In this episode of Spikes Excitement Talks, Gordon sits down with Gui Pasculli, Global Head of Culture and Partnerships at The Absolut Group. With a career spanning some of the most creative agencies—including BBH, 72andSunny, and Wieden+Kennedy—Gui shares his journey from client-side marketing at Unilever to shaping cultural impact for global brands.

They discuss the power of brand storytelling, the importance of blending creativity with strategic rigor, and how Gui’s background in both agency and client-side roles has shaped his approach to marketing. From launching Dove’s Real Beauty campaign in Latin America to leading innovative brand collaborations at Malibu, Gui reflects on the projects that defined his career and the lessons he’s learned along the way.

Tune in for an insightful conversation about brand-building, cultural relevance, and why advertising should help people keep dreaming.