This panel is about how you're organised - team structure, in-housing and agency partnerships, AI. Things are moving quickly, so get these things wrong and your team’s brilliant ideas struggle to get approval, agencies churn out over-engineered work, and your team burns out firefighting. Get it right and you move faster, spend smarter, and your people want to stay. This panel digs into the decisions that determine whether your team is winning. You’ll hear why agency partnerships fail and how to fix this, building relationships with aligned incentives, clear ownership, and honest feedback. There will be a discussion about in-housing media and creative. You’ll also find out how approval processes either enable agility or quietly kill it. The panel will also discuss AI, the marketing role it can perform, and how to improve your team’s AI fluency.