ISBA Member Forum - Future Operating Models

“Future-Ready Partnerships: Redesigning Marketing Operating Models in the Age of Generative AI”

The forum explored how the rise of Generative AI is redefining external and internal client and agency operating models across people, processes, and technology.

Chaired by Nicki Brown, Media Director BBC and co-hosted by Alchemists, we combined case-study insights with an open panel discussion with senior marketing procurement leaders from Beiersdorf and Sanofi.  We examined:

• How agency and partnership models must evolve to account for automation, data, and creative intelligence.
• How leading organisations are rethinking the balance of internal and external capabilities.
• What new AI-enabled ways of working between marketing, procurement, and agencies look like.
• The practical lessons from real-world case studies, including how AI can unlock creative quality and operational efficiency simultaneously.

Attendees left with practical insights to optimise future operating models for maximum effectiveness as Generative AI transforms the industry.

ISBA MEMBER FORUM 

ISBA forums provide the opportunity for members to hear from expert speakers and keep up to date on the latest developments.  Members can choose to attend specific meetings that appear on the calendar or sign up to the group to receive regular notifications.