Ingenuity in the Age of AI The Future Creative - Human

What does it take to stay relevant when attention is harder to earn, influence is constantly shifting, and culture moves faster than ever? As technology accelerates the pace of change, ideas that once took years to shape culture can now influence behaviour in a matter of days. In this environment, human creativity, cultural intelligence and original thinking remain the qualities that distinguish brands, creators and businesses from the rest.

These are the conversations dentsu X South Africa is bringing back to Loeries Creative Week with the second edition of MIC (Marketing, Influence and Culture), a platform designed to bring together the people shaping brands, creativity and culture through thought-provoking discussions that challenge perspectives, spark new ideas and explore what's next.

This year, the masterclass turns its focus to the future of creatives, exploring how the creative industry is changing and what this means for brands, marketers, creators, and the wider culture around them.

Two panel conversations will take centre stage:

BRAND PANEL

The Future of Creative Growth: How brands win in an attention economy.

Attention is becoming increasingly difficult to earn and even harder to hold. Audiences are fragmented, platforms are evolving, and the definition of what makes something culturally relevant continues to change. This panel will explore how brands can unlock growth through creativity and what it takes to earn attention in a competitive landscape.

CULTURE PANEL

The Future of Creative: Who shapes influence now?

Creators, communities, platforms, and audiences are all playing a role in shaping what becomes relevant, what people talk about, and what culture looks like next. This panel will unpack the changing nature of influence and explore how cultural conversations are being formed in an era where technology, creativity and human connection increasingly intersect.

As culture continues to shape consumer behaviour, influence and business growth, Lebogang Moerane, Head of Social and Influencer, says there is an urgent need for brands to move beyond simply participating in culture and instead define the value they bring to it: “Brands wants to be in culture but we haven't taken the time to define what value it will bring and what is the authentic space they want to occupy in it. The MIC conference promises to interrogate culture as a key growth driver straight for the heavy hitters in the industry.”  

For Marcel Swain, Managing Director of dentsu X South Africa and moderator of the culture-focused panel, the future of creativity depends on bringing together diverse perspectives and recognising the uniquely human qualities that technology cannot replicate. “Having worked across both brand and agency, I’ve seen firsthand the shift on how valuable it is to bring together people with different experiences and expertise to drive meaningful change. The most impactful ideas often emerge when diverse or unexpected voices are part of the same conversation. That's what MIC is all about.”

Attendees can look forward to engaging discussions led by some of the industry's leading thinkers and changemakers.

The session is open to creatives, marketers, brand leaders and anyone curious about where the industry is headed.

Registration via Webtickets is required to secure your place.

Event Details

·       Masterclass: MIC by dentsu X.

·       Theme: The Future of Creative: Human ingenuity in the Age of AI.

·       Venue: Loeries Creative Week | HomeComing Centre - Avalon Theatre, Cape Town.

·       Format: Brand Panel & Culture Panel Discussions.

·       Tickets: Complimentary ticketed class.

·       Reserve your ticket here: https://loeriescreativeweek.com/the-future-creative-human-ingenuity-in-the-age-of-ai/

For the latest speaker announcements, event updates and MIC content, follow MIC on social media:

LinkedIn: dentsu X South Africa, dentsu South Africa and dentsu SSA
Instagram: @micdropafrica, @dentsuxsa, @dentsu_sa, and @dentsuSSA