures led her into marketing “by accident” and how her work with the United Nations and major fashion brands shaped her belief that business can be a force for change. She reflects on the transformation of Cannes Lions—navigating the challenges of the pandemic, reimagining the role of the festival beyond a single global event and making creativity more accessible and inclusive across the industry.The conversation also dives into themes of business transformation, marketing effectiveness, diversity in creativity, global perspectives and the evolving role of AI as a tool to help marketers refocus on what makes us human.Tune in if you're  interested in how creativity, strategy and transformation intersect at the heart of today's marketing industry.

In this episode, Gordon sits down with Martin Doens, Global Director of Digital Experiences (Europe) at Mondelēz International, to explore the sweet spot where heritage brands meet cutting-edge technology. The conversation explores Martin's global career journey—from Accenture in Amsterdam, Melbourne, and Silicon Valley to leadership roles at Heineken, ECCO Shoes, JDE Peet's, and now Mondelēz. He shares how a background in telecom and high tech shaped his approach to FMCG digital transformation, why empathy at scale matters and how data-driven campaigns can deepen brand love.Along the way, Martin reflects on brands he admires, the importance of staying true to heritage while embracing innovation and what keeps him excited about the road ahead—whether it's chocolate, quantum computing or the next big disruption.Tune in if you've ever wondered how global consumer brands blend tradition with tech, or how to lead change across cultures and industries.

In this episode, Gordon sits down with Victoria Lozano, Chief Marketing Officer at Crayola and Forbes 50 Entrepreneurial CMO, to explore how one of the world's most beloved brands keeps creativity at the heart of everything it does. From Crayola's 122-year-old origins rooted in education to its modern-day expansion into entertainment, interactive experiences and global initiatives, Victoria shares how the brand continues to spark imagination.They dive into Crayola's Campaign for Creativity, fresh from winning multiple Cannes Lions and hear how it reframes creativity as a lifelong skill—not just an artistic pursuit.Victoria also discusses the brand's immersive location-based experiences, innovative digital canvases and educational content that empowers teachers to inspire the next generation.Tune in to know how brands remain timeless in purpose and timely in action.

In this episode, Gordon sits down with Lucas Elliott, Customer Experience Research Lead at Google, who takes us through his unexpected journey from a PhD in kinesiology at Penn State to startup life at Rebel, and now to one of the biggest tech companies on the planet.They dive into how understanding human behavior—whether in public health or product marketing—can unlock better product-market fit, why aligning product, marketing and sales is mission-critical and how insights travel across teams at Google. Also what does studying human movement have to do with shaping world-class customer experiences. Lucas also shares career lessons from mentors, the value of staying humble and never burning bridges and why he's optimistic about AI's potential to fuel personalization and level the playing field for entrepreneurs.Tune in if you're curious about translating academic research into business impact, scaling insights in a massive organization and the future of customer experience.

In this episode, Gordon sits down with Wolfgang Ufer, CEO of Smart Automobile, for a candid and inspiring conversation about transforming a legacy brand into a future-forward mobility company. From his early days at Mercedes-Benz to leading Smart through its bold evolution into an electric-only, direct-to-consumer startup, Wolfgang shares how he built a car company from scratch and why getting closer to the customer has always been his North Star.We dive into Smart's radical journey: navigating the electric mobility transition, scaling innovation with startup urgency, launching the game-changing Smart #5 and embracing a leadership style shaped by openness, accountability and customer proximity.Tune in to hear why Wolfgang believes there's “no place to hide” in direct-to-consumer and why that's exactly where he wants to be.

In this episode, Gordon sits down with Katarzyna Zawodszińska,  Former Marketing Director at Lipton Teas and Infusions, Warsaw — and uniquely, a practicing psychotherapist.With nearly two decades at Unilever, Katarzyna shares her deep experience across product categories, countries and roles from sales and business development to leading brand transformations. She reflects on how Unilever acted as a true "marketing university", shaping her philosophy of brand building, insight-driven strategy and cross-functional leadership.But what makes this conversation truly stand out is how Katarzyna bridges marketing and psychotherapy, uncovering the shared essence in both: the human connection. They talk about why Lipton's global relaunch is more than just a packaging update, how living in the Baltics and working across diverse categories shaped her brand instincts and how young talent, modesty and the power of asking the right questions drive meaningful innovation.Tune in to get excited about what marketing can be.

In this episode of Spikes Excitement Talks, Gordon sits down with Asif Memon, Head of Strategic Revenue Management at Unilever, for an insightful conversation on connecting marketing, sales and consumer value in the FMCG space.Asif shares his global journey from Procter & Gamble to Unilever, with stops at L'Oréal, and life across continents—from Dubai to Casablanca to the UK. He reflects on what truly brings impact in today's fast-moving consumer world and why the future lies in collaboration and purpose-led leadership.The conversation explores what Strategic Revenue Management actually is and why it's the engine of modern FMCG growth, how to align sales and marketing not from dysfunction but from untapped opportunity, why cultural immersion and diverse leadership styles shaped his approach and the role of AI, digital commerce and premiumization in the future of FMCG.Listen in if you care about brand, business and the power of principle-led leadership.

In this episode, Gordon is joined by Patrick Swientek, Director of Integrated Brand & Communication at Danone for Germany, Austria, Switzerland and Slovenia. With a career spanning digital marketing, live entertainment, Nestlé and now Danone, Patrick brings a deep and practical perspective on how modern brands can create value beyond the campaign.They dive into what demand generation really means across categories from yogurt to medical nutrition, how to build brand ecosystems that go far beyond traditional media, why retail media is becoming a game changer in the DACH region and the evolving role of advertisers. Patrick furthermore shares what brands like Nike taught him about longevity, relevance and emotional connection. Tune in if you want to know more about where brand strategy, ecosystem thinking and platform evolution intersect. 

In this episode,  Spikes US Partner Dave Cobban sits down with Peter DeLuca, former Chief Creative Officer at T-Mobile & Board Member (CMCI) at University of Colorado Boulder, for an energetic and insightful conversation spanning creativity, leadership and brand transformation. From his early days pounding the pavement in New York's ad scene to helping shape T-Mobile into a bold, customer-centric brand, Peter reflects on a career defined by curiosity, consistency and fearless reinvention.Peter shares stories of launching the iconic Uncarrier platform, navigating high-stakes media moments and building a culture of influence, not control. He also unpacks the evolving role of creativity in an AI-driven world and what it takes to lead teams that shape consumer experience across every touchpoint from TV spots to TikTok.Tune in to get re-energized about the creative possibilities of marketing today.

In this episode, Gordon sits down with Nathalie Frank Castellanos, former Global Head of Marketing for Whisky Brands at Diageo, to explore her remarkable 15-year journey through branding, innovation and multicultural leadership.Born in Brazil to Uruguayan parents, now based in Amsterdam, Nathalie reflects on how a chance internship at Diageo sparked her passion for marketing and how that passion evolved into a global career touching markets across every continent. She shares how deep consumer insights, cultural understanding and creativity drive successful brand building.The conversation explores her early days in consumer planning and pivot to brand management and innovation, the challenges and thrill of launching a zero-alcohol spirit, her mentors who shaped her leadership style and professional ethos and why emotional resonance still matters most—even in an age of AI and hyper-personalization.Tune in  if you're curious about where global brands are headed and what it takes to lead them there.

In this episode of Spikes Excitement Talks, Gordon sits down with Sébastien Deneux, a strategic business development leader at Unilever, specializing in the ice cream category across Europe, Australia and New Zealand. Sébastien shares with us his unique career journey—from consulting on Dutch flower exports to embracing a sales role at Unilever that challenged and shaped his understanding of customer and consumer needs. They explore the idea of learning from “people a bit like me, but better”—a humble, powerful framework for growth and mentorship. From archetypes and lover brands to the evolving role of digital, UGC and community-led storytelling, this episode is rich with real examples—from Magnum and Ben & Jerry's to McDonald's and beyond.Sébastien also reveals how his external board roles keep his perspective fresh, feeding back into his work at Unilever and why he believes the “triple win” of consumer, customer and company success is key to sustainable business growth.Tune in for insights on career growth, the magic of ice cream innovation and the power of curiosity and fun in building a meaningful and impactful career.

In this episode, Gordon hosts Corina Kurscheid, Global Associate VP Growth and Impact at Nivea – the iconic “big blue” brand that has shaped skincare worldwide. After 18 years at Nivea, Corina shares her journey from agency life into a global marketing and product development career, diving deep into how innovation, consumer insights and culture shape one of the world's most beloved brands.Corina takes us through the challenges and excitement of working internationally, the intersection of sustainability and social impact and the creation of new roles and teams to meet tomorrow's brand needs.The conversation also explores the magic of creativity with a look at iconic brands like IKEA and LEGO, how they keep millions engaged, spark imagination across generations and foster connection in unexpected ways. Plus, a heartfelt glimpse into how technology, especially AI, is opening new doors for people to create, learn and positively impact the world.Tune in if you're curious about FMCG, product innovation or global marketing, this episode reveals why Nivea continues to stay blue, fresh and relevant in a fast-changing world.

In this episode of Excitement Talks, Spikes US Partner Dave Cobban sits down with Ian Bertrand, former VP of Commercial Marketing at Canada Goose and longtime Nike marketing leader for a powerful conversation about evolving brand strategy, the future of retail and building deep consumer connection through experience.From his early days in Nike retail to major global roles in running, retail experience and Olympic campaigns, Ian reflects on lessons learned across continents and categories. He talks about building inclusive teams, the power of consumer insight and how immersive retail experiences can create real community. You'll hear insider stories from the Nike matrix, insights into the iconic “Breaking2” campaign and how retail became more than just selling, it became storytelling. Plus, as a lifelong hockey lover and coach, Ian reflects on how sport continues to inspire his leadership style pens up about his next chapter: a future that includes coaching, mentoring and continuing to solve meaningful brand and consumer challenges.Tune in for a conversation that's packed with insight, humility and the kind of excitement that only comes from someone who's truly lived the brand.

In this episode of Spikes Excitement Talks, Gordon Euchler is joined by Namita Mediratta, Global Head of Insights for Deodorants at Unilever, whose career spans decades across India, Indonesia, Singapore and London, covering iconic brands like Dove and Magnum.Namita shares how a background in engineering unexpectedly led her to fall in love with the "cerebral side of marketing"—the art and science of understanding what makes people tick. She reflects on her journey from selling detergent in Himalayan villages to transforming beauty insights in Europe and beyond. She also reflects on the impact of inspiring leaders throughout her career — those who taught her the value of trust, intellectual range and people-first leadership.Together they explore how technology is reshaping the world of insights, the power of social listening and why AI doesn't replace curiosity, it fuels it. Namita's perspective bridges the worlds of creativity, technology and cultural nuance, offering an inspiring take on how brands can stay human in an era of data abundance. Tune in for a thoughtful discussion on how curiosity, courage and trust can unlock transformative possibilities for brands and people alike.

In this episode, Gordon Euchler sits down with Dipesh Patel, Chief Digital Officer for Beauty & Wellbeing at Unilever Europe, Middle East, Turkey, Australia & New Zealand. From his early days as a math graduate aiming for a career in banking to navigating management consulting and finally landing in the world of FMCG, Dipesh shares an honest and insightful look at how career paths are rarely linear and how embracing ambiguity and change has been central to his growth.Dipesh talks about  how his upbringing in a family of first-generation immigrants and entrepreneurs instilled a curiosity for business and problem-solving from a young age, a mindset that continues to drive his work today.They discuss how brands like LEGO have mastered the art of evolving while staying true to their purpose and why the next frontier for marketers lies in navigating the opportunities and challenges brought by AI. Dipesh reflects on how brands can remain authentic, creative and relevant in a world soon to be flooded with AI-generated mediocrity.Tune in if  you're curious about the intersection of technology, creativity and consumer behavior and what it really takes to innovate inside or outside of a startup.

In this episode, Gordon Euchler welcomes Lucas Levy, Senior Director of Marketing Southeast Asia at Mondelez International. Lucas shares his remarkable career journey — from flipping burgers at McDonald's in Argentina, through a nearly two-decade rise at Unilever, to now shaping the future of iconic snacking brands at Mondelez in Singapore.Along the way he became a seasoned marketer with experience across some of the world's most beloved FMCG brands, including Dove, Axe, and Cadbury. They discuss what makes brands meaningful, how curiosity fuels a career, and why the best brands aim to make life just a little bit better — whether through confidence, connection or joy.Lucas shares insights from his journey, reflecting on the power of mentorship, the complexity of global marketing and the constant need to adapt and learn in a world shaped by data and AI. From Brazil to Singapore to the U.S., his story is one of openness to change, appreciation for cultural nuance and a passion for brands that enrich everyday life.Tune in for a thoughtful conversation about leadership, learning and the future of marketing  and why having fun along the way still matters most.

In this special episode, Gordon is joined by one of India's most respected marketing leaders, Shubhranshu Singh, Chief Marketing Officer at Tata Motors Commercial Vehicles and recognized among Forbes' Top 50 CMOs.Together, they explore the unique dynamics of the Indian market, from its rapid digital transformation and explosive growth in e-commerce to the deep cultural nuances that shape consumer behavior. Shubhranshu shares how Tata is leading the way by combining digital innovation, influencer ecosystems and local insights to engage India's vast and diverse customer base, from rural villages to urban centers.They also discuss how brands in India are evolving beyond products to become cultural symbols of trust, aspiration and participation in a fast-changing society and why curiosity and adaptability are the future superpowers of marketers.Tune in for insights on how marketing, technology and culture intersect in one of the world's most dynamic markets.

In this episode of Spikes Excitement Talks, Gordon Euchler sits down with Erik Liebe, Head of Global Digital Commerce for Beauty & Wellbeing at Unilever. Erik shares his unique perspective on what it means to build a long, fulfilling career within a single company and why that choice has paid off. From consumer research in people's homes to shaping social commerce strategies on platforms like TikTok, Erik unpacks what truly drives effective marketing: solving real consumer problems and creating meaningful moments. The conversation explores how the lines between media, shopping and influence are blurring, why shortening the path from inspiration to purchase matters. Furthermore what it takes to stay relevant in a world of constant digital change.They explore the power of positive, ambitious teams, the influence of inspiring leaders and the importance of truly understanding what makes people happy, even in the smallest, everyday moments.Erik also shares why he's inspired by Rituals founder Raymond Cloosterman, who built a brand from a personal belief into a global empire.Tune in for stories about shifting consumer habits, the beauty of learning curves and why sometimes, washing laundry isn't about dirt at all.

In this episode, Gordon Euchler sits down with Tommaso Calzolari, Head of Global Brand Marketing for Motorsports at Adidas, for a wide-ranging conversation about the state of modern marketing, the role of social media and the challenges brands face in creating meaningful connections. They explore what it's like to build an entire category from the ground up inside one of the world's most iconic brands. Furthermore Tommaso shares his journey from agency life in Italy to leading Adidas' Formula 1 efforts, creating something entirely new while staying true to the brand's DNA.They dive into why motorsport is more than just the driver, it's a story of teams, performance, empathy and the power of human connection. Tommaso reveals how he and his team are reimagining how Adidas shows up in motorsport, what makes the Formula 1 ecosystem so culturally relevant today and why it's critical to always start with how the product connects with the consumer at the point of sale.Tommaso also reflects on the people who shaped his leadership style and shares personal stories about learning to make tough decisions under pressure. His advice? Get back to basics, build agile teams and never rely on a one-size-fits-all recipe for success.Tune in for an honest and insightful look at what it takes to lead brands into the future. 

In this episode of Spikes Excitement Talks, Gordon sits down with Efrain Rosario, Global Head of Retail Marketing and Insights at Diageo. They explore how brands can show up brilliantly at the "moment of choice," why emotional engagement is scientifically critical in retail and how occasion-based insights shape consumer behavior. He also reflects on career-shaping lessons from his time at Coca-Cola, including the power of simplicity in communication and the importance of understanding whether you sell or help people sell.Moreover the conversation dives into Efrain's passion for teaching, his love for continuous learning and the balance between rational and emotional drivers in global brand-building. Along the way, he shares some of his most admired retail strategies from other brands and offers thoughtful reflections on how social moments shape our purchasing decisions.Efrain unpacks what excites him most about the future of retail, including radical personalization, the convergence of online convenience with in-store experience and the potential of AI-powered virtual shopping assistants.Tune in for an insight-packed conversation on retail, brand-building and the future of shopper marketing.*Sandra Peat, Spikes Partner UK is also joining the conversation. 

In this episode, Gordon sits down with Daniele Tundo, Global Digital Content Lead at Nestlé, whose marketing journey spans some of the world's most iconic companies, including AB InBev, Procter & Gamble and Vodafone. Daniele shares how curiosity and a passion for cultural exploration have shaped his career, from launching beauty products in the Middle East to creating beer campaigns across Europe. They talk about the art and science of marketing, what it really takes to build global brands and why stepping into unfamiliar territories can be the best way to learn. Daniele shares how connection, credibility and humility have shaped his path. He also reflects on the importance of learning from everyone and how that curiosity keeps him inspired in an ever-evolving industry. It's not about chasing the next big thing. It's about people, building with them, and bringing them along on the journey.Tune in for a thoughtful, energizing conversation about modern marketing, leadership and lifelong learning.

In this episode of Spikes Excitement Talks, Gordon sits down with Jon Halvorson, Global SVP of Consumer Experience at Mondelēz International. Jon shares his unique journey across the global marketing landscape, from shaping video strategies at Twitter to driving media transformation at General Motors and now leading global centers of excellence at Mondelēz, spanning media, digital, creative partnerships, commerce and generative AI.They dive deep into the evolving landscape of generative AI and its profound implications for brands, marketing, and creativity. Moreover about Jon's passion for AI, not as a buzzword, but as a transformational tool that reimagines marketing from the ground up. He talks about the power of AI to inspire personal creativity, the role of marketers as change leaders and offers shout-outs to the cross-functional teams and visionary leaders who are making it all possible, reminding us that AI is the ultimate team sport.Tune in for insights about how AI is reshaping marketing, leadership and even personal growth.

In this episode, Gordon Euchler sits down with Janina Jahns, Brands & Culture Director for Latin America and the Caribbean at Diageo, to explore her dynamic journey from studying Middle Eastern Studies and dreaming of a diplomatic career to leading groundbreaking cultural partnerships at one of the world's biggest beverage companies. Janina shares behind-the-scenes stories about the fast-paced hustle of activating global brands across diverse cultures. They dive into the power of overcommunication, the importance of local insights and why building cultural relevance is a data-driven, team-powered challenge. She also opens up about her long-standing fascination with the luxury industry, her transformative experience studying luxury communication at Harvard and how breaking traditional marketing rules can create lasting impact. Janina also talks about the opportunities she sees in integrating AI into marketing, not as a threat but as a chance to unlock more space for creativity, personalization and meaningful consumer connections.Tune in for an inspiring conversation about ambition, curiosity and shaping the future of marketing across continents.

In this episode of Spikes Excitement Talks, Gordon welcomes a true legend in the world of insights and innovation: Stan Sthanunathan. Formerly EVP of Consumer and Market Insights at Unilever and Coca-Cola, Stan is now the founder of i-Genie.ai , a company revolutionizing the research industry.This conversation dives deep into Stan's provocative approach to AI-powered, survey-free research. From analyzing search data and social media to redefining what consumer understanding looks like in an age of augmented intelligence, Stan shares how his company replaces traditional market research with faster, more authentic and often more emotional insights.From corporate corridors to dusty streets, they explore why true empathy—not sympathy is the currency of meaningful brand-building and why elite boardrooms often miss the mark. Candid reflections on the importance of living like your consumer, the hard truths of scaling a business rooted in a new idea and the enduring power of human contact in an increasingly remote world. They also dive into the mentors and managers who shaped Stan's leadership journey. Each teaching a different facet of what it means to lead with integrity, humility and impact.Tune in if you're wondering how to build something real without losing what makes them human.*Dave Cobban from the Spikes Advisory Board is also joining this episode.

In this episode gordon sits down with Lisa Novak, Head of Digital Media and Customer Engagement at McDonald's Österreich, whose career spans iconic marketing institutions from Innocent to Unilever, Mondelez, and now the golden arches.Lisa shares how she and her team craft McDonald's Österreich digital customer experience from app activations and loyalty programs to Happy Meals and nail polish collections inspired by dipping sauces. They dive into how creative passion, grounded leadership and a touch of ketchup-in-the-veins spirit fuel one of the world's most famous brands.Lisa opens up about her accidental entry into marketing, her love for FMCG, and the contagious energy of working with people who challenge and inspire and why sometimes the best marketing isn't just about "pretty pictures" but measurable business impact. Moreover why brand consistency is no longer about staying the same, but about evolving with purpose. Lisa unpacks what it means for a brand to stay authentic while collaborating with unexpected partners from nail polish to Austria's biggest rapper and why fan-first thinking is the golden rule of modern branding.Tune in for insights on how McDonald's builds consistency and personality across digital touchpoints and how to keep excitement alive in a job that never stands still.

In this episode of Spikes Excitement Talks, Gordon welcomes Serge Raffard, Managing Director of Personal Lines at Allianz UK. With a remarkable global journey that spans strategy, finance and marketing, Serge brings deep insights from his leadership roles at McKinsey, MetLife and at Allianz Group.They talk about his career path from engineering and corporate finance into the world of marketing and why the shift from push to pull in insurance is both a strategic and cultural transformation. Serge shares what it means to build one of the world's strongest insurance brands, the role of data-led marketing and how even in a complex, highly regulated, and price-driven market like the UK, brands can still create value, loyalty, and trust. Furthermore the conversation  explores why the UK is currently one of the most dynamic markets for innovation in insurance and finance.Tune in for thoughts on scaling impact, innovation at scale and the balancing act of regulation. 

In this episode, Gordon sits sit down with Joseph Delhommer, Head of the U.S. CPG Brand Innovation Lab at Amazon, for a conversation that spans continents, creative disciplines, and career philosophies. From his early beginnings in the Dominican Republic's ad scene to leading brand innovation at one of the world's most influential companies, Joseph shares how art direction, hard work and a relentless curiosity shaped his nonlinear path.They talk about growing up in a creative household and discovering advertising through career tests and family influence, navigating the transition from Latin American to U.S. advertising culture, lessons from working at R/GA, FCB, Y&R, and Havas, the mental shift from agency to in-house innovation at Amazon and learning to balance ambition and burnout as a creative leader.Joseph reflects on mentorship, cultural nuance, and the importance of identifying "the one worthwhile assignment" among the noise. Moreover about the responsibility of brands to actually benefit their customers, not just pay lip service to purpose. Tune in to find out why being a "recovering workaholic" might be the secret to sustainable creativity.

In this episode of Spikes Excitement Talks, Gordon sits down with Jesse Unger, Co-founder of Significant and former strategist at some of the most iconic creative agencies in the world: Energy BBDO, TBWAChiatDay, and Mother. Jesse shares her nonlinear path to strategy — from ghostwriting for a lawyer and designing Facebook apps to founding an influence lab and eventually launching her own company.They talk about how strategy found her, the human psychology behind trends and influence and why studying people as networks, not individuals matters, what it takes to break into legendary agencies and why ads aren't always the answer. Jesse shares what it's like to start an agency with no blueprint but a clear philosophy: real creativity solves real problems and it doesn't matter who gets the credit. She reflects on the magic of deceptively simple solutions like a chatbot that finally makes sense, why creative strategy deserves more respect and how the true job of a strategist is to create conviction, not just alignment.Tune in to understand that meaningful change doesn't always start with a brief, sometimes it starts with asking better questions.

In this episode of Spikes Excitement Talk, Gordon sits down with Jordan Liebman.Jordan is a powerhouse in marketing with a career that spans top creative agencies like Publicis, BBDO, and McGarryBowen, and executive leadership roles at Verizon and Konica Minolta. He's also the voice behind a viral LinkedIn post about the New York Knicks that sparked our connection.During the talk Jordan shares how a love for storytelling at the age of 15 turned into a calling. He unpacks the shift from campaign-building to company-building, why the most impactful marketing today is rooted in creativity, empathy, and meaning. Furthermore how early mentors and agency experiences shaped his leadership journey. From winning his first Cannes Lion to moving in-house at Verizon, Jordan opens up about servant leadership, building brands with purpose and learning from some of the best minds in the business.The conversation explores how marketing is becoming the connective tissue of modern organization and why the best CMOs are no longer just brand stewards but growth architects. Jordan unpacks the shift from campaign-building to company-building, and why the most impactful marketing today is rooted in creativity, empathy, and meaning.Tune in to get inspired by Jordan's passion for the craft and commitment to transformation.

In this energizing episode, Gordon sits down with Shipra Bhatt, whose career has taken her from uncovering deep human truths at Quantum Consumer Solutions to spearheading marketing innovation for KFC (India). What happens when a passionate consumer researcher crosses over to the brand side? Shipra shares her journey from interpreting trends to actually shaping them—moving from insight to execution, from advising clients to launching iconic products like the Chizza. They explore how insights evolve into actionable strategy, what it really takes to develop new products in the QSR space, and why brand-building is anything but a linear process.You'll hear how Shipra stumbled into consumer insights—and fell in love with it, her favorite “a-ha” moments from fieldwork with everyone from CXOs to rural women and truck drivers, the untold story behind the Chizza and what it teaches about innovatio and  surprising challenges of executing cultural relevance across global marketsTune in to hear how Shipra connects data, empathy, and creativity to build bold brand experiences.

In this episode of Spikes Excitement Talks, Gordon sits down with Anja Urlichs, former Senior Director of SMB Marketing for International Markets at PayPal, to explore her two-decade journey through fintech, strategy, and brand transformation. From a grounding in classical banking and strategy consulting to finding her spark at a mobile payments startup, Anja's story is one of intentional pivots, global perspective, and bold creativity.They talk about her leap from banking to fintech and the electric energy of startup life 20 years at PayPal—from a team of 30 in a startup-style office to shaping global brand trust campaigns that broke through with humor, local flavor, and real heart.They explore how marketers can cut through the noise—not by blindly jumping on the next big thing, but by aligning trends with the unique needs of their brand and, most importantly, their customers.Together, they unpack marketing's evolving role in driving growth, building cross-functional understanding, and earning a strategic seat at the table—particularly with CFOs and other decision-makers.The conversation ends on a powerful note about collaboration: how working in silos is the default, and breaking through requires both intentional effort and simple, human connection. Because while collaboration takes work, it's often as easy as walking across the hall and starting a conversation.Tune in for a conversation about brand-building to cross-functional collaboration, the power of alignment, curiosity, and stepping out of silos.

In this episode, Gordon sits down with Daniel Ryback, Senior Global Innovation Lead for Customer Experience at McDonald's, to explore how one of the world's most iconic brands approaches innovation at scale. Daniel walks us through the three core pillars of his work: building a global innovation framework, tackling high-value customer challenges across markets, and enabling innovation through infrastructure like McDonald's Speedy Labs.From launching an internal startup culture at Leo Burnett to early conversations with OpenAI long before ChatGPT made headlines, Danny shares how design thinking, experimentation, and scrappy prototyping have shaped his journey. They talk about creating alignment across global teams, the balance between local and global innovation, and the power of giving teams room to play—responsibly.Whether you're interested in brand innovation, global strategy, or how to future-proof customer experience, this episode is a must-listen.Daniel shares knowledge on building innovation governance across 100+ markets, enabling cross-functional teams with design thinking, creating physical spaces that accelerate innovation, spotting emerging technologies before they go mainstream and the importance of curiosity, mentorship, and scrappinessTune in for an inspiring conversation about brand innovation, global strategy, or how to future-proof customer experience.

In this episode, Gordon sits down with Benjamin Lickfett, Global VP of Breakthrough Innovation & Digital Inventions at Diageo — the dream job for anyone passionate about where tech meets culture.From whiskey to Guinness to emerging tech, Benjamin's career is anything but linear. He shares his journey from international relations at Tufts to startup founder, consultant, and now innovation leader for one of the world's most iconic brand portfolios.They dive into how Benjamin keeps heritage brands relevant in a fast-changing world, why digital detox moments matter in bar culture, and how his team created FlavourPrint — a personalized taste-matching platform now scaling across 40+ countries. Plus, the highs and lows of innovation, building with resilience, and the art of shaping progress that sticks.The conversation explores the importance of mentorship, the power of open organizational cultures, and the role of leadership styles in shaping careers. Benny reflects on the impact of early brand visionaries like David Aaker, and how truly great leaders share what they know to elevate others.From navigating cultural differences in a globally distributed team to tackling the future of emerging technologies, Benjamin shares what keeps him inspired: the ability to learn, adapt, and create meaningful innovation. They also dive into the idea of urgent optimism—the belief in a better future, paired with the drive to make it happen now.Tune in if you're curious about what it takes to lead innovation on a global scale—and how to stay grounded while doing it.

In this episode of Spikes Excitement Talks, Gordon sits down with Tapas Sharma, Vice President, Marketing and Brand Design Lead at JP Morgan Chase in London. Tapas shares his fascinating journey from a television actor in India to becoming a driving force in brand design across multiple industries. Tapas shares how design is more than aesthetics, it's a tool to build trust, evoke emotion, and break industry biases.They explore Tapas's early days designing Subway posters at Pink Papaya Productions, his evolution through agencies like Ogilvy and Chime, and his in-house leadership roles at Nutmeg and WorldRemit. Tapas reflects on the design-led rebrand and repositioning of Nutmeg that helped pave the way for its acquisition by JP Morgan Chase and what it means to shape a brand within a financial giant while retaining startup spirit.He talks about the emotional power of design, the thrill of pulling off the “magic trick” of visual storytelling, and how brand psychology influences consumer behavior – the emotion in brand connection, the impact of micro-moments like a smile or a nod, and why experiences, before, during, and after are the future of marketing.From telecoms to fintech, across continents and cultures, Tapas opens up about what makes brand work meaningful and how curiosity, adaptability, and a passion for deeper symbolism have shaped his path. Whether you're into branding, creative strategy, or global career pivots, this episode is full of insights and inspiration.Tune in and hear why great design is more than decoration: it's transformation.

In this episode, Gordon welcomes Scott Redick, Managing Director of Retail Acquisition Strategy and Integration at Charles Schwab. Scott shares how his career—spanning top creative agencies like Heat (now part of Deloitte), Isobar, DDB, and beyond evolved from journalism and PR into a unique strategy role at one of America's most trusted financial institutions.They explore how Scott's nonlinear path—from early influencer marketing to brand strategy shaped his creative thinking.What it means to answer the question: "What will we be talking about in six months?" and how that differs inside a brand vs. agency world.His role in orchestrating Schwab's cross-channel messaging and his work on internal creativity initiatives and nontraditional activations.Scott reflects on building a career that blends curiosity, creativity, and strategic foresight and quietly crafting what might just be his dream job.They also dive into the rise of experience-driven marketing with brands like Alamo Drafthouse, where watching a movie with surprise scuba divers becomes a brand story you never forget.It also gets personal: Scott shares how a sci-fi comic book project came to life with the help of AI as a “thought partner,” why the future of creativity might be more collaborative than we expect, and what we can learn from drum machines and the drummers who embraced them.Tune in for an honest and insightful conversation about planning, innovation, and the human side of brand strategy.

In this episode of Spikes Excitement Talks, Gordon sits down with Gina Roughan, Head of Branded Social at Compare the Market—home of the legendary Meerkat campaign. Originally from Durban, South Africa, Gina shares her journey from growing up around journalism to building standout brand content in the UK.Gina reflects on her early career as a music editor in post-apartheid South Africa, her transition into advertising, and her deep-rooted love for storytelling—whether in long-form journalism or sharp, impactful short-form social content. They explore her formative roles at Weight Watchers, Channel 4 Food, and Tesco, and how food, emotion, and culture shaped her creative approach.Plus: Gina shares her personal career highlight — a donut collab featuring Sergey the meerkat — and makes the case for a future where storytelling, silliness, and smart tech coexist. From the thrill of innovation to the dangers of robotic storytelling, Gina brings a sharp, thoughtful lens to the rapid changes shaping marketing today.Tune in, if you're excited or even a little nervous about where AI is taking creativity.

In this episode, Gordon sits down with David Jacobson, Global Senior Director of Segmentation and Culture Insights at The Coca-Cola Company. From his early days handing out flyers for a Portland bar to helping shape the cultural footprint of one of the world's most iconic brands, David shares a fascinating journey through storytelling, innovation, and insight.An expansive conversation on how advertising has shifted from placing ads to crafting experiences. David shares insights from his time at Publicis Sapient, ChiatDay, and Coca-Cola, reflecting on the industry's transformation from standardized campaigns to platform-specific storytelling and cultural engagement. They dive into the evolution of experiential marketing, the rise of influencer collaboration, and why creating content fit for platform and fit for audience is more crucial than ever. David also discusses the importance of loosening brand control to allow authentic, creator-driven narratives to emerge—without losing sight of values and strategic guardrails.From early digital campaigns to the future of AI-powered personal assistants, this episode unpacks what it means to stay relevant in a world where behavior, technology, and media consumption are constantly shifting. Plus, hear how mentors and creative leaders like Lee Clow, Adam Morgan and Darren McCall shaped David's thinking around brand, storytelling, and strategy.Tune in for a refreshingly human take on marketing in the age of machines.

In this episode of Spikes Excitement Talks, Gordon dives deep into the eclectic and inspiring journey of guest Michael Gross, a music supervisor and creative force who's left his mark at some of the most influential names in advertising and tech—TBWAChiatDay, Droga5, Google, Twitter, and now as a partner at Squeak E. Clean Studios.Michael shares how his first break came not through a CV but through water polo—a sport he played at UC Berkeley—which surprisingly opened the door to a job at TBWAChiatDay. From there, we follow his path from production coordinator to becoming the go-to music guy at the agency, simply by noticing that no one was opening the endless stream of promo CDs and deciding he would. What started as a side hustle turned into live concerts on the agency basketball court and supervising million-dollar music licenses for global campaigns.They explore the evolution of the music supervision role, the inspiring culture under advertising legend Lee Clow, and how Michael carved a hybrid path that blurred the lines between producer and creative. You'll hear about the power of surf culture in shaping his creative ethos, his time in London leading music at AllSaints, and the moments of professional jealousy that come with deep admiration for peers in this tight-knit community.Tune in to hear why music is not just part of the ad – sometimes, it is the ad and how Michael's story is a masterclass in staying curious and creating your own role.

In this episode of Spikes Excitement Talks, Gordon sits down with Donata Peksa, Head of Brand Experience at HSBC, one of the world's most recognized banks. With over 15 years at HSBC and a rich background that spans economics, marketing, and international roles, Donata brings a unique perspective on navigating brand leadership through organizational transformation.They talk about her journey from a PhD in economics to building global brand campaigns, why airport ads first drew her to HSBC, and how brand work thrives in times of change. Donata also reflects on the mentors and thought leaders who shaped her path and shares how a "squiggly career" became a source of strength rather than doubt.Furthermore they dive into real-world examples of how humor, authenticity, and empathy drive connection.Donata also reflects on brand envy and admiration—from the consistent values-driven work of Dove to the multi-sensory genius of MasterCard. The conversation ends up with a powerful look into the future of marketing: creator culture, digital fatigue, and the rising need for brands to offer not just innovation, but reassurance and optimism in an overstimulated world.Tune in for insights on challenger mindsets, brand storytelling in uncertain times, and the value of embracing nonlinear growth.

In this episode of Spikes Excitement Talks, Gordon welcomes Ewelina Kawnik, Regional Marketing Director for North Region at EssilorLuxottica – the powerhouse behind iconic brands like Ray-Ban, Oakley, Prada Eyewear, and more. With an impressive career spanning nearly two decades in giants like Unilever and Heineken, Ewelina shares what it's like to pivot into a completely new industry — from global beer campaigns to high-fashion eyewear and vision innovation.Ewelina opens up about what drew her to marketing in the first place: the unique blend of logic and intuition, psychology and creativity, empathy and business acumen. They talk about the difference between B2C and B2B marketing, the importance of cross-functional collaboration, and how marketing can truly improve lives — especially when it's about helping people see better.Ewelina's journey is driven by relentless curiosity and a passion for meaningful impact. She also shares the brands she admires most, what she's learned from working in both sales and marketing, and why empathy might just be the secret superpower of great marketers.They wrap up by looking ahead: the future of marketing in an AI-powered world, the role of personalization, and how emerging technologies will reshape how brands connect with people.Tune in for an interesting conversation about  brand building, creativity, and the energy that comes from trying something new.