Creativity4Better unveils Milan debut with global leaders
The upcoming first Italian edition of Creativity4Better is set to take place in Milan, with its programme unveiled at the Cannes Lions International Festival of Creativity.
Creativity4Better, known as C4B, has announced that its next major event, titled "Nuance in a Polarised World," will be held on 2 October 2025 at La Pelota in Milan's city centre. The occasion highlights a shift in the global focus of C4B, which recently held a successful edition in London.
The Milan event will feature a diverse line-up of internationally recognised speakers including Fernando Machado, a global marketing leader; Kasia Madera, BBC News journalist and presenter; Sasan Saeidi, WPP & VML Global Client Lead and World President and Chairman of the International Advertising Association; Pietro Grossi, author and lecturer at Scuola Holden; Margherita Pagani, Italian entrepreneur, trainer and consultant; and Khensani Nobanda, Executive Director of Marketing and Corporate Affairs at Nedbank Group. These figures will participate in sessions covering themes such as creativity, digital innovation, cultural impact, and sustainability.
Global support
The event is organised by the International Advertising Association and developed in partnership with companies including ADC Group, BBC Studios, DailyMedia, Economy, Excelsior Hotel Gallia Milan, Google, Taboola, TikTok, TouchPoint, YouMark!, and Urban Vision. The event aims to bring together leaders and experts from advertising, marketing, art, technology, and business to explore how creativity can catalyse positive change across various sectors.
"Creativity has the power to transform, unite, and inspire. It generates visions that change the world. At Google, we believe that when ideas, innovation, and culture come together, they spark real and lasting progress for society as a whole. That's why we're proud to take part in Creativity4Better, in the beautiful setting of Milan, to engage in dialogue and connect with the creative minds driving positive change", states Chiara Odelli, Head of Industry Relations EMEA, Google.
The launch of the Milan edition builds on C4B's existing reach, which, over seven past editions, has hosted over 200 speakers and reached more than 10,000 participants worldwide. The full programme was presented at the Cannes Lions Festival by Marianna Ghirlanda, President of IAA Italy and CEO of BBDO Italy, alongside TikTok executives Isobel Sita-Lumsden and Kate MacKenzie.
"At TikTok, we believe creativity is a universal language that brings people together and drives cultural and business transformation," says Isobel Sita-Lumsden. "We're proud to support Creativity4Better as it arrives in Milan, one of the world's most iconic creative hubs, to celebrate the power of storytelling, community, and innovation in shaping a more inclusive and inspiring future for all generations."
Key themes
The selected theme, "Nuance in a Polarised World," aims to explore the role of creativity in shaping the future of society. This will be explored through a series of testimonials, case studies, presentations, and debates led by professionals from diverse creative disciplines.
The event will address four central pillars: Innovation & Technology, Sustainability & Social Responsibility, Cultural Impact, and Business Growth. Speakers and panellists will discuss how creative thinking and collaboration can help address global challenges, drive sustainability and ethical practices, shape cultural narratives, and support long-term business success.
Associated activities
Preceding the main conference, on 1 October, two exclusive masterclasses will be held. Fernando Machado will host "Creativity as a Source of Competitive Advantage," discussing methods for generating creative briefs, engaging organisations, and building high-performing teams. Pietro Grossi will present "Nuances Between the Lines", aimed at writers and literary professionals, covering the art of nuanced communication and distinguishing between strong and outstanding writing.
Additionally, a Young Professional Day will be dedicated to students, young members, and emerging talent in marketing and communications. The agenda includes networking opportunities, workshops, and sessions designed to encourage knowledge sharing and career development.
On 4 October, attendees will also have the option to participate in three guided tours around Milan and its surroundings. Tours will cover Milan's architectural and cultural landmarks, a visit to view Leonardo da Vinci's The Last Supper, and a dedicated day-long tour of Lake Como with a boat cruise and stops in Como, Bellagio, and Varenna.
The Creativity4Better conference in Milan continues the event's tradition of fostering dialogue on the value of creativity in society and its role in addressing contemporary challenges faced by businesses, individuals, and communities worldwide.
