Creativity Has to Strike Back

Speaker

Fernando MachadoOperating Partner at Garnett Station Partners | Business Strategy Expert

About this talk

We are living in a marketing era obsessed with efficiency. With optimisation. With dashboards. With shortcuts. AI promises speed and lower costs. Consolidation promises scale. Performance marketing promises certainty. And yet, brands are getting weaker, work is getting safer and growth is getting harder. That’s not a coincidence. In this keynote, Fernando Machado, one of the most awarded marketers in the industry, challenges the idea that creativity is a “nice to have”. He exposes the traps brands keep falling into – over-optimising, under-imagining and confusing activity with impact – and sets out a new definition of creativity for an efficiency-obsessed world: creativity not as decoration, but as a strategic growth engine.