Creativity4Better Debuts in Milan

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 1-4th, 2025, with the main conference set for October 2nd.

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 and Technology – How creative thinking can harness emerging technologies to tackle complex challenges.

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

Cultural Impact – The role of creativity in shaping culture, influencing consumer behaviour, 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.

"This marks an exciting new chapter for the IAA and the global creative community. Italy's rich heritage of art, design, and innovation makes it the perfect stage to explore how creativity can drive both business growth and social progress," said Marianna Ghirlanda, President of IAA Italy and CEO of BBDO Italy. "We look forward to welcoming visionary thinkers and doers from around the world to inspire and be inspired."

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 1st, 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 organisation along on the creative journey.

- Managing risk while pursuing ground breaking 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 here.

Stay Updated on C4B – Italian Chapter

The next appointment for Creativity4Better is set for March 26 in Amsterdam, joining an exclusive gathering hosted by IAA Benelux - Being Human: Advancing Diversity, Inclusion & Ethical Communication in Advertising. As the advertising and media industries navigate evolving DE&I policies, representation challenges, and the transformative role of technology in communication, this event aligns with C4B’s mission: to champion creativity as a force for positive change - driving innovation, fostering inclusivity, and shaping a more responsible future for the industry. For industry professionals, business leaders, and members of the media interested in attending the Being Human event, please contact Stephanie Manning here. 

The most up-to-date information about Creativity4Better in Italy, including registration details and speaker announcements, is available via the recently launched Creativity4Better website, featuring the event’s brand’s new visual identity. Creativity4Better is proudly supported by industry leaders including BBC Studios, Google, Taboola, TikTok, YouMark!