tmp.academy: Creative

B2B in the Age of Creativity

This is a world where creativity matters—where brands have personalities and speak to the people behind the business they are marketing to.

Take a look at the Creative Week presentations below to explore cutting-edge techniques, advance cross-functional partnerships, examine real-world success stories and, above all, get inspired.
Workshop tutorial

Gen AI & the Creative Process

How AI can boost exploration, inspiration, and collaboration

What you’ll discover:

  • Three practical ways AI can enhance creative thinking and collaboration.
  • How to use tools like Firefly, ChatGPT, and Photoshop AI for faster concepting and design.
  • Real-world use cases plus a live demo of generative fill in Photoshop.
  • Tips for better prompts and using AI responsibly in creative work.
55 mins
|
Strategy & frameworks

Measuring Creative Effectiveness

Connecting Brand and Demand through smarter measurement

What you’ll discover:

  • How to align brand and demand goals—and measure impact across the full funnel.
  • Common measurement challenges and how to overcome them.
  • Practical steps for smarter measurement, from KPI workshops to tool selection.
  • A real-world example (Alteryx) showing how to assess creative impact beyond awareness.
<50 mins
|
Expert talk

Fun Beats Everything

7 Creative rules for making work that sticks

What you’ll discover:

  • Seven practical lessons for making creative work more memorable and effective.
  • How to use emotion, metaphor, and surprise to tell stronger stories.
  • Tips for better briefs, smarter pitches, and embracing creative risk.
  • A refreshingly honest take on what it really takes to stand out in B2B.
<35 mins
|
Workshop tutorial

Beyond the Brand Book

Using guidelines as a launchpad for creative confidence and strategy

What you’ll discover:

  • A practical framework for balancing brand guidelines with creative freedom.
  • How to adapt to different client appetites and levels of creative opportunity.
  • Tips for building creative confidence—through emulation, storytelling, and curiosity.
  • Real examples (including SAP) of flexing brand stories in evolving contexts.
40 mins
|
Case study session

Creative informs Media...

...And Media informs Creative—why collaboration is key

What you'll discover:

  • Why aligning creative, media, and strategy early leads to stronger campaign performance.
  • Common integration challenges—and how to overcome them.
  • Practical steps to move from siloed teams to shared goals and outcomes.
  • Real client examples (like Boeing and Capgemini) showing the power of collaboration.
40 mins
|
Case study session

Nutanix Brand Refresh

From hardware roots to hybrid cloud future

What you’ll discover:

  • The business drivers behind Nutanix’s global rebrand—and why the timing mattered.
  • How to create a brand identity that works across both brand and demand.
  • Insights into design choices, stakeholder alignment, and internal activation.
  • Lessons from rolling out a refreshed brand across a global organisation.

 

<50 mins
|
Expert talk

Creative Best Practices from Intel

How design and marketing work better together

What you’ll discover:

  • Ten principles—strategic and tactical—for stronger, more effective creative work.
  • How to align product, brand, and customer goals from the start.
  • Ways to build trust and long-term creative partnerships with stakeholders.
  • Real examples from Intel and the RSC on shaping bold, purpose-led campaigns.
50 Mins
|
Expert talk

B2B in the Age of Creativity

Why ideas, not just data, drive results

What you’ll discover:

  • Why creativity is the biggest untapped opportunity in B2B marketing.
  • How to unlock braver ideas through stronger strategy and relationships.
  • Real examples of B2B campaigns that drove cultural and commercial impact.
  • How to balance efficiency with distinctiveness—and make the business case for creativity.
25 mins
|
Tool demo & showcase

What’s Next in Creative Media?

High-impact formats that break through the noise

What you’ll discover:

  • The role of rich, high-impact, and interactive formats in modern media.
  • Why performance should go beyond clicks—and how to measure what matters.
  • How early collaboration between creative and media boosts results.
  • Real ad examples and case studies from LinkedIn, Spotify, out-of-home, and more.
<50 mins
|
Case study session

Leading with Language

How copy-first thinking drove breakthrough results for GXO Direct

What you’ll discover:

  • How language-led creative helped reposition GXO Direct and drive performance.
  • The strategic thinking behind two bold concept routes: “Mountains to Molehills” and “Myth Busting.”
  • How copy, 3D type, and minimalist visuals replaced typical logistics imagery.
  • Full-funnel execution and standout results—including 9x CTR and major brand lifts.
25 mins
|

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