Harjot Singh

Mimi Turner, Head of Marketplace Innovation at LinkedIn, Harjot Singh, Global Chief Strategy Officer at McCann, and James Hankins, Global VP Marketing at SAGE, dive into the significance of customer promises in B2B marketing. They discuss insights from an 18-month study revealing that value-driven promises outperform brand positioning. The trio emphasizes the need for emotional connections, authentic commitments, and the evolving nature of B2B strategies. They also highlight successful campaigns like ProCell, showcasing how addressing hidden costs can enhance brand trust and performance.

Islam ElDessouky, Global VP Creative at Coca‑Cola, a leader in brand-building and creative strategy. Harjot Singh, Global Chief Strategy Officer at McCann, expert in creative strategy and effectiveness. They discuss judging Creative Effectiveness at Cannes, the ABCD framework (Ambition, Bravery, Causality, Direction), trends like long-term brand building, partnerships, fandom-led work, and why consistency wins.