Surf Summit 20
May 17-20, 2017
Marquis Los Cabos


“Good Is the New Cool” by Afdhel Aziz
Afdhel Aziz shares lessons from his book ‘Good is the New Cool’ which explores the seismic shift in cultural values taking place today – where doing ‘Good’ has become ‘Cool’. The book tracks a new generation of leaders from business and culture who believe that using their talents, creativity and resources to impact the greater good is the coolest thing they could do – and that everyone can find a way to get involved. Interviewees include music managers like Scooter Braun (Justin Bieber, Kanye West) and Bobby Campbell (Lady Gaga) as well as marketers from brands such as The Honest Company, Zappos and Citibank who are finding new ways to ally themselves with each other to create bold new models for social impact that go far beyond conventional CSR or Cause Marketing. From in-depth interviews and research, it distills these learnings down to seven key principles like ’Think Citizens Not Consumers’ and ‘Don’t Advertise Solve Problems’ that anyone in any organization can follow. In a world where brands have to ‘innovate or die’, Afdhel shows how brands can harness the power of culture, technology and social good to ‘future proof’ themselves for the challenges ahead.


About Afdhel Aziz
Afdhel Aziz is one of the world’s leading experts in marketing innovation. He is an award-winning marketer who has led brands such as Procter & Gamble, Heineken, Absolut, and Nokia, in London and New York. He was most recently Director of Absolut Labs in the USA, highlighted by Forbes as ‘one of top three marketing innovation labs to emulate’ in the world. He is currently the Founder and Chief Creative Officer of Conspiracy of Love, a think-tank and idea incubator that helps Fortune 500 brands use culture and technology as a force for good.

He is one of the world’s leading experts on how to deliver cutting-edge campaigns, content, and experiences; working with world-class artists such as Lady Gaga, Deadmau5, and Kanye West, as well as diverse partners like the TED Conferences, Art Basel, Coachella Festival, and the Andy Warhol Foundation. Examples of his work include Absolut Reality, the world’s first live-streamed virtual reality concert;  Absolut Deadmau5, a groundbreaking video game with electronic music superstar Deadmau5; and Absolut Open Canvas, which transformed entire city blocks in Brooklyn and San Francisco into contemporary art installations.

He has been a featured speaker at the Cannes Lions, SXSW, TEDx, Advertising Week, The Gathering, the Chief Digital Officer Conference: Silicon Valley, Columbia University and more. His work has been featured in the New York Times, Vice, Fast Company, Forbes, Fortune, The Guardian, Coolhunting, Billboard, Hypebeast, Mashable and more.

Afdhel is the co-author of Good is the New Cool: Market Like You Give a Damn (Regan Arts, 2016), a provocative manifesto for a bold new model of marketing, which helps brands become a force for good. The book was a #1 Amazon New Release in ‘Philanthropy and Charity’ and has been hailed as the new ‘Ogilvy on Advertising’.

Additional speakers to be announced soon!