Insights from Paradigms

Paradigms 2024 brought together a global branding community in the heart of Rome for two days of thought-provoking discussions, creativity, and cultural exploration. From powerful talks to unforgettable moments, Paradigms was more than just a conference—it was a celebration of ideas and inspiration. Read the recap of the experience.

In an exclusive interview at Paradigms 2024, Tony’s Chocolonely’s Global Head of Creative, Emma Baines, discussed the brand’s mission to reform the cocoa industry and addressed Lidl’s copycat bar. Read the interview with Marketingbeat where Emma reaffirmed Tony’s commitment to making a real impact through its sourcing principles.

At Paradigms 2024, Mozilla unveiled a bold rebrand aimed at stepping out of Firefox’s shadow and reclaiming the internet. Focused on user empowerment and online privacy, the rebrand reconnects with Mozilla’s activist roots and positions the brand for long-term relevance. Read the interview with Amy Bebbington, Global Head of Brand at Mozilla, and JKR’s global ECD Lisa Smith.

At Paradigms 2023, The Drum spoke with Bang & Olufsen's Creative Director, Paul Collins, about the brand's efforts to balance its legacy while appealing to younger audiences. He highlighted their successful rebranding and campaigns, such as the Spotify Wrapped-inspired project, and emphasized the brand's commitment to bold, standout creativity in a crowded market.

In an interview at Paradigms 2023 with The Drum, Zoe Scaman urged the advertising industry to embrace flexibility and foster creativity by breaking away from rigid structures. She encouraged young talent to explore diverse digital platforms and skills for a more innovative future.

At Paradigms 2023, Coca-Cola's Global Design Officer, Rapha Abreu, discussed the brand's ability to innovate while staying true to its legacy. He highlighted the success of the "Real Magic" campaign and emphasized that while AI is a helpful tool, human creativity remains essential.

At Paradigms 2023, Tom Beckman, Global Chief Creative Officer of Weber Shandwick, stressed that creativity must challenge norms to engage consumers. He emphasized the growing importance of brand purpose amid economic uncertainty and urged marketers to embrace innovation and rebellion to remain relevant.