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Program
Join us on Wednesday, June 18, 09:00 – 18:00
Ready to step into the future of growth?
9:00 - 9:30 Welcome with coffee & tea
9:30 - 9:35 Program starts - Opening of the VML Growth Summit, Kars Kooistra, Commercial Director, VML
9:35 - 10:15 Keynote – Main stage, 1st Floor
Preparing for the shopper of tomorrow
Hugh Fletcher and Naji El Arifi walk you through the four corners of our biggest report yet, exploring the evolving shopper landscape globally and new opportunities for brands to drive long-term success.
Hugh Fletcher, Marketing Director, VML Enterprise Solutions
Naji El-Arifi, MarComms Director, VML Enterprise Solutions
10:15 - 10:30 Coffee Break & Guest Transition
10:30 - 11:00 Round 1: Breakout Sessions
Blurred Lines: Crossing the category chasm
Michael Van den Brande, Strategy Director BX, VML
Track: Brand, Creativity & Insights
AI strategy in practice: How BMN built an AI pricing agent
Eelke Kroes, Head of Consultancy – Strategy & Growth, VML
Cornelis Vletter, Head of Data, VML
Track: AI, Data & Technology
Not just loyalty. Not just promotions. A holistic incentive approach for the bottom line.
Lena Kleinwechter, Customer Engagement & Loyalty Strategist, Talon.One
Track: Customer Experience, Loyalty & CRM
Retail Media: Monetize your platform and audience
Rachel Scheffers, Teamlead Media Services (a.i), Bidfood
Haye van den Werf, Lead Retail Media, VML
Track: Commerce & Growth
11:00 - 11:15 Coffee Break & Guest Transition
11:15 - 12:00 Keynote – Main stage, 1st Floor
Creativity as competitive advantage: Building brands that break through the noise.
In an increasingly commoditized digital world, creativity is no longer a luxury - it’s a necessity. This session explores how brands can harness creativity as a strategic lever to stand out, connect with audiences, and drive meaningful growth.
Kars Kooistra, Commercial Director, VML
12:00 - 12:15 Coffee Break & Guest Transition
12:15 – 12:45 Round 2: Breakout Sessions
From blank canvas to big ideas with WPP Open
Naji El-Arifi, MarComms Director, VML Enterprise Solutions
Track: Brand, Creativity & Insights/ AI, Data & Technology
Lowering barriers and unlocking Customer Lifetime Value
Jaap van Oort, Strategy Director CX, VML
Track: Customer Experience, Loyalty & CRM
Turn digital investments into real growth
Rick van der Vlugt, Head of Digital Product Management VML
Track: Commerce & Growth
Accelerate your content supply chain with Optimizely Opal (AI)
David Buo – Senior Director Solution Architecture, Optimizely
Jeroen Schuijt – Senior Sales Director, Optimizely
Track: AI, Data & Technology
12:45 – 13:35 Lunch time
13:35 – 14:25 Keynote – Main stage, 1st Floor
Don’t fear the risk, feed the culture
Experience how McDonald's transformed its social media, app and business strategy, focusing on talkability, risk, and culture.
Brett Gaasbeek, Brand Manager at McDonald’s the Netherlands
14:25 – 14:35 Guest Transition
14:35 – 15:05 Round 3: Breakout Sessions
Future 100 – prepare for tomorrow
Marianne van Rhijn, Marketing Director, VML
Track: Brand, Creativity & Insights
Pragmatic Composability: Is your commerce stack a launch pad or a liability?
Julien Bianchini, Head of partnerships, VTEX
Track: AI, Data & Technology
15:05 – 15:20 Coffee Break
15:20 – 16:10 Keynote – Main stage, 1st Floor
The Customer Experience Renaissance
Join renowned keynote speaker and bestselling author Steven Van Belleghem on an inspiring journey into the future of customer experience. In this captivating keynote, Steven explores how the rise of AI is reshaping customer expectations, purchasing behaviors, information gathering, and payment methods.
Steven Van Belleghem, Renowned keynote speaker and bestselling author
16:10 – 16:20 Wrap up, Ubbo Maagdenberg, CEO, VML
16.20 – 18.00 Networking Drinks & Bites on the Rooftop
