Global creative leader Amir Kassaei to argue that brands should focus on influence, not ads, in Mumbrella360 speech
Kassaei: Influence
Celebrated creative Amir Kassaei, the global chief creative officer of DDB Worldwide, is to open the second day of the Mumbrella360 conference with an address arguing that influence is the only thing that really matters to brands.
The speech marks the first on stage appearance in Australia by the New York based Kassaei. It will also be the first time that the Cannes regular has delivered his provocative new presentation on brand influence.
The Iranian born Kassaei, who is a former child soldier and refugee, has been global chief creative officer of DDB for three years, before that leading the agency in Germany. According to the description of the presentation:
Influence is the only thing that matters to a Brand.
Only influential Brands are relevant.
Only influential Brands change the way people think, live and behave.
Influence shapes society, impacts culture and adds value to people’s life.
We are not creating ads.
We are not creating clicks, or Likes or impressions. They are useless.
We are creating influence in the world.
Kassaei will deliver his speech on Thursday June 5.
Mumbrella360 takes place at the Hilton Hotel in Sydney, with a speed networking afternoon on June 3, followed by the two day conference.
The opening keynote on June 4 comes from Keith Hernandez, BuzzFeed’s executive director of international sales and strategy.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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