Brave ambition: what I took from Changemakers Scotland 2026Changemakers is The Marketing Society's global conference series, running from New York to Dubai under one theme: Ambition.

How do you persuade a performance-led business to invest millions in brand?

Ambition in marketing isn't just about thinking bigger. It's about having the courage to challenge established thinking, create meaningful change and build brands that make a lasting impact.

What does ambition really mean to you? Explore how understanding your strengths, values and purpose can help you look beyond traditional measures of success and pursue what truly matters.

How AI is helping smaller businesses challenge industry giants, proving that ambition, expertise and smart content strategy can outweigh even the biggest marketing budgets.

Exploring why ambitious marketing requires challenging established thinking, embracing calculated risks and creating space for experimentation, even when success isn't guaranteed.