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From Agentic CRM to AI-Ready Advertising: Inside SBC Summit’s Digital Marketing & CRM Academy

By jili tutorial · September 9, 2026

From Agentic CRM to AI-Ready Advertising: Inside SBC Summit’s Digital Marketing & CRM Academy

Marketing has rarely been as exciting—or as chaotic—as it is today. Artificial intelligence is changing how campaigns are built, platforms are shifting their algorithms and business models, and consumer attention is scattered across more channels than ever. At the same time, the fundamentals of good marketing have not changed. You still need to understand your audience, build a brand people trust, and spend money with clear intent.

That is exactly the tension the Digital Marketing & CRM Academy at SBC Summit is designed to address. The Academy will take delegates from the practical mechanics of agentic CRM campaigns to the strategic questions behind AI-ready advertising, with sessions led by senior marketers, brand leaders, and platform specialists from companies including Meta and Google.

A One-Day Academy Built for Practical Marketing Leaders

The Academy takes place on Wednesday, 30 September at Sala Tejo, MEO Arena. It is part of the event’s premium Education+ programme, a level of SBC Summit designed for professionals who want more than high-level conversation. The Academy brings together senior marketers, platform specialists, and brand leaders for hands-on sessions covering:

The target audience is clear: marketing, CRM, and commercial professionals who want a sharper, more informed approach to reaching audiences, applying AI, and making better use of their budgets.

According to Rasmus Sojmark, Founder and CEO of SBC, the timing is critical:

“Marketing right now sits at an interesting crossroads. AI is reshaping how campaigns get built and platforms are shifting fast, but the fundamentals haven’t gone anywhere. You still need to know your audience, build a brand people trust, and spend your budget with intent.

“This Academy is about bringing all of that together in one room — AI, platforms, brand, and giving people something practical to take back to their teams, not just theory.”

That emphasis on practical takeaways runs through every session on the agenda.

Session-by-Session Breakdown: What to Expect

1. Built, Sent, Reported: An Agentic Campaign From Start to Finish

The Academy opens with a deep dive into the world of agentic CRM. Lucy Neylin, Head of Client Solutions at Xtremepush, will lead the session “Built, Sent, Reported: An Agentic Campaign From Start to Finish”.

Using XpertOS — Xtremepush’s Agentic Operating System for CRM teams — Neylin will demonstrate how a campaign brief moves through its full lifecycle:

  1. Audience discovery
  2. Creative development
  3. Compliance review
  4. Execution across channels
  5. Reporting and optimisation

The session is designed to show exactly how agentic technology can support marketing teams at each stage. Instead of treating AI as a vague concept, delegates will see how it can reduce manual work, speed up decision-making, and keep humans in control of strategy and approval.

Key takeaway: AI is not replacing marketers. It is becoming the operating system that helps them deliver campaigns faster, with more precision and better reporting.

2. Practical Principles for Modernising a Brand Across Markets

Brand strategy takes centre stage in the case study “Practical Principles for Modernising a Brand Across Markets”, led by Tatiana Vivienne Jouanneau, Group Chief Brand Officer at Allwyn.

Jouanneau will explore what keeps established brands relevant as technology, culture, and customer expectations evolve. Drawing on her experience balancing global consistency with local relevance, she will look at:

The session will be especially useful for brand leaders working across multiple geographies, where a one-size-fits-all approach no longer works.

Key takeaway: Brand modernisation is not about abandoning your past. It is about giving local teams the tools and confidence to interpret a shared identity in ways that feel relevant to their audiences.

3. Platform Discovery: TikTok, Meta, Snapchat, YouTube, Netflix and Spotify

Consumer attention is scattered across an increasingly crowded digital landscape. The panel “Platform Discovery: TikTok, Meta, Snapchat, YouTube, Netflix and Spotify” will tackle how brands can improve their visibility across the platforms fighting for that attention.

The session brings together platform experts from two of the biggest names in digital advertising:

Together, they will examine the issues that matter most to marketers in the near future:

This panel is designed to help marketing leaders make better decisions about where to show up, how to talk to specific audiences, and what partnerships are worth pursuing.

Key takeaway: Platform strategy is no longer just about picking channels. It is about understanding how each platform’s culture, tools, and algorithms can serve a broader brand objective.

4. A Guide to Applied AI in Digital Advertising

The Academy will also look at one of the most important questions in performance marketing: how can AI sharpen returns on digital advertising?

Rikard Bildsten, Partner and Head of New Product Solutions at Havion Media and formerly RVP at Microsoft Advertising, will lead the session “A Guide to Applied AI in Digital Advertising”.

Bildsten will start by exploring the trends driving rapid change across the industry. From there, he will shift into practical use cases and tools that delegates can use to build their own marketing action plan.

This is not a theoretical keynote. It is a working session focused on:

Key takeaway: AI is most powerful when applied to specific problems with clear success metrics. The brands that win will be those that build AI into their workflows rather than treating it as a bolt-on experiment.

5. Beyond the Post: Building Creator Partnerships That Deliver

Influencer marketing has evolved far beyond a single post or story. The fireside chat “Beyond the Post” will explore how brands can build more effective, longer-term collaborations with creators.

Ben Jeffries, CEO of Influencer, will lead the conversation on the mechanics of modern creator partnerships, including:

The session will be valuable for marketers who are tired of vanity metrics and want influencer campaigns that contribute to real business results.

Key takeaway: Creator partnerships work best when they are treated as strategic relationships, not one-off transactions. Clear structure, shared goals, and a focus on commercial outcomes make the difference.

6. Where Would You Spend $1M Today? An Interactive Budget Workshop

The Academy closes with one of its most engaging sessions: “Where Would You Spend $1M Today?”

This interactive workshop will challenge delegates to allocate a hypothetical $1 million marketing budget across different channels. Participants will need to:

The session features a panel of senior industry figures:

The format is designed to force honest conversations about trade-offs. Should you spend more on brand awareness or performance? Which platforms deserve more weight? How much should be reserved for testing new channels? There are no easy answers, but the discussion helps marketers build a more disciplined framework for budget decisions.

Key takeaway: Budget allocation is a strategic exercise, not a routine annual task. The best marketers are able to explain why each dollar is in a specific channel and what it is expected to deliver.

Who Should Attend the Digital Marketing & CRM Academy?

This Academy is not aimed at passive listeners. It is built for professionals who want to leave with ideas they can implement immediately. The content is especially relevant for:

With sessions ranging from technical demonstrations to interactive workshops, the Academy offers something for every level of marketing seniority. The common thread is practicality: every session is designed to arm delegates with tools, frameworks, and ideas they can share with their teams.

How to Get Access

Access to the Digital Marketing & CRM Academy is available exclusively through the Education+ Upgrade.

For professionals serious about staying ahead of the curve, the Education+ Upgrade is a relatively small investment compared to the strategic value of the insights and connections gained in a single day.

The Big Picture: AI, Brand, and Budget Belong Together

The Digital Marketing & CRM Academy at SBC Summit is built around a simple but important idea: AI, brand, and budget should not be treated as separate conversations.

AI gives marketers new powers, but it does not replace the need for clear brand identity and audience understanding. Platforms change constantly, but the core discipline of allocating budget with intent remains essential. The Academy brings those threads together in one room, with practical sessions led by people who work in the middle of these changes every day.

In a marketing world where technology moves fast and attention is scarce, the biggest advantage belongs to teams that combine new tools with old-fashioned strategic discipline. This Academy is designed to help those teams build exactly that combination.