2:00pm - 3:00pm

𝐍𝐚𝐭𝐢𝐨𝐧 𝐁𝐫𝐚𝐧𝐝𝐢𝐧𝐠

Join a team from Brand Scotland, guardians of Scotland’s nation brand, to find out what that means, why it matters and how we can all be winners when we get it right, as they share some gems of nation brand inspiration from home and around the world, and invite you to choose your favourite.

Taking part will be Scottish Government, VisitScotland and Scottish Enterprise from the Brand Scotland Partnership and agency partner Carat.

Why you should attend:
✔️ Learn how Scotland’s nation brand is built – and why it matters
✔️ Get inspired by success stories from around the world
✔️ Discover how you can help showcase Scotland to the world

OR

𝐄𝐦𝐩𝐥𝐨𝐲𝐞𝐫 𝐁𝐫𝐚𝐧𝐝 𝐨𝐟 𝐭𝐡𝐞 𝐘𝐞𝐚𝐫 𝐋𝐚𝐮𝐧𝐜𝐡 𝐒𝐞𝐬𝐬𝐢𝐨𝐧

This is your chance to explore why a strong employer brand is essential – not only for securing top talent, but for fuelling the growth of Scotland’s vibrant marketing community.

Whether you’re in client or agency-side roles, or working in marketing or HR, this session will give you practical insights into building an employer brand that truly stands out.

Chair: Sophie Devonshire, CEO of The Marketing Society
Sponsor: Gareth Glen, Denholm Associates
Judging Panel Chair: John Botia, Calo International
Last year's Agency Winners: Barry Fearn and Jaimie Grosset, Lane / Lane Media

Why you should attend:
✔️ Learn proven strategies for attracting and retaining top talent
✔️ Hear real-world success stories from award-winning organisations
✔️ Be first to hear about the Employer Brand of the Year Awards 2025 and how to nominate
✔️ Network with marketing and HR leaders who are shaping Scotland’s talent landscape

3:10pm - 4:10pm

𝐓𝐡𝐞 𝐁𝐞𝐬𝐭 𝐁𝐞𝐞𝐫 𝐀𝐝𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐖𝐨𝐫𝐥𝐝

For years, beer ads were the gold standard of creative advertising. But shifting markets, evolving media, and tighter budgets mean those iconic campaigns are now fewer and farther between.

At Amplify this year, we’re bringing the magic back. Eight industry leaders will go head-to-head, pitching their picks for the greatest beer ads and campaigns from around the globe over the past few decades.

You’ll be in the driver’s seat - join the audience, cast your vote, and help crown the ultimate winner in our World Cup of Beer Ads.

Which one will take the title?

Budweiser – USA - Pete Martin, Always Be Content
Carlsberg – Denmark – Troy Farnworth, Leith
Castlemaine XXXX – Australia - Steven Antoniewicz, The Drum
Guinness – Ireland - Petra Cameron, NatWest
Heineken – Holland Lucy Henderson
John Smith’s – England – Cara Chambers, C&C Group
Stella Artois – Belgium – Tom Hills, John Doe
Tennent’s – Scotland – Stuart Mackenzie, C&C Group

Rod Gillies will referee what is sure to be a fiercely fought competition!

OR

𝐂𝐚𝐧𝐧𝐞𝐬 𝐋𝐢𝐨𝐧𝐬 𝐑𝐞𝐯𝐢𝐞𝐰

Every year, Julian Boulding, Founder & President of thenetworkone, takes a deep dive into the creative highlights, trends, and big ideas emerging from the Cannes Lions International Festival of Creativity.

This year at Amplify, Julian will share global trends shaping the marketing and agency world, campaigns that stole the spotlight at Cannes 2025 and insights on how creativity can deliver real commercial impact.

Julian will be joined by Franziska Gregor Managing Director of Service Plan in Berlin – bringing a fresh European perspective and her own behind-the-scenes take on the work that made waves.

Why you should attend:
✔️ Gain insider knowledge from two industry leaders with global perspective
✔️ See how the world’s most awarded creative work connects to business growth
✔️ Walk away with actionable inspiration for your own campaigns

4:30pm - 5:30/45pm

𝐓𝐡𝐞 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞: 𝐂𝐥𝐢𝐞𝐧𝐭𝐬 𝐯𝐬 𝐀𝐠𝐞𝐧𝐜𝐢𝐞𝐬

This unique showdown celebrates our Future Leader Members – ambitious, rising stars who are already making their mark and are on the fast track to senior leadership.

At the heart of the challenge? One of the most critical skills for any leader: spotting bold, breakthrough ideas and inspiring others to back them.

Our two teams have each selected a standout, award-winning global campaign.

Why you should be there:
✔️ See fresh creative thinking from the industry’s future leaders
✔️ Experience the energy of live pitching under pressure
✔️ Gain insight into what makes a winning campaign – and why
✔️ Have your say in deciding who takes home the win

Agency Team: Ava Adamson, Carat (c); Callum Doyle, The Union; Laura Hutt, Guy & Co; Andrew McCall, Multiply; Elektra Vais, Always Be Content.

Client Team: Jodie Mitchell, Worldwide Cancer Research (c); Aidan Gallagher, ICAS; Molly Gilroy, National Trust for Scotland; Cailyn McCadden, Scottish Government; Patrick O'Brien, Vegware.

Chaired by: Neil Walker, Dentsu Creative

Ends at 5:45pm.

OR

𝐂𝐞𝐥𝐞𝐛𝐫𝐚𝐭𝐢𝐧𝐠 𝐂𝐫𝐚𝐟𝐭: 𝐀 𝐂𝐨𝐩𝐲𝐰𝐫𝐢𝐭𝐢𝐧𝐠 𝐌𝐚𝐬𝐭𝐞𝐫𝐜𝐥𝐚𝐬𝐬

If you want to write words that move people, sell ideas, and stick in minds long after they’re read – this is the session for you.

Join Gerry Farrell, industry legend and Marketing Society Honorary Fellow, for an inspiring and practical deep dive into the craft of copywriting.

Gerry cut his copywriting teeth at The Leith Agency. Later as creative director, he oversaw the agency’s growth into a respected creative powerhouse that challenged London's ad industry.

Gerry’s career is a masterclass in turning ideas into work that connects. He’s trained creatives around the globe for D&AD, judged the world’s biggest shows, and written for brands both global and homegrown. And now, he’s bringing his stories, wisdom, and expertise to Amplify!

Why you should attend:
✔️ Learn how to sharpen your written impact and make every word count
✔️ Gain insider tips from one of the UK’s most awarded copywriters
✔️ Leave with tools you can apply immediately to elevate your storytelling

Ends at 5:30pm.