Making Sense conference

Making Sense is a marketing conference that brings relevant, future-shaping topics to Estonia and puts them into a context that matters to local marketers. The stage features international experts who have worked with leading global brands and spoken at some of the industry’s biggest events, including Cannes Lions and Global Marketer Week.

The conference brings together business and agency leaders, marketing teams, creatives, and anyone who wants to understand what’s changing in the industry – and where those changes are taking us.

This year, the focus is on transformation and growth: how to create measurable impact at a time when the economy, technology, customer behaviour, and trust are all shifting. We’ll explore marketing effectiveness from a broader perspective, new agency models, the balance between brand and performance marketing, AI, and the current economic climate.

The day will wrap up with the Tulimust Awards, celebrating the most effective marketing work of the year.

To be announced.

The first speakers are:

• Asad Dhunna (CEO, The Unmistakables)

Asad is Founder and CEO of The Unmistakables, an award-winning B Corp consultancy working with organisations to stay culturally relevant, commercially resilient, and trusted in a rapidly shifting world.

The firm partners with leaders to turn inclusion into strategic advantage, building relevance with employees, customers, and communities. He advises businesses including Greene King, Informa, London Marathon Group, Mother, TikTok, Uber, and Unilever.

Previously he held roles across Omnicom and IPG agencies including FleishmanHillard and
Weber Shandwick, working on accounts such as Netflix and Microsoft, and in-house at Triptease and Pride in London. Asad is also a Governor at the University of Brighton, contributing to its strategy to becoming radically relevant.

• Roshanak Fatahian (Head of DEI, Forsman & Bodenfors; Co-founder, All of Us)

Roshanak Fatahian is co-founder of the award-winning inclusion network All of Us and head of DEI at Forsman & Bodenfors. Her background spans communications, tech and business, working with clients such as the Swedish Armed Forces, Klarna, Willys, Wasa, Vattenfall, Supercell and H&M. She has been named one of the most influential marketers of the decade in Sweden.

• Mihkel Nestor (Chief Economist, SEB)

Mihkel Nestor has been keeping a close eye on the Estonian economy as an Economic Analyst at SEB since 2015. His job is to make sense of what’s happening in the economy and help both the bank and its clients turn that insight into better business decisions. He also co-hosts Nestor & Koppel – Estonia’s most popular economics podcast – with his former colleague Peeter Koppel.

• Albert Sten (Head of AI and Creative Innovation, Forsman & Bodenfors)

Albert Sten leads AI and Creative Innovation at Forsman & Bodenfors, developing and implementing AI capabilities across the agency. His background is rooted in culture and creative practice, spanning nearly a decade in photography, arts, and visual & media anthropology. He has worked for global brands including Puma, Breitling and Porsche, and lectures on the master’s program in Artificial Intelligence & Societies at Media University of Applied Sciences in Berlin.

• Janne Waltonen (Global Marketing Lead, Ex-Supercell)

Janne Waltonen is an international marketer with extensive experience across gaming, sport and consumer brands. He began his career in dotcom startups and has since worked on nearly every side of the marketing ecosystem, through several market upheavals.

Most recently, he was Global Marketing Lead at Supercell, where he oversaw global marketing for selected games and services and led the company’s in-house influencer marketing transformation. During his time there, Supercell won two Cannes Lions Grand Prix, among other accolades.

Earlier, he spent a decade at WPP, working with clients including Airbus, Danone, Nestlé, TUI and Unilever, and later worked in Formula 1 sports marketing. Janne is passionate about behavioural targeting, strong marketer–agency relationships and inevitable change.

• Amy Kean (CEO, Good Shout)

Amy Kean is not a robot. As CEO of L&D company Good Shout, she helps people find and use their voice with confidence, regardless of their gender, ethnicity or social background.

A playwright and poet, she’s also the bestselling author of The Little Girl Who Gave Zero Fucks, called a “feminist handbook” by Glamour, and host of the Unlikable Woman podcast, where she talks to the women changing the world and annoying the world at the same time.

Before going out on her own, Amy spent fifteen years shaping strategy and leading innovation for some of advertising’s biggest names, including Publicis, Havas, Mindshare and Coty. She’s also co-founder of DICE, a non-profit helping event organisers build more inclusive lineups, and has taught media strategy at Bournemouth University and the history of the creative industries at Kingston. Whatever medium she chooses, it’s Amy’s job to make people laugh and feel seen at the same time.

• Johan Bryngelson (Head of Group Brand and Marketing, Swedbank)

Johan Bryngelson is Head of Group Brand and Marketing at Swedbank, one of the leading banks in Northern Europe. He leads the group’s brand, marketing and sponsorship for Swedbank.

Johan is responsible for building customer trust, strengthening brand performance, and ensuring a consistent and relevant customer experience across the group’s markets. With a strong focus on marketing effectiveness and customer-centric growth, he has led several transformation initiatives aimed at modernising marketing capabilities, simplifying ways of working, and creating stronger brand experiences at scale.

Johan is passionate about building distinctive brands and believes that long-term business success is created when brand, customer experience, and commercial performance work together.

Estonian Marketing Association member ticket 125 €+VAT
Student ticket (with a valid student card) 125 €+VAT
General ticket 155 €+VAT

The ticket will include snacks, coffee, lunch, and the award ceremony of the effectiveness competition Tulimust which will be held at the end conference. 

The conference is co-financed by the European Union.Within three financial years, every Estonian company has the right to apply for up to 300,000 euros of state aid. For one company participating in the conference, up to 800 euros of minor aid is calculated which is reduced from those 300,000 euros. Read more.