Amy Lupton is the MD of PB Creative, an independent brand and strategy agency that creates brands with soul. Known for bold thinking and strategic creative, PB Creative helps brands - whether global icons or challengers - stand out, connect, and stay relevant and ultimately deliver impact.

With deep expertise in branding and consumer trends, Amy understands how design shapes perception and drives behaviour. As the no/lo category continues to evolve, she brings a sharp, no-nonsense perspective on how brands can carve out a meaningful space and win over consumers.