#SXSW London “The Future of Marketing 2030”

Standing-room-only at the “The Future of Marketing 2030” earlier this week with Leandro Barreto, Unilever and Cristina Diezhandino from Diageo. It was a great session, here are our five key take-outs:

1) Bring the Joy back to Marketing: Marketing needs its spark back after five years of pure performance focus – Leandro Barreto, Unilever.

2) Foresight & Communities: Diageo’s foresight work on changing social rituals led straight to Guinness 0.0 – Cristina Diezhandino.

3) AI-fuelled R&D: An ML engine now turns trending ingredients + Unilever’s formulation library into lab-ready prototypes in days, not years.

4) Hyper-personal experiences: Ten flavour questions at Johnnie Walker Princes Street tailor the tour, the cocktail, and the take-home bottle – while feeding new-product data.

5) Brand DNAI: Encoding brand codes in a generative AI hub scaled one Unilever brand in Brazil from 3 videos a month to 3000 – all on-brand, all market-ready.