Emma Baines

Tony's Chocolonely / Not Just Nice

Emma Baines is a creative leader with twenty years’ experience shaping brands across the globe — from bold challengers to global players. She led HelloFresh’s global rebrand and now drives creative at Tony’s Chocolonely. She is also mildly obsessed with taking notes in her Leuchtturm, exclusively in black pen — Diet Coke or Yorkshire Tea in hand, depending on the time of day.

She’s known for a clear, no‑nonsense style and a belief that the best creativity comes from clarity, trust and teams that actually enjoy the work. Rooted in Quiet Power, her Not Just Nice approach reframes “nice” as a strength — proving that empathy, directness and values‑led leadership unlock better ideas, stronger teams and more impactful results.

A regular speaker across the world, including SXSW London and Frontify Paradigms, Emma challenges leaders to rethink what creative strength really looks like — and what happens when creativity moves from expression to real impact.