Creative Operations Sydney 2025
Between Metrics and Magic
How Creative Teams Thrive Between Process and Possibility
The challenge:
In the space where creativity, structure, and machine intelligence collide, how do you protect creative magic while evolving the method?
The need:
Creative Operations must navigate a high stakes balancing act: embracing technology and data without dimming the creative flame; building scalable systems that don’t smother the soul of the work.
Solutions to square the circle:
Industry leaders discuss the philosophical foundations of the answers and the practical ways of tackling the questions that matter now:
- How to protect creative integrity in a world driven by metrics and machine learning?
- What an empowered creative team looks like when frameworks and freedom coexist?
- How technology can enable more human-centric creative processes - rather than replace them?
Candid analysis and real-world case studies to untangle the apparent paradoxes of modern Creative Operations. How to embrace innovation, retain imagination, and build structures that support, rather than suffocate, creativity.
Moderator: Abby Blackmore, Head of IHAC, In-House Agency Council (IHAC)
Panellists:
Kate Lightfoot, Creative Lead, Belong
Trent Henderson, Associate Director, Creative Services, TAFE NSW