Spyros Lavranos has spent more than thirty years on both sides of the brief. As a brand owner, he led marketing, sales and general management for global and local brands across multinational, Greek and Cypriot companies.  As an agency leader, he now heads United Brains, partnering with local and international brands. That dual perspective underpins his conviction that agencies must evolve from suppliers of output into partners in effectiveness, the question at the heart of this conference. He is also a board advisor and a recognised voice on leadership and decision-making, author of Firefighters in the Boardroom and Beyond the Hype, and a regular contributor of thought-leadership writing on strategy, transformation and organisational performance.