Samantha is VP of Advertising Sales within the international commercial arm of the BBC. She is also co-president of the World Media Group, an alliance of leading, global media organisations, united in providing trusted and renowned journalism.

She joined the BBC in 2019 and is responsible for developing the BBC's sales strategy and creating innovative partnerships to enable clients to tell authentic brand stories. Across her career she has worked on partnerships with Rolex, Corteva, FedEx, Ministry of Tourism India and Bosch to name a few.
Prior to joining the BBC, Samantha worked at some of the world's leading media brands including The New York Times and Dow Jones, gaining extensive experience across branded content, TV, digital, programmatic and print media.

Nina Amin is a Chartered Accountant who has worked in the Profession for over 30 years and a former KPMG Partner. She was head of KPMG's Asian Markets from 2013 to 2018 and was awarded an MBE for her services to the Asian Business community. She was the first female President of TIE London, a global organisation which promotes entrepreneurship. Currently she is the UK Country Head of Indiaspora Org, a not for profit organisation for leaders of Indian origin who want to be a force for good. Nina also acts as a Non Executive Director for Interpolitan Money Plc and sits on a number of advisory boards. She has a proven track record of building relationships with successful entrepreneurs, executives and high net worth individuals.

Todd Babiak is the co-founder of Story Engine, a consultancy based in Vancouver that uses narrative to solve business problems and build brands. In 2011, one of his clients, the Edmonton Economic Development Corporation, changed his life because he fell in love with place-branding. Many clients later, his strategy work for Tasmania turned into a job, which led to another job, possibly the best job in the world: CEO of Brand Gold Coast.

Sally is a financial journalist and presenter who began covering business news in the mid-1990s when she worked for Bloomberg. She joined the BBC in 2002, presenting shows such as The Briefing,World Business Report and Business Live, and appearing on BBC Radio, including Wake Up to Money on BBC Radio 5 Live. Nowadays you will find her anchoring early weekday mornings on the BBC News channel. She has reported from the World Economic Forum, EU and G20 Summits and interviewed numerous global CEOs.

My name is Tom Cheesewright and I’m the Applied Futurist. I tell stories of tomorrow for the world’s biggest brands. I help leaders to see the future more clearly and tell their stories to the audiences that matter, whether that’s the board, their staff, or their customers and prospects. 

I’m a trusted consultant, advisor and futurist speaker to more than 30 of the global 500, as well as major government bodies such as NASA. And I’m a regular broadcaster, recognised from thousands of media appearances, explaining tomorrow’s world across TV, radio, print and online. Currently I’m the resident expert on BBC Radio 4’s Dough, and contributing to The Daily Telegraph and The Independent, and have appeared across other channels and shows including BBC Breakfast and News, Channel 4’s Sunday Brunch, You and Yours, and The Big Questions. 

I’m the author of three acclaimed books for adults and children, helping me to bring both fun and credibility to the stage, using my storytelling skills to teach your audience new skills, shift their thinking, and leave them inspired. 

Jamie Claudio is a seasoned travel and tourism marketing executive with over 15 years of industry experience encompassing leadership at both destination organizations and agencies. As Vice President of Marketing & Sales for Discover Long Island, she spearheaded marketing, meetings sales, and international travel trade efforts, and concurrently served on the Board of Directors for the New York State Tourism Industry Association from 2016 to 2020. Jamie also worked in strategic agency roles—first in public relations with Development Counsellors International and then at Madden Media, where she oversaw all East Coast client accounts. Based on Long Island, New York, Jamie enjoys life with her husband, their two daughters, and a pair of playful labradoodles.

Danny is a leading tourism strategist and marketing expert, with valued experience in tourism strategy, branding and marketing. A member of The Place Brand Observer, City Nation Place, and as a speaker at several international conferences including the World Travel Market, Arabian Travel Market and the eTourism Summit, Danny is an expert in destination strategy and positioning. Trove, based out of New York and London, is the leading strategy and marketing agency for the tourism sector, having worked with 25+ destinations.

Anna Cooban is a reporter covering global business, economic and financial news for CNN's digital and TV platforms. She is based in the network’s London bureau.

Nicholas John Cull is professor of public diplomacy at the University of Southern California in Los Angeles where he directs a masters program in public diplomacy. He is editor of the Journal of Place Branding and Public Diplomacy and has published extensively on the history and practice of national reputation management. His works include The Cold War and the United States Information Agency: American propaganda and public diplomacy, 1945-1989. He is a regular speaker at foreign ministries and diplomatic academies around the world including the Foreign Service Institute of the US Department of State. He is originally from the UK.

Emma is an award-winning BBC commissioner and Executive, with a background as a Specialist Factual programme maker. She currently leads on commissioning global Travel & Culture 360 content for the BBC’s biggest global audiences. She has recently commissioned successful returning titles such as Discovering the World’s Table, TechXplore and World’s Greatest Train Journeys for the BBC News Channel; as well as leading on core BBC strands such as Talking Movies the BBC’s global cinema series. For more than a decade, Emma has commissioned some of the top reputational content for the BBC’s international audiences from Take Me to The Opera with Zeinab Badawi to Inside Museums with Janina Ramirez. Emma relishes working with both established BBC names, such as Tom Brook, together with new emerging talent, such as chef and food influencer Julie Lin.

Emma has been a particular champion at the BBC for gender equality, diversity, inclusion and for pioneering more sustainable ways of working in content creation. She is a keen traveller who loves an adventure.

Dr. Keith Dinnie is a renowned authority in the field of Place Branding, with an extensive track record of academic and practical experience. He is the author of “Nation Branding: Concepts, Issues, Practice,” the first textbook on Nation Branding and a seminal work in the sector, now in its third edition (Routledge, 2022), and editor of “City Branding: Theory and Cases” (Palgrave Macmillan, 2010).

As a global speaker, Keith has presented his work on City, Region, and Nation Branding in numerous countries across Europe, Asia, North America, and Africa. His research focuses on applying strategic brand management to drive tourism, attract investment, promote exports, and strengthen public diplomacy.

Since 2018, Keith serves as a Reader in Marketing at University of Dundee School of Business.

David Downs, CMInstD

Genetically Modified Optimist

 David has had a successful career in the private and public sector and is now CEO of The New Zealand Story, an ambitious government-funded organisation marketing New Zealand to the world. He also acts as a consultant and is a director on several boards, including as Chair of The Icehouse, and the Hi-Tech Trust. David is an ex-comedian, TV and radio actor, semi-finalist for New Zealander of the Year, cancer survivor and a published author of the books No.8 Re-wired, No.8 Recharged, A Mild Touch of the Cancer, and Silver Linings. David founded SOS Business, a hugely successful not-for-profit initiative to help cafes and other small businesses during covid-19.

Steve Duncan is Managing Director of C Studios (www.c-studios.com), the marketing communications agency for places. With over two decades of expertise in place marketing, Steve has collaborated with cities, regions, countries, research parks, and real estate developments across virtually every major world region to reach executives and skilled talents.

A vocal advocate for digital place promotion, Steve has authored multiple studies on investment promotion, talent attraction and digital marketing. Those include "What Talent Wants: Capturing What Europe's Workforce Seeks in Jobs & Locations," “Winning Strategies in Investment Promotion Marketing,” and "The State of Digital Advertising in Economic Development." His speaking roles on these core topics have featured at City Nation Place Global, FDI Leaders Network, IEDC Annual & Leadership Conferences, MIPIM and various client stakeholder events.

At C Studios, Steve leads a team specializing in elevating place brands globally, focusing on strategy and implementation for international talent attraction, investment promotion, and trade promotion initiatives. Previously, he spent 19 years with Development Counsellors International (DCI), the New York-based leader in marketing places. His strategic approach and innovative thinking have made him a trusted advisor to organizations like Costa Rica's CINDE, Austrian Business Agency, Netherlands Foreign Investment Agency, Luxembourg Let's Make It Happen, EDB Singapore, Invest Alberta, and Invest Puerto Rico.

A journalism graduate from Pennsylvania State University, Steve has dedicated his entire career to place marketing, continuously adapting strategies to meet the evolving digital landscape. His experience spans lead generation, public relations and advertising, all aimed at enhancing a destination's findability, credibility and lovability among decision-makers in an increasingly online world.

When not working to put places on the map, Steve is usually trying to put himself somewhere on it. He has cycled some of the world's most famous passes and mountain roads, is a wine enthusiast that has tasted grapes on four continents, and is known to get up before dawn to capture the perfect sunrise photo.

Monica Enqvist brings extensive and diverse experience in press and communication. She is currently the Director of Communications at Stockholm Business Region, the city of Stockholm’s Business and Destination Agency, where she works to position Stockholm on the global stage. In her role, she leads a team focused on communication, branding, marketing, public relations, press and digital development initiatives.

Previously, Monica served as a Press Secretary for a Swedish minister for five years and then as a diplomat in Washington, D.C., where she held the position of Press Counselor and led the department responsible for communication, cultural promotion, and public diplomacy at the Swedish Embassy. She also served in Berlin as Press Counselor and Head of the Communication, Business, and Cultural Affairs Department at the Swedish Embassy in Germany.

After returning to Sweden in 2022, Monica took on the role of Head of Communication, Nordics at Spotify. She has an exam in Journalism and worked in the field for almost ten years and has also worked at a PR agency prior to her time at the Ministry for Foreign Affairs – all experiences that provide her with a unique, comprehensive perspective on communication strategies.

B.A. Wheaton University; M.A. Georgetown; 36 years of experience
Bill brings a wealth of senior executive and leadership experience as C.E.O. and C.M.O. for leading companies in the technology, government, and gaming industries over a 34-year career. His experiences include serving as C.E.O. for B.M.M. Compliance, Senior Vice President of Worldwide Marketing and Corporate Affairs for VeriSign, Vice President of Global Communications at Compaq Computers, Managing Director and Chairman of the Technology Practice of Burson-Marsteller/Young & Rubicam, and Global Government Affairs and Communications Director at Apple. Bill has spearheaded multiple award-winning marketing campaigns, including VeriSign's award-winning "Value of Trust" campaign. As a result of the campaign, Bill was named "Marketer of the Year" by Adweek for building the year's best cross-discipline, multi-agency integrated marketing campaign — and the campaign was also recognized as the Online Campaign of the Year by B2B magazine.

Jeremie is a global expert in destination strategy and branding, with more than 20 years of experience in various strategy, consulting and entrepreneurial roles.

At Resonance, Jeremie leads the destination strategy practice. He led the team that developed new destination brands and campaigns for Brussels, Houston, Christchurch, Baltimore, Hershey Harrisburg, and Roanoke.

Previously, Jeremie held senior positions at Matte Projects in New York and Interbrand and FutureBrand in Paris, working brand strategy and activations for iconic consumer, lifestyle and tourism brands.

Jeremie has also been appointed by the French Prime Minister as a Foreign Trade Advisor, to volunteer his experience in growing France’s competitiveness.

Since 2003 Mr. Torres has been advising Countries in the field of Nation Branding and City Branding, working directly with heads of state, directors of National Tourism Organizations and Investment Promotion Agencies.

His clients include Countries, Regions and Cities such as Australia, Brazil, Cleveland, Costa Rica, Finland, Jamaica, Oman, Poland, Riyadh, South Africa, Stockholm and many others spread across all five continents.

Mr. Torres collaborates directly with the World Economic Forum in the matters of Nation Branding and is a guest speaker in some of the most prestigious universities in USA and Europe, such as NYU, HARVARD, the London School of Economics, Stockholm School of Economics and many others, being interviewed by The Economist, BBC, Guardian and CNN.

He is the co-author of the recently published textbook Nation and Place Branding: An Applied Approach to Building the Image of Countries, Regions, and Cities, author of the Nation Brand Builders and co-author of several academic papers covering Nation and City Branding.

Bloom Consulting lead manager on the first-ever study on the impact of Nation Brands and City Brands on local and global economies.

Find out more on Bloom Consulting website: www.bloom-consulting.com

After completing his higher education in business at SKEMA Lille, Lionel Flasseur began his career at MARS Alimentaire, where he gained significant experience over 9 years in various high-responsibility roles in business development and merchandising.

In 2001, he made a bold career shift by leaving MARS to join the tourism sector at lastminute.com, where he helped establish the company as the European leader in online travel sales at the time, serving as Marketing and Sales Director.

In 2004, he changed sectors again, joining Lyon Airports as Marketing and Sales Director, overseeing revenues and ambitious objectives for the airport. He continued his path in tourism by launching a travel website in 2009 and later taking over as General Manager of Thalasseo within voyage-prive.com.

His career took a new direction in 2011 when he was appointed Director of the international attractiveness and promotion program ONLYLYON, focused on territorial marketing and raising the profile of the Lyon metropolitan area. In this role, he initiated notable innovations and contributed to the internationalization of the Festival of Lights.

In 2017, he became CEO of Auvergne-Rhône-Alpes Tourisme, leading the merger of two regional tourism committees. His mission was to redefine the organization’s strategy and position the region among the Top 5 tourist destinations in Europe. His vision of “caring tourism” emphasizes sustainable development and a holistic approach that places people at the heart of the tourism industry.

In parallel, in 2020, he co-founded the endowment fund Essentiem, which he now chairs, to support major transitions in tourism by funding projects of general interest through donations from companies and individuals.

In 2023, Lionel Flasseur developed and took on the role of Managing Director of One Provence, the territorial marketing agency serving the visibility and influence of Aix-Marseille Provence and its 90 municipalities.

Lionel Flasseur is also a board member of Handicap International France and is a certified Independent Board Member by EMLyon Business School

Combining her passion for marketing and expertise in leveraging data strategies to drive destination growth, Andria leads data-driven initiatives and guides implementation of future-focused analytics at Miles Partnership. Prior to joining Miles, Andria led the Travel and Tourism team at Epsilon, developing global advertising and data management platforms to support the travel industry. Throughout her career Andria has focused on developing data solutions and bringing them to the global industry to promote travel and economic development across destinations.

Andria has held senior positions with Longwoods International, ADARA, the Georgia Department of Economic Development and Travel Texas. In addition to her role at Miles, she is currently an adjunct professor at the University of Southern California where she teaches applied research and finance.

David is the Chairman and CEO of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.

David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.

David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

A Greek living in Malmö, Sweden, and working in Copenhagen, Denmark, Maria is a strong advocate for international women in leadership. She is a passionate marketing leader specializing in place branding, international communication strategies, and integrated destination marketing.

As the Marketing Director at Copenhagen Capacity, Maria spearheads branding and marketing efforts to position the cross-border Greater Copenhagen Region as a premier destination for global investment and talent, and A State of Denmark as the ideal place for internationals to build a meaningful work-life balance. Under her leadership, the organization has completed several strategic branding initiatives and implemented impactful campaigns, earning six international awards (including a Cannes Lions) and thirteen nominations within just four years.

Prior to joining Copenhagen Capacity, Maria spent over 13 years in international marketing and communications roles across the tourism, sports, FMCG, life sciences, and advertising industries. The red thread throughout her career has been a focus on purpose-driven organizations that tackle societal challenges, embody sustainable practices, and uphold human rights—particularly in championing women’s empowerment.

Maria holds a BSc in Economics and an MSc in Marketing.

Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.

Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.

In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, Austrade, and Cape Town Tourism.

Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.

University of Southern Maine; 30 years of experience
Matthew Kruchko is the Head of Global Operations for Gravity Global. Over a 30-year career, Matthew has progressed from owning and leading brand marketing agencies for 20 years to serving as a CEO and EVP of Global Strategy and Marketing for a publicly traded company. His expertise, honed in Silicon Valley's challenging environment, combines strategic growth initiatives with a disciplined, collaborative approach to sales, marketing, brand, and operations. He has partnered with clients such as Qualcomm, Warner Bros., Lexus, Smithsonian Institute, Sony PlayStation, the Toledo Region, the City of Detroit, the City of Calgary, UPS, Amway, Detroit Auto Show, and RSA.

Misa Labarile, PhD is a policy officer of the European Commission working on the development of EU policy in the tourism sector (Directorate-General for Mobility and Transport). For the past four years, Misa has worked on developing policies to enhance the uptake of digitalisation in tourism, and on smart tourism management. The host of the EU Smart Tourism podcast, she also manages the European Capital and Green Pioneer of Smart Tourism competition. She is now working on the new EU Strategy for Sustainable Tourism, foreseen in 2026. 

A linguist and social scientist by background, Misa began her career in communication. She has then worked on EU affairs for more than fifteen years: at the European Commission, she has worked on social policies for youth and skills development, financial services and external relations before focusing on tourism. She has served in the Cabinet of two Italian Prime Ministers advising on EU affairs, and worked in academic research on her PhD in politics in Milan, IT, and Boston, USA.

Catriona began her career as a development economist with the UK government, specialising in global economic issues such as trade, investment, and energy. She served as the UK alternate director at the European Investment Bank, where she secured a significant change in the EIB’s overseas lending mandate.

As one of two deputies in Tony Blair’s Strategy Unit, she led strategy projects on energy, fisheries, sport, education, and innovation. Her most notable project, ‘Countries at Risk of Instability,’ resulted in the early warning system the UK government uses to identify and manage risk.

Catriona spent three years at the Ministry of Justice, establishing a new international unit and leading on international justice and human rights. In 2012, she transferred to the Foreign Office to lead the Helmand Provincial Reconstruction Team in Afghanistan, working alongside British and US military forces.

From 2014 to 2018, Catriona was the British Ambassador to Zimbabwe during the transition from President Mugabe. She then served as the British High Commissioner to Nigeria from 2018 to 2023, overseeing the merger between the FCO and DFID and managing the challenges of the COVID-19 pandemic. During this time, she was a member of the FCDO’s investment and delivery committee, overseeing major decisions on the allocation of British aid.

After her tenure in Nigeria, Catriona took a leave of absence to run the United Nations Mission in Somalia, one of the UN’s most complex and largest missions, with 4,000 personnel. She is now back in the UK, leading a project for the Foreign Secretary and the Secretary of State for Culture, Media and Sport, focusing on harnessing the UK’s soft power assets to support its foreign policy objectives.

Catriona was awarded the Companion of the Order of the Bath (CB) in the 2012 New Year Honours for her distinguished service, particularly in her role as the Director of Human Rights and International at the Ministry of Justice from 2009 to 2012.

She describes herself as “an economically grounded diplomat whose strength is breadth and versatility”

Mirko Lalli is an entrepreneur, executive leader, and recognized expert in artificial intelligence, data intelligence, and tourism innovation. With over 15 years of experience at the intersection of technology, policy, and business strategy, he is known for transforming complex data into actionable insights that drive sustainable growth and informed decision-making.

He is the founder of The Data Appeal Company, an AI-powered analytics firm that he led from startup stage to international scale-up and successful acquisition. Under his guidance, the company pioneered solutions that combined alternative data, sentiment analysis, and geospatial intelligence to support destinations, businesses, and institutions in understanding markets and travelers in real time. His path from startup founder to scaling an international business has given him direct experience in fundraising, building and inspiring high-performing teams, driving strategic expansion, and managing integration after acquisition.

Alongside his entrepreneurial career, Mirko has worked as an advisor and independent expert to the European Commission, focusing on smart tourism, data governance, and AI regulation. Earlier, he served in a leadership position in public administration, which gave him a strong understanding of governance and institutional processes. This combination of private and public sector experience allows him to bridge innovation with policy and to foster collaboration between governments, academia, and industry.

He is a frequent keynote speaker at major international events including Phocuswright, ITB Berlin, and Web Summit, where he is recognized for his ability to make complex technological and policy issues engaging and accessible. He also lectures at universities such as Bocconi, Ca’ Foscari, and IULM, sharing his knowledge of AI, digital transformation, and tourism innovation with the next generation of leaders.

Julie is a Malaysian-Scottish chef, writer and broadcaster. Glasgow-born and London-based, she is a trusted voice in the culinary scene.

Some of her recent work includes presenting Discovering the World’s Table and regular appearances on Saturday Kitchen on the BBC and featuring on the hugely popular series Somebody Feed Phil on Netflix. Julie has also contributed to several publications including The Guardian and The Observer.

In 2024, Julie was named Food Influencer of the Year at the Golden Chopsticks Awards and won a Bib Gourmand at the 2025 Michelin Guide Awards for her menu at former restaurant GaGa.

Her debut cookbook Sama Sama was published by Ebury in May 2025.

Nicola Lloyd is an experienced place-branding and economic development leader with a track record of positioning locations for global competitiveness. For nearly a decade as Director of Cornwall Trade & Investment, she led the promotion of Cornwall as a destination for inward investment and trade, delivering international marketing campaigns, securing business relocations, and building strong global networks.

Her expertise spans international relations, market entry strategy, sector development, and cross-border partnerships, with projects involving stakeholders from government, industry, academia, and the private sector across the UK and overseas. Nicola’s work blends commercial insight with a deep understanding of cultural identity, enabling her to shape compelling place propositions that resonate internationally.

Recognising the power of people in place-making, Nicola lead in the development of a pioneering strategy to engage the Cornish diaspora, exploring how global communities can deliver economic, philanthropic, cultural, tourism, knowledge, and network benefits, while building “soft power” influence.

In 2025, she began work to establish Global Cornish, a new organisation in its early stages of development that will connect and grow Cornwall’s worldwide diaspora as a force for sustainable development. Nicola holds an MBA from the University of Exeter and brings strategic vision, global perspective, and proven results to projects that bridge local strengths with international opportunity.

Toby has worked in the travel and tourism sector for 13 years, having been plucked from the world of sports broadcasting sales on the promise that it was “more fun honestly”. During that time he has held senior commercial roles at Expedia, Adara, and Epsilon before joining Tiki in June 2025 to spearhead their growth outside the US. He lives in Bath, UK with his wife and two teenage sons.

Larissa Perdomo is the Country Brand Manager at Uruguay XXI, a position she has held since 2014. With over 20 years of experience in corporate communications and institutional image management, she has led the Uruguay Country Brand project, coordinating efforts across public and private sectors. She holds a Bachelor’s degree in Communication Sciences and a Postgraduate Diploma in Cultural Management and Policy from the University of Barcelona. Larissa has represented Uruguay in international Nation Branding forums and coordinated regional projects with the IDB and Redibero.

Dr. Leonard Ponzi is a Partner at Reputation Lab and one of the world’s leading authorities on corporate reputation measurement and analytics. A co-creator of the RepTrak™ System and architect of multiple global reputation models, he has transformed how companies measure corporate reputation and stakeholder impact. From designing and implementing Aramco’s award-winning global reputation program to advising leading multinational brands, his work sets benchmarks for the field. Today, at Reputation Lab, he equips the firm to advise clients with the most advanced analytics to turn reputation into a competitive edge.

Fernando Prado is one of the most recognised international experts in reputation and brand management. He is co-creator of cutting-edge reputation measurement tools such as RepTrak^® and RepCore^®. His branding and communication strategies, as well as his research projects on reputation and sustainability have won several national and international awards for their effectiveness and innovation.

Fernando has helped many of the largest companies in Spain and Latin America, as well as relevant multinational companies, in their reputation management. He is also an expert in the reputation of nations and has helped different governments in the management of their country brand.

Before joining Reputation Lab, he headed Reputation Institute (a world leader in corporate reputation measurement and management) in Spain and Latin America for 13 years. During his time at Reputation Institute, Fernando also led the company's global place reputation practice.

Previously, he worked for 10 years at WPP Group in positions related to brand strategy: CEO of Kantya Brand Strategies (Spain), Head of Strategic Planning at JWT Spain, Global BRANDZ Coordinator at Millward Brown Chicago and Strategic Planner at Ogilvy New York.

Fernando Prado holds a BA (Hons.) in International Business Management from ICADE (Madrid) and Middlesex University (London), and an MBA from IESE (Barcelona).

Eleanor Pringle is an award-winning reporter at Fortune covering news, the economy, and personal finance. Eleanor previously worked as a business correspondent and news editor in regional news in the U.K. She completed her journalism training with the Press Association after earning a degree from the University of East Anglia.

Anna Rudels is the Deputy Director-General of the Swedish Institute, where she also serves as Director of the Department for Sweden Communication and Promotion. She brings extensive leadership experience from both the public and private sectors, with a strong focus on strategic communication, public relations, positioning, and change management. At the Swedish Institute, she is responsible for leading the work on Brand Sweden, contributing to the global promotion of Sweden’s image and values.

Ryan Short is the co-founder of CivicBrand, a place branding consultancy specializing in engagement-led projects across the United States. Over the past 17 years, Ryan has guided CivicBrand’s team in crafting strategies that elevate communities through place branding, placemaking, and destination marketing. His work has impacted cities, towns, and regions nationwide, helping them become more vibrant, equitable, and loveable places.

Ryan is also the host of the Eyes On The Street podcast, where he explores the intersection of community, culture, and design with thought leaders and changemakers. He is the author of the upcoming book THE CIVIC BRAND: The Power and Responsibility of Place Branding, set to release in summer 2025.

Passionate about the profound role place plays in shaping our lives, health, and happiness, Ryan advocates for a people-first approach to branding and placemaking. He is committed to ensuring that place branding not only fosters connection and identity but also champions sustainability and equity for the betterment of both people and the planet.

Irina Tolstousov is a seasoned professional as the Deputy Director for Invest Moldova, boasting a rich history of success in both public and private sectors. With expertise in marketing strategy, public relations, and brand promotion, she stands out as a strong marketing professional, adept communicator, and collaborative team player.

Specializing in the economic field, Irina has actively contributed to European Union projects related to the DCFTA implementation. Notably, she holds the distinctive role as the first and sole individual in Moldova entrusted with managing the country's brand.

At the Invest Moldova Agency, Ms. Tolstousov leads efforts to promote the Republic of Moldova as an investment magnet, export hub, and tourist haven. Her dedication to this unique role is highlighted by her exclusive responsibility for Moldova's comprehensive brand management.

Irina holds a Bachelor's and a Master's Degree in Marketing Management, with her master's thesis focused on the branding of the Republic of Moldova. Additionally, she served as a jury member for the prestigious City Nation Place Awards in 2023, the foremost platform for place builders. This further attests to her influential role in shaping global perceptions of regions and nations.

Kata Varblane is a dedicated brand envoy of Estonia. She leads the Country Promotion Department at Enterprise Estonia, a government agency under the Ministry of Economic Affairs and Communications. The Country Promotion Department is responsible for developing the Estonian country brand and boosting the cooperation between Enterprise Estonia’s international marketing and PR units (tourism, investments, trade, talent, startup, and e-residency). Her previous experiences are with the Estonian Investment Agency, the unicorn company Bolt, the design agency Velvet, and the NASDAQ Tallinn stock exchange. She continuously pioneers digital tools and solutions that redefine the client journey, embodying the essence of creative and efficient e-Estonia. She is dedicated to helping innovative businesses and people benefit from Estonian digital society by spreading the word about Estonian developments and telling Estonian stories.

Maartje Verschure has worked in brand marketing for almost 20 years (at companies like The Swatch Group and Triumph), 10 of which in city marketing. She works as a senior strategist and brand director for City Marketing Tilburg and applies her experience working with brands to position the city of Tilburg. She lives in Tilburg's city center with her family.

Sarah Volberg is the Executive Director, Growth Marketing and Brand Intelligence at Destination Canada, with over two decades of marketing and communications experience. She leads the strategic use of data and insights to guide domestic and global marketing. A passionate advocate for evidence-based decision-making, Sarah champions a test-and-learn culture, rigorous performance systems, and centralized market intelligence. She also spearheaded Destination Canada’s Brand and Marketing Measurement Framework—adopted by Team Canada partners—to position brand equity as a national driver of wealth and well-being.

Rich brings over two decades of experience in economic development, having led efforts across the state of Colorado to attract investment, support small businesses, and build regional collaboration. Since 2015, he has guided projects creating over $2 billion in new investment and nearly 5,000 jobs across Weld County in Northern Colorado. These accomplishments earned Rich the 2022 Economic Development Achievement Award, the highest honor from the Economic Development Council of Colorado, recognizing his outstanding contributions to economic progress statewide. Rich has also overseen grant programs that have assisted hundreds of companies with disaster assistance recovery and initiated a workforce stipend program that has granted over $21 million in tuition assistance to area students.

As Deputy Director of Global Marketing at VisitBritain, Emma leads the creation and delivery of innovative marketing programmes that drive value and spread benefits across the nations and regions of Great Britain delivering the story of a welcoming, dynamic, diverse Britain. This includes leading VisitBritain’s GREAT marketing programme to drive additional visitor spend into the country, build positive perceptions through a compelling brand and content strategy, and work in partnership with the private sector to provide platforms to reach the international visitor market. Emma has worked in destination marketing for more than 17 years and most recently, led the development of VisitBritain’s Starring Great Britain global campaign.

Ursula is responsible for the marketing activities of the GCB German Convention Bureau, which represents Germany’s meetings and conference sector both nationally and internationally, with offices in Frankfurt, New York, and Beijing. She studied business administration in Germany and completed coursework in hotel management at Cornell University. With an international background in the hospitality, travel trade, and meetings industry, Ursula has worked in Italy, the United Kingdom, and the United States before joining the GCB.