The creative revolution inside the worlds most dull category - Novartis CMO, Gail Horwood

Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of it.From the rise of full-time creators to the changing role of YouTube in the media landscape, Pedro explains what makes the platform unique, the metrics that actually matter, and why great content continues to outperform everything else. We also discuss the balance between long-form and Shorts, the "YouTube Confidence Gap" among CMOs, and how brands can build authentic partnerships with creators that drive real business results.If you're wondering where marketing is heading next, this is a masterclass from one of the people shaping it.Get the YouTube Confidence Gap Report from Little Dot Studios:https://info.littledotstudios.com/little-dot-studios-the-youtube-confidence-gap-reportThis episode is brought to you by System1. Download their creator effectiveness report here: <a href="https://system1group.com/the-creator-effectiveness-playbook">https://system1group.com/the-creator-effectiveness-playbook

Lara Balazs, CMO of Adobe, joins us to discuss what it takes to lead one of the world's most influential creative brands through a period of enormous change.From Adobe's presence at Cannes to the rapid rise of AI, Lara shares her vision for the company and why she believes technology should be used in service of creativity, rather than simply to drive efficiency. We explore why creativity matters more than ever in the age of AI, the skills Adobe looks for in marketers, and the traits that separate the most successful CMOs.Lara also shares the practical leadership principles she uses to run her team, from creating a company plan on a page and harnessing the power of repetition to prioritising progress over perfection and using the “two-way door” approach to make faster decisions.This episode is brought to you by System1. Download their creator effectiveness report here: <a href="https://system1group.com/the-creator-effectiveness-playbook">https://system1group.com/the-creator-effectiveness-playbook

In this episode, Mark Abraham, Managing Director and Senior Partner at BCG, joins Elke Karskens, Head of International Marketing at OpenAI to explore how AI is already transforming marketing and what's coming next. We discuss OpenAI's remarkable growth, the launch of its first advertising campaign, and how marketers can prepare for a future where AI is embedded across every function.The conversation covers how brands can increase their visibility in ChatGPT, the opportunities created by tools like Codex, the skills tomorrow's CMOs will need, and why the real value of AI isn't just efficiency, it's effectiveness.This episode has been produced in partnership with BCG. Browse their CMO Report here:<a href="https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality">https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality