WYgroup was present at The Branding & Business Summit, a conference promoted by Imagens de Marca that brought together leaders, experts and professionals to debate the future of brands, creativity and business strategy.

One of the standout moments of the event was the address by Pedro Janela, Founder and Working Chairman of WYgroup, with the presentation “Creativity or Intelligence” — a reflection on the relationship between these two forces and their impact on how brands are built, scaled and kept relevant in an increasingly complex landscape.

Throughout his address, Pedro Janela argued that creativity remains the primary differentiating factor for brands. More than a tool for developing campaigns or products, creativity is what enables organisations to continuously reinvent themselves, adapt to change and respond to the challenges of an ever-transforming market.

The session also highlighted the fundamental role of leadership in building this capacity for reinvention. The vision, conviction and ability of founders and leaders to believe in an idea are, more often than not, the driving force behind innovation and lasting impact.

At a time when artificial intelligence and technology occupy a growing space within organisations, the message was clear: creativity remains an essential asset for brand growth and sustainability — not as a static resource, but as a permanent exercise in reinvention, guided by clear vision and brought to life through action.