Events Creative Operations Summit New York 2025 Track 3 Reframing the Role of In-House Teams: Align Creative Strategy with Business Impact

Many in-house creative teams find themselves trapped in the "content factory" mindset, churning out deliverables without connecting their work to broader business objectives. This reactive approach devalues creative work in stakeholders' eyes, creating a cycle where teams become disengaged, innovation stalls, and organizations miss critical growth opportunities.

Events Creative Operations Summit New York 2025 Track 1 Creative Matters: Protecting the Soul of Creativity in the Efficiency-Driven Age

In a world reshaped by technology and automation, creative professionals face unprecedented pressures, leaving many wondering if exceptional creativity itself is under threat. 

As the drive for efficiency pushes "good enough" toward dangerous acceptability, join Dax Alexander, Global Managing Director at OLIVER, as he explores why creativity isn't just worth protecting—it's critical to brand success. 

Events Event Speaker Cathy Dolbear

Cathy is architecting the data across Ofcom, the UK's communications regulator, providing guidance on the what, who and how of data management and analytics, of which data models, taxonomies and ontologies play a central role.

Events Event Speaker Beth Holmes

Beth Holmes started in 2007 as the first Knowledge Engineer at the question-answering startup True Knowledge (later called "Evi"), where she led a team to design an ontology, inference rules and natural language templates to power Q&A over general knowledge and domain-specific datasets. Amazon then acquired the startup to provide Q&A on their Alexa voice assistant.

Events Event Speaker Mary Freeman

Mary has worked in cultural heritage photography for over 10 years. As a photographer at Glasgow Museums, then at National Museums Scotland before taking on the management of Science Museum Group Photo Studio in 2018.

Events Event Speaker Grant Paterson

Grant is a distinguished Digital Asset Management professional with two decades strategic expertise. Currently serving as Digital Asset Manager at VisitScotland, he leads innovative DAM operations critical to the Scottish Government's brand communication. Grant manages the Brand Scotland and VisitScotland Media Toolkits, ensuring rigorous privacy compliance and operational effectiveness.

Creative Operations Hub Testimonial 6

"I really enjoyed the HS Creative Operations event - the venue was absolutely perfect, it was really well organised, the venue was perfect, and the running of the day was great - plenty of time to network and lots of interesting and valuable subject areas were covered in the tracks - Thank you!"