In this session, we'll discuss the art and science of creating excellent campaigns that resonate with audiences across markets. Simon Buglione, the architect of Sky Creative, will share behind-the-scenes insights into the development and execution of some of Sky's most successful campaigns, including the beloved Christmas adverts and high-profile sports promotions. He'll share the story of building Sky Creative, which is one of Europe's largest in-house creative agencies, how they're exploring and implementing AI tools, and the strategies and cultural nuances that make a campaign truly connect across markets.

Key takeaways:

1. What's the secret to building and leading a high-performing in-house creative agency?

2. Understanding cultural sensitivities and adapting creative for local markets

3. The practical applications of AI in creative teams