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 BookBeyond 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.