Monday, December 14, 2026
Registration & Networking Over Coffee
A useful welcome sets the tone for the day. Registration becomes the first proof that a conference about relevance can respect people’s time, attention, and need to find the right conversations.
NEXT! in The Year the Plan Broke
The old plan no longer holds, but uncertainty is not a reason to lose direction. This opening names the pressure facing marketers and invites the room to shape what comes next.
NEXT! in Shaping the New Marketing Mandate
MMA Türkiye opens the day by connecting local market realities with the wider marketing community. The question is simple: how can shared knowledge help leaders create value when familiar rules stop working?
NEXT! in What Marketers Must Decide Next
The next marketing mandate is not another list of tools. It is a set of choices about trust, growth, culture, and accountability that leaders must make before the market makes them for us.
NEXT! in From Noise to Value
In a market full of noise, value comes from knowing what deserves attention and what does not. This opening keynote turns the global conversation into a practical question for Türkiye’s marketing ecosystem.
NEXT! in AI Is Fast. Humans Must Be Wise.
Speed changes the pace of work, but it does not remove the need for judgment. This provocation asks what marketers should protect, question, and decide when the signal arrives faster than the organisation can respond.
NEXT! in Creators Are Not Media Inventory
Creators are not simply another line in a media plan. They carry context, credibility, and cultural memory. This session explores how brands can earn relevance without reducing communities to inventory.
NEXT! in Brand Safety Is a Business Decision
Brand safety is no longer a specialist concern sitting beside the business. It is a decision about where a brand invests, what it stands behind, and how it earns trust when the public is watching.
In Partnership With:
NEXT! in Banking on Trust
Financial services make trust visible. Every recommendation, data exchange, and automated decision affects a person’s confidence. This panel looks at how banks can use technology while keeping control, clarity, and customer dignity at the centre.
Coffee Break - A System Reset Break For Networking
A short reset for conversation, participation, and fresh energy. The break keeps the audience connected through a light challenge, useful surprises, and a reminder that SMARTIES celebrates work with proven value.
NEXT! in Trust, Agency and the New Digital Order
After the morning’s market tensions, this keynote widens the frame. Trust, agency, and governance are not abstract policy questions; they shape who gets to decide, who bears the risk, and how digital systems become part of everyday life.
NEXT! in Working Backwards from the Customer
Customer-first commerce starts by understanding the moment before the transaction. This session asks how discovery, convenience, and reduced friction can create a better next choice without turning the customer into a data point.
NEXT! in Retail Media Beyond ROAS
Commerce is becoming more connected across borders, platforms, and sellers. This keynote looks at Türkiye’s place in that corridor and at the partnerships that can turn access into durable growth.
NEXT! in Marketplace Trust in the Age of Choice
When choice becomes infinite, confidence becomes part of the experience. This session explores how marketplaces can help people decide, support sellers, and build trust beyond the basket.
NEXT! in Affordable Aspiration
Affordability is not only a price question. It is also about confidence, inclusion, family budgets, and the ability to participate in culture. This keynote brings the lived consumer back into the growth conversation.
In Partnership With:
NEXT! in The Media System Marketers Can Trust
Media systems earn trust when marketers can see how value is created, where responsibility sits, and what the investment is meant to achieve. This session connects transparency with more accountable media decisions.
In Partnership With:
Lunch Time - Networking Over Lunch
Lunch becomes a working conversation, not a pause in the programme. Members compare the decisions they are making around trust, commerce, creativity, and growth, and leave with questions they can take back to the business.
NEXT! in More Creative, Not More Content
More output does not automatically create more meaning. This session looks at how human creativity, brand consistency, and a clear point of view help work remain distinctive when production becomes easier.
NEXT! in The Sound of Belonging
Belonging has texture, rhythm, and memory. Through audio, fandom, and identity, this session explores why people stay with certain stories and how brands can participate without taking over the culture around them.
In Partnership With:
NEXT! in Sound That Stays
Some ideas are understood; others are felt. This short music and culture moment shows how sound can create recognition, local connection, and memory in ways that a conventional attention metric cannot fully capture.
In Partnership With:
NEXT! in Owned Journeys, Real Relationships
Owned channels matter when they feel like relationships rather than another sequence of messages. This panel examines how CRM, content, and customer experience can work together around the moments people actually care about.
In Partnership With:
NEXT! in Participation Is the New Attention
People remember what they help shape. Gaming and community experiences create a different kind of participation, where value is shared between the audience, the creator, and the brand.
In Partnership With:
Coffee Break - The Glitch Reset Break For Networking
A second reset keeps the room present before the conversation turns to proof. The audience returns through a final participation cue, a practical reward, and the growing anticipation around SMARTIES’ 15-year story.
NEXT! in From Installs to Intent
Growth is not measured only by the first install. The harder question is whether a brand becomes useful enough to earn intent, return visits, and a place in the customer’s consideration set.
NEXT! in Signals That Matter
The most useful signal is the one that improves a decision. This panel brings attention quality, memory, measurement, and business impact together, asking what marketers should keep when familiar dashboards stop being enough.
NEXT! in Connected Growth
Ambition needs an operating base. This session connects infrastructure, partnerships, data readiness, and organisational capacity to the practical question of whether growth can be sustained after the announcement is over.
NEXT! in The New Commerce Corridor
The commerce story now extends across marketplaces, sellers, and discovery systems. This session explores how Türkiye can create value in that connected corridor while keeping trust and customer relevance visible.
NEXT! in Fifteen Years of Marketing Effectiveness
The day closes its argument with evidence. Fifteen years of SMARTIES work show that creativity becomes more powerful, not less, when it can demonstrate the value it creates for people and business.
NEXT! in The Story Begins Where the Plan Ends
The story does not end with a recap. It ends with a better question for the audience to take back to work: what will we choose to shape when the old plan no longer gives us the answer?
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Or Contact:
Serkan Karaman
Program Manager
Marketing + Media Alliance
E: [email protected]