YouTube’s Creative Director Chris Bettig and Saffron’s co-founder & CEO Jacob Benbunan on the fundamentals of keeping a multibillion-user brand bright. Recounting their two-year journey together to reshape YouTube’s brand experience, Chris and Jacob fire up debate on the roles of pessimism and optimism for the greater good, address key creative tensions and breakthroughs, and reflect on what’s next in global accessibility, AI, free speech and representation. Followed by an audience Q&A moderated by Luz Erhardt, Saffron’s Chief Client Officer.

How can unapologetic brand leadership and design philosophy win hearts and minds to deliver long-term business success? Where should different voices come in, and how can a clear vision of what brand and design are each for help to build and serve instead of sell? Katherine Whitton, Global CMO at IG Group and Mike Abbink, Executive Creative Director at IBM each share their stewardship journeys building brand and design DNA into successful companies and iconic ones. Followed by an open audience conversation led by Saffron’s Chief Creative Officer Gabor Schreier.

What does creativity look like inside organisations that impact billions of people across the world every day, particularly future generations? How do you protect or build creative legacy and vision while fostering different perspectives? Mila Linares, Chief of Brand at UNICEF and Zach Stubenvoll, Head of Design at Meta share their experiences with different ‘recipes’ for creativity, and reflect on essential ingredients for cross-generational and multidisciplinary collaboration to answer the question: ‘Creativity to do what?’  Followed by an open audience discussion on how to change institutionalised attitudes around brand to change the future, led by Saffron’s Chief Strategy Officer, Morgan Holt.