SBC Summit’s CRM academy targets AI, brand strategy

• SBC Summit’s Digital Marketing & CRM Academy takes place on 30 September at Sala Tejo, MEO Arena, part of the event’s Education+ programme.
• Sessions feature speakers from Meta, Google, Allwyn, Xtremepush and Havion Media, covering agentic CRM, brand strategy and applied AI.
• Access requires the €249 Education+ Upgrade, addable to any SBC Summit or Affiliate Leaders Summit ticket.

SBC Summit’s Digital Marketing & CRM Academy will bring senior marketers, platform specialists and brand leaders together in Lisbon on 30 September, covering ground from agentic CRM campaigns to AI-ready advertising strategy. The one-day programme sits within SBC Summit’s Education+ offering and features speakers from Meta, Google and Allwyn.

The Academy forms part of SBC Summit’s premium Education+ programme, ahead of the event’s return to Lisbon’s MEO Arena from 29 September to 1 October. It brings together senior marketers, platform specialists and brand leaders for hands-on sessions on campaign execution, brand modernisation, creator partnerships and applied AI, with a focus on where marketing budgets are heading next.

Rasmus Sojmark, Founder and CEO of SBC, said:

“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.”

“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.”

Agentic campaign opens

The Academy opens with the session 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 agentic operating system for CRM teams, Neylin will walk delegates through a campaign brief’s full lifecycle, from audience discovery and creative through to compliance, execution and reporting.

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Brand and platform focus

Brand strategy follows in the case study Practical Principles for Modernising a Brand Across Markets.

Tatiana Vivienne Jouanneau, Group Chief Brand Officer at Allwyn, will examine what keeps established brands relevant as technology, culture and customer expectations shift, drawing on her experience balancing global consistency with local relevance.

A panel titled Platform Discovery: TikTok, Meta, Snapchat, YouTube, Netflix and Spotify will then look at how brands can improve visibility across competing platforms. 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 trends, including the growing influence of AI-powered tools and social commerce.

AI, influencers and budgets

Applied AI takes centre stage in A Guide to Applied AI in Digital Advertising, led by Rikard Bildsten, Partner and Head of New Product Solutions at Havion Media and formerly RVP at Microsoft Advertising. Bildsten will cover the trends reshaping digital advertising before moving to practical use cases delegates can apply to their own marketing plans.

Influencer partnerships take focus in the fireside chat Beyond the Post with Ben Jeffries, CEO of Influencer, who will explore how brands can structure creator collaborations and identify commercial outcomes beyond engagement metrics.

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The day closes with the interactive workshop Where Would You Spend $1M Today?, featuring 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. Delegates will allocate a hypothetical $1 million marketing budget across channels and compare how priorities shift according to brand objectives.

Access to the Digital Marketing & CRM Academy requires the Education+ Upgrade, priced at €249 and available as an add-on to any SBC Summit or Affiliate Leaders Summit ticket. The upgrade grants entry to one selected Academy from the event’s wider Education+ programme.

The session adds to a run of Academy announcements ahead of SBC Summit, following earlier reveals for the AI Academy and the event’s Marketing & CX track. With Lisbon now weeks away, the Academy’s emphasis on applied tools over theory points to how marketing teams are being pushed to turn AI experimentation into measurable campaign results.