In this episode of Spikes Excitement Talks, Gordon sits down with Donata Peksa, Head of Brand Experience at HSBC, one of the world’s most recognized banks. With over 15 years at HSBC and a rich background that spans economics, marketing, and international roles, Donata brings a unique perspective on navigating brand leadership through organizational transformation.
They talk about her journey from a PhD in economics to building global brand campaigns, why airport ads first drew her to HSBC, and how brand work thrives in times of change. Donata also reflects on the mentors and thought leaders who shaped her path and shares how a "squiggly career" became a source of strength rather than doubt.
Furthermore they dive into real-world examples of how humor, authenticity, and empathy drive connection.
Donata also reflects on brand envy and admiration—from the consistent values-driven work of Dove to the multi-sensory genius of MasterCard. The conversation ends up with a powerful look into the future of marketing: creator culture, digital fatigue, and the rising need for brands to offer not just innovation, but reassurance and optimism in an overstimulated world.
Tune in for insights on challenger mindsets, brand storytelling in uncertain times, and the value of embracing nonlinear growth.
