Is creativity in agencies coming to an end? For decades, it has been defined by outputs: the campaign, the film, the visual. Yet Thomas Knüwer and John Michael Schert argue that this mindset no longer fits today’s complex and uncertain world. With AI able to generate outputs at scale, what matters now is not output, but outcome.

Real creativity means asking deeper questions: What do we want to achieve? How do we create relevance, change and genuine connection? In this conversation, they will explore why doubt and uncertainty are not barriers but essential resources, why agencies must rethink structures, roles and leadership, and what businesses can learn from the arts: rehearsal instead of perfection, openness instead of control.

Expect a discussion that challenges assumptions, embraces ambiguity and opens the stage to new ways of defining creativity for the future.