Creativity Under Pressure: Making Work That Actually Works

In an era of AI-generated content, fragmented attention and relentless performance pressure, what does truly effective creativity look like?

This session brings together leading creative voices to explore how big ideas are evolving, and why human insight and craft matter more than ever. From harnessing AI as a creative partner to building work that earns attention across platforms and drives measurable impact, the panel will share how agencies are redefining the relationship between creativity, media and effectiveness.

Expect a candid conversation on what’s changing, what isn’t, and how brands can create work that people actually care about in 2026.

Speakers 

Jo Arden, CSO, AMV BBDO

Matt Gay, ECD, adam&eveDDB,