SBC Summit adds a digital marketing academy with Meta and Google
Distributing a hypothetical budget of USD 1 million across different channels and defending each decision will be the closing exercise of the Digital Marketing and CRM Academy that SBC Summit has incorporated into its Education+ program. The session will take place on Wednesday, September 30, in the Tejo Room at MEO Arena, in Lisbon, and is designed for marketing, CRM, and commercial profiles looking to refine how they reach their audiences, apply artificial intelligence, and allocate investment.
SBC founder and CEO, Rasmus Sojmark, described the current marketing landscape as an interesting crossroads, with AI changing how campaigns are built and platforms evolving rapidly, yet with unchanging fundamentals such as understanding the audience, building a trustworthy brand, and allocating budget with a clear purpose. He explained that the academy aims to integrate these three fronts—AI, platforms, and brand—and provide practical tools that attendees can take back to their teams, beyond just theory.
The agenda kicks off with "Built, Sent, Reported," led by Lucy Neylin, Director of Client Solutions at Xtremepush, who will use XpertOS, the company's agent-based operating system for CRM teams, to walk through a complete campaign, from its definition and audience identification to creative execution, regulatory compliance, deployment, and reporting. Following this, Tatiana Vivienne Jouanneau, Global Brand Director at Allwyn, will present a case study on modernizing a brand across multiple markets, focusing on what allows established brands to remain relevant amidst technological, cultural, and consumer expectation changes, balancing global consistency with local relevance, the contribution of sports sponsorships, and how to give creative leeway to local teams without diluting a common identity.
The platforms block will bring together Mert Babayigit, Client Services Partner for EMEA Gaming at Meta, and James Fox, Senior Sector Manager at Google, who will analyze brand visibility on TikTok, Meta, Snapchat, YouTube, Netflix, and Spotify, partnerships with creators, cultural relevance, and performance looking ahead to 2027, against the backdrop of advancing AI tools, social commerce, and new content consumption habits. Next will be a guide to AI applied to digital advertising by Rikard Bildsten, Partner and Head of New Product Solutions at Havion Media and former Regional Vice President at Microsoft Advertising, who will move from industry trends to use cases and tools for each attendee to build their own action plan. The conversation on influencers will be led by Ben Jeffries, CEO of Influencer, who will address how to structure agreements with creators, define the creative approach, and measure commercial results that go beyond engagement metrics.
The closing workshop will feature Dean Akinjobi, CEO of Football Media, Hebert Luiz T. Crespin Gaban, CMO of KBET and DEBET, Dawid Pożoga, CMO of STS, and Joseph Sancio, Director of Affiliate Partnerships at Hard Rock Digital, who will challenge attendees to distribute that hypothetical million, justify their choices, and contrast how priorities shift based on brand objectives and actual performance indicators. Access to the academy is exclusive to the Education+ upgrade, which costs EUR 249, can be added to any SBC Summit or Affiliate Leaders Summit ticket, and grants entry to one of the available academies.
SBC is a media and events company for the betting and gaming industry founded by Rasmus Sojmark, which organizes SBC Summit in Lisbon, its flagship event in Europe, as well as regional events like SBC Summit Americas. Education+ is the format through which the event offers thematic academies for practical training in parallel to the general conference agenda and trade exhibition.
Tags: SBC Summit, Digital Marketing and CRM Academy, Education+ program, Rasmus Sojmark