Brand Finance Global Most Valuable B2B Brands Journal 2025 Launch

Tom has been a B2B marketing thought leader and evangelist for four decades. Tom’s passion has helped Stein IAS win ANA B2B Agency of the Year 12 times over 14 years and become the first agency to win the WARC Effectiveness Award for B2B at Cannes, back-to-back. Tom was a significant influence in the decision to launch a Creative B2B Lions at Cannes in 2022 and was named jury president in 2023. In 2017, Tom was among the first inductees into the ANA B-to-B Hall of Fame. He sits on the International Advertising Association (IAA) board and serves as Regional Director for North America. A scholarship at Baruch College recognizes Tom’s many contributions to the equitable advancement of the marketing profession.

David is the Chairman of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.

David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.

David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.

David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).

Hugo is experienced in Brand & Business Valuation, Business Strategy, Tax & transfer pricing, and valuation for M&A and Reputational Damage Litigation. Hugo also heads Brand Finance’s sports services team, working with rights-holders and corporate sponsors on brand & sponsorship strategy, and return on investment analysis.

Working for clients including Bayer, London Stock Exchange Group and Liverpool FC, Hugo leads client engagement, project design & management, and technical valuation work. Hugo is regularly featured in media reporting on the business of sport, including live interviews with BBC World News, TRT World and Phoenix, and print contributions including to Bloomberg News, The Economist, and London’s City A.M.

Hugo is a chartered accountant, ACA, and graduated from the University of Oxford with a MEng degree in Engineering, focusing on Biotechnology and Energy.

Nicole is the Chief Marketing Officer for HSBC, Commercial Banking and Global Banking and Markets, focused on delivering customer value and experience-driven marketing and innovation to support the revenue growth priorities of HSBC’s Global Commercial Bank (CMB) and Global Banking and Markets (GBM) businesses.

Prior to HSBC, Nicole was the Chief Marketing Officer (CMO) for Tangerine Bank, Canada's #1 digital bank, overseeing the bank’s brand, growth and customer outreach and digital experience teams. Prior to Tangerine, Nicole managed Scotiabank’s global digital channel sales, marketing and growth strategy as the Global Enterprise Head & Vice President of Digital Marketing and Sales. She was a pivotal contributor to Scotiabank’s overall digital transformation and the development of the global marketing technology strategy.

Focused on building high-performance teams and driving fast-paced growth for companies, Nicole has also led marketing organizations for global enterprise software and technology companies including SAP, LinkedIn and others.

An active philanthropist, she serves as the Chair of the Board of Directors for North York General Hospital Foundation, is a board of director with Trans Canada Trail and is the Founder and Executive Director of The Maddie Project, a youth mental health not-for-profit.

Marcelo Amstalden Möller is a dynamic brand strategist and global marketing leader with a proven ability to shape and elevate brands across both B2C and B2B landscapes. With deep expertise in brand positioning, consumer insights, and strategic storytelling, he has successfully led international branding initiatives for some of the world’s most recognized companies. Marcelo’s leadership has driven high-impact marketing strategies, reversed negative brand trends, and accelerated growth in competitive markets.

Craig is a life-long Stein IAS employee and leader, having joined the agency in 1998. Craig has worked with some of the biggest global brands in B2B, affirming his commitment to deliver B2B’s most effective brand-to-demand marketing. For Craig, this means delivering proven ROMI and driving growth. With a wealth of knowledge across a range of B2B sectors, Craig leads Stein IAS’ efforts to achieve unparalleled client success and propel the agency to ever-greater heights.

Jann Martin Schwarz is Senior Director, Marketplace Innovation, and Founder, The B2B Institute, at LinkedIn. Since founding the Institute six years ago, Jann has become one of the most influential thinkers about the future of B2B marketing and sales, and a frequent keynote speaker and industry advisor. He is a published Harvard Business Review author, along with Mimi Turner and Roger Martin, on The Right Way To Build Your Brand.  Jann has held various partnership and innovation roles at LinkedIn for the past twelve years, and previously worked in strategy roles at WPP, the BBC and the New York Times. He is a graduate of Harvard Business School and The London School of Economics.

As President of LIONS Insight, I lead our digital businesses (WARC, LIONS Intelligence, Contagious, Acuity and eLearning) to deliver against that vision. As COO of the LIONS Division, I lead our M&A/Integration programmes, Marketing and Product / AI capabilities and partner on our strategy and implementation planning with the LIONS CEO.

Prior to this role, I operationally led the WARC business as CEO for 5 years. I led the acquisition of the business and then, together with a wonderful team, doubled the revenue by 2024 by delivering 5 successive years of double-digit revenue growth—including through the pandemic. Alongside this role, I led the development of the Lions digital strategy, including launching The Work, the Lions Intelligence subscriptions platform, in 2018.

Prior to this, I was CMO for WGSN for four years. I led the marketing, CRM, subscription management, insight and client management teams for the business and delivered the successful integration of the Stylesight proposition, WGSN’s main competitor when that business was acquired in 2014.

My first role in Ascential was as Digital Marketing and Insight Director for the Group, which I carried out between 2012 and 2014, embedding best practices and capabilities across the organisation.

Prior to Ascential, I spent nearly 5 years as Marketing Director at online payments scale-up Ukash and was part of the executive team that created a profitable, award-winning business across 6 continents that have now successfully been sold to Paysafe Group.

Before that, I had 13 years of blue-chip Marketing experience with Barclays in the UK and South Africa, covering all aspects of marketing, customer strategy, and proposition spectrum.

Fredrik leads LinkedIn’s agency development team across international markets in EMEA and LATAM, namely Germany, Austria, Switzerland, Israel, Brazil and the MENA region. At LinkedIn, the team Fredrik leads empowers agencies and brands to reach, engage and convert their professional audience at scale.

Fredrik is also the President for the International Advertising Association (IAA) UK chapter, where he directs the organisation in its aims to protect freedom of commercial speech, advance advertising in a responsible way, support consumer choice and education and professional development across the industry. He is also currently serving at Senior Vice President at IAA Global.

Fredrik boasts over 20 years of business development and leadership experience, having held senior roles at companies such as Euronews, Eurosport, Odyssey Mobile Marketing and Phunware Inc. Notably, he had a key management role and co-founder status in establishing, growing and ultimately selling mobile advertising start-up, Odyssey Mobile Marketing Ltd to Phunware Inc. in December of 2014.