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

VIA invites you to join our event at the Clipper in Cannes

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

10:00-12:00

10:30 – 10:35 | 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?

10:35 – 10:55 | Keynote - Daniel Knapp, Chief Economist, IAB Europe
“Who Controls Growth? Platform Power, AI and Europe’s Advertising Economy”

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.

10:55 – 11:10 | Keynote - Alison Keith, CEO, The Excellence Office
“MMM is Back - But It’s Not What You Think”

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.

11:10 – 11:25 | Brand & Agency Perspective - Cristina Sagarduy, Nike Account Lead, IPG
“Balancing Platforms, Data and Control: A Brand Perspective”

Showing how global brands navigate platform ecosystems today. Bridging theory to reality: trade-offs, organisational challenges and the need for integrated decision-making.

11:25 – 11:40 | Connecting the dots - Anne Coghlan, COO, Scope3
“From AI to agentic advertising”

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.

11:40 – 11:55 | Panel Discussion (hosted by Tim Geenen)
“Who’s Really in Control? Growth, AI and the New Power Balance”

Panel:
- Knapp (IAB Europe)
- Keith (The Excellence Office)
- Sagarduy (IPG)
- Coghlan (Scope3)
- Van Mullen (COO Talpa Media, Talpa Network)

Who is in control? Marketing, Media, Finance, Tech or the algorithms? Explore how collaboration across the ecosystem is required. And… Amsterdam enabling closer collaboration between brands, agencies, media and tech.

11:55 – 12:00 | Closing - Tim Geenen, CEO Spektre & VIA Board Member

Where & how:

• On board Ontdek zeilend de wereld | Clipper Stad Amsterdam

• Transportation: we have 2 dinghies (small boats) for 30 people each that will take people form the harbour (next to the Palais) to the ship, so take an extra 15 min (2x) into account for getting of- and on board.

Important – Please Read

• Pre-registration (1 week prior) is required – no registration = no access

• Bring a valid passport/ID (your full name, passport/ID number, date of birth and nationality must match your registration)

• Max capacity: 40 guests – first come, first served: If you have registered for an event on board the clipper *Stad Amsterdam* and, on the day itself, it turns out that the vessel has already reached full capacity, we reserve the right to refuse passengers who present themselves at the harbor, regardless of whether they hold a valid ticket.

• Follow all instructions from the crew and captain at all times

• No drugs or hazardous items allowed (zero tolerance)

• Access may be denied or revoked for safety or capacity reasons

• Recomended: wear boatshoes, slippers or sneakers.

Read more about our whole Cannes program and Terms & Conditions through this link >>