Tim O’Neill speaking at the IHAC Advantage Summit 2026

22 October 2026 | The Timber Yard, Melbourne

Time Under Tension co-founder Tim O’Neill will be speaking at the IHAC Advantage Summit 2026, joining some of Australia’s leading marketing, creative and technology leaders for a day focused on how in-house teams can become a genuine competitive advantage.

This year’s Summit is built around the theme of advantage, exploring how organisations can get more from the creative capability sitting inside their businesses and turn it into a lever for growth. The event takes place on 22 October at The Timber Yard in Port Melbourne, with speakers from OpenAI, Optus, Sportsbet, Coles, Deputy, Treasury Wine Estates and others.

Tim will join Alex Concannon, VP of Global Marketing at Deputy, for a breakout session on AI for Leaders.

For marketing and creative leaders, the conversation around AI has shifted significantly over the past year. We are moving beyond experimentation with ChatGPT and simple productivity gains, towards AI agents, reusable workflows and entirely new ways for teams to get work done. The interesting question is no longer whether AI will change the way marketing teams operate, but how leaders redesign their teams, workflows and capabilities to take advantage of it.

That is particularly relevant for in-house agencies. These teams sit close to the brand, the customer, the data and the wider organisation, which puts them in a strong position to adopt AI in ways that go well beyond faster content creation. The opportunity is to rethink how work flows through the team, where human creativity matters most, and which repetitive processes can increasingly be delegated to AI.

Tim has spent nearly three decades working across digital, technology and creative businesses, and co-founded Time Under Tension in 2023 to help organisations turn generative AI into practical business outcomes. Time Under Tension’s leadership team has since spoken at hundreds of industry events, panels and CEO groups on the practical adoption of generative AI.

The IHAC Advantage Summit runs from 8.30am to 5pm on Thursday 22 October, followed by networking drinks.