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
Signals of Change: The Trends Shaping Brands and Marketing
A forward-looking keynote exploring the emerging trends, cultural shifts, and creative signals shaping the future of brands and marketing. Roman Klis will offer fresh perspectives and inspiration to help leaders see what is changing and what could come next.
Win the new customer journey
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.
Prove marketing’s value
The CFO-Ready Financial Equation
For decades, marketers have struggled to prove their contribution in terms the CFO actually trusts. Now, there’s a radical new formula that directly connects marketing activities to enterprise value. This session reveals how leading brands are using it to create a shared language for growth across the C-suite. But here’s the problem: most organizations aren’t remotely built to operationalize it. We’ll explain why — and what you can do about it.
Connect and reflect
Coffee and Networking
Move from pilots to execution
From Generative to Agentic: What Is Actually Working?
Drawing on MMA’s A³ (Agentic AI Advertising) Lab and Monks’ 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.
Compete differently
How Challenger Brands Compete at Scale
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.
From AI adoption and real-time marketing to changing consumer behaviour and new operating models, they’ll examine whether the next era belongs to incumbents with resources and data, or challengers with less legacy and more freedom to move. The conversation will cut through the AI hype to ask a more important question: what do leaders need to change now to build faster, more adaptive and more competitive businesses?
Turn evidence into growth
MMA Future Labs: From Research to Real-World Impact
Many brands have already experimented with AI, but the real challenge is moving beyond isolated pilots and embedding AI into everyday marketing operations. This panel will explore how global brands are turning successful experiments into scalable operating models across markets, teams, and functions.
Move from insight to action
Priorities Marketing Leaders Should Take Into 2027
Translate the day’s evidence into clear leadership priorities and next actions.
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Giuseppe Fiordispina
Marketing Director CUPRA SEAT Deutschland
CUPRA SEAT Deutschland GmbH
M: +90 532 210 37 88
E: [email protected]