Agenda

Quality Media and Big Tech, Embracing Better Instead of More

Thursday 03 Sept 2026

12:00 – 13:15: Welcome Lunch

13:30 – 13:40: Opening Introduction

13:40 – 14:20: Opening Keynote Speech

Prof. Martin Andree, University of Cologne

Europe’s information landscape is being redrawn. Who controls the media controls the conversation — and what this means for publishers, brands and democracy.

14:20 – 15:00: Panel Discussion

Martin Andree · 2 representatives from Media · 2 representatives from Agencies

Moderated by Alain Heureux (Co-Founder of Serial Catalysts & former President IAB Belgium & Europe)

15:00 – 15:20: Coffee Break

15:20 – 16:00: The BPX Project — The Future Belongs to the Originals

Gauthier Elslander, Managing Director Belgian Publishing Xperience

16:00 – 16:15: Q & A

16:15 – 17:30: Keynote Address

Hugues Rey, Chief Executive Officer, Havas Belgium

The Moat & The Noise: In a world saturated with content, automation, and generative AI, the real question is no longer “how to produce more” — but “how to build what cannot be copied.”

Followed by Fireside Chat with Alain Heureux & Q&A

17:30: Closing Words & End of Conference Day 1

18:45: Departure for Surprise Dinner (Dress code: casual chic)

19:15: Welcome Drinks & Dinner

Return shuttles to hotel from 10:00 pm until 1:00 am

Friday 04 Sept 2026

09:25 – 09:30: Opening Words

09:30 – 10:15: Keynote Speech

Patrick Maase-Rotermundt, Head of Creative Strategy, MR MARVIS

10:15 – 10:45: Fireside Chat

Patrick Maase-Rotermundt · Alain Heureux · Jean Mineur

10:45 – 11:00: Coffee Break

11:00 – 12:30: Interactive Session — AI

Introduction by Bart Becks (to be confirmed)

Impact of AI for publishers. Opening to advertising on AI platforms: further losses for publishers or redistribution among tech giants?

Social media increasingly saturated with AI-generated content — challenge for advertisers, opportunity for publishers?

The intersection of AI, platforms, trust, publishers, and European digital sovereignty: the defining debate for the media industry.

12:30: Closing Words & Lunch

14:30: End of Conference Day 2