How to: Deploy the Most Expensive Influencer You'll Ever Hire

Has a CEO's behaviour ever made you stop buying a brand? Or convinced you to believe in one? In an era obsessed with creators, influencers and AI-generated content, the most powerful (and least understood) brand asset may be the person running the company.

The Cult of the CEO is well and truly upon us. Yet the stakes are higher than ever: 82% of people say a CEO can damage a brand faster than ever, and every leader is now a walking campaign.

This session explores how organizations can strategically deploy leadership to build trust and drive growth. Join us to uncover the new rules of influence and learn how to make your most expensive influencer work harder for your brand.

• When are leaders your most valuable brand asset, and when are they your biggest liability?
• What separates leaders who drive business impact from those who become a distraction?
• How do you orchestrate the CEO alongside creators, media, technology and other brand assets?