Afdhel is one the world's leading experts on brand purpose, marketing innovation and how business can be a force for good. Based in Los Angeles, California, he is also Founder and Chief Purpose Officer at Conspiracy of Love, a social impact consultancy that advises Fortune 500 companies like Adidas, Sonos, Bacardi, Mars and Coty how to 'make money AND do good by harnessing the power of cool.'
He is the co-author of the best-selling book Good is the New Cool: Market Like You Give a Damn which explores how brands like Warby Parker, The Honest Company and Zappos attract loyal customers through their mission of ‘doing well by doing good’ - and also retain the best talent by helping employees find meaningfulness in their work.
For 20 years, he was an award-winning international marketer in London and New York, leading brands at Procter & Gamble, Heineken, Nokia and Absolut Vodka, where he created and ran the marketing innovation-focused Absolut Labs, focusing on VR, AR, and IOT, that was praised by Forbes as 'one of Top 3 marketing innovation labs to emulate.'
An expert on brand partnerships and pop culture, he has worked with world-class artists such as Lady Gaga, Deadmau5 and Kanye West, as well as diverse partners like the TED Conferences, Art Basel, Coachella Festival, and the Andy Warhol Foundation.
Examples of his work include Absolut Reality, the world’s first live streamed virtual reality concert; Absolut Deadmau5, a groundbreaking video game with electronic music superstar Deadmau5; and Absolut Open Canvas, which transformed entire city blocks in Brooklyn and San Francisco into contemporary art installations.