ICOM
World Meeting

Creative Council Group Agenda

12–14 May 2026  ·  Porto, Portugal
About the Council

ICOM Creative Council is a collective of creative leaders united to support, educate and inspire one another. We believe creative thinking is the driving force behind the most meaningful impact for brands and businesses.

Our mission is to encourage each other to grow, evolve, and achieve the highest levels of creative excellence — and have fun in the process.

Creativity Matters.

ICOM network
Mentor & Masterclass Leader
Fernando Machado
Fernando Machado
Masterclass Mentor

Fernando
Machado

Two-Day Masterclass

Fernando Machado is leading a two-day masterclass focused on the fundamentals that drive truly impactful creative work — from positioning to craft, and from understanding what wins to how ideas are judged.

The goal is simple: to strengthen the foundations. This program is designed to equip creatives with the tools needed to raise the level of the work.

Creative Criteria Brand Positioning Brief Writing Bold Ideas Craft & Execution Judging Ideas Partnership with Client
Guest Speakers
Street Art Frankey
Street Art Frankey
Street Artist · Amsterdam
Breaking the Pattern: How Street Art Rewires the Way We Think

Frankey builds his practice around "non-normal combinations" — unexpected juxtapositions that stop people in their tracks and make the familiar feel genuinely strange. The simplest unexpected twists can spark the kind of creative thinking that changes everything.
Rob Scherzer
Rob Scherzer
Innovation & DX Director · DNA&STONE, Seattle
Automated Thinking: How Agencies Can Build Systems That Work for Them

The agencies that will lead are the ones that build innovation into how they work — not as a project, but as a system. Rob will show you how this is possible with modern tech solutions and system design thinking. It will be practical and inspirational, not just theoretical.
Day One
Optional

Tuesday
12 May

Porto City Centre
Porto streets
9:15 AM
Optional Activity
Meet at Eurostars Aliados Hotel
Your tour guides will be waiting here to lead you on the walking tour.
📍 Avenida dos Aliados 211, Porto
9:30 AM
Optional Activity
Guided Walking Tour of Porto
Explore Porto's vibrant streets — Rua de Santa Catarina, Batalha Square, the medieval Fernandina Wall, and the iconic Dom Luís I Bridge. Pause at Jardim do Morro for views over the Douro. Includes audio devices. Approx. 3 km / 1.9 miles, including lunch.
Spouses & companions welcome · Invoiced after meeting (~€80) · Comfortable walking shoes recommended
12:30 PM
Lunch Optional Activity
Lunch at Escondidinho Restaurant
📍 Rua de Passos Manuel 144 · 15 min on foot from hotel
2:00 PM
Free Time or One-to-One Meetings
7:30 PM
Reception
Welcome Reception
Spouses and companions included.
📍 O Comercial · Rua Ferreira Borges, Palácio da Bolsa
Day Two

Wednesday
13 May

WOW Porto · Vila Nova de Gaia
WOW Porto
8:45 AM
Meet in Front of the Eurostars Aliados Hotel
The bus will depart promptly at 8:50 AM to WOW Porto.
📍 Avenida dos Aliados 211, Porto
9:30 AM
Masterclass
Fernando Machado — Session 1
Introduction and getting to know each other. Creativity as the main driver of business.
📍 1828 Room, 5th floor, WOW's Main Building
10:45 AM
Masterclass
Fernando Machado — Session 2
Brand Positioning · The Brief (deep dive)
📍 1828 Room, 5th floor, WOW's Main Building
12:30 PM
Lunch
Lunch at WOW Gallery
📍 WOW's central square
1:15 PM
Masterclass
Fernando Machado — Session 3
Creative Criteria · Execution and Craft
📍 1828 Room, 5th floor, WOW's Main Building
3:00 PM
Guest Speaker
Frankey — Breaking the Pattern
How Street Art Rewires the Way We Think. Through playful interventions in public spaces, Frankey creates moments that force a pause, a smile, and a complete rethink.
📍 Patio Atkinson, 1st Floor, WOW's Lodge 6
4:00 PM
Bus Return to Hotel · Free Time
7:20 PM
Meet in Front of the Eurostars Aliados Hotel
Depart at 7:30 PM for the restaurant by bus.
8:00 PM
Dinner
Dinner at Vinum Restaurant & Winebar
Spouses and companions included.
📍 Graham's Cellars · Rua do Agro 141, Vila Nova de Gaia
Day Three

Thursday
14 May

Torre Bella · Vila Nova de Gaia
Porto Douro River
8:15 AM
Meet at the Eurostars Aliados Hotel
The bus will depart promptly at 8:20 AM to Torre Bella.
📍 Avenida dos Aliados 211, Porto
9:15 AM
Key Takeaways from Day 1
Group reflection and highlights from Wednesday's sessions.
📍 White Hall Room, Torre Bella
10:15 AM
Guest Speaker
Rob Scherzer — Automated Thinking
How Agencies Can Build Systems That Work for Them. Rob will work through three real participant-submitted client challenges live in the room using AI to demonstrate practical solutions.
📍 Main Hall, Torre Bella
11:00 AM
Masterclass
Fernando Machado — Cannes & Festival Trends
📍 White Hall, Torre Bella
12:30 PM
Lunch
Lunch at Main Hall
1:30 PM
Fireside Chat
Fernando Machado — Fireside Chat
Consumers aren't just using AI — they're being shaped by it. Fernando Machado, having sat on both sides of the client-agency conversation, shares what he's hearing from clients right now and where he thinks this is all heading.
Interviewer: Amanda Forgione, CEO, Morrison, Atlanta, USA
📍 Main Hall, Torre Bella
2:30 PM
Masterclass
Fernando Machado — Judging Ideas
Practical application, case discussions, and examples.
📍 White Hall, Torre Bella
3:45 PM
Masterclass
Fernando Machado — Final Session
Summing up and final discussions.
📍 White Hall, Torre Bella
5:00 PM
Douro River Cruise
One-hour cruise along the Douro through Porto's historic district and beneath its iconic bridges. Red, white and sparkling wine served on board. Spouses and companions included. Disembark at Ribeira Pier at 6:00 PM.
8:00 PM
Meet in Front of the Eurostars Aliados Hotel
Depart at 8:10 PM for the restaurant, 15 minutes on foot from the hotel.
8:30 PM
Dinner
Dinner at Chez Lapin
Spouses and companions included.
📍 R. dos Canastreiros 40–42, Porto
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