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.

Leading Sustainable Transformation in Creative Operations Beyond the Tool

In Creative Operations, playing it safe is often the biggest risk. 

A session for leaders ready to challenge the status quo, rethink the rules, and dare to be different.

Typography is no longer just a creative choice; it has become an operational system that influences brand consistency, creative velocity, risk posture, and the ability to scale content production across channels, tools, teams, and geographies.

Covering:

• The Virtual Content Studio solution that is driving significantly greater efficiency in the Content Production process
• Our journey of successfully integrating emerging technology in a large organisation
• How we see the future