Creative Operations, Orchestration, and the Future of Hybrid Creativity

Reality check

In 2026, hybrid in-house models are no longer the differentiator; orchestration is.

Meeting the challenge

As AI becomes embedded in everyday creative workflows, the risk isn’t just bias - it’s how bias, at scale, quietly erodes human authenticity and cultural specificity.

From the data that trains our tools to the creative outputs we produce at speed, AI systems reflect the biases embedded in their inputs and defaults. These biases shape which voices, faces, and stories are amplified - and which are smoothed, generalised, or erased altogether.

Your chance to visit the exhibition and network with your fellow Creative Ops Professionals.

Creating Accessible & Disability Inclusive Productions

How authentic collaboration with Disabled talent can transform the way agencies and brands create.  

The creative and commercial power of accessibility in production is unpacked to show how inclusive processes lead to richer storytelling, innovative ideas and stronger audience connections. 

The tangible benefits of inclusive casting, access coordination and community engagement: 

Is The Creative Tech Stack Actually Paying Off?

Creative tech budgets have exploded. 

Results haven’t.

Creative Operations teams are surrounded by tools, platforms, dashboards, and “AI-powered” promises, yet approvals still live in email, workarounds are everywhere, and everyone’s managing version 37 of the same asset.

This is a short, opinionated debate for Creative Ops leaders ready to challenge a hard question:

Ocado was born out of a desire to disrupt a traditional grocery category. 25 years on, and the creative team are still at it, constantly looking for ways to increase relevance in a highly competitive industry.

How the in-house creative team has challenged and is challenging what’s possible

Join Karl Horton, the Creative Lead of the UK's largest gym franchisee PureGym and Diana Davalos, Account Director at Storyteq, as they share the insightful journey into the PureGym’s groundbreaking rebranding initiative that spanned four diverse markets. Discover how PureGym managed to maintain a unified global brand identity while allowing for local market execution. This session will provide practical insights into balancing creative ambition with operational clarity. 

Key Highlights: 

Why brands need new operational models to ride the next wave of marketing’s evolution.

With AI accelerating the pace of change in the marketing sphere, brands are looking to revolutionise their operations with support from strategic, AI-enabled partners.

Find out why:

Time to have some lunch and visit the exhibition. See you back at 14:00 for the afternoon sessions!

The End of the Shoot?

What we did

Vinted put ‘generative AI prompting’ head-to-head with traditional creative production workflows to build a live campaign. 

The outcome

Speed, quality, and trade-offs. Challenging assumptions about AI as a replacement for creative teams and external partners. The real (and often hidden) costs creative leaders must consider.