- IMD Business School

Keynote plenaries

Inspiring you to be future ready
Discover more about the OWP Lausanne 2024 keynotes
Joseph M. Bradley, CEO TONOMUS.Neom

Keynote address: Navigating the singular reality: uniting the physical and digital worlds

 - IMD Business School

Join TONOMUS’s CEO and digital humanist, Joseph Bradley, for a transformative keynote where he forecasts a visionary future blending digital and physical realities to revolutionize the human experience. Addressing the widespread apprehension of the digital realm overshadowing the physical, this keynote offers a more harmonious vision where emerging technologies seamlessly integrate into our daily lives. This will signify profound shifts in how we work, learn, and play, opening avenues for enhanced collaboration and creativity. Bradley outlines a comprehensive strategy for navigating these complexities, advocating for an inclusive, sustainable, and ethically responsible approach. Dive into the boundless potential for innovation and exploration in these realms, with everyone playing a significant role in shaping that future as the digital and the physical worlds converge.

TONOMUS is the first subsidiary company of NEOM, which has evolved from its technology and digital sector to lead the creation of the world’s first cognitive community. Bradley and his team’s strategic foresight are delivering a full-scale, end-to-end cognitive technology ecosystem for NEOM. By harnessing the power of Artificial Intelligence (AI), Internet of Things (IoT), blockchain and robotics, they are bringing cognitive cities to life.

Prior to NEOM, Bradley spent 15 years at Cisco in various senior leadership roles, the most recent of which was Global Vice President IoT, Blockchain, AI and Incubation Businesses. The California native graduated with a B.A. in economics from the University of California at Berkeley.

Bradley’s career has been defined by remarkable success. With a lifelong passion for data-driven systems that enable sustainable synergy between people and technology, he has made it his life’s mission to enable companies in maximizing these dynamic interactions.


Jamie Woodruff, ethical hacker and cyber security specialist

Keynote address: Cyber resiliency: building a secure future

 - IMD Business School

Jamie Woodruff is a distinguished authority in the field of hacking and cyber security. Woodruff embarked on his journey into hacking at the tender age of 9, and his talents became widely recognized when he achieved a remarkable feat during a student competition at a University within the United Kingdom. There, he successfully disclosed a security issue within a prominent social media platform, thrusting him into the public spotlight. This marked the beginning of his notable career in cyber security.

Throughout his career, Woodruff has been instrumental in uncovering vulnerabilities within high-profile entities. Notably, he identified security gaps in the online operations of prominent figures, including Kim Kardashian. His ethical hacking endeavours revealed potential threats to the personal data of her loyal fan base.

Presently, Jamie Woodruff serves as the Chief Technology Officer of an IT Support and Security firm located in the United Kingdom. The company specializes in a wide spectrum of services, including training, cloud solutions, penetration testing, and comprehensive IT support for educational institutions. In addition to his professional role, Woodruff provides assistance to the Cyber Smile Foundation in the role of Cyber Safety Advisor, an organization dedicated to combating online cyberbullying.

Woodruff’s expertise centers on the realm of social engineering and the human aspect of cyber security. He emphasizes the critical importance of fortifying systems and networks against potential threats. Notably, he is renowned for disclosing physical security weaknesses both within the public and private sector.

His distinctive approach involves actively infiltrating targeted organizations to unearth existing exploits. As an illustration of his capabilities, he once posed as a Domino’s pizza delivery person to gain access to the inner sanctum of a major financial institution through pick-locking techniques. Importantly, all of his activities are conducted with full authorization, as part of ethical penetration testing.

Jamie Woodruff’s illustrious career serves as a testament to his unwavering commitment to cyber security and his unparalleled expertise in safeguarding both physical and digital landscapes.

Pierluigi Collina – the world’s best referee

Keynote address: Decision making under (real) pressure

 - IMD Business School

Today’s business leaders are often under pressure to make the right decisions, while also being held to increasingly high levels of scrutiny and expectations of accountability. Pierluigi Collina, recognized six times as “The World’s Best Referee”, will share key strategies for decision making under pressure, which are as relevant to business as they are to football matches.

Collina has refereed at the highest level including the 2002 World Cup Final and the 1999 Champions League Final plus countless World Cup and international matches, as well as in Serie A in his native Italy.

He is uniquely respected by the players, managers and fans where his calm authority and sense of fair play under great pressure made him the best in the world′s most popular sport. After his retirement in 2005 Collina chaired the Serie A referees from 2007 to 2010, then he moved to UEFA where he worked as Chief Refereeing Officer and Chairman of the Referees Committee until 2018. He is currently the Chairman of the FIFA Referees Committee.

An economics graduate (cum laude) from the University of Bologna, Pierluigi Collina was a financial consultant by profession (Italian League referee was not a full-time position). As well as the awards he has collected on the pitch, Collina has been honoured around the world for his achievements. These honours include the Commendatore dell’Ordine al Merito della Repubblica Italiana bestowed upon him in 2003 and a Doctorate “Honoris Causa” in Science by the University of Hull in 2004. Outside of his football and professional life, Pierluigi Collina is an energetic champion of good causes. He was International Red Cross’ ambassador for the campaign “Children in war” in 2004, and FIFA Ambassador for the SOS Italia Children Villages. He is the author of the book “The Rules of the Game”, published in Italy in 2003 and translated in more than 10 different languages and 20 countries.

Collina explains in meticulous detail how he became an official and what it takes to be the best and stay the best. He has a simple creed as relevant to business as refereeing: work hard to be successful and be always one step forward as knowing everything about what you are going to do is crucial to take the correct decision. His presentations are inspirational and filled with anecdotes and humor. Often under the spotlight of the world′s media, Pierluigi Collina is highly professional and is used to dealing with the pressures of a live audience.

Brian Eno, musician, producer, visual artist and activist

Keynote address: TBC

 - IMD Business School

Brian Eno first came to international prominence in the early seventies as a founding member of British band, Roxy Music, followed by a series of solo albums and collaborations. His work as producer includes albums with Talking Heads, Devo, U2, Laurie Anderson, James, Jane Siberry and Coldplay, while his long list of collaborations include recordings with David Bowie, Jon Hassell, Harold Budd, David Byrne, Grace Jones, his brother, Roger, on ‘Mixing Colours’ and recently with Fred Again. Brian’s latest album, ‘FOREVERANDEVERNOMORE’ was released in October 2022.

Eno’s visual experiments with light and video continue to parallel his musical career, with exhibitions and installations all over the globe. He has exhibited extensively, as far afield as St. Petersburg’s Marble Palace, Ritan Park in Beijing, Arcos de Lapa in Rio de Janeiro and the sails of the Sydney Opera House. He is a founding member of the Long Now Foundation, a trustee of Client Earth and patron of Videre est Credere. In April 2021, he launched EarthPercent, which raises money from the music industry for some of the most impactful environmental charities working on the climate emergency.

In 2023, Brian was awarded the Golden Lion for Lifetime Achievement by the Venice Biennale Musica. In January 2024, ‘Eno’, a generative documentary about the artist’s life was screened at Sundance film festival to critical acclaim.

Photo credit: Cecily Eno


Arturo Bris, Professor of Finance and Director of the IMD World Competitiveness Center

Keynote address: “Winning losers”: the countries of the future

 - IMD Business School

Arturo Bris is Professor of Finance at IMD and Director of the IMD World Competitiveness Center. An award-winning teacher and program director, he ranks among the top 100 most-read finance academics in the world. He is the author of several books, a frequent speaker at international conferences, and appears regularly on international media outlets.

His work has been published in the Journal of Finance, the Journal of Financial Economics, the Review of Financial Studies, the Journal of Legal Studies, and the Journal of Business and he has had articles published in the Financial Times, Wall Street Journal, and Handelsblatt among others.

Bris’ areas of expertise include corporate finance, corporate governance, financial regulation, and competitiveness. As Director of the IMD World Competitiveness Center he works with governments all over the world assessing, measuring, and managing the competitiveness of countries. The WCC produces trusted annual rankings on economies’ competitiveness, and under his leadership it has expanded its coverage by adding new rankings on talent, digital competitiveness, and smart cities.

Dr Maha Hosain Aziz, professor, author, speaker & cartoonist in global risk & future trends

Keynote address: Navigating our future world order

 - IMD Business School

Bestselling author and NYU professor, Dr. Maha Hosain Aziz unravels the complexities of our global landscape. In her keynote address, she explores what challenges may be next in our future world order – and how we can prepare. First, let’s understand why we are experiencing such uncertainty globally. Second, let’s predict the key risks and less obvious shocks for the upcoming year and through 2030. Lastly, what can we do as engaged global citizens and as part of our organizations to tackle such challenges – how can you win in a post-pandemic era shaped by war, climate, AI (and possibly Trump)? She draws from her book trilogy and from her crowdsourced research to shed light on the path forward.

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