Advertising Week Europe returns this year with a renewed focus on creativity, experimentation and the power of different perspectives. For Katie Ingram, Director of Advertising Week Europe, the moment feels particularly important for an industry navigating rapid change driven by AI, the creator economy and shifting ways of working.
In this conversation with New Digital Age, Ingram discusses why “unalike thinking” is more relevant than ever, how AI conversations are evolving, and why events like Advertising Week remain a crucial gathering point for the industry.
Advertising Week has long used the phrase “Great minds think unalike”. Why does that feel particularly relevant right now?
One of the things I am really happy about this year is that we are bringing our Great Minds concept back with real energy. For a long time the tagline for Advertising Week has been “Great minds think unalike”, and I think we are at a point in the industry where unalike thinking really needs to be celebrated again.
We are operating at this intersection of technology, machines and creativity. The advertising and media industry absolutely thrives on creativity, but there is a lot happening that could potentially pull us in different directions. That is why celebrating different perspectives and approaches feels so important right now.
We are also launching a new Great Minds list, which will spotlight ten people from across the industry whose thinking is helping drive it forward. I am really excited about shining a light on individuals who are challenging conventions and pushing the industry in new directions.
What are the biggest themes you expect to see across the three days of the event?
AI will clearly be a huge topic. Over the past few years there has been a lot of discussion framed around fear, about what AI might mean for jobs and the structure of our industry. What I think we are seeing now is a shift away from that fear and into a much more practical phase.
Many companies have spent the past couple of years testing and learning. Some have implemented AI successfully, others have discovered things that did not work, and they now have valuable lessons to share. What I am really excited about is seeing case studies that show how AI is delivering real business results.
That means moving away from speculation and towards practical examples. We will have partners and speakers who are demonstrating how AI is being used in the real world, and how it is changing businesses for the better.
The creator economy is also evolving rapidly. How will that feature in this year’s programme?
The creator economy is another major focus for us. Influencer marketing has been reshaping the media landscape for some time, but we are now seeing it become even more central to how brands connect with audiences.
Because of that we are introducing a dedicated creator experience at Advertising Week Europe. We will have a creators’ lounge, a creator track in the programme and a new ticket specifically designed for creators. We are inviting more than 500 creators to attend, which should create some really interesting conversations.
We are also launching a creator pitching competition. Creators will have the chance to pitch ideas to brands, with the winner receiving a significant contract with Adobe. For me that is really exciting because it connects creators directly with brands and shows how creativity and business opportunity can come together in real time.
How do you see the role of Advertising Week evolving within the industry today?
Advertising Week has always been a celebration of the art of our industry. It is a place where business, culture and the big themes shaping a particular moment come together.
One thing that has changed over time is the growing importance of networking. People have always bumped into each other at Advertising Week, but there is now a much stronger desire for collective moments where the industry can gather and reconnect.
For me the core purpose remains twofold. It is about celebrating what the industry is doing today, while also looking forward and identifying the themes that will shape the future. The conversations that happen over those three days often continue throughout the year, influencing how the industry thinks and acts.
Events have changed significantly in recent years. How are you adapting to new expectations around time, productivity and ROI?
The reality is that there are fewer people in many organisations now, and everyone has more to do. That means people cannot simply step away from their desks for several days in the way they might have done in the past.
We fully understand that. When Advertising Week first launched in Europe I could put my Blackberry on out of office and disappear for three days. That simply is not the way people work now.
So we have created spaces where people can take calls, hold meetings and keep on top of their work while they are at the event. But at the same time we encourage people to step into sessions they might not normally attend.
One piece of advice I often give is to walk into a room without reading the agenda first. You might discover a topic you knew nothing about and come away with a completely new perspective. That kind of unexpected inspiration is incredibly valuable.
Finally, who are some of the speakers you are particularly excited about this year?
We have some fantastic speakers joining us. Graham Norton will be appearing with his podcast partner to talk about their podcast Wanging On and their perspective on the industry.
Louise Redknapp will be discussing career pivots and reinvention, while the rapper Giggs will also be joining the programme. Photographer Rankin will be appearing too, alongside a number of other high profile speakers.
While there are some celebrity names involved, the key thing is that they are always there to talk about how they connect with the advertising and media industry. Whether that is through working with brands or thinking about themselves as a brand, those perspectives are always incredibly valuable.
And of course there may be a little bit of celebrity sparkle along the way as well.
