Making Sense conference


  • Making Sense Conference – sustainable and effective marketing

9rd of November, 2023, 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 Arrival, morning coffee
  • 10.00-10.45 Sir John Hegarty – Founder, Creative at Bartle Bogle Hegarty (BBH), The Garage Soho and The Business of Creativity
    Topic: “Creativity: The Oxygen for Growth” + fireside chat

John will be discussing three key areas; how creativity is fundamental to every business. But despite this, creativity, especially within marketing, is in crisis, and finally how we can begin to rethink creativity and its role within businesses and beyond. After the presentation, moderator Hede Kerstin Luik will hold a fireside chat with Sir John.

  • 10.45-11.10 Johan Johansson – Senior strategist at Carat, Dentsu
    Topic: “Synergy of Data and Creativity in Marketing”

Discover why data needs creativity to make a difference but also how creativity needs data to prove its effectiveness. This talk explores real-life examples and shares four learnings on what separates really good marketing organizations from good ones when it comes to combining data and creativity.  

  • 11.10-11.45 Jane Oblikas – Founder of design agency Design Minds and design thinking coach
    Topic: “Marketing That Matters”

Marketing’s greatest task is to end the current consumerism. Let’s look at different ways to do this. The three main talking points are: marketing in the context of the circular economy; what creates the marketing carbon footprint; a sustainable marketing strategy that supports the company’s circular ambition.

  • 11.45-12.00 Coffee Break
  • 12.00-12.30 Vytautas Ašeris – Director of Engineering at Vinted, Partnership professor at Vilnius University
    Topic: Can There Be Too Much Inclusion? 

Diversity and inclusion are serious topics, and humor is an essential part of our lives as well. So when does humor start being non-inclusive? Can a joke be non-offensive? From radical examples to more sensible ones, Vytautas will delve into what companies and we as individuals can do to change the world for the better, and at the same time, keep the humor in it.

  • 12.30-13.00 Katia Nazarova – Business Partnerships Lead Baltics & Balkans at TikTok
    Topic: “How Gen Z Will Shape Commerce”

Gen Z, is not just a demographic segment; they are the driving force behind many sustainability movements. Understanding their values and expectations is crucial, not just for e-commerce, but for the future of marketing, because they are reshaping commerce dynamics and leading the charge in sustainability efforts. The presentation will focus on how they will shape commerce.

  • 13.00-14.15 Lunch break

  • 14.15-14.40 Claire Taylor – Director of Analytics & Insight at EssenceMediacom
    Topic: “We Need to Talk About the Quality of Data”

Everyone is hungry for more and more data, but to benefit from numbers, we need to talk about data quality and the standards for handling data. In an engaging presentation, Claire shares her thoughts on the challenges and opportunities of data-driven marketing. We’ll find out how long it takes to do good data analysis, and who needs to be involved in the process for it all to make a real difference. 

  • 14.40-15.05 Anu Ubaud – Co-Founder at United Imaginations, ex-editor-in-chief of Helsingin Sanomat
    Topic: “There’s No Story Here”

What is the way to get the company sustainability storyline into the mainstream media? The most probable answer is: there’s no way. So why doesn’t sustainability interest the media? Anu Ubaud worked for 15 years as a journalist and media leader before founding the brand and communications agency United Imagination. She shares her expertise in how to create stories that become breaking news. 

  • 15.10-15.40 Panel: Silver Vohu (Head of Communications at SEB Baltic), Tiivi Püvi (Group Marketing Manager at Eesti Energia), Urmas Lilleorg (Board member at Estonian Marketing Association), and Nilay Rammul (brand strategist and marketing lecturer).
    Teema: “Making Sense of Making Sense”

The panel will discuss what was heard at the conference, put personal observations into the Estonian context and draw conclusions.


  • Sir John Hegarty – Founder, Creative at Bartle Bogle Hegarty (BBH), The Garage Soho and The Business of Creativity

    A legend

John Hegarty has been central to the global advertising scene over six decades working with brands such as Levi’s, Audi, Boddingtons, Lynx, British Airways and Johnnie Walker. He was a founding partner of Saatchi and Saatchi in 1970. He founded Bartle Bogle Hegarty in 1982 with John Bartle and Nigel Bogle. The Agency now has offices in London, New York, Singapore, Stockholm, Shanghai, Mumbai and Los Angeles. John’s creative awards are numerous. He has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame.

John was awarded a Knighthood by the Queen in 2007 and was the recipient of the first Lion of St Mark award at the Cannes Festival of Creativity in 2011. John wrote his first book ‘Hegarty on Advertising – Turning Intelligence into Magic’ in 2011 and his book “Hegarty on Creativity – There are No Rules” was published in 2014.

In 2014 John Co-founded The Garage Soho, an early stage investor company that believes in building brands, not just businesses. John has just launched a new online 8-week course, entitled The Business of Creativity, aimed to equip people with tangible tools to help win through the application of creativity.

  • Anu Ubaud – Co-Founder, United Imaginations, ex-editor-in-chief of Helsingin Sanomat

    Positive change

Anu Ubaud is a co-founder of United Imaginations, a Finnish brand and communications agency thriving on positive change and societal impact. Before joining agency field 2022, she worked as a journalist and media leader for 15 years. She lead the digital transformation of media successfully within the news media field. While working as the Editor-in-Chief of Helsingin Sanomat – the biggest Nordic newspaper – she was awarded as Young Leader of the Year 2021 in Finland. In United Imaginations she mostly works with sustainability strategies and strategic communication and branding with clients.

  • Johan Johansson – Senior strategist, Carat, Dentsu (Sweden)

    Elevating excellence in the marketing

Johan Johansson is a senior strategist at Carat, Dentsu in Sweden, with a passion for elevating excellence in the marketing field. With a background as an analyst-turned-strategist, Johan leverages his expertise to help some of the largest brands in the Nordics make informed decisions faster. Recognized for his contributions to the industry, Johan was awarded the title of “Media Agency Hero of the Year” in 2022. This accolade reflects his ability to transform complex data into actionable insights, guiding clients through the ever-evolving media landscape. 

Recently, Johan presented the findings of a comprehensive 5-year study that involved over 400 hours of interviews. This study aimed to uncover the distinguishing factors that set great marketing organizations apart from the rest. Beyond his work at Carat, Johan has also collaborated with the Hans Rosling Foundation’s Gapminder initiative to promote a fact-based worldview, emphasizing the importance of evidence-driven decision-making in marketing and business. 

  • Vytautas Ašeris, PhD – Director of Engineering at Vinted, Partnership professor at VU MI

    Practical approach versus academic theory

Being blessed and lucky to explore both – academic and business worlds – Vytautas has developed passions for topics of emotional intelligence, biohacking, modern education, and for the last few years – diversity and inclusion. Due to dual backgrounds, Vytautas balances between both – a very pragmatic practical approach and academic theory. Listeners tend to praise authentic and down-to-earth style with a sprinkle of sarcasm in presenting these topics as well.
  • Jane Oblikas – Founder, Design Minds

    Sustainability solutions

Jane have been active in the design industry since 1994. She is former CEO of Estonian Design Centre (2011-2017) and CEO of advertising agency Kontuur Leo Burnett (2002-2011).Today, as a founder of design agency Design Minds, she is acting as a design thinking coach and service designer.  Design Minds helps teams to tackle complex problems and create sustainable and value-creating solutions by combining design thinking with circular design and and behavioural science principles.

Jane has an MBA with a focus on management and marketing from Concordia International University in Estonia. In September 2022, she started her studies at the University of Tartu in the Master’s program of Applied Behavioral Science. Jane is also the initiator and curator of the international design thinking conference Design Thinking Tallinn.

  • Katia Nazarova – Business Partnerships Lead Baltics & Balkans, TikTok

    Cannes Lions Grand Prix winner

Katia Nazarova has over 15 years of extensive experience in the App & E-commerce landscape. She worked as the Client Partner for Global Ecommerce (App + Web) at Meta (formerly Facebook). Currently, Katia is responsible for building and developing relationships with key Apps & E-commerce clients in the Central European region at TikTok.

She has managed number of strategic product marketing projects which include Cannes Lions Grand Prix for innovation, 3 Cannes Lions for digital marketing and Facebook Innovation award.

  • Claire Taylor – Director, Analytics & Insight, EssenceMediacom

    Maximizing the potential of marketing budgets

Claire joined EssenceMediacom in 2002 and she has been responsible for developing bespoke solutions to analyze marketing effectiveness and help answer key business questions across a wide range of market categories.

This has included econometric modeling as well as portfolio allocation analysis, NPD business forecasting, and scenario planning,   

She has excelled by focusing on providing actionable insights to help aid the decision-making process and maximize the potential of client’s marketing budgets.  

She has worked across many clients and industries including GSK, Wrigleys, TUI, Staples, VW Group as well as RBS, Bradford & Bingley, and Moneysupermarket.

After a brief career break, she is now back working with several clients including IKEA and Sky, as well as helping to keep a highly functioning team running.

In her spare time, she enjoys leisurely pursuits such as reading and baking, keeping her fingers crossed for a future Great British Bake Off appearance! 


Hede Kerstin Luik has influenced people’s attitudes and behavior for over 25 years as part of her daily work. As of now, she works as an executive coach, consultant, and Head of Communications at North Estonia Medical Centre. Hede has a master’s degree in leading changes from INSEAD.



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

The ticket includes entrance to the event on 9 November at Erinevate Tubade Klubi, coffee breaks, and lunch. Hurry up! Only 150 tickets are available.