How to balance client demand for return on investment with creativity

Clients may not always know exactly what they want, but they usually have a sense of the direction they are heading. And they’re not looking for order-takers, they are looking for partners, creative ideation and unique experiences. Strategic thinkers who can read between the lines, challenge assumptions, and deliver bold, creative solutions that not only wow but solve real business problems within real-world budgets. This session will unpack the tension between creativity and accountability, and how agencies are adapting to meet both demands. Expect honest insights on what metrics matter, what KPIs miss, and how to present creative thinking as tangible value.