Speakers

1. 

   Mats Rönne

   Marketing Effectiveness Advisor at Swedish Advertisers’ Association

   Mats Rönne is one of Sweden’s most respected marketing professionals, with around 40 years of experience in international marketing, branding, and communications. He has led the development of the Effectiveness System, the Swedish industry standard for defining the 36 most important KPI’s in marketing effectiveness. His background includes responsibility for brand management at group level at both Ericsson and Electrolux, CMO for residential development at Skanska and CMO for the international digital magazine app Readly, as well as several agency and media roles. He is also a former chairman of the Swedish Advertisers' Association and chairs the Swedish JIC (Joint Industry Committee) for outdoor media and is a frequent writer, speaker and lecturer on brand and marketing strategy and marketing effectiveness.
2. 

   Andrew Tindall

   Senior Vice President at System1

   From medical training to marketing, Andrew brings a science-first approach to brand growth — grounded in hands-on experience from working with major FMCG companies. A global thought leader on effectiveness, he leads System1’s agency partnerships and research on creativity’s role in driving results across a modern media mix. As a sought-after speaker, advisor to leading brands, and columnist for The Drum, he’s on a mission to make effectiveness accessible to everyone.
3. 

   Magda Nenycz-Thiel

   Industry Growth Professor at Ehrenberg-Bass Institute

   Professor Magda Nenycz-Thiel is a Senior Marketing Scientist at the Ehrenberg-Bass Institute, University of South Australia. She joined the Institute in 2006 and was appointed Mars Professor of Marketing in 2016, a position funded by Mars Inc. In 2019, she became Industry Growth Chair, leading a global R&D initiative focused on driving profitable industry growth. Her expertise includes buying behaviour, private label brand equity, category growth drivers, and physical availability. Magda regularly speaks at both national and international conferences, addressing industry professionals, academics, and the Institute’s sponsors. She also publishes frequently in international journals and has contributed to several book chapters.
4. 

   Sorin Patilinet

   Head of Marketing Effectiveness at PepsiCo

   Sorin is a global marketing executive with 20+ years of experience across consumer goods, media, and technology. Currently leading Marketing Effectiveness at PepsiCo, and formerly at Mars and British American Tobacco, he helps brands unlock growth through evidence-based strategy. Renowned for bridging creative excellence with analytical rigor, Sorin brings clarity to the art and science of marketing. His upcoming book “Marketing Effectiveness” redefines how marketing is measured and managed. Based in Brussels, he partners with C-suite leaders, marketing teams, and agencies worldwide to drive smarter, more impactful marketing.