Innovation Festival by WPP 2026

September 30, 2026 | WPP Campus in Warsaw

Human Soul & Tech – The Marketer’s Mission in the Era of the AI Revolution

Be where the balance between technology and human potential comes to life.

Join us for the event that will define the marketer’s role in the era of the AI revolution.

The AI revolution is happening right before our eyes, and the advertising industry is among those seeing it as an opportunity for greater efficiency and process automation. However, this also raises concerns about a rise in marketing mediocrity, a lack of creativity, and the ultimate quality of these processes. So, where are we headed? Is human potential still a factor of real value, or merely a resource for new technologies? Where lies the balance between human uniqueness and technology?

Join us to shape the future and define the place of humanity in the algorithmic rush for efficiency.

ABOUT THE FESTIVAL

Innovation Festival 2026 is a space for martech inspiration, driven by bold ideas and paving the way for innovation in the world of marketing.

This year's edition becomes an arena for seeking the crucial point of balance between the power of artificial intelligence and the uniqueness of human potential. It is here, as you journey through the Creativity, Tech, and Consumer zones, that you will see how to fulfill the Marketer’s new mission in a technologically shifting world. You will discover how cutting-edge solutions drive out-of-the-box thinking, and how a deep understanding of the modern consumer allows us to design the future of communication.

Come and help co-create a world where technology and human uniqueness shape a new standard of quality!

Join the Innovation Festival

By attending the event, you can earn up to 20 recertification points. We look forward to seeing you!

SPECIAL GUEST

NEIL HARBISSON

Neil Harbisson is a contemporary artist and activist recognized as the world’s first official cyborg. He has an antenna implanted in his skull that allows him to "hear" colors (including infrared and ultraviolet) through sound vibrations. Thanks to an internet connection, he can receive images, music, and even signals from space directly into his head.Harbisson identifies as a cyborg and a transspecies individual—believing that he is technology itself, rather than just a user of it. He argues that merging with technology allows us to design our own senses and better protect our planet. In 2010, he co-founded the Cyborg Foundation, an organization that supports the development of cyborgism as a social and artistic movement, and defends cyborg rights.

SPECIAL GUEST

DENNIS POTGRAVEN

WPP Media China

Dennis Potgraven is a global leader in marketing and business strategy with extensive experience across Europe, the US, and Asia. He developed his career in executive roles at Nestlé and Ahold Delhaize. As a chief strategy officer at agencies Havas and Wavemaker (WPP), he successfully transformed their planning and strategy operations, including a 2000-employee scaled model in the US. In China, he consolidated WPP's strategic departments into a single entity advising global brands. He is a recognized expert on emerging markets and the author of over 25 publications on the future of marketing and digital strategies.

SPECIAL GUEST

Prof. ANDRZEJ DRAGAN

Professor of Physics at the University of Warsaw and the National University of Singapore, researching the connection between relativity theory and quantum physics. He is a recipient of prestigious scientific awards (including FNP, NCN, and "Polityka") and a former researcher and fellow at institutions such as the University of Oxford and Imperial College London. He has authored two books and 60 scientific papers.

In parallel, he is an acclaimed visual artist: creator of the "Dragan Effect," winner of the Photographer of the Year title by the British magazine Digital Camera, and nominee for the Cannes Golden Lion. He creates photography and films for global brands (Netflix, HBO, Xbox), directs award-winning music videos (including for Quebonafide and Behemoth), and exhibits his work worldwide (New York, Paris, Tokyo). In his youth, he was also an award-winning electronic music producer.

Host

Agnieszka Szkuta

Agnieszka Szkuta is a journalist, TV and radio presenter, and producer with more than 20 years of experience in the media industry. For 15 years, she woke up listeners as the co-host of the iconic morning show ,,@ktywacja” on Eska Rock Radio. Today, she continues to do so on Radio Kolor, where she hosts morning broadcasts and creates cultural programming. She is also a member of the YouTube collective ,,Dzikie Ucho.” In her work, she brings together the worlds of media, music, film, and emerging technologies, interviewing creators and industry experts while exploring how these fields are shaping contemporary culture.

Agenda

Main stage

Creativity

Consumer

Tech

Retail Media Market

01:30 - 02:00 PM Registration + Welcome Drink

Reception

02:00-02:10 PM Official Welcome

Main Stage

Izabela Albrychiewicz

WPP market manager CSEE, CEO WPP Media CSEE

For nearly 30 years, she has helped shape the Polish advertising market. She currently serves as WPP market manager CSEE and CEO of WPP Media CSEE, managing 13 markets in the region. A three-time recipient of the prestigious AdMan of the Year title and IAB Person of the Year. Recognized, among other things, as a "21st Century Visionary." She actively shapes industry standards as a member of the IAA Poland Supervisory Board, a multiple-time Effie Awards juror (including the global Best of the Best), and the only Polish juror for the Media Global Awards 2015.

Dariusz Andrian

CEO, VML

An operational leader in marketing communications with 26 years of experience in the Polish and international markets. As CEO of VML Poland, he currently leads a team of over 800 specialists across five cities, delivering BX/CX/commerce projects for global clients such as Ford, Unilever, and GSK. He leads an agency that has won over 400 awards, including Cannes Lions Grand Prix, Grand ARC, Golden Drum, and titles such as Agency of the Year at Effie and MIXX. He served two terms as President of SAR and has also been a juror for Effie and MIXX. He is highly regarded for building teams that combine creativity with business acumen.

02:10-02:40 PM Beyond Artificial Intelligence: Expanding Human Intelligence Through Implantable Technology [in english]

Main Stage

As artificial intelligence becomes increasingly capable of replicating human tasks, a more fundamental question emerges: how can technology transform humans themselves? Drawing from his experience as the world's first recognized cyborg artist, Neil Harbisson explores the evolution from wearable technology to implantable technology and how new senses and perceptions can expand human creativity, communication, and identity. Rather than replacing human capabilities, technology can become part of us, opening new ways of experiencing reality and creating ideas that AI alone cannot generate. This keynote offers a glimpse into a future where the relationship between humans and technology is not competition, but integration.

Neil Harbisson

British-Irish cyborg artist

02:40-03:10 PM Marketing reinvented in China. [in english]

Main Stage

A deep dive on how Chinese corporates and brands have adapted Western marketing concepts in hyper-agile, digital platform innovation, and retail ecosystems focused approaches. We see Chinese brands adopting this approach not only domestically but also when penetrating markets overseas (eg. Huawei, BYD, Xiaomi, Luckin coffee, Popmart among others). To get inspired or to get up to date when dealing with Chinese brands as clients, business partners or competitors.

Dennis Potgraven

chief strategy officer, WPP Media China

03:10-03:40 PM Can machines think? [in English]

Main Stage

To what extent is "artificial" intelligence "real" intelligence, and to what extent is it merely imitation? Do language models truly reason, or do they simply recite like parrots? Is AI capable of genuine creativity, or is it fundamentally limited by the data provided to it by humans? The answers to these questions will help us better understand the role and implications of AI in the new technological reality.

Prof. Andrzej Dragan

professor of physics, visual artist

03:40-04:00 PM Quick Lunch

Main Space

05:45-06:00 PM Iluzionist Y

Main Stage

06:00-07:00 PM Free time & attractions

Main Space + Retail Media Market

07:00-09:00 PM Party with DJ / Cover Maniac Trio featuring John James

Main Stage + Main Space

CREATIVITY Room • Host: Izabela Grotkowska

04:00-04:30 PM The paradox of perfection: how to build a brand in the age of synthetic content

In a world where algorithms and AI can generate a "correct" creative in seconds, the old rules of marketing stop working. When everything becomes perfect, audience attention shifts to where authentic, human experience pulses. This talk will show how to navigate wisely in the social media ecosystem, where video formats, social commerce, and strategic collaboration with creators become the only barrier protecting brands from disappearing into digital noise.

Emil Tumiłowicz

influencer marketing lead CEE, content director, WPP Media

Within WPP Media's structure, he combines the roles of Content Director and Influencer Marketing Lead CEE. He is responsible for developing content strategy, strategic partnerships, and social media communication in the Central and Eastern European region. He oversaw the introduction of influencer capabilities (GOAT) to the Polish market, building a strong offering for the group in this area. He has many years of experience managing content teams. An expert in creating engaging branded content and building lasting client relationships.

Agnieszka Miastkowska

ideation lead senior copywriter, WPP Media

An expert in creative ideas and copywriting with over 20 years of experience developing creative strategies and 360 campaigns (including for Coca-Cola, Nestlé, J&J, Mars, and the Polish Cashless Foundation). Her background in psychology and screenwriting allows her to design unconventional concepts based on deep consumer analysis, with particular focus on video formats. She combines years of advertising expertise with modern tools, including AI and influencer marketing, delivering innovative and effective projects.

04:30-05:00 PM The Future Is Loading. Scared, Dumber, More Average — cognitive hygiene in the age of AI

A speech at the intersection of AI and humanism, exploring what the generative AI revolution is doing not to our tools, but to our minds. It addresses the fears currently shared by people and the industry alike: that we will stop thinking for ourselves, that our work will lose its value, and that everything—from campaigns to culture—will start to look the same. Yet its central thesis is neither techno-optimistic nor techno-pessimistic: AI is not taking away our intelligence—it is making average intelligence cheaper. The problem begins when we stop paying the cognitive price of our own distinctiveness.

Tomasz Szkodziński

chief AI & product transformation officer, VML

For 18 years, he has worked at the intersection of creativity, strategy, design, and technology. At VML, he is redefining how the organization works and generates revenue in the age of artificial intelligence. In this newly created role, he is responsible for product strategy, AI transformation, and business structure design. Together with the CEO and CDO, he builds the products and competencies of the future. He addresses a key market challenge: how modern business should function when AI stops being just an add-on and becomes its operating system.

05:00-05:30 PM "Are we doing this?" – how the Bold 10% turn AI from hype into real advantage

The AI hype dust is settling – 90% of projects don't meet expectations. We focus on what actually works and can be genuinely leveraged. A deep dive from "Can it be done?" to creative work produced in minutes instead of weeks – without compromising the brand. We show that by combining human creative vision with the power of AI, we can exponentially increase campaign complexity, shortening creative production from two weeks to one day.Behind every hype, there must be someone who asks "Are we doing this?" and someone who answers "Sure, I even know how."

Adrian Roman

regional martech expert CEE, WPP Media

An expert with over 14 years of international experience in martech and digital marketing. He specializes in technology consulting, CDP system integration, data clean room platforms, and advanced attribution modeling. He has been responsible for implementing dedicated IT solutions in over 40 European markets, managing project budgets exceeding one million dollars. A TEDx speaker who effectively bridges the world of technology and data with the business goals of brands.

Jarosław Dejneka

VP data analytics CEE, Choreograph (WPP Media)

With 20 years at GroupM (now WPP Media), he specializes in quantitative research, econometrics, and Marketing Mix Modelling. He leads one of WPP Media’s four global Data Analytics Centers of Excellence—a 50-strong team blending econometrics, performance-based planning, and Data&Tech to drive effectiveness and ROI measurement for top global brands like IKEA, Coca-Cola, P&G, Adidas, and Decathlon. Previously, he served as managing partner at EssenceMediacom Poland, heading its Business Science department.

CONSUMER Room • Host: Agata Chojnowska-Postek

04:00-04:30 PM AI is a tool. The Human Is the advantage. On neuro-resilience in the new reality of marketing

Artificial intelligence is changing the way marketers work, but it does not replace what matters most: human empathy, the ability to build relationships, or the ability to assess reality.During this talk, we will discuss the competencies that help people function effectively in a world of constant change and increasing work pace. We will show how to strengthen neuro-resilience and relational intelligence to better respond to the needs of clients and consumers. It is precisely this combination of technology and humanity that is becoming the source of competitive advantage today.

Ewelina Bryzek

people director, WPP Media

A people & culture senior manager with over 18 years of experience in HR. She has gained professional experience in international corporations across various industries – from telecommunications, through advertising agencies, to sales companies in the beauty and food sectors. A graduate of Social Psychology (SWPS), the School of Coaching, and postgraduate studies in personnel controlling.

Joanna Halbina

learning & development expert, WPP Media

An L&D expert and AI ambassador with over 14 years of experience, built through a path from business roles (business development manager) to strategic talent development within international structures. She is responsible for the learning and development area within WPP Media Poland's structure. As a graduate of Neuroleadership at Lazarski University, a licensed Insights Discovery consultant, and a certified Human x AI Psychology expert, she ensures that technological transformation and skill development go hand in hand with human cognitive comfort.

04:30-05:00 PM New rules of the game: how to tame analytics and not overpay in influencer campaigns

Influencer marketing has changed irreversibly. Today, the brands that win are those that can combine creator authenticity with paid support and new sales technologies. In this talk, you'll learn how to successfully navigate the new reality of integrated paid media campaigns and TikTok Shop. We'll also show how to optimize budgets by eliminating "overlap" – reaching the same users through different influencers. Join us for a dose of practical knowledge that will make your budgets start working for real results.

Mateusz Korowaj

influencer campaign senior manager, WPP Media

As a senior manager at WPP Media, he implements an innovative approach that integrates paid media with influencer marketing. He designs and executes data-driven strategies that maximize campaign effectiveness and return on investment (ROI). As an industry expert, he ensures compliance with legal regulations and brand safety standards. He uses advanced analytics to measure KPIs and optimize results. He combines strategic leadership with precise activation, delivering measurable business results to clients.

Anita Serafin

content agency lead, WPP Media

At WPP Media, she builds brand advantage by combining brand DNA with creator potential and data-driven influencer marketing. She manages a team of specialists, delivering 360° projects, branded content, sports sponsorship, and gaming campaigns. Her experience on both the publisher and agency sides allows her to effectively combine creative work with media strategy. She shares her knowledge as a lecturer in postgraduate studies in Digital Marketing and E‑commerce at Kozminski University.

05:00-05:30 PM The Future 100 on Polish ground: how to sift global trends through the sieve of local data using AI

Every year, trend reports like The Future 100 serve up fascinating visions of the future, neuroaesthetics, and shifts in consumer well-being. The problem arises when a global trend needs to be translated into everyday communication in Poland. In this talk, we'll show how to ensure trends don't remain confined to slides. We'll explain how to harness AI tools and data analytics for local verification, separating fleeting fads from real business opportunities for brands in the Polish market.

Paweł Loedl

chief strategy officer, VML

An expert with years of experience creating strategies that combine ATL campaigns, digital, and sales activations using both traditional and modern media. He has worked with leading brands such as IKEA, Grupa Żywiec, Danone, and T-Mobile. An industry expert and multiple-time juror of the prestigious Effie Awards, as well as chairman of the Young Creatives Planners jury. He shares his knowledge as an academic lecturer, including at AGH, WSE, and Collegium Da Vinci.

Paula Sołtysiak

strategy director, VML

Strategy director at VML, where she leads the strategy for Bank Pekao and Lech, and supports key client accounts and pitch processes at the agency. She is a marketing strategist with over 10 years of experience, having worked for brands such as IKEA, Żywiec, Orange, LIDL, and L'Oréal. She combines agency, consulting, and B2B experience, and shares her knowledge as a lecturer and speaker.

TECH Room • Host: Agnieszka Parfienowicz

04:00-04:30 PM Synergy that drives business: how WPP's proprietary technologies optimize media and creative processes

We demonstrate that combining media, creative, and technological expertise under one roof can drastically reduce operational costs and eliminate errors. Thanks to the Hercules platform, we ensure full transparency of cooperation and a guarantee of timely campaign launches, while the Iris ecosystem allows us to deliver engaging creative work faster and cheaper than ever before. We automate manual work so that processes become seamless and clients' budgets are invested where they bring the greatest value.

Piotr Friedberg

chief growth officer, VML

An entrepreneur and CGO who, for 24 years, has pursued ambitious business goals through transformation and innovation. Co-creator of VML Poland's success (part of the global WPP network), which currently employs over 800 experts. He is responsible for the international development of the technology business, representing the agency's offering to global clients and WPP network structures. He builds strong, partnership-based relationships with top management and CMOs in local and international markets. He also gained experience through innovative startup projects in gaming and streaming.

Magdalena Popielewicz

AI LABS director, WPP Media

As a digital media expert, she has planned, launched, and optimized campaigns across diverse platforms and markets, generating measurable results for clients. She currently leads the AI LAB project, where she shares her passion for artificial intelligence by training employees and clients. Her specialization is designing and implementing innovative AI-based tools that streamline processes and maximize efficiency within organizations.

04:30-05:00 PM Why doesn't anyone care about your ads anymore? The truth about "AI Slop" and overstimulation

In an era of overstimulation from mass, repetitive communication and a flood of generic "AI slop" content, the key to success becomes precise personalization based on decoding needs and the moment in the buyer's journey. Addressable Media (including Addressable TV, Digital, DOOH, and Social) allows for precise targeting with unique messaging to specific households and target segments, combining technological efficiency with relevant messaging. This talk will show how to wisely use data and dynamic creative so that technology serves to build brand relationships. Why now? Why is everyone just talking about it while we can actually do it? Thanks to unique expertise, the use of AI technology and algorithms, and the highest-quality data.

Szymon Lipiński

solutions development director, WPP Media

An experienced media strategy and digital marketing expert within WPP Media's structure. He specializes in the economics of attention, analyzing its impact on television and digital channels. A regular speaker at industry conferences, including the IAB Forum, and an active panelist debating new media measurement standards. An expert in the evolution of video and social platforms. He advises brands on how to effectively manage budgets amid dynamic market changes.

Anna Chehab

advanced TV expert, WPP Media

She builds bridges between technology and business, specializing in Addressable TV, Programmatic DOOH, Paid Social, and SEM. Within WPP Media's structure, she supports teams in creating holistic media strategies and implementing modern video and outdoor tools. She is passionate about educating the market, helping clients translate advanced digital solutions into real business goals. She has trained hundreds of people, preparing them for industry certifications.

05:00-05:30 PM Retail Media under control - Commerce Media Planner

Retail media is growing 4.5x faster than digital as a whole, and with it comes an avalanche of touchpoints, platforms, and data that can no longer be managed manually. Commerce Media Planner is the first tool on the market that connects marketplaces, DOOH, in-store, and retailers' transactional data into one planning and reporting system. The result? The marketer stops being a coordinator of chaos – and returns to the role of strategist.

Maciej Traczyk

commerce director, WPP Media

For over 16 years, he has successfully worked in the marketing communications industry, specializing in combining hard data with creative technologies. He has been associated with Wavemaker since the beginning of his career, and now at WPP Media he develops the offering in organic, performance, and e‑commerce areas, combining them with paid media and artificial intelligence. A two-time winner of AI innovation competitions, implementing proprietary solutions at the agency. A market practitioner, member of working groups, and speaker at the IAB Forum. He advises the biggest brands on how to effectively build visibility and sales.

Elżbieta Miłosz

e‑commerce senior expert & digital communication manager, WPP Media

An e‑commerce & digital communication manager with over 14 years of experience in strategic management of 360 media and e‑commerce for brands such as L'Oréal, Nestlé, and Biedronka Home. An expert in data-driven marketing, 1st Party Data, CRM, and retail media. She combines financial expertise with an analytical approach to ROAS optimization. An Effie Award laureate, effective leader, and project manager.

Retail Media Market Stage • Host: Tomasz Szulkowski

04:00-04:25 PM A basket full of answers. What customer behavior can teach us about effective Retail Media

Retail media offer brands an ever-growing range of opportunities, but campaign effectiveness depends on understanding how consumers respond to messaging in-store and in-app. Understanding their path to purchase helps brands design better campaigns, choose the right formats, and use available channels more effectively. As a result, Retail Media campaigns become more relevant and more effective at supporting sales.

Jarosław Łuczka

partnerships director, adQuery

04:25-04:50 PM First-Party Data driving sales growth. How Retail Media help brands achieve their sales goals

The growing retail media ecosystem requires a shift from traditional media planning to delivering concrete business objectives for brands. Drawing on specific case studies, the session will present a new approach to omnichannel campaign execution, along with proprietary measurement frameworks that translate into category growth and increased share of basket. This offers a practical perspective on connecting business strategy with precise media execution.

Tomasz Sachanowicz

data commercialisation marketing manager, Żabka Ads

Krzysztof Łuczak

board member, Proxi.cloud

04:50-05:15 PM What doesn’t your pixel know? Orange Retail Media 360° powered by telco data

Strategic use of Orange’s unique first-party data opens up new possibilities for planning and executing 360-degree campaigns. Using concrete examples, the session will explore how in-store, on-site, and off-site solutions can be effectively combined with Mobile Targeted Advertising (MTA) technology and dedicated Adform segments. Proprietary measurement frameworks complete the picture, translating the synergy between these channels into real category growth and increased share of customers’ baskets.

Karolina Poręcka-Kotlarska

commercial growth partner, Craftware

Łukasz Wiśniewski

head of commercial & product, Craftware

05:15-05:40 PM From click to checkout. Digital wallets and coupons closing the online-too-offline conversion loop

Changing consumer habits and the growing popularity of digital wallets are opening a new chapter in connecting the digital world with brick-and-mortar retail. An analysis of the latest campaign demonstrates the complete media and technology journey—from the first exposure to an online ad, through saving a mobile coupon to Apple Wallet or Google Wallet, to redeeming it at a physical checkout. This practical case study shows how modern e-couponing can be used to accurately measure the real impact of digital activity on sales in physical stores.