In partnership with Fortune, Advertising Week Europe launches The Great Minds List, recognising ten individuals shaping the future of marketing and advertising.
Recognised for impact, innovation and forward momentum. Celebrated for thinking unalike. From creative and strategic influence to industry impact and championing change, these leaders are redefining what comes next.
Great Minds Think Unalike.
And this is where we celebrate them.
AJ COYNE
AJ Coyne is the definition of unalike thinking, evidenced in his reshaping of what marketing for a modern financial brand can be. As Monzo’s first Chief Marketer, he reignited the brand’s voice with Money never felt like Monzo, helping propel the bank to its fastest-ever growth and more than 14 million customers. From Greggs-dispensing ATMs to a nationwide savings movement inspiring millions to rethink their relationship with money, his approach consistently takes finance out of the expected and places it firmly in culture. AJ’s bold, future-facing vision shows how creativity and strategic imagination can make even banking feel radically different.
ALEX MAHON
Alex Mahon is a transformative leader shaping some of the world’s most iconic festivals and live entertainment as Chief Executive of Superstruct. Previously, she led Channel 4’s digital-first evolution, building the UK’s biggest free streaming service and expanding its social reach. Alex blends strategic vision with a passion for culture, innovation, and inclusion, championing women’s health, equitable representation, and disability inclusion. Her leadership shows how unalike thinking can move entire sectors and redefine what creative businesses can achieve.
ANDREW TINDALL
Looking at the industry from new perspectives drives us all forward and Andrew Tindall is behind the wheel. From doctor to marketer, Andrew Tindall combines science with experience in global FMCGs to unlock brand growth. A thought leader on effectiveness, he leads System1’s agency partnerships and research into creativity’s impact across modern media. One of our most engaging industry speakers, advisor, and Drum columnist, he’s on a mission to make effectiveness simple and accessible – truly unalike thinking.
CHARLOTTE MAIR
Charlotte Mair is one of the most recognisable voices in the industry, topping YouTube and TikTok for marketing, sales, and PR content, named a LinkedIn top voice, and recent The Apprentice creator. She launched The Fitting Room with just £17.22 in her bank account and now delivers some of the UK’s most talked-about campaigns. Acting as a bridge between shareholders and customers, Charlotte cuts through complexity with sharp insight and relentless “get sh*t done” energy, showing how unalike thinking keeps brands relevant and culture-forward.
CONNIE NAM
Connie Nam is a founder whose business is rooted in childhood experiences that inspired her to think unalike. Bringing the memories of travels and market trips with her mum and sister while travelling into the commercial world, she founded Astrid & Miyu to bring storytelling and warmth to the high street. From investment banking to LVMH, Connie blends business rigor with cultural insight. Growing up between South Korea and America, she knows what it’s like to feel different — and puts inclusivity at the heart of everything she does.
ESI EGGLESTON-BRACEY
As a great mind in global business, Esi Eggleston-Bracey has led digital, social, and AI transformations for some of the world’s most recognisable consumer brands. Her leadership surprises consumers with innovative products and talent deals, helping drive a more inclusive beauty movement. Bold and human-centric, Esi blends operational discipline with creative insight, demonstrating how unalike thinking can fuel growth, inclusivity, and lasting impact across global business.
LYDIA AMOAH
Lydia Amoah shows the industry why they should be thinking unalike to deliver growth. As founder of The Black Pound Report she reveals the economic influence of overlooked audiences and runs Backlight, transforming cultural intelligence into commercial strategy for brands like Channel 4, Hearst UK, an Ofcom. Lydia combines cultural credibility with commercial clarity, helping organisations turn insight into impact and growth at scale.
METTE LYKKE
Mette Lykke is a purpose-led entrepreneur demonstrating how unalike thinking can solve global challenges. At Too Good To Go, the world’s largest B2C marketplace for surplus food, she has transformed a simple idea into worldwide impact, tackling food waste with scale and creativity. Her vision proves that entrepreneurial thinking with social purpose can be commercially and culturally transformative.
ROB MAYHEW
Taking his ability to see the comedy in the everyday of the industry Rob has taken his great mind to the masses and now has over 300,000 followers on TikTok and LinkedIn. His reputation as Adland’s favourite social media star is never in question as he leans on the 20+ years at top agencies in London and New York, blending insight and humour to influence, entertain, and spark conversations across the industry.
