Gui Pasculli on Building Brands People Want to Be Part Of

Rupert sits down with Gui Pasculli. From launching Dove’s Real Beauty campaign in Latin America to driving culture-led collaborations at Malibu, Gui shares insights on brand purpose, experience-led marketing, and how to create authentic connections in an ad-averse world.Gui Pasculli is a Brazilian-born creative strategist and marketing leader currently Global Head of Culture and Partnerships for Malibu at The Absolut Company. Since joining The Absolut Company in London, he has driven strategic campaigns for brands including Absolut, Malibu, and Kahlúa across Europe, global travel retail, and South Africa. In his current role, he focuses on building culturally resonant brand partnerships and leading Malibu’s global cultural initiatives.Rupert Maconick is the Founder and Executive Producer of Saville Productions. Saville Productions works with major brands to produce brand-sponsored films and documentaries on a wide range of social and environmental issues.