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Creative power in an age of AI

Learn how to make creativity a key driver of value 

Join us in Manchester for a conversation with IPA President Karen Martin as we explore why creativity remains agencies’ most powerful competitive advantage. 

With the industry balancing the growing influence of AI, the pressure of realtime performance, and the ongoing demand for efficiency, creativity continues to be the magic element that drives innovation and achieves real cut-through.  

Karen will be joined by leading creative and strategic voices to have an in-depth discussion about the future of creativity in this ever-evolving landscape.  

Together, they’ll explore: 

  • Where the next leaps in creative thinking will come from 
  • How agencies can harness AI as a creative accelerator rather than a threat 
  • What it takes to spark transformative ideas across teams 

“Creativity matters. It’s our greatest advantage. It matters for our people, for our agencies, for our clients, for their businesses and for the UK economy. And with all the noise about efficiency and speed, creativity is still what drives real value.” 

Karen Martin, CEO, BBH London and IPA President 

Agenda 

5.30pm Arrival for drinks and canapes 

6.10pm Welcome 

  • Sue Benson, Founder, The Behaviours Agency and IPA Chair, England & Wales

6.15pm Karen Martin: My agenda for our industry 

  • Sue Benson, Founder, The Behaviours Agency and IPA Chair, England & Wales

in conversation with 

  • Karen Martin, CEO, BBH London and IPA President 

6.25pm Panel discussion 

  • Gemma Longfellow, Chief People Officer, Open Partners and IPA City Head for Manchester & North West (moderator)
  • Lauren Greenhough, Strategy and Planning Director, Wavemaker
  • Simon Luff, Managing Partner, Head of Strategy, Ear to the Ground
  • Karen Martin, CEO, BBH London and IPA President 
  • Imogen Tazzyman, ECD, McCann Manchester

6.55pm Audience Q&A  

7.05pm Drinks and networking  

7.30pm Event ends