Hexagon CMO Madlen Nicolaus shares a real-world case study of leading a digital-first brand launch in a highly complex organisation. From aligning internal stakeholders to translating deep technology into human relevance, she’ll explore what it takes to modernise marketing in the age of AI – creating a brand platform built for speed, scale, and storytelling. 
 

• What does it take to modernise a global brand operating across highly complex industries and audiences? 

• How Hexagon simplified its narrative, visual identity, and digital ecosystem to scale at AI speed 

• How to translate advanced technology into human relevance – and why this matters more than ever 

• Exploring the role AI played in accelerating consistency, speed, and content governance without losing brand integrity and the key lessons for marketing leaders embarking on their own transformations in complex, matrixed, global organisations