Making Sense conference


Making Sense Conference– sustainable and effective marketing

3rd of November, 2022, 09.30-18.00

Our vision and idea behind Making Sense is to raise the level of excellence in the marketing field. The conference brings together top talent from all over Europe, from acclaimed agencies and renowned brands.

This year’s meeting puts a spotlight on effectiveness – we will focus on sustainability, creativity, and the use of data. It’s the joint effort of agencies and clients that will take the industry to the next level! 

Making Sense will be held in Tallinn, Estonia, in the heart of Telliskivi Creative City, at a cozy venue called Erinevate Tubade Klubi (Club of Different Rooms).

The ticket will include snacks, coffee, lunch, and the award ceremony of the effectiveness competition TULImust. 

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  • 9.30-10.00  Arrival, morning coffee
  • 10.00-10.30 Stephan Loerke – CEO, World Federation of Advertisers (WFA)
    Topic: “Making Sense of Global Brand Missions”

What does it mean to be a sustainable and ethical marketer in 2022? Stephan will touch upon some of the ad industry’s most pressing issues, ranging from brand safety to diversity & inclusion and climate change, and share his thoughts on how brand marketers should address them collectively.

  • 10.30-11.10 Monika Martinsson – CPO and Co-founder, Deedster
    Topic: “Data-driven Climate Action and Individual Impact”

Climate change is now regarded as the number one risk facing our society today, but what can we do about it, and does it really matter what we do as individuals? What role can corporations and institutions play in the climate transition and why is it vital that they drive the sustainability agenda? Monika will share how you can connect with your customers and employees using data and behavioral science while enabling a shift to a more sustainable world.


  • 11.10-11.30 Coffee Break
  • 11.30-12.10 Hugues Rey – CEO, Havas Media Belgium
    Topic: “Discover the New Marketing Reality”

The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.

  • 12.10-12.50 Zuzana Kabelková – Strategy Director, Ogilvy – WPP, CEE/Germany/Nordics
    Topic: “Time to Team Up: How to Make Sense Between the Data, Creativity and Sustainability?”

Our industry was one of the most affected by the years dominated by insecurity. So can we stay efficient and up-to-date in the constantly changing world which sometimes doesn’t make sense? Zuzana will show how strategy has helped brands, clients, and agencies to team up and deliver bold work in retail, finance, and non-profit. She’ll demonstrate the principles of the iconic Ogilvy Effie case for Dove, recent work for TESCO, and joint efforts at WPP.

  • 12.50-13.50 Lunch break
  • 13.50-14.30 Lennart Hintz – Chief Transformation Officer, MediaCom EMEA
    Topic: “From Guessing to Planning – Taking Better Marketing Decisions with Data-driven Insights!”

Data-driven marketing is using marketing insights and decisions which are based on the analysis of data about or from consumers. The amount of available data is enormous, but finding the right answers is tricky. This speech will help you find your way by using the questions “What?”, “Why?” and “How?”

  • 14.30-15.00 Emilie Toomela – Lifecycle Marketing Manager, Bolt
    Topic: “That Escalated Quickly: How Marketing Automations Helped Bolt to Grow”

Marketing automations are one of the key parts of Bolt’s, Europe’s, and Africa’s biggest ride-hailing company, global success story. Global Lifecycle Marketing Manager at Bolt, Emilie Toomela’s team sends over 4 billion automated messages in a year in 45 countries to target more than 110 million users across different lifecycle stages. Things have escalated quickly for Bolt and let’s hear what they have done in their marketing to achieve that.

  • 15.00-15.30 Panel: Andrija Arro (Rimi), Annika Oja (Orkla) ja Patrik Kupenko (Mixd Meedia)
    Topic: “Effective and Sustainable Marketing Today and Tomorrow”

This panel that will focus on examples of effective and sustainable marketing in the local market will be held in Estonian. 

  • 15.30-16.00 Jyrki Poutanen – Chief Creative Officer, Co-founder at United Imaginations
    Topic: “Making Sense of Creative Superpowers”

In 2021, Adweek chose Jyrki among the 100 most creative people in the world. At Making Sense, he will share his personal story. Recently, he quit his job at TBWA\Helsinki and created his agency. He will encourage people in our industry, especially the young ones, to think and see outside whatever boxes they consider “mandatory” in pursuing their career dreams. He wishes to inspire everyone to follow their values and to utilize their creative and persuasive superpowers to create positive change and something they can call their own.

  • 16.00-16.15 Coffee Break
  • 16.15-18.00 Award Ceremony of TULImust




  • Stephan has been the CEO of the World Federation of Advertisers (WFA) since November 2003. During his tenure, WFA has quadrupled its corporate membership and has extended its network to 60 countries, significantly reinforcing the WFA’s presence in the world’s fastest-growing advertising markets.
    Stephan is Vice-President of the International Council for Ad Self-Regulation (ICAS) and a member of Advertising Week’s Global Advisory Council. He was featured on the Drum’s Digerati list 2019 as one of the world’s 100 most influential people in digital.
    Before joining WFA, Stephan worked for L’Oréal in Paris and Brussels. He studied business economics at the Saint Gall Business School in Switzerland, after which he worked at the United Nations in New York. 


  • Jyrki Poutanen – Chief Creative Officer, Co-founder at United Imaginations 

Jyrki Poutanen

During his 25+ years in the creative industry, Jyrki has worked with Nordic’s biggest brands and various international giants ranging from FMCG to healthcare and energy business.

Jyrki is best known for his for passion helping companies navigate toward a future of sustainability and equality, and for his ability to connect brands with culture, societal conversation, and sustainable development.

His work has won numerous national and international awards and in 2021 he was honored to be among the 100 most creative people in the world by Adweek.


Global Lifecycle Marketing Manager at Bolt, Emilie Toomela’s team sends over 4 billion automated messages in a year in 45 countries to target more than 110 million users across different lifecycle stages.

As an experienced marketer, Emilie shares both the successes and failures of Bolt’s marketing and reveals the team behind the scenes. From its headquarters in Estonia, Bolt manages marketing in more than 500 cities in Europe, Africa, West Asia, and Latin America.




Hugues Rey has over 30 years of experience in different media agencies. His career started in 1992 at Media+Square. In 1998, he became Research Director for Initiative Media. In the 2000s, he worked as an EMEA Digital Director for Initiative. Since 2010 he has been working for Havas Media and is now the CEO of Havas Media Group Belgium.

He also develops the sector through various organizations: in 2018 he was elected President of the Belgian Management and Marketing Association and he is also Chairman of United Media Agencies (UMA). Rey passes on his wisdom to future generations as well: he lectures at the prestigious Solvay Brussels School of Economics and Management. In 2010, he was awarded the Mixx Awards Lifetime Achievement Prize.


Lennart Hintz joined MediaCom’s Swiss office in 2007 and was promoted to CEO in 2015. In 2020, he took over the management of MediaCom’s EMEA (Europe, Middle East, and Africa) unit. He is currently Chief Transformation Officer for MediaCom EMEA. Among others, Lennart has worked with global giant brands such as Coca-Cola, and Volkswagen.





Zuzana Kabelková is the Strategy Director at Ogilvy. Having lived and worked in the Czech Republic, Austria, the United Kingdom, Germany, and the last 4 years in Sweden before she returned to Prague, she has accumulated more than 12 years of experience in strategy.

Her specialties include working with multicultural teams, digging for locally relevant insights and efficiently translating strategic findings into creative directions, adapting and scaling global strategies to local markets as well as and timing strategy milestones for different audiences.

She has numerous local Effies under her belt, acquired during her work on brands such as TESCO CE, Raiffeisenbank, L’Oréal, ŠKODA Group, Ford, IKEA, HM, Allianz, and Ford. Furthermore, her tenure in Stockholm was her first foray into country branding for the Czech Republic and Scandinavia, which she recently had the chance to draw on while orchestrating the strategy for the #AdvantageUkraine campaign in more than 17 countries.

Monika holds a M.Sc. in Engineering Physics, from Royal Institute of Technology (Stockholm, Sweden) and started out as a developer and analyst in the FinTech space.

She spent 12 years in the global capital markets industry, working with high-end trading software solutions and managing growing professional services teams in EMEA.

In 2017, she and three colleagues founded Deedster and have since then dedicated the company to enable the shift to a sustainable world.

Deedster is a digital platform with data and tools to measure, explain and reduce CO2 emissions. With this platform they engage individuals, corporates, and banks to accelerate their efforts to mitigate climate change.


  • Maarit Mäeveer-Eller – CEO, Votemo

Conference’s moderator Maarit Mäeveer-Eller is the co-founder of media start-up Votemo and former CEO of TULI, having worked as a marketing manager at Telia and as a project manager for six years at advertising agency Optimist. On a day-to-day basis, she is the CEO of Votemo and serves clients in the event marketing, creative and film industries in Europe, the US, and Canada with an audience engagement solution.



Estonian Marketing Association member ticket 125€+VAT
General ticket 155€+VAT

The ticket includes entrance to the event on 3 November at Erinevate Tubade Klubi, coffee breaks, and lunch. Hurry up! Only 150 tickets are available.