On Thursday, May 15, we’re bringing together marketers, advertisers, strategists and agency leaders for a bold and necessary conversation:

👉 What is the real role of branding in a world on fire – economically, socially and environmentally?

This won’t be a panel of polite nodding. We’re staging a creative confrontation:

• On one side: the dreamers – those who believe brands can (and must) lead societal change.
• On the other: the challengers – pragmatists, skeptics, even provocateurs who think it’s greenwashing at best.
• And somewhere in between: a third way? A smarter capitalism, where profit, people, and planet aren’t mutually exclusive.

This session will be split up in 3 interventions:

1. The conscious brand imperative: In 2025, successful brands must demonstrate authentic commitment to societal impact, moving beyond superficial purpose-washing to integrate social and environmental responsibility into their core business models, strategic decision-making, and performance metrics.
2. Stakeholder capitalism evolution: The traditional People-Planet-Profit triangle has evolved from a zero-sum game to an integrated ecosystem where sustainable innovation creates competitive advantage, as consumers, employees, investors, and regulators increasingly reward brands that deliver measurable positive impact alongside financial returns.
3. Transparent accountability journey: Brands finding balance in 2025 are embracing radical transparency through comprehensive ESG reporting frameworks, blockchain-verified supply chains, and open dialogue with stakeholders about both their progress and challenges, recognizing that authenticity in the journey toward positive impact builds more trust than claims of perfection.

With the participation of:

• Hugo Uhr and Hugues Rey, Havas
• Stephan Salberter, Society Agency
• Alain Mayné, AMI and Olivier Van Cauwelaert

Agenda:

• 16:45 – Welcome speech by Hugues Rey
• 17:00 – The three themes are developed
• 19:00 – Conclusion
• 19:15 – Drink
• 20:00 – End