What I Learnt Changing Sides in Advertising

Clients are investing in creativity more than ever. But what makes an idea truly powerful in a boardroom? And how do clients evaluate creativity behind closed doors?

After spending years as Partner and Chief Creative Officer at BBDO and now leading creative and design on the client side at Kimberly-Clark, Luiz Sanches has a rare perspective: he understands what creativity looks like from both sides of the table.

Drawing from real transformation happening inside one of the world’s largest consumer goods companies, he’ll reveal how brands truly evaluate creative ideas, what makes work gain momentum inside organisations and why culturally relevant storytelling delivers the highest ROI.

• Why and how has creativity returned to the centre of business strategy?
• How do brands measure creative ideas, and what is the difference between work that entertains and work that grows categories?
• What does the next generation of creative partnerships between agencies and clients look like?