Agenda

Wednesday, December 3, 2025

2:00 PM – 2:10 PM

Opening Remarks

Mark Wächter

Executive Chair

MMA DACH

2:30 PM – 2:45 PM

NEXT! in MMA

This session will kick off with an introduction to MMA’s new positioning and strategic direction, setting the stage for a forward-looking conversation on the evolving role of marketing. We’ll explore how CMOs can navigate the intersection of AI, creativity, and growth, addressing both the challenges and opportunities that define the future of our industry. The session will also include a brief overview of MMA Future Labs, our global initiative designed to accelerate innovation and practical learning across markets.

Greg Stuart

CEO

Marketing + Media Alliance (MMA)

2:45 PM – 3:15 PM

NEXT! in The AI Marketing Playbook: AI in Action – Real World Marketing Success Stories

Dive into standout case studies where AI has transformed marketing outcomes from creative automation to predictive analytics and campaign optimization. Discover how top brands in the DACH region are structuring their teams, leveraging AI tools, and driving measurable business impact.

Peter Wallace

General Manager, EMEA & JAPAC

GumGum

In Partnership With:

3:15 PM – 3:45 PM

Cofee Break

3:45 PM – 4:15 PM

Next! in The Orchestrator (CMO) and the Team: How to Build a New-Age Marketing Department

Today’s CMO isn’t just a brand storyteller; they’re the conductor of a multidimensional orchestra balancing creativity, data, technology and finance. But as marketing evolves into a fluid, intelligence-driven discipline, traditional hierarchies and skill silos collapse. This session explores how to architect the marketing team of the future: fast, elastic, and deeply interdisciplinary. Our panellists will dissect what kind of leadership, talent chemistry, and mindset it takes to turn marketing from a cost centre into a growth engine.

Henrik Ihlo

Director, Marketing Solutions DACH

4:15 PM – 4:45 PM

NEXT! in the Future of Creativity: Can Machines Truly Imagine?

Join us for an engaging discussion about designing a growth-focused marketing organization that's ready for the future. The panelists will discuss the foundations for setting up an organization based on competitive advantage, how to design intentional integration points, and why the org chart is one of the last things leaders should be thinking about.

Julie Legrand

SR.DIRECTOR GLOBAL BRAND

PUMA

Rafael Narvaez

Global CMO

Mutti

4:45 PM – 5:05 PM

NEXT! in AI with Humanity: Predictions 2026

This final session delivers bold predictions for what AI will look like in 2026, not just more powerful, but more human. Expect sharp insights on how AI will transform creativity, marketing, decision-making, and customer experience, all through a lens of ethical and human-centered innovation. Join us for a future-focused finale that connects today’s conversations with tomorrow’s possibilities.