CMO Round Table
How AI influences creativity & marketing 🤖
Every industry has been solving the same hard problems for decades: trust, desire, belonging, clarity. And leading brands in every industry have cracked it, in their own way, for their own reasons.
Then AI arrived, and it's stress-testing the very foundations of marketing that have been relied on over the past decades. But where can AI actually be useful today, and where is it still just promises? Can it replace human creativity, or will it always be limited to operational work? Will the marketer's profession disappear, or will it transform?
That's exactly the type of topics we'll be discussing during this second edition of the CMO roundtable, where decision-makers at leading brands take the stage, share their stories, and explain when (and when not) to ride the AI tidal wave.
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The Speakers 🔊
Jan Proesmans, Head of Marketing at Club Brugge.
Most brands spend years trying to build what Club Brugge has by default: fans who would never consider the alternative. Footballc clubs are arguably some of the best marketing institutions out there, because they don't build relationships, they build belonging. Jan will share his insights from working at the intersection of marketing, technology, and soccer, and explain how he helps maintain and grow Club Brugge's massive fan base.
Guido Goffeau, Creative Technologies Lead at Colruyt Group
AI makes content cheaper, faster and more scalable than ever, but what will your clients think? How do you reap the benefits of AI without damaging your brand?
These are exactly the type of questions that Guido will talk: The art of balancing authenticity with efficiency in marketing at one of Belgium's most valuable brands.
Karoline Dewinkeler, Head of Group Brand & Marketing Communications Bnode (formerly Bpost group).
Going from bpostgroup to Bnode wasn't just about rebranding, it was a fundamental rethink of how a Belgian institution tells its story.
The team collapsed a portfolio of 31 brands down to 4: one overarching parent brand, Bnode, supported by three focused go-to-market brands — Landmark Global, Paxon, and bpost. Each with a clear scope. Each with a clear story. Each with a clear positioning.
The challenge? Doing all of that while holding onto the trust that bpostgroup had built up over generations, with an audience that already knew the old story by heart.
Karoline Dewinkeler, Head of Group Brand & Marketing Communication at Bnode, lived this transformation from the inside. She'll share what it actually takes to simplify a brand architecture at that scale, without losing what made it matter in the first place.
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Practicals 📝
- Date: Wednesday, June 10th
- Agenda:
- 18:00 - Doors open, early drinks and networking
- 18:45 - Guided tour of Lab of Tomorrow
- 19:15 - Speakers take the stage.
- 20:30 - Networking with drinks and bites
- 23:00 - Event end
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The event is 100% free, but selection is strict and spots are limited. Do you work in marketing (or marketing technology) at a professional brand? Then don't hesitate to apply, we'd love to see you there. ❤️