Member Interview with Pia de Malherbe

We are delighted to bring you a Member Interview with Pia de Malherbe, Chief Brand Officer at 10 Days London - Gen-Alpha Expert

What’s your golden rule?

Treat everyone with respect and integrity—you never know when paths will cross again. And always be punctual.

Who has been your biggest influence?

My father, the ultimate relationship architect. While everyone today talks about "networking," he taught me something far more valuable – the art of building genuine, lasting connections. His ability to turn casual conversations into decade-long partnerships showed me that business is fundamentally human. 

What is your most hated business expression?

"Let's circle back" It's become corporate speak for postponing decisions. . I prefer "let's solve this now" – it's amazing how many "impossible" challenges become possible when you remove the safety net of postponement.

What’s the smartest business idea you’ve ever had?

Transforming our agency model into a brand membership platform. We're not just selling services; we're creating an ecosystem where brands can plug into creative intelligence 24/7. 

Which leader do you admire most and why?

I admire Iris Apfel for proving that age is no barrier to success and influence. Her unique style and creativity have made her a global fashion icon, even in her 90s, demonstrating the power of individuality and being different. I also respect Karl Lagerfeld for his exceptional work ethic and visionary approach to blending tradition with innovation. Both embody timeless inspiration and a relentless drive to evolve.

What is on your mind the most right now as a marketing leader?

The exponential gap between AI capabilities and human creativity. It's not about AI vs. creatives; it's about AI x creatives and how this will shape our future. We are in the midst of developing an AI eco-system for our membership clients - the possibilities are endless - and that currently keeps me up at night...and my kids usually ;-)

Why is being part of The Marketing Society important for your career?

The Marketing Society is a great network for marketing leaders globally - it means I can stay on top of my job with latest trends and also network with like-minded people.

Why does marketing matter to you?

Marketing is the art of making meaning in a world drowning in information for me it is all about effective and engaging storytelling. When done right, it's not about selling products or services – it's about creating narratives that help people make sense of the choices they have to make as well as creating emotive connections to brands.

Tell us something that’s not on your CV

I am named after an airline, it's a long story.

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Published on 14 February 2025