Agentic Advertising:
More Efficiency or Less Control?
The deployment of digital campaign automation tools is entering a new phase. Beyond programmatic buying and AI-assisted optimisation, a new generation of “agentic” platforms aims to orchestrate the entire lifecycle of digital campaigns—from strategic planning to media activation and even creative production.
WHAT IS IT ALL ABOUT?
Automation has long promised greater efficiency, speed and scalability. Today, with solutions developed by major agency groups, the ambition goes even further: to create autonomous systems capable of managing campaigns end-to-end.
But where do we really stand?
This session will explore the real capabilities of these tools and confront them with operational realities. What is truly automated today? What gains can advertisers expect in terms of performance and ROAS? And what are the limitations—whether in terms of control, transparency or adaptability?
Beyond performance, deeper questions arise: what is the impact of these systems on creativity and strategic thinking? Do they enhance decision-making, or do they risk standardising campaigns and weakening local ecosystems?
🎤OUR SPEAKERS
To address these questions, we have invited three experts representing key perspectives across the value chain.
Aurélie Denayer (Branding, Communication and Media Lead at Proximus, Proximus) will share her experience as an advertiser working with WPP Open.
Els Thielemans (Chief Transformation Officer, WPP Media) will provide insight into the vision and transformation behind these platforms.
Bert Velghe (Director Go-to-Market Digital Ad Products, DPG Media) will offer the media owner’s perspective on the rise of these agentic tools and how a leading publisher is preparing for and adapting to them.
💬WHY ATTEND?
An inspiring evening in the prestigious setting of TheMerode Club, bringing together senior marketing and data leaders to share concrete insights and real-world experiences on one of today’s most critical marketing challenges.
Expect a truly interactive discussion moderated by David Leisther, followed by drinks and networking in an elegant setting, with catering by JML (Jean-Michel Loriers).
PRACTICAL INFORMATION:
📅 Date & Time
June 16, 6:00 PM – 9:00 PM
📍 Location
TheMerode, Place Poelaert 6, 1000 Brussels
🅿 Parking
Sablon-Poelaert
🚇 Public Transport
Metro lines 2 & 6 | Tram 8, 92, 93, 97 | Bus 33
💶 Price
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€85 excl. VAT for MM members
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€149 excl. VAT for non-members
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€325 excl. VAT for MM members - bundle of 5 tickets (1 year validity), contact selim@mm.be
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€550 excl. VAT for MM members - bundle of 10 tickets (1 year validity), contact selim@mm.be
📞 Contact
Sélim Hamzaoui – selim@mm.be