When AMIN members gathered in Lisbon for the 2026 Next Gen Conference, the agenda promised thought-provoking speakers, meaningful discussions, and opportunities to strengthen relationships across the network.

It delivered all of that and more.

Hosted by our friends at GMA, the conference brought together independent agency leaders from around the world under the theme From Local Truth to Global Growth – a fitting reflection of what makes our network unique. While we operate in different markets, cultures, and business environments, we share many of the same challenges, opportunities, and ambitions.

Across three days, several powerful themes emerged.

Curiosity as a Competitive Advantage

One of the most memorable presentations came from Paulo Pereira da Silva, CEO of Renova, who shared the remarkable story of transforming what many would consider a commodity product into an internationally recognized and beloved brand.

His message was simple but profound: innovation begins with curiosity.

Rather than accepting industry norms, Renova challenged assumptions, reimagined customer experiences, and created a category-defining brand. Paulo encouraged leaders to build organizations that remain curious, diverse, and open to new perspectives. As agencies navigate an increasingly complex marketplace, this reminder felt particularly relevant.

The takeaway for many delegates was clear: the brands that thrive are often those that don’t ask “Why”; they ask “Why not?”

Learning from Nature

Gil Penha Lopes introduced delegates to the fascinating world of biomimicry – the practice of learning from nature’s systems and applying those principles to human innovation.

His examples demonstrated how nature often solves complex problems through elegant, interconnected systems rather than isolated interventions. The discussion challenged attendees to think differently about strategy, sustainability, problem-solving, and growth.

In an era where complexity often feels overwhelming, one of the strongest lessons was the value of simplicity, adaptability, and understanding the bigger system rather than focusing only on individual parts.

The Human Opportunity in an AI World

Artificial Intelligence was an unavoidable topic throughout the conference.

A particularly insightful discussion explored the idea that AI’s greatest value may not be its ability to help us work faster, but rather its ability to create more time for strategic thinking, creativity, and meaningful problem-solving.

For agencies, this represents an important shift. Success will not be measured simply by efficiency gains but by how effectively we use the time AI creates to deliver better ideas, stronger insights, and greater value for clients.

Technology continues to evolve rapidly, but the conference reinforced a powerful truth: human judgment, creativity, and relationships remain our greatest differentiators.

Collaboration Remains Our Superpower

One of the most engaging sessions came from Alice Medeiros, whose Human Collaboration Workshop reminded delegates of something we often overlook in busy professional environments – the importance of genuine human connection.

Through practical exercises and discussion, participants explored the value of listening, responding rather than reacting, and understanding the perspectives and priorities of others.

The session served as a timely reminder that while tools, technology, and methodologies will continue to evolve, meaningful collaboration remains at the heart of great work.

Beyond the Stage

As valuable as the formal sessions were, many attendees agreed that some of the most impactful moments happened between them.

The roundtable discussions provided members with opportunities to openly share challenges, experiences, and ideas with peers facing similar realities in different markets. Conversations continued over meals, guided visits, social events, and while exploring Lisbon together.

These interactions are what make AMIN unique.

The conference demonstrated once again that the strength of our network is not simply the expertise within it, but the willingness of members to share that expertise openly and generously.

Looking Ahead

The Lisbon conference left attendees with new ideas, new perspectives, and new relationships. It also reinforced a belief that has always sat at the heart of AMIN: independent agencies are stronger when they learn from one another.

As delegates returned home, they carried with them insights on innovation, creativity, leadership, collaboration, AI, and growth – but perhaps most importantly, a renewed appreciation for the power of community.

Thank you once again to GMA for hosting an outstanding conference and to every member who contributed their energy, experience, and ideas.

We now look forward to continuing the conversation at our next global gathering in Mexico City.