On 2-3 September 2025 we were in Warsaw for the Meta Performance Agency Summit, together with teams from across Europe. The agenda was practical: the changes in performance marketing, AI in daily work and collaboration between brand, team and creators. What stood out: less theory, more practices already applied in accounts with real budgets.
Our mission and why we went
Omnicliq was represented by Apostolos Ouzounis (Director of Business & Strategy) and Thodoris Goutsios from the performance team. It was not "just another conference", but part of how we work:
- To be first to the changes in the market.
- To bring whatever new works internationally into our clients' accounts.
- To build measurable strategies that answer real audience and business needs.
For us, performance marketing is not only dashboards and CTR. It is clear strategy, collaboration without friction and constant progress in creative, data and measurement.
Key themes from the summit
Three themes came up again and again in Warsaw, all with direct application:
- AI is now the foundation of performance marketing: The conversation has moved from “should we use AI?” to “which parts of the work stay with people and which go to the algorithm?”. We saw concrete examples of European teams producing creatives and setting bids with AI, with rules, limits and clear quality checks.
- Brand, team and creators collaborate rather than hand off: Creators are no longer just a distribution channel; they are co-creators. The strongest case studies were built as collaborations from day one: brief, idea, testing and distribution as one system, not a sequence of handoffs.
- Measurement that survives without cookies: Conversions API, event deduplication and first-party data architecture are no longer optional. They are a precondition for stable Meta Ads performance, especially when you want to scale without losing quality signals.
What goes straight back to our clients
An international summit is only worth it if it changes something in next week's work. From this trip we are already applying:
- Tighter integration of Conversions API and server-side events with existing Meta setups.
- Structured creator briefs for brands running UGC and influencer programmes.
- AI-assisted creatives, such as dynamic product ad creatives, that shorten the time from idea to in-market test without losing the control that keeps the brand on-voice.
The key takeaway? The challenges are shared (platform changes, measurement limits, creative fatigue). The difference in results comes from clear strategy, the right data architecture and the courage to test fast, with a system.