Creativity4Better Debuts in Milan to Celebrate Purpose-Driven Creativity

The International Advertising Association (IAA) proudly announces that Creativity4Better (C4B), the international event championing the transformative power of creativity, will take place in Milan, Italy, from October 1-4, 2025 with the main conference set for October 2.

C4B’s mission is to shed light on the future of business, society, and the creative bonds linking all great thinkers and doers. C4B brings together industry leaders and experts from advertising, marketing, art, food, fashion, design, music, technology, and business to explore how creativity fuels innovation, economic growth, and social progress.

A Global Platform for Creativity and Innovation

As the only global association representing all areas of the marketing and communications industry, the IAA organizes C4B to showcase creativity’s impact across key themes:

• Innovation & Technology – How creative thinking can harness emerging technologies to tackle complex challenges.

• Sustainability & Social Responsibility – Innovative and ethical approaches businesses can adopt to promote sustainability.

• Cultural Impact – The role of creativity in shaping culture, influencing consumer behavior, and driving societal change.

• Business Growth – How creativity enhances brand performance and drives long-term success.

“Creativity 4 Better (C4B) is a world leading festival that celebrates inspiration and ideas that have helped the world for the better. Our industry today, our world today, our news today, need more kindness, goodness, and compassion. It needs ideas that spread positive impact and have a worthy contribution. This is what C4B is all about. We are honoured to launch C4B Milan, so this admirable journey continues, and more cities follow in the footsteps of Bucharest and now Milan, in the belief that creativity is the most powerful force for good. See you in Milan”, said Sasan Saeidi, IAA Chairman and World President.
Machado Masterclass – A Unique Learning Opportunity The event will feature a highly anticipated masterclass with Fernando Machado, a visionary global marketer renowned for pushing creative boundaries to drive business and brand growth.

On October 1, Machado—who has worked with brands such as Dove, Burger King, Call of Duty, and NotCo—will share insights on:

• Crafting strong creative briefs.

• Bringing an organization along on the creative journey.

• Managing risk while pursuing groundbreaking ideas.

• Building teams that continually strive for excellence.

This exclusive session offers attendees a rare opportunity to learn directly from one of the most admired CMOs in the industry. Details on registration are available by emailing segreteria@iaaitalychapter.it

Written by Advertising Blogs