SBC Summit will present a Digital Marketing & CRM Academy on September 30 at Sala Tejo, MEO Arena, featuring sessions on agentic CRM campaigns and AI-driven advertising strategy for marketing and commercial professionals.
The Academy forms part of the event’s Education+ programming and brings together senior marketers, platform specialists and brand leaders for sessions on campaign execution, brand modernization, creator partnerships and applied AI, with attention to the direction of marketing budgets.
The program targets marketing, CRM and commercial professionals seeking guidance on audience engagement, AI application and budget allocation.
“Marketing right now sits at an interesting crossroads. AI is reshaping how campaigns get built, and platforms are shifting fast, but the fundamentals haven’t gone anywhere. You still need to know your audience, build a brand people trust, and spend your budget with intent,” said Rasmus Sojmark, founder and CEO of SBC.
“This Academy is about bringing all of that together in one room- AI, platforms, brand, and giving people something practical to take back to their teams, not just theory,” he added.
Access to the Digital Marketing & CRM Academy requires the Education+ Upgrade, priced at €249, which can be added to any ticket and grants entry to one selected Academy. Education+ Passes are available as an add-on for all SBC Summit and Affiliate Leaders Summit ticket types.
Sessions trace campaign lifecycle and brand strategy
The program opens with “Built, Sent, Reported: An Agentic Campaign From Start to Finish,” led by Lucy Neylin, head of client solutions at Xtremepush.
Using XpertOS, the company’s operating system for CRM teams, Neylin will walk through a campaign brief across its full lifecycle, covering audience discovery, creative development, compliance, execution and reporting. Attendees will examine how agentic technology applies at each stage.
A case study titled “Practical Principles for Modernising a Brand Across Markets” follows, presented by Tatiana Vivienne Jouanneau, group chief brand officer at Allwyn.
Jouanneau will address how established brands maintain relevance while technology, culture and customer expectations change, drawing on her experience balancing global consistency with local relevance.
The session will also cover how sports partnerships can support a brand and how local teams can operate with creative latitude while maintaining a consistent identity.
Platform trends and AI applications
A panel titled “Platform Discovery: TikTok, Meta, Snapchat, YouTube, Netflix and Spotify” will address visibility strategies across platforms competing for consumer attention. Mert Babayigit, client services partner for EMEA gaming at Meta, and James Fox, senior industry manager at Google, will discuss creator partnerships, cultural relevance and performance in 2027, including the influence of AI-powered tools, social commerce and evolving content consumption patterns.
The session “A Guide to Applied AI in Digital Advertising” will examine how AI can improve returns on digital advertising spend. Rikard Bildsten, partner and head of new product solutions at Havion Media and former RVP at Microsoft Advertising, will discuss trends driving change across digital advertising and present use cases and tools delegates can apply to their own marketing plans.
Influencer deals and budget simulation close the program
A fireside chat titled “Beyond the Post” will address influencer partnerships. Ben Jeffries, CEO of Influencer, will discuss how brands structure collaborations with creators, including agreement terms, creative direction and commercial outcomes measured beyond engagement metrics.
The Academy concludes with the interactive workshop “Where Would You Spend $1M Today?” Panelists Dean Akinjobi, CEO of 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 challenge attendees to allocate a hypothetical $1 million marketing budget across channels, justify their allocations and compare priorities based on brand objectives and performance benchmarks.