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

Martin Andree, Prof. University of Cologne and Founder of AMP Digital Ventures

The Internet of Monopolies. How Big Tech destroys Free Media and Free Markets – and what this means for publishers, brands and democracy.

14:20 – 15:00: Panel Discussion

Martin Andree · Paulien van Stijn (The Committed Agency, Amsterdam) · Anja Visscher (IQ Media, Germany) · Mark Dixon (Politiken, Denmark) · Thijs Naeyaert (Roularta, Belgium)

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

18:30: Meeting at Main Entrance of MIX Hotel

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

19:30: Welcome Drinks & Dinner

22:30 – 01:00: Return shuttles to hotel from 10:30 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

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

– Agentic AI, Impact for Media marketers

– Agentic AI and Media Agencies. Consequence for premium media. Importance of the advertisers.

– AI, Impact on jobs.

12:30: Closing Words & Lunch

14:30: End of Conference Day 2