AGENDA

Even Host: Gabrielle Robitaille, Director of Policy at World Federation of Advertisers

SESSION 1: AGENTIC MARKETING ORGANISATIONS OF THE FUTURE

This session introduces a practical framework for designing marketing organisations that effectively combine human expertise with AI agents. Drawing on proprietary research with global marketing leaders, we will map out how different operating models determine where agents deliver the most value.

Speakers:

• Alex Rapallo, Head of Digital & Customer Marketing, Metro Bank

• Briar Reidy, Head of Brand & Campaigns, Metro Bank

• Shaun Keya, Global AI & Automation Manager, Carlsberg Britvic

• David Stocks, Head of Strategy, WongDoody (Infosys)

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SESSION 2: FROM COST CENTRE TO COMPETITIVE EDGE - AI IN THE CREATIVE SUPPLY CHAIN

How one of the world's largest advertisers is leveraging AI workflows to drive both efficiency in adaptation costs and improve campaign delivery speed from months to weeks.

• Bianca Mack, SVP, WongDoody (Infosys)

• Fayssal Loussaief, Director - Strategic Sales, WongDoody (Infosys)‍

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SESSION 3: AGENTIC BRAND ACTIVATION

Adobe will give a firsthand look at their new LLM Optimiser, showing how teams can improve model performance, reduce operational friction, and deliver higher‑quality outputs at scale, accelerating the path from AI concepts to business‑ready delivery.

• Aaron Kiely, Partner Solution Consultant, Adobe

• Russ Woodruff, Alliances Manager, Blue Acorn iCi

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SESSION 4: THE MISSING LINK BETWEEN AI INVESTMENT AND ROI

Three quarters of enterprises have invested in AI, yet only a small minority can demonstrate measurable returns — a gap felt most sharply in marketing. This session explores why initiatives stall before creating enterprise value, from fragmented platforms to experimentation that never scales, and what leading brands are doing differently.

• Sinziana Stoicescu, Senior Marketing Transformation Manager, BAT

• Michael Klazema, Author and thought leader - Content Value Chain

• Aaron Kiely, Partner Solution Consultant, Adobe

• Neil Bacon, Adobe Practice Leader, Blue Acorn iCi

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SESSION 5: FROM PILOTS TO PRODUCTION & IMPACT: HOW REAL AI GETS BUILT

The era of endless pilots is behind us, real value comes from putting AI into production. This session explores how Mitsubishi Motors Canada did exactly that: starting with a focused use case, proving impact quickly, and building confidence through a strong product–service partnership.

• Steve Carter, Marketing Director, Mitsubishi Motors Canada

• Daniel Wittred, Engagement Director, WongDoody (Infosys)

• Dan Murphy, Ecosystem Client Manager, IBM

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