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| Author | Joby Reeves |
The UK’s creative minds convened today, Tuesday 30 September, for the inaugural The Greatest Ad Show, an electrifying event launched by Digital Cinema Media (DCM) in partnership with IPA President, Karen Martin (CEO, BBH). The event, designed to be the definitive showcase of the nation’s most impactful advertising, celebrated the value of the industry to British culture and the UK economy.
Spotlight on Creative Work
Hosted in the biggest screen at Picturehouse Central in London’s Piccadilly, the packed-out show brought together a stellar audience of creatives, planners, strategists, brand leaders, and emerging talent to celebrate UK advertising on the biggest screen. The day offered a dynamic blend of entertaining discussion and creative showcase, tackling the industry’s pressing challenges while drawing insights from an assembly of creative and business experts.
IPA President Karen Martin launched the proceedings, passionately underscoring the vital, central role of creativity: “This is a day to celebrate creativity in all its forms. The creativity that drives huge business impacts, the creativity that shapes culture, and the creativity that entertains. It’s a reminder that at its heart, advertising is about making a genuine, human connection. And in a world that often feels heavy, we should never underestimate the power of an idea that can make someone laugh or just brighten their day.”
The morning began with the Creative Keynote: A New Era for Creativity, featuring Alex Grieve (Global CCO, BBH) and Shelley Smoler (Chief Creative Officer, Lucky Generals). They explored what will futureproof creativity, with Grieve saying: “We’re on the verge of a creative revolution and it’s natural to find that scary. However, instead of craving safety, creativity should be about embracing doubt and breaking free of formulas.“ The duo outlined the areas that will futureproof creatives, with having conviction in your taste and embracing naivety and the unknown becoming key themes of the day.
The Art and Humanity of Storytelling
Next, a debate on the Stories Behind the Work was moderated by Maisie McCabe (UK Editor at Campaign). The panel featured a powerhouse line-up: Dave Wigglesworth (ECD + Creative Partner, 4creative), Lynsey Atkin (Founder + Partner, Baby Teeth), Mark Elwood (CCO Leo Burnett), Miranda Hipwell (CEO, Adam & Eve DDB), and Trevor Robinson, OBE (Creative Director and Founder of Quiet Storm).
The discussion wrestled with the essence of enduring creativity, debating the impact of technology, and the humanity and inspiration that fuels great storytelling. The audience watched a selection of standout ads displayed on Picturehouse’s biggest cinema screen.
When asked what truly makes great advertising, Trevor Robinson emphasised the vital importance of emotional connection, “To me, a great ad is one that I envy,” continuing to discuss his approach to creating, “Does it entertain me? Am I having a laugh with my creative partner? I am obsessed with making ads that I know people will laugh at.”
To Miranda Hipwell, a great ad is one that “stays with you” and makes “a connection that lasts a lifetime.” To clients judging creative work, she added “Clients can feel an idea, but talk themselves out of it using data. You’re hiring an agency with decades of experience, trust them. Go with your gut and trust the creatives.”
Craft and Commercial Impact
Expanding the creative showcase, Tony Moore (Director of Marketing & Digital, Audi) delivered a presentation on Standing Out vs Sameness In a New Age of Advertising, followed by a segment on The Power of Music by Parv Thind (Partner, Wave Studios).
The sessions culminated with a fireside chat on the craft of advertising, featuring BAFTA-winning director, Georgi Banks-Davis, alongside Mathieu Ajan (Artist and Creative Producer). The pair explored the bold ideas and cultural resonance that allow UK advertising and content to resonate globally.
On the intersection of film and ad making, Georgi added “What’s nice is when they feed into each other to move you and go beyond the idea. How do you really get somebody to engage and articulate real emotions? It's the secret sauce. Be brave, use empathy to find what’s behind the story and feel something.”
“For an industry built on creativity, we rarely take the time to talk about ads,” said Karen Stacey, CEO at DCM. “We gathered the UK’s greatest creatives, directors, and agencies to remind ourselves exactly why we love what we do and to showcase tremendous ads on the best screen in media.”
In a final call to action, Stacey and Martin closed the event, with Stacey reinforcing creativity as “advertising’s North Star,“ adding “We will get there with great creative work made by the incredible experts and talent found across our industry.”