Spikes Excitement Talks

In this episode, Marcela Gutierrez, Global Head of Digital Analytics & Optimization at Fossil Group, shares how curiosity, continuous learning and taking initiative have shaped her 13-year career journey. From accidentally discovering her passion for analytics to pioneering AI-powered experimentation programs, Marcela explains why the most exciting opportunities often come from creating them yourself.

She discusses the future of A/B testing, the impact of AI on decision-making and why the best career moves rarely come from waiting for someone else to offer them.

Tune in to learn how curiosity can become a career strategy, why initiative beats waiting for opportunities and what excites one of the leading voices in digital analytics about the future of AI.

In this episode, Philipp Züllich, Global Head of Brand at Deutsche Bank, shares why branding is ultimately about people, stories, purpose and creating meaning.

Drawing on experiences from design consulting, agency leadership and now one of the world's most recognized financial institutions, Philipp explores the intersection of strategy, philosophy, creativity and human connection. He explains why brands are built from the inside out, why every employee shapes a brand and why the future of branding may be less about controlling outputs and more about defining identity.

Tune in to discover what it means to shape one of Germany's most iconic brands in a world transformed by AI, fragmented touchpoints and changing expectations.

In this episode, Alessandro Panella, Advisory Board Member of Spikes,  speaks with Fabrice Digonnet, EMEA Marketing Director, Transportation & Plastic Business at Dow, about a career built on curiosity, global experience and a deep passion for Material Science, Sustainability and People.

From unexpectedly joining Dow in 1995 to working across cultures and leading global innovation projects, Fabrice shares how his journey was shaped by opportunity, intuition and a willingness to embrace change rather than resist it.

He also opens up about what makes Dow unique, why chemistry and sustainability have always been central to his mindset and how the future of mobility is being reshaped by recycled materials and regulation-driven innovation.

Tune in to know what keeps someone excited after 30 years at the same company and many more insights about leadership, disruptive innovation, materials circularity and the evolving future of mobility in a rapidly changing world.

In this episode, Aidan Beanland, a search industry veteran with nearly three decades of experience spanning the pre-Google era, Yahoo, Silicon Valley and now Optus, explores one of the biggest shifts in digital discovery since the birth of the internet.

As search evolves into AI-powered answer engines, Aidan shares his perspective on the rise of Generative Engine Optimization (GEO), the challenges of measuring visibility in a world of AI-generated answers and why the fundamentals of trust, authority and originality matter more than ever.

Tune in to know more about the excitement and uncertainty of today's AI revolution and a compelling argument for doubling down on human experience in an increasingly automated world.

In this episode, Virginie Berçot, Global Brand Director at AXA, shares her journey from leading strategic and creative work at some of the world's most respected agencies to shaping one of the most ambitious brand transformations in business today.

Virginie discusses why she believes creativity is a powerful force for positive change, how brands can connect business, society and customers and why the future belongs to organizations willing to challenge conventions. She also reflects on AXA's path to being named Cannes Lions Creative Brand of the Year and explains how purpose, consistency and long-term commitment can turn brand strategy into real-world impact.

Tune in for insights about ambition, creativity, courage and the evolving role of brands in society.

In this episode, Steph Whitacre, Merchandise Director at Vans, shares her perspective on navigating one of the most transformative periods in retail. From her early days at Bergdorf Goodman and Burberry to leading merchandising at iconic brands, Steph reflects on the growing tension between AI-driven innovation and the enduring importance of product, brand identity and human connection.

Tune in to explore how technology is reshaping shopping, why younger generations may be pushing back against a fully digital future and what it takes for brands to stay relevant in an era of constant change.

In this episode, Tatiana Schoch, Head of Marketing Life & Health Re at Swiss Re, shares her journey from academia and brand management to global B2B marketing in the reinsurance industry. From Hong Kong to Zurich, Tatiana reflects on cultural differences in consumer behavior, the power of storytelling in complex industries and how insurance is evolving from reactive protection to proactive resilience. The conversation explores AI, mentorship and why meaningful communication still depends on human insight and strong copywriting.

Tune in to know more about storytelling in B2B marketing, cultural insights across global markets and why the future of insurance must become more human, preventive and trusted.

In this episode, Yuri Ezhkov, VP Creative Centre of Excellence at The Estée Lauder Companies, shares his journey from design intern and agency founder to leading global creative transformation. Yuri reflects on the rapid evolution of AI, the importance of prompt engineering and why creativity is still deeply human. From building communities through coffee shops and cosmetics to creating global brand cultures across Asia and beyond, this conversation explores what makes brands truly memorable. Moreover why consistency, emotion and commitment are the real differentiators.

Tune in for insights on creativity in the age of AI, building meaningful brands and why human connection still matters more than ever.

In this episode, Laura Sileo Pavat, Global Brand Homes Director at Pernod Ricard, leading the most comprehensive network of spirit venues in the industry. With over 20 years of experience, she drives innovation, brand advocacy and guest experience across 30+ destinations worldwide, bringing energy, vision and bold approaches to the future of experiential transformative tourism.

From Scottish distilleries to Champagne maisons and whiskey ranches in Texas, Laura explains why travelers today seek meaningful, transformative experiences, not just destinations. She reflects on her unexpected journey from literature professor and tour guide to global hospitality leader and why “storyliving” is replacing storytelling in modern brand experiences.

Tune in for a conversation about experiential travel, human connection and why the future of tourism is all about transformation.

Marketa Kristlova, Marketing Manager for Healthy Biscuits at Mondelēz International, joins Sandra Peat for a conversation about creativity, ambiguity, agility and what it really takes to build relevant brands today.

From discovering marketing “by accident” to leading major brand turnarounds at Mondelēz and Müller UK & Ireland, Marketa shares why she’s most energized by undefined challenges, future thinking and creating work that delivers a win for brands, business and society alike.

Tune in for insights on career pivots, inclusive innovation, creativity inside large corporations and to find out why marketers need space to think, not just sprint.