Reclaiming Growth: Europe's Playbook for the AI-Driven Advertising Era

10.00 - 12.00 | Reclaiming Growth: Europe's Playbook for the AI-Driven Advertising Era

Opening - Tim Geenen, CEO Spektre & VIA Board Member "From Platform Dependency to Objective Intelligence"
Brands have lost control over advertising and growth due to platform dominance and lack of transparency. Are we collectively being algorithmically disappointed and if so, what can we do?

Who Controls Growth? Platform Power, AI and Europe's Advertising Economy
Daniel Knapp, Chief Economist, IAB Europe 
Daniel will provide an independent macro-economic view on how platform dominance, AI and regulation are reshaping the market. Define the structural challenges, without prescribing solutions. 

MMM is Back - But It's Not What You Think
Alison Keith, CEO, The Excellence Office 
Introducing the solution layer: how modern MMM and AI enable brands to regain control over budget allocation, forecasting and growth. Shift from dependency to predictability.

Balancing Platforms, Data and Control: A Brand Perspective
Cristina Sagarduy, Nike Account Lead, Omnicom Media
Showing how global brands navigate platform ecosystems today. Bridging theory to reality: trade-offs, organisational challenges and the need for integrated decision-making.

From AI to agentic advertising - Connect the dots
Anne Coghlan, COO, Scope3 
Showing how autonomous systems are starting to plan, optimise and transact media, and what this means for control, decision-making and accountability. Outlining how brands can design the right guardrails, data inputs and governance to stay in control while machines execute growth.

Panel Discussion "Who's Really in Control? Growth, AI and the New Power Balance" 
hosted by Tim Geenen

• Knapp (IAB Europe)
• Keith (The Excellence Office)
• Sagarduy (Omnicom Media)
• Coghlan (Scope3)
• Dorine van Mullem (COO Talpa Media, Talpa Network)

Who is in control: marketing, finance, tech or algorithms? Positions Amsterdam as an ecosystem where this integration already happens.

Closing - Translate insights into action: explore partnerships within the Amsterdam ecosystem during Cannes and drive towards concrete business opportunities.

Tickets: Reclaiming Growth: Europe's Playbook for the AI-Driven Advertising Era

 

Before you come aboard

We’re looking forward to welcoming you on board the Clipper Stad Amsterdam. To make sure everyone has a smooth and enjoyable experience, here are a few things to keep in mind:

An intimate setting
The ship offers a unique and intimate environment, which means space is limited. Therefore, you can register for one program session only, unless you have received a personal invitation for other sessions. Please only subscribe for the program that you really want to attend. To maintain a good balance between VIA members and international attendees, a fixed number of seats is allocated to each group. As a result, availability per session is limited. Pre-registration (1 week prior) is required – no registration = no access.

Access to the vessel may be denied even if a person holds a valid ticket, for safety reasons or if the vessel has reached its maximum permitted capacity.

Getting to the ship
Our three-masted flagship is anchored in the bay of Cannes and can be reached by two tender boats (25 persons per boat). Please arrive at the dock at least 30 minutes before your session so you have enough time to board and settle in.

The exact location to board will be announced later.

Arrival on the day
Access is managed on a first come, first served basis, so we recommend arriving on time to secure your spot. 

Bring your passport
As we are on international waters, a valid passport is required for boarding. When registering for any program, we kindly ask you to provide your full name, passport number, date of birth and nationality. This information is required for boarding access on international waters. Please note, your name must match.

Onboard conduct
We want to create a welcoming and safe environment for everyone on board.  We expect all guests to respect the rules applicable on international waters. This means:

• No boarding under the obvious influence of alcohol
• No drugs allowed on board
• No hazardous items

We reserve the right to deny access if these conditions are not met. Follow all instructions from the crew and captain at all times.

Agreement to conditions
By taking your place on board the Clipper Stad Amsterdam, you agree to comply with the above conditions and any instructions provided by the crew and organization.