The academy will bring together senior marketing, CRM and platform specialists from companies including Meta and Google to explore AI-powered campaigns, brand modernisation, creator partnerships and the future of digital advertising investment.
SBC Summit will put the spotlight on the changing digital marketing landscape with its Digital Marketing & CRM Academy, exploring everything from agentic CRM campaigns to AI-ready advertising strategies.
Part of the premium Education+ programme, the Academy will bring together senior marketers, platform specialists and brand leaders for practical sessions covering campaign execution, brand modernisation, creator partnerships and applied AI.
The Academy will take place on Wednesday, September 30 at Sala Tejo, MEO Arena, and is aimed at marketing, CRM and commercial professionals looking to improve how they reach audiences, apply emerging technologies and make more informed use of their budgets.
Rasmus Sojmark, Founder and CEO of SBC, said marketing is currently at a crossroads, with AI reshaping campaign development and digital platforms evolving rapidly, while the fundamentals of understanding audiences, building trusted brands and spending with purpose remain essential.
“AI is reshaping how campaigns get built and platforms are shifting fast, but the fundamentals haven’t gone anywhere. You still need to know your audience, build a brand people trust, and spend your budget with intent.”
From agentic campaigns to brand strategy
The Academy will open with “Built, Sent, Reported: An Agentic Campaign From Start to Finish”, led by Lucy Neylin, Head of Client Solutions at Xtremepush.
Using XpertOS, Xtremepush’s agentic operating system for CRM teams, Neylin will demonstrate how a campaign can move through its full lifecycle, from audience discovery and creative development to compliance, execution and reporting. The session will explore how agentic technology can support each stage of the process.
Brand strategy will then take center stage with the case study “Practical Principles for Modernising a Brand Across Markets”, presented by Tatiana Vivienne Jouanneau, Group Chief Brand Officer at Allwyn.
Jouanneau will examine how established brands can remain relevant as technology, culture and customer expectations evolve. The session will also explore the balance between global consistency and local relevance, the role of sports partnerships and how local teams can retain creative freedom while working within a shared brand identity.
The programme will continue with “Platform Discovery: TikTok, Meta, Snapchat, YouTube, Netflix and Spotify”, a panel exploring how brands can improve their visibility across platforms competing for consumer attention.
Mert Babayigit, Client Services Partner, EMEA Gaming at Meta, and James Fox, Senior Industry Manager at Google, will discuss creator partnerships, cultural relevance and performance looking ahead to 2027, alongside the growing influence of AI-powered tools, social commerce and changing content behaviours.
Applied AI, influencers and marketing investment
The practical application of AI in digital advertising will be explored in “A Guide to Applied AI in Digital Advertising”, led by Rikard Bildsten, Partner and Head of New Product Solutions at Havion Media, formerly RVP at Microsoft Advertising.
Bildsten will examine the trends accelerating change across digital advertising before turning to practical use cases and tools that delegates can apply to their own marketing action plans.
Influencer partnerships will also feature in the fireside chat “Beyond the Post”. Ben Jeffries, CEO of Influencer, will explore how brands can build effective creator collaborations, from structuring agreements and shaping creative strategies to identifying commercial outcomes that extend beyond traditional engagement metrics.
The Academy will conclude with the interactive workshop “Where Would You Spend $1M Today?”, challenging delegates to allocate a hypothetical $1 million marketing budget across different channels.
The session will feature Dean Akinjobi, CEO of Football Media; Hebert Luiz T Crespin Gaban, CMO of KBET and DEBET; Dawid Pożoga, CMO of STS; and Joseph Sancio, Director of Affiliate Partnerships at Hard Rock Digital.
Participants will be asked to justify their choices and compare how investment priorities can shift depending on brand objectives and real-world performance benchmarks.
Access to SBC’s Digital Marketing & CRM Academy is available exclusively through the Education+ Upgrade, priced at €249. The upgrade can be added to any ticket and provides access to one selected Academy.
Education+ Passes are also available as an add-on for all SBC Summit and Affiliate Leaders Summit ticket types.
