Agent-based workflows promise greater automation, faster decision-making, and new opportunities for efficiency. But what actually works today and where does human oversight remain indispensable? The panel will discuss how companies can effectively utilize agent-based systems, where the opportunities and limitations lie, and what is actually feasible between technological aspirations and operational reality.

AI automates planning, procurement, and optimization. Platforms are moving closer to the customer. Brands are bringing expertise in-house. This puts the traditional agency promise under massive pressure—at least at first glance. But the more complex, fragmented, and data-driven the marketing ecosystem becomes, the greater the need for strategic context, creative differentiation, and genuine transformation expertise. In this C-level panel, leading agency decision-makers will discuss whether agencies are headed for a decline in importance by 2027 or whether their most important role is emerging right now: as sparring partners, navigators, and growth drivers in a marketing world that is changing faster than ever before.

Gaming has long been more than just entertainment: it is pop culture, a social hub, a creator ecosystem, and a space for identity all at once. But for a brand to be relevant in gaming communities, it needs more than traditional advertising logic or short-term campaigns. The Fireside Chat explores how brands can credibly reach gamers, which platforms, formats, and cultural codes truly work, and how presence translates into genuine acceptance. The focus is on understanding the community, creative activations, and strategies that enable brands to become a long-term part of the culture within the gaming universe.

Between consent gaps, walled gardens, retail media, MMM, and incremental testing, marketing measurement is becoming more complex, but also more strategic. This panel will discuss which methods will enable truly reliable decisions in 2027, where traditional attribution reaches its limits, and how brands can build a measurement setup today that better aligns budget decisions, growth, and efficiency.

Creator marketing has fundamentally transformed its role in the marketing mix: What was long considered a supplementary channel for individual campaigns is now an integral part of modern media strategies. Brands no longer work with creators on an ad hoc basis, but instead integrate them permanently into their planning processes, workflows, and, increasingly, even into product development. The panel will explore why creator marketing has evolved from a tactical component to a core strategic channel, what new demands this places on brands, and how it is transforming media, creative work, and organizational structures.