Spikes Excitement Talks

Spikes Excitement Talk #194 with Aidan Beanland

In this episode, Aidan Beanland, a search industry veteran with nearly three decades of experience spanning the pre-Google era, Yahoo, Silicon Valley and now Optus, explores one of the biggest shifts in digital discovery since the birth of the internet. As search evolves into AI-powered answer engines, Aidan shares his perspective on the rise of Generative Engine Optimization (GEO), the challenges of measuring visibility in a world of AI-generated answers and why the fundamentals of trust, authority and originality matter more than ever. Tune in to know more about the excitement and uncertainty of today's AI revolution and a compelling argument for doubling down on human experience in an increasingly automated world.

Spikes Excitement Talk #193 with Virginie Berçot

In this episode, Virginie Berçot, Global Brand Director at AXA, shares her journey from leading strategic and creative work at some of the world's most respected agencies to shaping one of the most ambitious brand transformations in business today. Virginie discusses why she believes creativity is a powerful force for positive change, how brands can connect business, society and customers and why the future belongs to organizations willing to challenge conventions. She also reflects on AXA's path to being named Cannes Lions Creative Brand of the Year and explains how purpose, consistency and long-term commitment can turn brand strategy into real-world impact. Tune in for insights about ambition, creativity, courage and the evolving role of brands in society.

Spikes Excitement Talk #192 with Steph Withacre

In this episode, Steph Whitacre, Merchandise Director at Vans, shares her perspective on navigating one of the most transformative periods in retail. From her early days at Bergdorf Goodman and Burberry to leading merchandising at iconic brands, Steph reflects on the growing tension between AI-driven innovation and the enduring importance of product, brand identity and human connection. Tune in to explore how technology is reshaping shopping, why younger generations may be pushing back against a fully digital future and what it takes for brands to stay relevant in an era of constant change.

Spikes Excitement Talk #191 with Tatiana Shoch

In this episode, Tatiana Schoch, Head of Marketing Life & Health Re at Swiss Re, shares her journey from academia and brand management to global B2B marketing in the reinsurance industry. From Hong Kong to Zurich, Tatiana reflects on cultural differences in consumer behavior, the power of storytelling in complex industries and how insurance is evolving from reactive protection to proactive resilience. The conversation explores AI, mentorship and why meaningful communication still depends on human insight and strong copywriting. Tune in to know more about storytelling in B2B marketing, cultural insights across global markets and why the future of insurance must become more human, preventive and trusted.

Spikes Excitement Talk #190 with Yuri Ezhkov

In this episode, Yuri Ezhkov, VP Creative Centre of Excellence at The Estée Lauder Companies, shares his journey from design intern and agency founder to leading global creative transformation. Yuri reflects on the rapid evolution of AI, the importance of prompt engineering and why creativity is still deeply human. From building communities through coffee shops and cosmetics to creating global brand cultures across Asia and beyond, this conversation explores what makes brands truly memorable. Moreover why consistency, emotion and commitment are the real differentiators. Tune in for insights on creativity in the age of AI, building meaningful brands and why human connection still matters more than ever.