Morning Sessions: Ideas and Inspiration That Shone

Before the afternoon programme kicks off, let’s revisit the key highlights from this morning’s thought-provoking talks:

First was Paul Stringer, Managing Editor, Research & Advisory, WARC, UK, he emphasised that the era of the big TV ad is over – today’s success lies in scalable, fresh, and flexible ideas that work seamlessly across platforms. With almost half of audiences feeling nothing towards advertising, attention, emotion, and clear branding have become crucial. Creativity is now 21 times more important than before, with humour proving particularly effective. Ultimately, great creative work takes time to mature – like fine wine, it grows stronger through consistency and long-term thinking.

Next were Catalin Dobre (Co-CEO & Chief Creative Officer, McCann Worldgroup Romania; Regional Creative Director, McCann CEE), Jörg Riommi (Founder, CEO & Chief Creative Officer, AIN’T Global), Eka Ruola (Chief Creative Officer & Chairman, Nitro Group, Finland), moderated by Carmen Bistrian (Global Creative Excellence Advisor, Interpublic) who held the panel which explored how personal challenges shape creative strength, showing that growing up in difficult circumstances builds resilience, problem-solving skills, and a unique perspective that fuels creativity. Catalin Dobre shared how scarcity inspired imagination, making toys instead of buying them, while Carmen Bistrian and Jörg Riommi reflected on turning early struggles and feelings of being outsiders into sources of identity and strength. Eka Ruola emphasised that challenges push you to reinvent yourself and stay curious, with starting over helping him rediscover his creative drive.
A shared belief emerged across the discussion: creativity thrives on adversity. As Jörg Riommi quoted Marcus Aurelius, “The happiness of your life depends upon the quality of your thoughts.” The panel concluded that to make people care, brands must go beyond mere entertainment. True creativity comes from embracing problems, challenging norms, and transforming difficulties into inspiration – turning “problems” into “poems.”

Then Calvin Innes, General Manager & Creative Director, JvM NERD, UK, emphasised that fandoms are no longer niche but a mainstream force that shapes culture, politics, and identity. Unlike passive audiences, fandoms are active, co-creative communities. He highlighted the importance of the three Cs – Community, Culture, and Contribution – reminding brands to put fans first, speak their language, and build with them rather than simply market to them.

Next on the stage was Jo-ann Robertson, CEO, Global Markets, Ketchum, who reflected on growing up in a polarised environment and noted that polarisation today feels even stronger, shaping how people connect with brands. She argued that marketing is no longer just about products but about identity, values, and purpose, urging brands to act with authenticity and compassion. Robertson highlighted the importance of diverse, curious teams and leaders who foster learning rather than fear of mistakes. True brand conviction, she said, may be risky but builds trust and communities of purpose – as long as words align with actions. Marketers must embrace discomfort and friction, stay honest, and have the courage to “walk the talk.”

Last but not least Marcin Sosiński, the newest inductee into The Hall of Fame, described the honour as a signal to move forward and embrace change. Reflecting on his journey, he explained that his creative work began with helping brands, but now his goal is to be the most creative in the most helpful way. He encouraged the Young Drummers to stay curious and be kind, highlighting that kindness is key to staying connected and collaborative.

The Young Drummers Award was presented by Alexis Champa, Freelance Executive Creative Director, and Aleš Petejan, Marketing Director at Mastercard, Slovenia.

A big thank you to all our morning speakers for sparking ideas and inspiration. Stay tuned as the afternoon sessions promise even more creativity and bold thinking and make sure to check out the photos of morning sessions here.