Event
BE BRAVE with Thomas Barta Event 2025
Be Brave: Unlock Growth, Lead Change, and Redefine Your Marketing Career with Thomas Barta
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Event
Brainy Breakfast 2025 / Wellington
Flipping the Script: Bold Ideas That Shift Public Perception
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Event
Brainy Breakfast 2025 / Christchurch
The AI Tools Revolution: What's Actually Working in Marketing Right Now
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Sophie Neate
Global Head of Digital Marketing & Content
ABB
ABB Case Study: Implementing Agentic AI and Other AI Tools
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Adnan Khan
Co-Founder
Stitch / Stitch Predict
Cutting Through the AI Hype: What’s Already Driving Measurable ROI for Marketers
Sophie Neate
Global Head of Digital Marketing & Content
ABB
ABB Case Study: Implementing Agentic AI and Other AI Tools
Adnan Khan
Co-Founder
Stitch / Stitch Predict
Cutting Through the AI Hype: What’s Already Driving Measurable ROI for Marketers
Sophie Neate
Global Head of Digital Marketing & Content
ABB
ABB Case Study: Implementing Agentic AI and Other AI Tools
Sophie Neate is the Global Head of Digital Marketing & Content at ABB, a global tech powerhouse in electrification and automation.
She joins us to share a practical, inside look at how she and the ABB team are implementing agentic AI and embracing AI tools to transform their digital marketing practices.
She will discuss how ABB faces the typical marketing challenges - complex product lines, long sales cycles, siloed teams, and limited content resources – and how AI is giving them a smarter way to scale their content, personalise messaging across verticals, and make their data work harder.
Find out how ABB is:
- Optimising for AI overviews
- Integrating AI into their web infrastructure
- Using AI-driven martech for lead attribution and tracking
- Focusing on data-driven decision making
About Sophie
Sophie is a senior marketing leader with over 17 years of experience across the full spectrum of the marketing lifecycle. Throughout her career, Sophie has excelled in senior leadership roles at prestigious blue-chip companies, overseeing global teams and driving transformative marketing strategies on an international scale. Currently Sophie is the Global Head of Digital Marketing and Content for ABB’s Electrification Service division, a $100 billion USD technology company based in over 100 countries, headquartered in Zurich, Switzerland.
A seasoned expert in building and leading high-performing marketing teams, Sophie has consistently established and optimized key marketing functions. Her leadership has been instrumental in launching initiatives that have resulted in substantial commercial success. With a deep well of expertise and a strategic vision, Sophie adeptly harnesses marketing insights to fuel business growth, elevate brand presence, and drive innovation.
Adnan Khan
Co-Founder
Stitch / Stitch Predict
Cutting Through the AI Hype: What’s Already Driving Measurable ROI for Marketers
With marketing teams are under pressure to do more with less, having the right AI tools in place could make a huge difference. AI promises scale and efficiency, but most organisations are still figuring out how to make it work across legacy tech, disconnected data, and resource constraints.
Co-Founder of Stitch, Chair of MA’s Digital Committee, and Member of IAB NZ Emerging Technology & AI Working Group, Adnan Khan, has helped top-tier brands adopt and scale AI-driven marketing, predictive analytics, attribution modelling, and campaign automation.
He will discuss emerging AI tools, the rapid pace of change, and give you actionable takeaways. His presentation is anchored in his real-world experience working with clients on AI implementation across advertising, data, and performance measurement.
This isn't about what might work. This is about what's already driving measurable ROI for marketers.
Adnan will cover:
- AI-powered advertising automation
- Predictive analytics and AI measurement tools
- Attribution modelling and incrementality testing
- Common integration challenges and solutions
About Adnan
Over the past 15 years, Adnan has showcased leadership in transforming brands through advertising and marketing technology for better business outcomes. As a Sydney native, he began his career at Initiative Media before joining Microsoft to manage premium ad partnerships. In 2009, Adnan became one of the first four founding employees of Facebook ANZ and one of the first five in the Asia-Pacific, helping to establish and grow operations in ANZ for six years.
Adnan later advised early-stage ventures and startups and has spent the last 7-8 years consulting and leading strategy in marketing & advertising technology innovation for clients like Cisco, Canon, Hyundai, Toyota, Honda, Comvita, BNZ, Turners, and more.
Recently, Adnan co-founded Stitch, a consultancy formed by industry veterans focusing on data, advertising, and marketing technology to drive measurable outcomes. Clients include Trilogy, Turners, AA Smartfuel, Tourism NZ, Forsyth Barr, Vend, Merck Sharpe & Dohme, Skills Consulting Group, Real NZ, Treble Cone, Cardrona, Amisfield, Coastguard NZ, Duco Events, Harrison & Grierson, Gardiner Family Apothecary (in Ireland), Real Thread (in the US), Kate Sylvester, Juliette Hogan, Kathryn Wilson, NZ Rugby, Colliers, and NZ Sotheby's International Realty.
Adnan is a 3X TVNZ Marketing Awards Winner 2022 and a 2X Gold Effie Awards Winner 2022.
Cowan Henderson
Co-Founder & Business Development Manager
Avocado AI
Your Host & MC
About Cowan
Cowan has spent over a decade helping businesses adopt new technology, drive growth, and navigate change. With a background in business development, strategy, and digital adoption, he specialises in making AI practical and actionable.
You'll find him sharing his love for music at the occasional DJing gig, recharging at the beach, and just generally being a social butterfly!
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