Looking to 2030:

making your business future-fit

"Creatives nowadays need a swiss-army knife of skills. The creative technologist today is as important as the copywriter."

Jess Greenwood, Global Chief Marketing Officer, R/GA

This theme will examine...

…the best structures, models and relationships that creatives and brands must adopt going forward to enable successful, human-first creativity. It’ll also consider the new skill sets required for modern creativity, and how to acquire, nurture and retain the world’s best talent.

The only thing that’s constant in our industry is change. The Agency of Record is almost certainly dead, the next generation of creative talent demands new, modern working practices and D2C brands (who only last year we held up as the new icons in marketing) are seemingly hitting a plateau, struggling to scale. We are in an era where we need to constantly learn, experiment and create the future.

This is a meaty and complex theme, ultimately looking at how we can bullet-proof careers and business as we prepare for a recessionary world.

We will explore

Talent: At a time when creative and marketing capabilities are, at best, undefined, speakers will explore the new skill sets required and how we can acquire and retain the world’s best creative and tech talent.

Better teams and processes: Enabling a creative culture is under-scrutinised but essential. Speakers will focus on how we can build a workplace as a catalyst for creativity and growth. Here it is important to look at what detracts from this: burn-out, lack of inclusion, #metoo, and age discrimination (to name a few).

Agency and consultancy models: We will look at new agency models and what the future value proposition needs to be to survive. What is the role of the agency? Is it an ideas house? A consultancy? A transformation bureau? Let’s reevaluate what the agency of the future stands for.

Collaboration and Partnerships: Let’s face it, we can’t fly solo anymore. We need to work better together to produce work that we’re proud of.

In-housing: Speakers from both sides of the fence will explore whether it’s working and what elements are working best. A year on, we’ll ask “will in-housing creativity fail?”

Some of the big questions are:

  • How do we cultivate human-first workplaces to enable creativity? How do we lead differently to support our teams to build brands in a modern way?
  • What is the best way to work with clients? Do we need to be business partners? If we’re not writing the briefs ourselves, are we doing something really wrong?
  • Why are brands continuing to in-house? Is it more about translation and understanding than efficiency?
  • How can we continue to recruit and support inclusive teams that creatively thrive?