Mario Hytten as a conferencier Mario Hytten is specialist of sports marketing and communications. He has formed a 360deg vision of the sportsworld, first as a professional racing driver in Formula 3, F.3000 and the 24 hours of Le Mans, subsequently selling sponsorship, promoting events and bringing about broadcast innovations over a 30-year career, mostly in motor-racing, including Formula 1. From there, he has made an interesting journey: today he proposes to emulate the communication techniques used in F1, to enable global companies to establish instinctive connections between their brand and their sustainability credentials. He is currently the CEO of Planetaire AB in Sweden, dedicated to establishing a sport property which would apply the theories explained in his conference subject. He can hold conferences in English, French, Italian, Swedish or Norwegian. Hytten’s modular conference subject THE PERSUASION MODEL: how we are failing to influence consumers’ attitude towards energetic and environmental sustainability, because we are using defunct communication techniques. Duration: 20min. * THE SEDUCTION MODEL: how commercial brands have achieved spectacular commercial successful through subconscious branding rather than explicit advertising, and mostly through sports. Duration: 10min. * THE MISSING LINK: how the seduction model can be adopted by brands that want to turn their sustainable credentials into a subconscious competitive advantage. Duration: 20min. * THE SKYRACE WORLD CUP: a fascinating application of the theories behind “The Missing Link”, embodied in a practical application and illustrated through stunning still and moving pictures. Duration: 20min. * The first three subjects are best suited to a B2B audience.