Creative Belgium: Creativity Decoded

Creativity Decoded is a half day of networking, talks and inspiration for C-level professionals in marketing, advertising, media and creative communications. Join us for an inspiring afternoon filled with new insights, key learnings from Cannes Lions and a deep dive into upcoming trends. Discover how creative bravery shapes brand and business strategies.

For who? As a C-level gathering, Creativity Decoded will bring you an opportunity to connect with your clients and engage in conversations that foster genuine relationships and lead to outstanding work.

Why? Creative Belgium aims to support Belgian agencies and brands in showing creative confidence. Through Creativity Decoded, we deliver content that inspires confidence, courage, and trust among brands, strategists, and creatives.

Here’s what you’ll learn: 

• How System 1 proves that creativity can deliver measurable return
• What Vaseline did to become a cultural symbol, turning an everyday product into an enduring icon
• The creative engineering behind the Grand Prix-winning campaign from adam&eve\TBWA for Columbia Sportswear and how purpose meets product
• The newest cultural trends of 2027 spotted by Nextatlas and how to turn them into strategic creative opportunities
• Netflix will share how brands can create authentic connection with fans by taking part in culture, rather than chasing it
• Creative excellence in the modern day, the principles and practice of The Coca‑Cola Companyshowcased through the FIFA World Cup 2026 campaign

Creativity Decoded is part of Creativity Summit, a full day of networking, talks and inspiration for C-level professionals in marketing, advertising, media and creative communications, where ACC, UBA and Creative Belgium join forces.

Timetable

• 13:30 – Doors open
• 14:30 – Opening: Isabel Van den Broeck, Creative Belgium
• 14:35 – Talk: Amy Prunty, System 1
• 15:00 – Talk: Nathalia Amadeu, Vaseline
• 15:30 – Talk: Eleni Charakleia, Netflix
• 16:00 – Break
• 16:20 – Talk: Debora Bae & Valentina Gallia, Nextatlas
• 16:55 – Talk: Will Grundy & Antony Nelson, adam&eve\TBWA
• 17:20 – Talk: Islam ElDessouky, The Coca-Cola Company
• 18:00 – Networking & drinks

Meet the speakers

• Amy Prunty, Strategy manager at System 1 (UK): Amy Prunty, Strategy Manager at System 1helps some of the world’s biggest brands, agencies and media owners turn creativity and emotion into measurable business results. Drawing on five years of ad agency experience and a Master’s in Marketing, Amy is a key component of the Global Partnerships Team, who uses emotion-first creative measurement to understand which creative choices impact brand and business outcomes. The team have produced world-leading thought leadership across channels and partners, including TikTok, Effie and JCDecaux. The result? More marketers feel more confident in their creative decisions.
• Nathalia Amadeu, Global brand director at Vaseline (Brazil): “From brand to symbol. Turning everyday products into cultural icons.” Nathalia Amadeuis the Global Brand Director for Vaseline at Unilever and one of the industry’s leading champions of culturally driven brand growth. Most recently, she led #VaselineVerified, the Ad Age Social Campaign of 2026, a breakthrough programme that resets how brands win in the social age. Having spent more than a decade building Dove and now leading Vaseline globally, Nathalia has built a reputation for turning everyday products into powerful cultural symbols. Her work sits at the intersection of creativity, culture and commerce, proving that the strongest brands don’t just participate in culture; they help create it.
• Miranda Hipwell, Chief executive officer at Adam&Eve/TBWA (UK): Up next at Creativity Decoded 2026: Miranda Hipwell from adam&eve\TBWA. Discover the creative engineering behind the Grand Prix-winning campaign of Columbia Sportswear and how purpose meets product.
• Debora Bae, Head of Insights & Valentina Gallia, Key account manager at NextAtlas (Italy): Debora Bae is the Head of Insights at Nextatlas, an AI-based cultural foresight company that anticipates cultural changes starting from the behaviors of early adopters. At Nextatlas, she translates cultural signals into strategies for global brands like Reckitt, Stellantis, and Barilla. Valentina Gallia is the Key Account Manager at Nextatlas. Her speciality is empowering the brands and agencies she works with to turn Nextatlas’ cultural insight into a strategic advantage.
• Eleni Charakleia, Director brand creative studio EMEA at Netflix: Eleni Charakleia leads Netflix‘s Brand Creative Studio across EMEA, overseeing the creative development of brand partnerships that bring Netflix fandom and storytelling into culture. Prior to Netflix, she held senior leadership positions at Oatly, Le Pub, Publicis Groupe, and Leo Burnett, helping build award-winning campaigns for global brands including Heineken, Diesel, and Bottega Veneta. She is recognized for combining creative excellence, brand strategy, and entertainment partnerships to deliver culturally resonant work.
• Islam Eldessouky, Global VP of creative strategy & content at the Coca-Cola Company (USA): Explore creative excellence in the modern day, hear the principles and practice of Coca Cola showcased through the FIFA World Cup 2026 campaign, brought by Islam Eldessouky from The Coca-Cola Company.