The Agenda
Three full days of industry-leading speakers, networking opportunities, and social events celebrating collaboration.
Sunday, 13 September - Pre-Summit
10:00 -
16:00
Board Meeting
WPI Board members only. Lunch provided.
10:00 -
16:00
Next Gen Council Meeting
WPI Next Gen Council members only. Lunch provided.
18:00 -
21:00
Basis Oasis Opening Reception
Danish Architecture Center (DAC)
Bryghuspladsen 10, 1473 København, Denmark (map it)
Kick things off at the Danish Architecture Center, where we’ll gather on the rooftop terrace for opening drinks and skyline views. Arrive early to explore the center with complimentary access before the reception begins.
Please make your own way to DAC. It's about a 20 min walk from 1 Hotel, or Uber Vouchers will be provided.
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Monday, 14 September - Day 1
Together with:
Our general sessions will take place at 1 Hotel Copenhagen - Krystalgade 22, 1172 København, Denmark. (map it)
8:00 -
9:00
IGNITING Agency Value: Growth, M&A & What's Next
Doug Baxter, Founder & CEO | Agency Futures
In a rapidly evolving agency landscape, building long-term value has never been more important. In this exclusive session for agency leaders, Doug Baxter will explore the trends shaping mergers and acquisitions, what buyers are looking for today, and the strategic decisions that can increase your agency's value—whether you're planning to acquire, grow independently or eventually exit. Through real-world examples and practical advice, Doug will challenge leaders to think differently about the future of their businesses and how to position them for what's next.
This session will take place at Advance's office (Landemærket 29, 1119 København, Denmark), a short five-minute walk from 1 Hotel.
9:15 -
9:30
Welcome to IGNITE 26
Ann-Louise Rosen, WPI Board Chair + Co-CEO | Advance
9:30 -
9:45
Sponsor Spotlight: Workamajig
Mike McGee, Sales/Marketing Consultant | Workamajig
9:45 -
10:30
WPI Next
John Harris, President + CEO | Worldwide Partners
John Harris, President & CEO of Worldwide Partners, will provide an update on the network and outline the goals and strategies for the next year.
10:30 -
11:00
Networking Break
11:00 -
12:00
Why Independents Should Win the Next Decade and How to Prove it to CEOs and CFOs
Ian Whittaker, Managing Director and Owner | Liberty Sky Advisors
Independent agencies have a compelling story to tell—but are they making the right business case? Financial analyst and media industry expert Ian Whittaker brings a unique perspective on the economic forces reshaping marketing and communications, offering practical insights into why independents are well positioned to thrive and how agency leaders can communicate their value in terms that resonate with clients, CEOs, and CFOs alike.
12:00 -
13:30
Lunch and shareholder meeting
TRACK 1 - NEW BUSINESS
13:30 -
14:30
Claiming the Future
Brent Hodgins, CEO | Mirren
NOTE: Bring your laptop for the workshop interactive exercises.
Client spending didn't go away. It's just being concentrated with a smaller number of agencies more sophisticated at capturing it.
AI, economic pressure, and changing client expectations are reshaping the agency business at extraordinary speed. Yet amid all the disruption, the fundamental growth opportunity remains remarkably clear: clients are still investing, but increasingly with the agencies that approach client value creation on a higher level.
Drawing on Mirren’s work with agencies around the world, Brent will challenge conventional thinking about agency growth and reveal where the most immediate opportunities now lie waiting. With the goal of capturing fast revenue, restarting client demand, and making it repeatable, he’ll outline how to move beyond selling agency services and start creating the kind of work clients will now fund.
The objective: Capture your fastest revenue now. Then build the engine to keep it coming.
14:30 -
14:45
Networking Break
14:45 -
16:45
IGNITE Growth Workshop
Brent Hodgins, CEO | Mirren
NOTE: Bring your laptop for the workshop interactive exercises.
Building on the opening session, this interactive workshop will focus on turning client business challenges into new agency revenue.
With the goal of generating new revenue for your agency, you will apply a four-step growth framework and use AI as a strategic thought partner to develop one high-value opportunity to take forward to a client.
The objective is to leave Copenhagen with tangible client growth you can begin pursuing immediately, along with a repeatable approach you can teach your teams to uncover more.
TRACK 2 - CREATIVE
13:30 -
16:30
Creative Thinking for the AI Era Workshop
Ravid Kuperberg, Partner & Trainer, Mindscapes
AI may be transforming the creative process, but every disruptive idea still begins with the human mind. In this interactive workshop, you'll explore how to unlock more original thinking by overcoming the cognitive biases and mental habits that often limit creativity.
Through award-winning case studies, practical thinking frameworks, and AI-powered techniques, you'll learn how to "prompt" your own mind more effectively—and combine human ingenuity with AI to generate stronger, more innovative brand ideas. You'll leave with practical tools you can immediately apply to your creative process.
This creative workshop will take place at Advance's office (Landemærket 29, 1119 København, Denmark), a short five-minute walk from 1 Hotel.
19:00 -
22:00
Group Dinner
Kilden in Tivoli Gardens
Vesterbrogade 3, 1553 København, Denmark (map it)
Step into one of the world’s most iconic settings with a group dinner at Kilden in Tivoli Gardens, the second-oldest amusement park on earth. Your evening includes complimentary entry to the gardens—come early to experience the magic before dinner.
Please make your own way to Kilden. It's a short 15 minute walk from 1 Hotel, or Uber Vouchers will be provided.
Tuesday, 15 September - Day 2
Our general sessions will take place at 1 Hotel Copenhagen - Krystalgade 22, 1172 København, Denmark. (map it)
Together with:
9:00 -
9:30
Day 1 Recap
Ann-Louise Rosen, WPI Board Chair + Co-CEO | Advance
9:30 -
9:45
Sponsor Spotlight: billups
David Payne, Global Chief Partnerships Officer | billups
9:45 -
10:45
The Infinite Resource: How Collaboration Really Works
Margaret Heffernan | Leadership Expert, Entrepreneur + Bestselling Author
What if collaboration—not competition—is the greatest driver of innovation? Internationally acclaimed author and leadership expert Margaret Heffernan explores why the strongest organizations are built on trust, curiosity, and collective intelligence. Drawing on decades of research and experience advising CEOs around the world, she offers a fresh perspective on how agency leaders can unlock the power of working together.
10:45 -
11:45
Netwalking
Back by popular demand, attendees will pair up for a networking stroll through Copenhagen to share your biggest challenges and explore specific collaboration opportunities.
11:45 -
12:05
How to Adult: Dos, Don'ts and Other Questionable Advice from the Trenches of Fandom
Trudy Follwell, Creative Director | Advance
What ignites people really? After more than 15 years creating work for The LEGO Group, including the last 8–10 years increasingly focused on adult audiences and some gloriously specific fandoms, Advance Creative Director Trudy Follwell has learned there is no neat formula for sparking passion. Just instinct, experience, nerdery, playfulness and knowing when to get out of the way. In this slightly silly guide to grown-ups, brands and the things people love, Trudy shares a few dos, a few don’ts and some lessons learned from following passion wherever it leads. Because adults, it turns out, are really just kids gone mad.
12:10 -
12:30
IGNITING Growth Through Localization
Andrew Brand, Group CEO | 99c
In a world where global brands compete for local relevance, authenticity matters more than ever. Drawing on experience in one of the world's most linguistically and culturally diverse markets, partner 99c (South Africa) explores how true localization goes far beyond translation. Learn how local insight, cultural nuance, and on-the-ground expertise can ignite stronger connections, more effective campaigns, and better business results across markets.
12:35 -
12:55
IGNITING Creative Confidence
Steve Miller, Executive Creative Director + Partner | FUSE Create
The best creative doesn't happen in isolation. Go behind the scenes of "Ricolé," FUSE Create's (Canada) acclaimed World Cup campaign for Ricola, and discover how the team combined AI, rapid creative validation through the Worldwide Partners network, and bold thinking to bring the idea to life. From earning client confidence to creating work celebrated for its wit and originality, this session explores how collaboration can ignite breakthrough creativity with real business impact.
13:00 -
14:00
Lunch
14:00 -
15:30
IGNITION Sessions
Attendees will break out into peer-to-peer roundtables to discuss key topics relevant to our industry and attendee roles.
15:30 -
15:45
Networking Break
15:45 -
16:45
The Power of Stupidity in Advertising
Paula Bloodworth, Co-Founder, Alien Baby with Idris Elba; Former Global Head of Nike Strategy, Wieden+Kennedy
Are we being too clever for our own good? Is intellectualism not just creeping, but actually forcing its way into creativity? Drawing on nearly two decades of strategic leadership across global brands including Nike, Peloton, Jordan and Pinterest, Paula Bloodworth explores the power of stupidity across all disciplines and suggests that perhaps the smartest thing we can all do is embrace it.
Our industry—especially strategy—often spends too much time trying to sound smart. Yet throughout her career, from leading Nike's global strategy to launching Idris Elba's creative venture, ALIEN BABY, Paula has seen firsthand that the most impactful ideas are often the simplest. Stupidity is a superpower—a resource we're increasingly hesitant to embrace, even though it's what we need the most.
Maybe it's time to seriously (but not too seriously) consider disengaging our brains. Perhaps the best strategy is one that doesn't overthink. Join Paula for a thought-provoking and entertaining session on why embracing this mindset might just be the smartest move you ever make.
16:45 -
17:00 pm
Closing Remarks
John Harris, President + CEO, Worldwide Partners
19:00 -
22:00
Group Dinner
Amelie in the Opera House
Ekvipagemestervej 10, 1438 København, Denmark (map it)
Join us for an unforgettable evening at Amelie (formerly Almanak), set inside Copenhagen’s striking Opera House on the harbor. With panoramic waterfront views and exceptional Nordic cuisine, it’s the perfect setting to connect and unwind.
Please make your own way to the Opera House. It's a 25 minute walk from 1 Hotel, which takes you through the picturesque Nyhavn area. Or Uber Vouchers will be provided.