SBC Summit academy to tackle AI marketing, brand strategy
The Digital Marketing & CRM Academy at SBC Summit will cover everything from agentic CRM campaigns to AI-ready ad buying, with speakers pulled from Meta, Google, and Xtremepush. It sits within the premium Education+ track, running Wednesday, 30 September at Sala Tejo inside the MEO Arena in Lisbon. The day targets marketing, CRM, and commercial teams who want a clearer picture of where budgets are heading and what AI actually changes.
Rasmus Sojmark, SBC's founder and CEO, didn't sugarcoat it. Marketing sits at an awkward crossroads, he said. AI is reshaping how campaigns get built, platforms are shifting fast, yet the fundamentals haven't budged. You still have to know your audience, build a brand people trust, and spend with intent. The Academy, in his words, is about pulling AI, platforms, and brand into one space and sending people home with something practical, not just talk.
The opener, "Built, Sent, Reported: An Agentic Campaign From Start to Finish," features Lucy Neylin, Head of Client Solutions at Xtremepush. She'll take a campaign brief through its entire lifecycle using XpertOS, Xtremepush's agentic operating system for CRM teams. Audience discovery, creative, compliance, execution, reporting. She'll show where agentic tech genuinely helps at each stage.
Brand strategy gets attention too. Tatiana Vivienne Jouanneau, Group Chief Brand Officer at Allwyn, runs a case study on modernising a brand across multiple markets. She'll get into what keeps established names relevant as technology, culture, and customer expectations shift. Global consistency versus local relevance is the balancing act. Sports partnerships and letting local teams create without losing a shared identity are on her list.
Then comes "Platform Discovery: TikTok, Meta, Snapchat, YouTube, Netflix and Spotify." A panel looking at how to improve visibility across platforms all fighting for consumer attention. Mert Babayigit from Meta's EMEA Gaming client services and James Fox, Senior Industry Manager at Google, will tackle creator partnerships, cultural relevance, and performance in 2027. AI-powered tools, social commerce, shifting content behaviours all factor in.
Rikard Bildsten, Partner and Head of New Product Solutions at Havion Media and a former RVP at Microsoft Advertising, leads "A Guide to Applied AI in Digital Advertising." He starts with the trends driving rapid change in digital advertising, then moves to real use cases and tools attendees can apply. The goal is an action plan they can build themselves. After that, a fireside chat called "Beyond the Post" with Ben Jeffries, CEO of Influencer. They'll cover building effective creator collaborations: structuring agreements, shaping creative, pinning down commercial outcomes that go beyond engagement metrics.
The Academy wraps with an interactive workshop, "Where Would You Spend $1M Today?" Dean Akinjobi from 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, will push delegates to allocate a hypothetical $1 million across channels. Participants justify their choices and watch how priorities shift depending on brand goals and real-world benchmarks.
Access requires the Education+ Upgrade. It costs €249 and can be added to any ticket for one selected Academy. Education+ Passes can be bolted on across all SBC Summit and Affiliate Leaders Summit ticket types.