Why are some brands scaling rapidly while others—despite ""doing everything right""—hit a performance ceiling? 

In 2026, high standards are no longer enough to win. Because when every brand uses the same black-box AI and the same ""best practice"" playbooks, competitive advantage disappears. 

But there is another way.

In this fast-paced session, join Impression’s CSO, Liam Wade, as he reveals how the world’s most innovative brands are using bravery to drive real revenue growth — turning “rules” and black-box automation from a trap into a bespoke engine for market-beating performance. 

Featuring a blend of wider organizational shifts and practical examples, this is a session for those who are skeptical about recent platform developments and seeking more from their marketing.

After this session, you’ll be able to:

- Understand why 80% of marketers are trapped in a ""doom loop"" of best practice, and the specific traits of the 20% who break through. 

- Apply a framework for using data science to move beyond flawed data, establishing a measurement practice that reveals the directional contribution of every channel to your bottom line.

- Use a practical way to master creative velocity and concept diversity, ensuring you turn creative into your most powerful performance driver without sacrificing the integrity of your brand.

- Know how the best marketers are outsmarting the algorithms by using platform tools in unexpected, 'off-script' ways that your competitors aren't brave enough to try.