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Al MacCuish

Al MacCuish

Al MacCuish is one of the world’s leading experts on the power of brand, purpose and story in the modern media landscape.

Creative Chairman

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Contemporary Story-Telling: Solving Not Selling

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About this Speaker

He specialises in luxury, fashion, media and lifestyle categories. He co-founded Sunshine in 2012 and serves as Creative Chairman. Al has led Sunshine’s purpose driven initiatives for Gucci’s Chime for Change; Baileys Women’s Prize for Fiction, BBC Earth’s Real Happiness Project, Nike’s ‘Girl Effect and Adidas Communities initiative. He has led over 30 successful brand repositioning and transformation projects for businesses as diverse as US TV portfolio, A+E networks; music entertainment giant and global festival owner, AEG Presents; Europe’s biggest fashion E-tail platform, Zalando and luxury retail icon, Harrods. He has developed a proprietary transformation methodology that architects brand articulation based on universal themes and archetypes. Al serves on the board of the London Philharmonic Orchestra and was named one of Britain’s most influential people by Debrett’s and Sunday Times.