Pentawards Live is the epicentre for brand owners, designers and packaging managers who have the desire to uncover new possibilities. Material specialists, technology innovators, design gurus, and thought leaders in packaging convened in Amsterdam to stimulate, provoke and educate those in attendance.

After staging packed out events in Shanghai, New York and London the Pentawards Conference drew crowds from the international packaging community to convene at Pentawards Live Amsterdam and hosted international speakers from a selection of the world’s most renowned brands. The conference at Pentawards Live Amsterdam was brand focused, giving the audience a rare insight into the perspectives on packaging from behind the brand.

The International Conference


Chief Design Officer

The business world needs design more than ever

Mauro is infusing design thinking into PepsiCo’s culture and is leading a new approach to innovation by design that impacts the company’s product platforms and brands. His focus extends from physical to virtual expressions of the brands, including product, packaging, events, advertising, retail activation, architecture, and digital media.


Creative Director of Global Packaging and Content

Stories of progressive thinking: Making packaging more meaningful

Kevin leads a world-class team of designers and is responsible for the vision and creative strategy of Microsoft’s packaging for its worldwide line of products including Surface, XBOX, Hololens, PC Hardware and others. He believes that today’s consumers expect intuitive, connected product journeys and well-crafted packaging is one of a brand’s most vital assets in creating meaningful and lasting consumer relationships.


Design & Visual Identity Leader

Future-facing agencies: Predicting what the agency model will be in 2040

Motivated by the power of design and experience, Ann connects the dots between story, form, behaviour, and culture. As a Design Leader at Diageo, Ann ensures design has a seat at the table by partnering with Marketing, Supply, Innovation, Gifting and Retail teams, inserting design expertise in direction, process and partnerships. Externally she seeks the right talent to partner with and sets up Diageo and Creative Agencies for success. Together we build memorable brands that – when done right – live in the hearts of the masses.


Senior Vice President of Design

Tell it like it is: Why business leaders do not use design as a competitive advantage

Denise's end-to-end design mastery includes upstream innovation, brand positioning and concepts, iconic asset creation, product and packaging development, and in-store/e-commerce experiences. She also has a proven ability to build creative organizations, identify and attract top talent, develop design processes that are both creative and efficient, and nurture a positive and inspiring culture.


Head of Branding & Visual Identity Design

The role of private label: from a retailer's brand to a brands retailer

From Rio de Janeiro to New York and landing in Paris in 2006, Tatiana Ryfer has a design career marked by an international path. Head of the Branding & Visual Identity design department in Carrefour for over 8 years now, Tatiana was able to contribute to building the design culture inside the company. By managing all the brand’s visual aspects, she helped create consistency through all customer’s touchpoints. With prior 3-year experience in the Decathlon Group - leading European Sports Retailer, known for its innovative approach - as Branding & Packaging Manager, Tatiana had the opportunity to create and develop some of the group’s own brands and to collaborate with its 160 members design team.

Innovation Expo

In collaboration with Packaging Innovations Netherlands, Pentawards Live presented the Innovation Expo, where the top innovators and specialists of materials and technology in packaging, who exhibit at Packaging Innovations, was given the opportunity to exhibit alongside the world’s top design agencies, for the first time ever. This was a place where global thought leaders and creative innovators, across each pillar within the packaging value chain can convene, creating a dialogue to better facilitate collaboration and push the boundaries of what is achievable in packaging, on an international scale.



This display featured a selection of the 2018 Pentawards winning designs, offering visitors the unique opportunity to gain a global perspective of the best and most creative achievements in packaging design from the last year. This was the largest display of the Winner’s Exhibit that has ever been seen to date