The Greatest Ad Show 2025: Creativity, Connection & the Human Edge
- Erica @witherssloane
- Oct 2
- 12 min read
Earlier this week, London's Picturehouse Central became the centre of a pivotal conversation in the advertising sphere. The Greatest Ad Show, co-hosted by Digital Cinema Media (DCM) and the Institute of Practitioners in Advertising (IPA), brought together some of the most influential voices in the industry to explore the evolving role of creativity in an age increasingly dominated by artificial intelligence and data-driven strategies. Under the stewardship of the two Karens, Karen Stacey, CEO of DCM and IPA President Karen Martin, CEO of BBH London, the event sought to reaffirm the centrality of human creativity in advertising.
Setting the Stage: Championing Creativity as Advertising’s North Star
Karen Stacey, CEO of DCM opened the event with a compelling call to action: “Creativity is our North Star.” Karen is the Chief Executive Officer of Digital Cinema Media (DCM), a leading UK cinema advertising company. With over 25 years in the media industry, including senior roles at Bauer Media UK and Channel 4, Karen has been instrumental in transforming cinema's role in the modern media mix. Under her leadership, DCM has redefined cinema advertising, introducing innovative strategies like the "Start With Cinema" approach and pioneering new metrics such as the TVR-based buying model. Her efforts have significantly elevated cinema's position in advertising, leading to increased market share and recognition across the media sector. During her inaugural, Stacey emphasised the paramount importance of creativity in advertising, stating that "creativity is advertising's North Star". She highlighted that achieving success in the industry hinges on producing exceptional creative work, underscoring the need for a shift in focus towards valuing and investing in creativity.
Karen Martin: Championing Creativity with Fiery Ambition
In her address as IPA President, Karen acknowledged the challenges facing the industry, short-termism, the rise of AI, and the pressures of budget cut, but emphasised that these should not overshadow the core value of creativity. Praised, as IPA President and CEO of BBH, is widely celebrated for her visionary leadership, profound influence on the UK advertising industry, and deep adoration for leopard print!
Karen urged the audience to resist the temptation to "talk ourselves into misery" and instead focus on the opportunities to innovate and lead through creative excellence.
Karen's leadership was evident throughout the day, as she steered discussions that highlighted the importance of maintaining a human touch in a the swiftly-changing, automated world. Her perspective set the tone for the sessions that followed, reinforcing the message that while technology can enhance creativity, it cannot replace the emotional resonance and originality that human creators bring to the table.
Embracing the Unknown: Alex Grieve & Shelley Smoler
The morning keynote, A New Era for Creativity, was delivered by Alex Grieve, Global Chief Creative Officer at BBH, and Shelley Smoler, Chief Creative Officer at Lucky Generals. Their session delved into the complexities of navigating creativity in a sector now shaped by rapid technological advancements, more rapid than we've ever known. The pair brought a dynamic and thought-provoking perspective to the discussion, emphasising how creativity must evolve in the face of technological change and industry disruption.
Grieve described the significant evolution as a "creative revolution," where uncertainty and opportunity coexist. Noting that it is scary, as, he explained, revolutions often are. He presented four guiding principles for maintaining creative integrity:
Optimisation: Utilise tools, including AI, thoughtfully and not blindly.
Taste: Leverage the uniquely human ability to discern nuance and emotional resonance.
Relationships: Foster trust, collaboration, and mutual respect across teams.
Naivety: Embrace a beginner's mind to encourage fresh perspectives and innovation.
Grieve emphasised that AI, while powerful in pattern recognition, lacks the nuanced judgment and emotional intelligence that humans possess. He quoted Rick Rubin's famous line, “I have absolute confidence in my own taste,” highlighting the irreplaceable value of human intuition in creative decision-making.
Shelley Smoler, Chief Creative Officer at Lucky Generals, highlighted the central role of human relationships in creative work.
Shelley stressed that trust between team members allows for bolder ideas, as it encourages people to ask naive or “stupid” questions without fear of judgment. These questions, she argued, often spark innovation, giving rise to work that is more imaginative, authentic, and impactful. In an era where AI tools are widely available, Shelley reminded the audience that human creativity, empathy, and collaboration remain irreplaceable.
Shelley drew insightful parallels between advertising and the evolution of art, referencing movements such as Impressionism and Cubism. Her examples illustrate how stepping outside conventional rules and embracing uncertainty can lead to groundbreaking work, and even entire movements.
Stressing that not knowing is not a weakness, Shelley perfectly highlighted that naïvety is an opportunity to explore creative avenues that formulaic approaches and AI cannot reach. By maintaining curiosity and openness, teams can experiment fearlessly and discover unexpected solutions that resonate with audiences on a deeper level.
The Stories Behind the Work: Panel Reflections
Moderated by Maisie McCabe, UK Editor at Campaign, a panel featuring Trevor Robinson, OBE (Creative Director and Founder of Quiet Storm), Dave Wigglesworth (ECD + Creative Partner, 4creative), Lynsey Atkin (Founder + Partner, Baby Teeth), Mark Elwood (CCO Leo Burnett) and Miranda Hipwell (CEO, Adam & Eve DDB) and explored what makes creative work endure and how to balance business pressures with artistic integrity.
Miranda Hipwell
Miranda Hipwell is celebrated for her authenticity and people-centric leadership. Professionally, she is known for challenging the status quo and encouraging innovation, making her a respected figure in the industry, which really came through in the advice she had for industry profressionals. Hipwell emphasised the importance of emotional connection in creative work. Arguing that great advertising is not only about driving results, but also about making people feel something in their gut.
Miranda discussed her experience with high-impact campaigns, including Christmas ads responsible for significant revenue generation, highlighting that business acumen and creativity are not mutually exclusive. Miranda urged attendees to really trust their instincts and their gut when judging creative work, warning against over-reliance on rationality or data that can dampen gut-led decision-making. She illustrated this with her “umbrella analogy,” suggesting that while ideas must remain fresh, they also need to endure over time. Her key message was clear: for creative work to succeed, relationships and trust must be nurtured, and intuition must guide the process. Relationships, trust and psychological safety were themes that were overarching, particularly in Shelley's earlier keynote, and Georgi Banks' fireside talk later on in the event, which we will come to.
Miranda also stressed the need for creativity to have longevity. She noted that ideas should be capable of evolving while still maintaining their essence, and she encouraged creative professionals to balance business objectives with emotional resonance. When judging work, she urged trusting the gut feeling over overthinking, arguing that too much rationalisation can sometimes cause excellent ideas to be overlooked. Her insights combined a practical, results-driven approach with a humanistic view of creativity, demonstrating how emotional impact and business success can coexist. And should. The creativity is as much as part of the business case as the strategy itself.
Trevor Robinson OBE
Trevor Robinson was actually the reason I moved a client meeting to attend this event, so it was a joy to listen to his experiences and advice. Trevor shared his philosophy that great advertising should entertain, provoke, and inspire envy. He encouraged creatives to evaluate ideas based on their own reactions: does this make me laugh or stop me in my tracks?
With his amazing air of joie de vivre and candour that captures audiences, Trevor described his approach to campaigns, which brought an eruption of laughter to the entire theatre. I use the term eruption, and cringe somewhat. For those in the know, it is the Apple Tango project to which I allude to. Not the most NSFW story we've heard, but it was up there! What is most impressive, is how Robinson and his team were able to take this particular story and create one of the most memorable adverts in living history.
Throughout, he maintained it is essential to retain the essence and joy of an idea despite external pressures to dilute it. Trevor emphasised that the founding of his agency, Quiet Storm, was driven by the need for creative control to preserve the integrity of ideas. A most relatable sentiment for many creatives. He also reflected on early career lessons, such as putting yourself into your work, learning from feedback to not omit his own personality in his work, and ensuring the final product resonates emotionally with audiences. For Trevor, the balance of business acumen and unfiltered creativity was central to achieving work that leaves a lasting impact.
Lynsey Atkin
Lynsey Atkin is often praised for her strategic insight and ability to blend data-driven decision-making with authentic, human-centered storytelling. She stressed that while the world of advertising increasingly demands data-driven creativity, the essence of creativity itself has not changed. Arguing that subtlety, taste, and layered nuance remain vital, an overemphasis on analytics risks flattening the richness of ideas.
Lynsey emphasised that creativity requires both instinct and courage: without defending the originality of an idea, campaigns risk becoming homogenised and forgettable. She advised emerging creatives to develop strong opinions about what they like and to bring their own voice into their work, cultivating curiosity and an intuitive sense of what resonates emotionally with audiences.
Highlighting the importance of passion and perseverance, Lynsey expressed these qualities are more essential than ever, particularly in the face of client pressures, market constraints, or the temptation to follow trends.
Lynsey's guidance combined strategic thinking with a focus on maintaining creative integrity, encouraging professionals to retain the “magic” in their work while navigating a data-heavy, evolving industry.
Crucially, Lynsey reminded the audience that clients hire creatives for their expertise and unique perspective, and that part of a creative professional’s responsibility is to defend and champion original ideas, even when confronted with skepticism or the temptation to conform. She also stressed that subtle, well-considered risks are often what elevate work from competent to memorable, and that the most enduring campaigns are those that balance insight, intuition, and courage with careful attention to craft.
Mark Elwood
Mark is widely respected for his principled, candid perspective and his thoughtful approach to judging creativity. His ability to balance business insight with a deep understanding of creative nuance, ensures that campaigns he is involved with are both strategically sound and emotionally engaging.
Mark focused on the constancy of creativity despite evolving technology. He argued that while platforms and tools have shifted dramatically, the core of creativity and the ultimate goal of advertising remain the same: to elicit emotional engagement and meaningful participation from the audience. Mark emphasised that creativity must not be diluted by over-analysis or premature judgments, particularly in client-side feedback.
He warned against easy dismissals like “we hate this,” which can stifle innovation and flatten nuance. Mark’s perspective doubled down on the notion that whilst the creative canvas may expand or change with new media, the principles of originality, emotional resonance, and subtlety remain fundamental.
Dave Wigglesworth
Dave Wigglesworth, arguably one of the most entertaining characters to have in a panel. A firey ball of raw energy and expletives, was a joy to watch too. Known for his ability to take risks, I think we all need to be a bit more Dave.
Dave highlighted the importance of process and passion in producing impactful work. He argued that overthinking often inhibits creativity and encouraged embracing intuition and gut reactions when evaluating and generating ideas. This was reflected in his work on Educating Yorkshire, and we were reminded of this with that delightful ad, created by the students in the series. His spirit is infectious, and he really is a conduit for innovation.
Dave emphasised that a supportive environment, where team members are both inspired and challenged, is critical for nurturing creativity. He shared that excitement and obsession with the creative process itself orchestrate opportunities for innovation. Dave’s message reinforced that care, dedication, and emotional investment in work are essential, and that surrounding oneself with collaborators who energize and support your vision is a key ingredient to successful campaigns.
R-L: Mark Elwood, Miranda Hipwell and Trevor Robinson OBE, Source: DCM
Distinctive or Die: Tony Moore on Brand Identity & AI
In his keynote “Distinctive or Die”, Tony Moore, Marketing Director at Audi, issued a stark challenge: in a world of algorithmic homogeneity, brands must fight to remain distinct. Tony is widely recognised for his visionary approach to brand marketing, combining strategic insight with bold creativity to elevate Audi’s campaigns and set new benchmarks for distinctive, impactful advertising.
Tony emphasised growth: Audi’s market share has risen from under 2% in the 1980s to ~7% today, illustrating the impact of sustained creative investment. Using the BBH IPA effectiveness study, he cited the Audi brand (plus “Vorsprung Durch Technik”) as having a valuation of £31.8 bn, evidence, he argued, that bold creative strategy can unlock value.
Warning of a “tsunami of sameness” driven by AI and optimisation, Tony reminded us of the dangers of outsourcing too much to something incapable of human intuition, emotion or inference. While AI can replicate and refine, it cannot break patterns or generate soul. He urged brands to “use AI against itself, outrun and outgun, aim for unpredictably human, and move it on without moving it off.”
Demonstrating how many brands now share nearly identical visual palettes (e.g., adopting Taylor Swift’s album colours), Tony perfectly captured how in doing this brands risk blandness. One standout example: the A6 Ekron campaign featuring a choir in a stationary car, lit from above by a skylight, turning car advertising conventions on their head.
With the Red Queen analogy (from Alice in Wonderland) he illustrated a chilling insight: in a rapidly changing world, you must run faster just to stay in place. He drove home the message: “Humanity restores your edge", creativity, originality, vulnerability, character.
This talk was a rallying cry: creativity is the brand differentiator in a commoditised universe.
Distinction is not optional.
Sound & Silence: Parv Thind on the Emotional Power of Audio
Parv Thind, partner at Wave Studios, showed how audio and silence can elevate storytelling in ways visuals alone never could. And, can I just say, he did in fact find his glasses!
Parv is a visionary sound designer and creative director, renowned for his innovative approach to audio in advertising. As Managing Director and Partner at Wave Studios, he has been instrumental in crafting some of the most iconic and memorable soundscapes in the industry. His work on campaigns like Cadbury's "Gorilla" and Skoda's "The Giggle" has set new standards for creativity and emotional impact in advertising sound design.
He asserted that sound tells the narrative and helps manage emotional pacing, while silence can act as punctuation, moments that “feel louder.” He shared how the Sony Balls ad used ambient sound and rhythm to slow the pace and invite immersion. In contrast, many contemporaneous ads were rapid and noisy; by contrast, the slower, more deliberate execution allowed the work to linger in memory.
He revisited the Cadbury Gorilla campaign: despite using Phil Collins, arguably not “contemporary” to its teenage audience, it achieved cultural resonance and connected across demographics. When clients ask whether music is “current enough,” Parv's retort? Is better question is whether it’s the best piece of music for the narrative.
For Parv, music is not a decorative layer, it is integral to sculpting narrative. He demonstrated that in sound, as in visuals, restraint, space, and intentional choices matter most.
His message: the best campaigns aren’t just seen, they are felt, through sight and sound in concert.
Protecting the Spark: Georgi Banks-Davies & Mathieu Ajan
Sadly, I had to dash, yet the last section I had the pleasure of viewing was a fireside chat with Georgi Banks-Davies (director) and Matthew Ajan (creative producer).
Georgi Banks-Davies is a BAFTA-winning director renowned for her compelling storytelling and cinematic vision. Her career began with the BBC, creating promos, before moving on to CNN, where she directed impactful films about notable figures such as Martin Scorsese and Mikhail Gorbachev.
Mathieu Ajan is a multifaceted artist and creative producer whose work spans film, photography, and the broader creative industries. As the Founder and Artistic Director of Bounce Cinema and an Executive at BFI NETWORK, Mathieu plays a pivotal role in nurturing emerging talent and fostering innovative storytelling. Beyond his curatorial endeavors, Mathieu has served as an Executive Producer for projects like Create Next with John Boyega and Converse, and has been a speaker at prestigious events including Cannes, Sundance, and the London Film School.
Georgi’s reflections were deeply personal, meditative, and grounded in experience. She spoke of safeguarding the inner child, remaining curious, naïve, and willing to question. She argued that knowing too much can dampen creativity. She invited attendees to seek what is not said, to explore emotion beyond words, and to tap into universal human experiences with empathy.
She spoke about vulnerability and failing: the hardest parts are often the most fertile for insight. Her own identity, queer, working-class, a woman, shapes her point of view. She encourages others to bring their full selves into their work.
She added that her role is often to protect the vision of the project and its creators. She highlighted the necessity of creating an environment where creativity can thrive, which involves providing support, resources, and the freedom to explore new ideas.
Their conversation was a reminder that at the heart of every successful campaign is a story told with passion and authenticity.
An Event of Deep Inspiration and Insight
The Greatest Ad Show 2025 felt like a pure celebration of the power of creativity in advertising. Each speaker brought a unique perspective, but all shared a common belief: that creativity is essential to the success and longevity of brands.
From Karen Martin's call to action to Georgi and Matthew's reflections on protecting creative vision, the day was filled with insights that challenged attendees to think differently and embrace the human element in their work.
As the advertising industry continues to evolve, events like The Greatest Ad Show serve as important reminders that at the core of every great campaign is a spark of creativity that connects with audiences on a human level.
Comments