In this episode of Excitement Talks, Spikes UK Partner Sandra Peat sits down with Ilaria Pasquinelli, CMO of Cannes Lions, to explore her fascinating and non-linear career journey—from fashion and sustainability to global marketing leadership.

Ilaria shares how her early passion for languages and cultures led her into marketing “by accident” and how her work with the United Nations and major fashion brands shaped her belief that business can be a force for change. She reflects on the transformation of Cannes Lions—navigating the challenges of the pandemic, reimagining the role of the festival beyond a single global event and making creativity more accessible and inclusive across the industry.

The conversation also dives into themes of business transformation, marketing effectiveness, diversity in creativity, global perspectives and the evolving role of AI as a tool to help marketers refocus on what makes us human.

Tune in if you’re  interested in how creativity, strategy and transformation intersect at the heart of today’s marketing industry.