Thursday, November 26, 2026
Set the direction
Welcome to MMA DACH NEXT!
Frame the Collective Pulse theme and the decisions marketing leaders face heading into 2027.
See what is changing
NEXT! in Growth in a New World Order
Why do certain brands continue to grow while others don’t – sometimes even when their categories are in decline? In this keynote, Roman Klis uncovers the patterns behind exceptional growth and shows what today’s most successful brands can teach us about growing in a new world order.
Win the new customer journey
NEXT! in The New Front Door: Winning When AI Shapes the Customer Journey
Consumers increasingly use AI to research, compare and choose before they ever reach a brand’s website. Emerging agents may soon evaluate products and complete transactions on their behalf.
Microsoft and leading brands will explore what marketing must change when success depends on influencing both customers and the intelligent systems guiding their decisions. The discussion will examine AI visibility, trust, product information, conversational experiences and measurement when the traditional click tells only part of the story.
In Partnership With:
Prove marketing’s value
NEXT! in Why Marketing Needs to Speak P&L Language
For decades, marketers have struggled to prove their contribution in terms of business impact. As marketers are faced with higher complexity and budget pressure than ever, they need to earn the credibility of the executive team by speaking P&L language. This session introduces the latest findings from the and Roland Berger study “The independent view of CXOs on the marketing function” and MMA Global Findings which reveal how leading brand builders are using marketing measurement paired with good and persistent story telling to convince CFOs.
In Partnership With:
Connect and reflect
Coffee and Networking
How Brands Adapt and Compete at Scale in the AI Era
NEXT! in How Brands Adapt and Compete at Scale in Real Time
AI is changing more than how marketing is made; it is changing how businesses compete. Sir Martin Sorrell will explore what it takes to win when speed, agility and continuous adaptation matter as much as scale.
Building on the September DMEXCO conversation, this discussion will focus on the practical CMO challenge: how to orchestrate data, technology, creativity and media so brands can respond in real-time, remain distinctive and demonstrate business impact. The MMA NEXT! agenda describes the session as a 25-minute fireside on AI adoption, real-time marketing, changing consumer behaviour and new operating models.
Move from pilots to execution
NEXT! in From Generative to Agentic: What Is Actually Working?
Drawing on MMA’s A³ (Agentic AI Advertising) Lab with Monks’ and ACE (Creative Effectiveness) Lan with Vidmob's experience across global brands, this session will examine how agentic systems are changing creative production, workflow design and marketing operations. The discussion will share what early testing reveals about speed, cost, quality and effectiveness, alongside the governance and human oversight required to scale responsibly.
Move from insight to action
NEXT! in Priorities Marketing Leaders Should Take Into 2027
Translate the day’s evidence into clear leadership priorities and next actions.
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Or Contact:
Şiler Sevinç
Marketing Director
MMA GERMANY
M: +90 532 210 37 88
E: [email protected]