Global Soft Power Summit 2026

Justin Trudeau’s tenure as Canada's 23rd Prime Minister coincided with a period of unprecedented global challenge and change.

After leading the third-place Liberal Party of Canada to a historic majority government in 2015, Trudeau set about delivering an ambitious agenda that included appointing Canada’s first gender-balanced cabinet, lifting more than 435,000 children out of poverty through the Canada Child Benefit, launching a national $10-a-day childcare program, advancing Indigenous Reconciliation, and taking robust action to fight climate change, including through policies that attracted investment in clean economic growth and jobs.

Confronted with a series of global economic and security shocks, including Russia’s full-scale invasion of Ukraine and the COVID-19 pandemic, Trudeau worked to address international and domestic issues through bold, decisive action while continuing to deliver on a progressive vision for Canada. The former Prime Minister has amassed powerful insights into societal resilience, high-stakes international diplomacy, the promotion of shared economic growth, and driving meaningful, lasting change.

Before entering politics, Trudeau studied literature at McGill University, completed the University of British Columbia's education program, and spent several years teaching in Vancouver. He also served as the Chair of Katimavik, on the board for the Canadian Avalanche Foundation, and as an advocate for youth and the environment, taking part in events and conferences around the country.

Trudeau has received numerous international awards including the Atlantic Council's Global Citizen Award, National Geographic's Planetary Leadership Award, and Rotary International's Polio Eradication Champion Award. The proud father of three, Trudeau delivers presentations that combine pragmatic governance insight with an inspiring vision for stronger communities.

Alexandre Edelmann was appointed as Head of Presence Switzerland in November 2022. He previously held various positions in the Federal Department of foreign Affairs (FDFA) public diplomacy unit, which is responsible for promoting Switzerland's image abroad. As a member of the management board since 2016, he was in charge of the Marketing & Campaigns team.  

Based on the objectives defined by the Federal Act and the Federal Council's international communication strategy, Alexandre Edelmann and his team developed a public diplomacy and marketing approach for the physical and digital platforms of Presence Switzerland, for the external network and for external partnerships. In collaboration with various actors, he has produced thematic campaigns, such as swisstech or finance.swiss, which are among the key tools that strengthen the perception of Switzerland in strategic areas.  

Before joining the FDFA, Alexandre Edelmann operated at the Montreux Jazz Festival, where he was Head of Creative Content, Brand & Development until 2012. In this role, he contributed to the redefinition of the brand strategy of this world famous music event, as well as to a new content and distribution strategy.  

His skills lie in the areas of soft power, marketing, complex project management and creative direction, with a cross-functional results-oriented approach. 

Kumar IYER is the United Kingdom's Ambassador to the United Nations, WTO, and other international organizations in Geneva. He previously served as Director General for Economics, Science and Technology at the Foreign, Commonwealth & Development Office (FCDO), and has served as British Deputy High Commissioner to India and HM Trade Commissioner for South Asia and held key strategy roles at the Prime Minister's Strategy Unit and HM Treasury. His career spans the public, private and academic sectors, including positions at The Boston Consulting Group, Oliver Wyman, and as a Senior Adviser at Clifford Chance. Kumar was a Visiting Fellow at Hertford College, University of Oxford and a Teaching Fellow at Harvard University.

As the Chairman of Binghatti, Muhammad Binghatti spearheads the UAE’s leading property brand. The company is renowned for developing properties that boast sheer architectural prowess, and operates with an investment value of AED 80 Billion spread across a portfolio of numerous prime projects in Dubai. Binghatti is the first real estate developer in the world that has formed partnerships to develop branded real estate projects with global luxury brands, such as Bugatti, Mercedes-Benz and Jacob&Co.

Tshilidzi Marwala is the Rector of the United Nations University and an Under-Secretary-General of the United Nations. He holds a PhD in Artificial Intelligence and Engineering from the University of Cambridge and a Bachelor of Science in Mechanical Engineering from Case Western Reserve University. His research spans the theory and application of artificial intelligence across engineering, healthcare, economics, and international relations.

Previously, Professor Marwala served as Vice-Chancellor and Principal of the University of Johannesburg, where he led major initiatives in research development, digital transformation, and student success. His leadership and scholarship have contributed significantly to global debates on AI governance and the societal implications of emerging technologies.

He is the author of 30 books and holds five patents registered in multiple jurisdictions. He is a regular participant in international policy and academic forums on artificial intelligence and technology governance. He is a Fellow of several leading academies, including The World Academy of Sciences (TWAS), the American Academy of Arts and Sciences, the Chinese Academy of Sciences, the African Academy of Sciences, and the Academy of Science of South Africa.

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).

Konrad leads Brand Finance’s place branding and soft power practice. He liaises with clients, directs consulting projects, and is responsible for the creation and promotion of the annual Global Soft Power Index, Nation Brands, and City Index studies.

Konrad has extensive experience in advising clients in the fields of place branding and public diplomacy. Before joining Brand Finance, he worked at the Polish Embassy in London where he developed and delivered successful marketing communications campaigns as well as media relations programmes of official engagements by the president, prime minister, government ministers, and the ambassador.

In his role at Brand Finance, Konrad has advised a variety of place branding organisations, including the GREAT Britain and Northern Ireland Campaign, New Zealand Story, and Cape Town Tourism.

Before moving on to grow the place branding practice, Konrad was the Communications Director of Brand Finance and Managing Director of Brand Finance’s PR agency – Brand Dialogue for 5 years. He has a proven track record in executing integrated communications strategies, having been responsible for publishing nearly 100 industry and country reports on the world’s most valuable brands on an annual basis.

Konrad has qualified with the Professional PR Diploma from the Chartered Institute of Public Relations (CIPR). He studied European Studies MA at King’s College London and the Humboldt University in Berlin, and International Relations with Political Science BA at the University of Birmingham.

Paula is a senior leader operating at executive and board levels in the intersection between strategy, branding, and sustainable development with experience in Europe, South America, and Asia. She worked with the British Council both as a consultant and as an interim global brand director, helping to understand and grow the value of their brand. She also worked on strategic and multi-stakeholder engagement programs for non-profits such as the Gates Foundation, Forum for the Future and the Calouste Gulbenkian Foundation.