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Think big, act bold: Mark Pollard at WebExpo 2025

Frameworks, tools, strategies. Depending on who you are, these words can light you up or put you to sleep. But as anyone who’s experienced Mark Pollard knows, the delivery makes all the difference. That’s why we are delighted to welcome Mark back to WebExpo as the opening keynote speaker for 2025.

So, who is Mark Pollard, and what makes us so excited to have him at WebExpo?

Words and brands

Mark has helped some of the world’s most influential brands including Facebook, Twitter, The Economist, Mozilla, and many others by crafting strategies that truly connect. His deep curiosity and intense passion for the power of words inspired his book, Strategy Is Your Words, which is “a journey into the words that help and hurt strategists.”

Mark often reflects on the profound role of language in our lives: “At some point, everything is words. If you can see it, it’s words. If you can think it, it’s words. If you can feel it, it’s words.” This philosophy lies at the heart of his work, where he turns abstract concepts into actionable ideas that resonate.

Mark’s keynote, Strategic thinking for everyone, will bring his energetic and highly relatable perspective on strategy to life. While his book may be tailored for marketing strategists, anyone—whether you’re a developer, designer, business leader, or marketer—will walk away with actionable insights and fresh perspectives.

And it’s not just his ideas that matter—Mark has the unique ability to communicate them. From conferences to radio, workshops to print publications, his mission is clear: to drive meaningful change and help people harness the power of words.

Podcasts: Ideas worth listening to

As both a host and guest, Mark thrives in big discussions. His podcast, Sweathead, A Strategy Podcast (Apple / Spotify), has featured over 500 episodes packed with insights. If you’re new to his work, here are a few episodes to start with:

  • Persuasion – How To Sell Your Ideas – Maytê Carvalho (Apple / Spotify)
    • Dive into the frameworks of persuasion with Maytê Carvalho, a winner of The Apprentice Brazil. This fascinating chat unpacks how to turn your ideas into reality, offering valuable lessons for anyone aiming to make an impact.
  • All Reach Is Not Created Equal (Plus Distinctiveness Vs Differentiation) – Felipe Tomaz from Oxford, Tom Roach from Jellyfish (Apple / Spotify)
    • What can analysis of 1,000 campaigns and a million customer journeys highlight? This conversation explores traditional beliefs that maximum reach equals success to defining the differences between distinctiveness and differentiation, this episode delivers clarity on complex marketing concepts.
  • Neurodivergence As A Chief Strategy Officer – Kevin Chesters, Author of The Creative Nudge (Apple / Spotify)
    • In this deeply personal episode, Kevin Chesters, author of The Creative Nudge, reflects on his Autism diagnosis and its impact on his career. Mark’s empathetic and curious interviewing style shines here, as the conversation moves between strategy, creativity, and the human experience with warmth and respect.

Beyond Sweathead, Mark has been interviewed by top publishers worldwide, sharing his bold and refreshing views on strategy.

Want a quick taste of his style? Check out these Instagram shorts for snippets of his dynamic thinking:

Where ideas meet action

Mark’s influence goes beyond his achievements—it’s in how he works with people to transform their thinking. Whether guiding a room full of strategists through creative problem-solving or empowering individuals to harness the power of words, Mark has a gift for making strategy not only accessible but also exhilarating.

Elizabeth Lukas, CEO of Decoded Americas, perfectly sums up his impact: “Working with Mark is like entering a new dimension. You see the world with fresh eyes, coloured by new insights and a renewed joy for what you do. As a leader, Mark is not afraid to push me, challenge me, and sometimes tell me to get out of my own way. All incredibly valuable.”

Master the art of strategy with Mark

Beyond his keynote, Mark will be leading a premium workshop at WebExpo: Strategy Masterclass: Learn and practice the most fun parts of advertising strategy. This interactive session will take place on May 30 offering a half-day deep dive into the skills that make a strategy stick.

Attendees will:

  • Work through problems into creative briefs.
  • Learn the Four Points Framework for crafting strategies.
  • Practice insights writing and problem-solving.

This workshop is ideal for advertising strategists, brand managers, creative professionals, and entrepreneurs. It’s an opportunity to learn directly from one of the industry’s sharpest minds.

In wrapping up, Mark Cripps, CMO of The Economist, once remarked: “The marketing lion that is Pollard definitely does not sleep at night. His brain is not a quiet village”. So get ready for some big ideas to challenge how you think about the world.

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