Johnny Rotten of The Sex Pistols, Public Image Ltd., to Keynote PromaxBDA Europe 02.01.2017 John Lydon, better known to decades of music fans as Johnny Rotten of The Sex Pistols, will headline PromaxBDA Europe 2017 in Amsterdam in March, the association announced Wednesday. The British singer and songwriter will discuss his creative process and what it takes to attract attention in a crowded media environment during his keynote session on March 14. During his iconic turn as Johnny Rotten as lead singer of The Sex Pistols in the 1970s, Lydon was widely credited with being a leading figure of the punk-rock movement. According to his auto-biography, "he brought chaos and carnival to starchy mid'70s Britain with the Sex Pistols, then shapeshifted with [his new band] Public Image Ltd (PiL) into a talented free experimentalist." Lydon has continued to reinvent himself throughout his long career. Other keynote speakers set for Europe's largest gathering of entertainment marketing and design professionals include: - Sahar Baghery, head of global research and content strategy, Eurodata TV Worldwide, will help make sense of the "Content Riot" that consumers are facing today. She will take a deep dive look at traditional and disruptive content, measuring today's effective marketing campaigns and the latest research on global consumer viewing trends. - Mr. Bingo, one-of-a-kind artist & illustrator became an internet sensation and struck a chord with the jaded and keyboard-dependent public when he created a website and invited people to pay to receive his own artistic and comedic version of hate mail. It is called abusive art and it became an internet phenomenon. Mr. Bingo will talk about turning an off-the-wall idea into a thriving business. - Jeetendr Sehdev, author of "The Kim Kardashian Principle" and professor of marketing and celebrity at USC, will talk about the marketing lessons to be learned from the age of celebrity culture. Sehdev has the inside track on how celebrities are using new age branding techniques and social media to transform the marketing values of today. - Mailine Swildens, director, Google Zoo - EMEA, heads up the Europe teams who create content and strategies for a variety of clients including luxury automotive brands, Disney, Netflix and Warner Bros. She will talk about her creative process, how to cultivate fruitful collaborations and the art of the internet.] - Mark van Iterson, director of global brand design, Heineken - will discuss how to keep a brand vital and relevant without changing the product itself. He will show how creativity, design and innovation beyond beer have built an iconic brand with relevance in 192 countries and a vibrantly young mindset. - Ashley Vinson, former head of brand strategy, Twitter, Netherlands & Belgium, will discuss the measurement myth when it comes to social media, including how to avoid huge spikes in social media only to follow with huge falls. Vinson is an expert on how to deliver social marketing that works. PromaxBDA Europe 2017 will feature more than 25 sessions, and will culminate in the gala ceremony honoring the PromaxBDA Europe Awards. PromaxBDA Europe 2017 will take place March 13-14 at the Beurs van Berlage in Amsterdam. REGISTER NOW. Photo: Paul Heartfield..