Why treating business as a creative act is harder to sustain than it is to state, and whose responsibility it actually is. Set up the whole day in three points: business is a creative act, the real challenge is keeping that creativity alive, and the responsibility is making sure everyone in the organisation contributes to it.

Sir John Hegarty

Finding Your Creative Philosophy

A business without a clear sense of purpose is just a business drifting from one idea to the next. This panel brings together founders and CEOs who've each built that purpose into something that runs through every part of their business. They will share the very different creative philosophies that got them there, and how vital that is to sustaining every part of the business today.

Panel discussion with Sir John Hegarty, Michelle Kennedy, Luke Boase and Nic Taylor

Coffee Break

The Movement Era

As AI reshapes daily life, we are caught between hope and anxiety, sameness and rebellion, logic and superstition. The Harris Poll's John Gerzema and Libby Rodney unpack fresh data on these emerging consumer tensions and what they mean for brands navigating the age of AI.

Brought to you by Harris Poll

Why Creative Businesses Are Existential

Many businesses are still built for predictability, boxing creativity off as something that happens separately, rather than a discipline the whole organisation is accountable for. Drawing on real examples of what happens when audience data, commercial teams and creative decision-making sit together rather than in opposing camps, this session makes the case for dismantling that divide. It sets out what separates the businesses that merely say creativity matters from those that build the commitment and infrastructure to sustain it.

In conversation with Sir John Hegarty, Dame Carolyn McCall and Nick Law

Lunch

Creativity as a System: Building the Culture

How creativity becomes something an organisation can rely on, rather than something it just hopes for. How creativity gets embedded as repeatable infrastructure - culture, environment, and process — rather than relying on one gifted individual having a good day.

Brought to you by Margaret Heffernan

Creativity as an Invitation

A great idea means nothing until people believe in it enough to join it. This panel makes the case for creativity as an invitation: capturing the imagination of your staff, your customers and the wider public, and taking them with you on the journey. The businesses that master this build more than an audience. They build a movement.

Panel discussion with Lucie Cave, Emma Harman, Orlando Wood and Shona Campbell 

Break

A Look Behind The Curtain with Google Marketing

Why AI speeds creativity up rather than making it less necessary. As AI makes execution and content abundant and cheap, genuine human creative judgment becomes scarcer and more valuable, not less — AI accelerates creativity, it doesn't replace it.

A forward view presented by Google

Fireside Chat

One personal story that brings the day’s ideas to life. An in-depth conversation about creativity, conviction and the moments that can shape a career and a life.

Business of Creativity After Dark