The New Era of Creative with Creators — Sydney, September 2026

As creative becomes one of the biggest differentiators in e-commerce, the role of the creator is evolving with it.

On September 30, Thoughtful Minds Connect brought together some of the people shaping this new era at Meta's Sydney office, for an afternoon exploring what great creator led creative looks like, and where the biggest opportunities lie for brands.

The brands getting it right are moving beyond transactional partnerships and bringing creators closer to the creative process, combining brand thinking with the people who understand how to capture attention and influence audiences.

What the room explored

The afternoon delivered industry connection, honest conversation and practical insight from leading creators, brand leaders and industry experts.

Across a series of panels and discussions, speakers unpacked what's working now, where brands and creators are getting it wrong, and how to build more effective partnerships that deliver stronger creative and better outcomes.

Attendees left with fresh perspectives, practical ideas to take back to their teams, and a clearer view of where creator led creative is heading next.

Thank you

To everyone who came, listened and stayed to connect — thank you. This series only works because of the people in the room.

A huge thank you to our partners who helped make the day possible, presented with Meta, and sponsored by Style Arcade · Wayflyer.