Trendspotting (Strategy)

University of Edinburgh Business School, 16 June, 9:30am to 12:30pm

Our first Trendspotting (Strategy) event of the year will take place on Thursday 16 June at the University of Edinburgh Business School from 09:30-12:30. 


Value vs Values – What role for purpose-led brands during a cost of living crisis? Is brand purpose a luxury people can’t afford when they’re worried about heating their homes? Or are purpose-led brands now the expected norm, and people will continue to value doing good enough to pay a little more for it.

Sustainability – It’s a timeless truth that people get distracted from what’s really important in the long-term by what feels urgent now. How can we focus attention on the larger long-term climate crisis and sustainability issues and is there a way of framing the changes required more positively?

Behavioural Science – How can a better understanding of brain science and bias and in-built human behaviours be used by marketers to create more engaging and effective work?


Maddy Sim, Strategy Partner, Carat
Rob Mathie, Founder, On the One
Professor Graeme Macdonald, University of Warwick
Kirstie MacDonald, Director of Insight & Sustainability, Material
George Kyle, Head of ESG, C&C Group
David Craik, Founder/MD, Bright Signals
Gill Wylie, Head of Planning, Frame

Chaired by Rod Gillies, Brand Director - The Dalmore, Whyte & Mackay and MSS Chair.

As places are limited, we encourage you to book your place now to secure a spot. The event is free to members (2 attendees per organisation) who also get priority booking by clicking on the BOOK NOW button below.

A light lunch is included at 12:30.

Non-members are welcome with a ticket cost of £35 + VAT - please book here.


Rod Gillies

Brand Director - The Dalmore, Whyte & Mackay

Maddy Sim

Strategy Director, Carat, Carat

Mark Fowlestone

Founding Partner

Kirstie Macdonald

Director of Planning and Insight

George Kyle

Head of ESG

David Craik

Managing Director, Bright Signals

Gillian Wylie

Head of Planning, Frame


University of Edinburgh Business School
29 Buccleuch Pl, EH8 9JS, Scotland