Mika Hounta

Mika Hounta is a digital and influencer marketing expert with extensive experience building brand presence for luxury and premium brands, working across PR, event management and digital strategy. Her approach is built on a simple belief: in the world of luxury and lifestyle brands, no channel stands alone - every campaign, partnership and post is part of one digital amplification strategy, and the strongest results come when they all speak with the same voice.

She has collaborated with some of the most renowned international houses in the spirits industry, including Moët Hennessy, Proximo, William Grant & Sons, Beam Global and others. At Amvyx, she designs integrated digital campaigns, builds long-term creator collaborations, and drives platform strategy across Instagram, TikTok, Facebook, YouTube and LinkedIn - translating global brand positioning into locally resonant content for the Greek market.

Mika holds an MA in Communication Policy Studies from City University, London, and has contributed her expertise to institutions including the European Commission and the Athens 2004 Olympic Games.

Panel Discussion Title:
"From Campaigns to Creator Programmes: What Brands Have to Change"

As creator marketing moves beyond one-off activations and becomes a more established part of the marketing mix, brands need to rethink how they organise, manage and invest in it.

This panel brings together senior brand leaders to discuss what has to change inside the organisation to build more mature creator programmes and ecosystems: who owns creator marketing internally, how creators are selected and relationships are developed over time, which capabilities should sit in-house, and what brands increasingly expect from agencies and specialist partners.

Moderated by Myrto Kazi, the discussion will focus on the practical choices and organisational shifts required to move from campaign-by-campaign execution to a more consistent, strategic approach to creator marketing.