🙌🏽 See you at Annexet! Use Entrance 3, Arenatorget.
Welcome!

The jungle exploration begins!

This isn't science fiction; it's the new reality of production. Step into the world's most advanced production studio with WPP's Perry Nightingale, SVP of Creative AI and Eunah Lee, Creative Technologist. Come face-to-face with the latest humanoid robot  in a thrilling live demonstration, and groundbreaking case studies from Boston Dynamics' Atlas.

Discover how WPP is forging an unprecedented synergy between creative vision and robotic engineering, why the world's leading tech firms like Google DeepMind and NVIDIA are collaborating on this journey, and how it all leads to a more efficient and imaginative production workflow, where the cost of production plummets while creative potential soars.

In today’s marketing jungle, the race to become ‘king of the jungle’, has too often meant hoarding data and building isolated empires. But in the AI-driven era, isolation is a weakness. In this keynote, WPP’s Lauren Wetzel redefines jungle rules. The future will not belong to those that collect the most, but to those that connect most intelligently. With privacy as the foundation, growth will emerge from dynamic ecosystems where trusted partners collaborate, and intelligence flows securely. Because in a world shaped by AI, advantage does not come from accumulation. It comes from intelligent connection.

It is a marketing jungle out there. Frivolous fraud, irresponsible actors, and short-term tactics are eroding trust in the media industry — ruining it for the many who do take responsibility. So who can be trusted in today’s media landscape? As the leading media destination in the Nordic region, Schibsted guides audiences through the noise and demonstrates why trust is not just a value, but a competitive advantage. In this session, Schibsted presents the brand new Schibsted Trust Report and welcomes guests on stage to delve into the highly topical issue of trust.

This panel explores the transformation of Out-of-Home into a data-driven performance channel, moving from macro industry shifts to the creative "craft" of programmatic triggers. Experts from JCDecaux, WPP Media, and Alcro Studio (PPG) will share how mobility data and real-time automation drive both brand attention and short-term conversion. The session concludes with a deep dive into client-side "lessons learned" and the roadmap for navigating today’s fragmented media landscape.

Today most ads vanish in the noise and never make it out of the advertising jungle. This session is about how to actually stand out in today’s cluttered world of ads and stay genuinely creative in a time when tech and AI have never been more advanced.

With speakers who’ve worked hands on in creative sales, brand building, and at the core of innovation and technical creative solutions, we break down what really moves the needle. Expect sharp insights, real examples and practical takeaways on how to use data, tools and AI without losing the idea, and how to pop in the advertising jungle whether you buy, sell or build advertising.

This panel explores how Swedish retailers are transforming physical stores into powerful, data-driven media channels. By combining Svensk Handel’s industry expertise, ASPACE’s AI-measurement technology with the strategic reach of Bonnier News and WPP’s data-driven agency perspective, the group will discuss the future of "Retail Media." The conversation will focus on how to turn in-store screens into a transparent, GDPR-compliant advertising "currency" that matches the precision of the digital web.

In a world where content is fighting every second for our attention, very little truly breaks through. But one thing still does - raw, unscripted emotion.

Sport creates real-time moments that engage us deeply and make us feel truly alive.

In this session, we dive into why sport continues to rise above the noise — and why its impact goes far beyond impressions and reach.

What does this mean for brands, media companies, and partners who want to build real relationships, not just visibility?

Join us for an inspiring exploration of the unique power of sport — where passion meets business, where emotion drives value, and where people are brought together in ways few other platforms can achieve.

Influencer marketing has matured from a trend into a larger part of the marketing mix. However, as the industry expands, so does its complexity. Marketers continue to ask critical questions regarding brand safety, transparency, and how to effectively prove ROI.

In this IAB Sweden-led panel discussion, we look beyond metrics to address the industry's most significant challenges.

Bastian Sarott from Teads reveals how an omnichannel approach helps brands extend reach beyond walled gardens. This session explores how unified planning and precise targeting drive incremental net reach across CTV, mobile, and web. Learn how to connect high-quality media environments into one cohesive strategy. Ideal for marketers looking to scale impact with smarter omnichannel execution.

This year, we’re proud to announce that lunches at NextM are curated by 
Anders Dahlblom - A Swedish Master Chef, known for being a ex-winner of Swedish chef of the year, a former Nobel Banquet Project Manager and a member of the Swedish Culinary Team for years. 

Pick up your lunch through the main entrance.

How can you create an organizational culture that weathers the storms of disruption, economic uncertainty, and the chaos of a rapidly changing world? Join New York Times best-selling author Erin Meyer, as she provides practical insights from her latest research, conducted with Netflix founder Reed Hastings, exploring how to develop a work environment that fosters creativity and adaptability. You will learn to value people over process, emphasize innovation over efficiency, and lead with context, not control. Through unorthodox principles such as Talent Density, Radical Candor, Freedom and Responsibility, and The Keeper Test, Erin will lay out a proven, systematic method for building and enhancing a corporate culture that breeds high performance, speed, and flexibility throughout the organization.

Join Bianca Bruhn to explore the accelerating shift toward the Agentic Era, and learn how to lead your business through this next massive technological leap. As consumers increasingly expect intelligent, autonomous, and agentic engagements, the focus is shifting to front-end innovation and top-line growth. In this high-stakes environment, the question is no longer just about adoption, but about survival: Is your brand "Agent Ready" and will it cut through the noise of the Agentic Jungle? Bianca will introduce the Universal Commerce Protocol (UCP) - the first real-world "digital handshake" designed to unlock the full potential of the agent economy and turn autonomous interactions into seamless commerce.

How can we boost our human abilities to flourish in the face of global challenges? How do we nurture our human intelligence and ability to connect so we have the resilience to thrive during the coming wave of technological, and societal change?

Join award winning, internationally acclaimed neuroscientist Dr Hannah Critchlow on an empowering journey through the fascinating landscape of the latest neuroscience research and deep into your own intelligence. With live experiments and demonstrations she will explore our curiosity, communication, courage and creativity to provide the answer to the challenges ahead. In a session filled with stories of pioneering research, advice and brain exercises, Dr Critchlow helps us to navigate the coming decades with informed confidence.

What if the most powerful branding tool isn’t something you see, but something you hear? In this immersive session, Bauer Media Audio's Lauri Domnick takes you from the origins of human sound to modern marketing impact. Through live audio experiments, you’ll experience how sound shapes meaning, memory, and ultimately drives choice.

We are humans and humans aren’t the best at exponential growth and change. Things change faster than ever and we need to too. In this new now, skills are data and we need to be able to speak both to people and to machines.

In this session you will investigate the new landscape of tech and AI- and agent- powered brand building. You will learn about the new important and desired role for every marketing department and more. Buckle up and charge your brain.

Women are key when looking at consumer behavior — both in terms of decision making and purchases. But to truly engage this audience, brands need to look beyond demographics and understand the realities of women’s everyday lives: their needs, values, and the choices they make.

In this session, we’ll explore insights from ”The Nordic Women Report” by Aller Media.

Measuring marketing performance has never been more sophisticated, but measurement alone does not create business impact. The real challenge lies earlier in the process: how marketing strategy connects business objectives, brand development, and activation into one coherent approach. This session explores a practical framework for how strategic marketing planning becomes the missing link to real marketing effectiveness.

OK Go frontman Damian Kulash reveals the creative philosophy behind the band's legendary music videos — 23 Cannes Lions and counting — and why the most surprising ideas are discovered, rather than planned. Through the lens of elaborate productions involving robots, zero-gravity planes, and exploding guitars, he makes the rigorous, even mathematical case that conventional planning processes are the wrong place to look for genuine innovation. Marketers will leave with a new framework for structuring creative work so that wonder isn't left to chance.

For years, we've optimised for a journey that no longer exists. People don't move neatly from awareness to action: they scroll, search, validate, and buy in parallel. On TikTok, you can see this playing out in real time.

This session introduces a new model - 'Watch it, Love it, Want it.' - a way to understand how attention turns into action through creativity, community, and participation. You'll leave with a clearer view of how decisions are really being made today, the role creators play in shaping them, and practical ways to build work that moves people from discovery to intent - faster, and with stronger commercial impact.

Meet SAUDA - a music duo seamlessly blending urban influences from Gambia to Sweden, crafting a sound that transcends borders and resonates with the heartbeat of the city.

Digest the day and enjoy the free bar in the Tech Garden with partners and colleagues.

🙌🏽 See you at Annexet! Use Entrance 3, Arenatorget.

Welcome!

We often ask how advertising works, as if it - and its audience - were machines with buttons to be pressed. But if we want to understand it better, we might ask a different and more fundamental question: ‘what is advertising?’

In this presentation and fireside chat with Jesper Albansson, Orlando Wood explores seven ways of thinking about advertising that can help us to create stronger and longer-lasting work.

Mark Ritson’s work with Ipsos shows that around two-thirds of marketers fail a basic test of marketing fundamentals. Add to that the fact that only 2–3% of board members have marketing experience, and you have a perfect storm – marketers arguing for budgets without a solid grasp of the fundamentals, while board members sign them off without fully understanding how marketing works.

Using an ’80s arcade classic and a healthy dose of marketing science, this session sets out to fix that – giving those who don’t know a solid grounding, and those who do a simpler way to explain these principles to the people signing the cheques.

The session shows how TikTok’s full-funnel capabilities drive incremental impact across the customer journey. Built on insights from new studies with the Data, Tech & Analytics team at WPP Media, it also addresses measurement challenges in today’s complex landscape and highlights why continuous testing is essential to understand true impact and make better decisions. The presentation will be followed by a panel discussion with Stadium and WPP Media, sharing key learnings from the studies conducted.

How to beat the algorithm

In a platform world, algorithms are in charge of what people see and how they experience brands. Those algorithms power some of the world’s biggest and most valuable businesses, and most of that value comes from advertisers. But how do those algorithms work? What decisions do they make? Are they working for you, with you, or against you? And as an individual brand, how do you beat them? Let’s find out.

In today's fragmented media landscape, brands compete in a jungle of content and noise. This session explores why the loudest voice doesn't win in the media jungle – trust does. Through real cases and audience insights it revels how context shapes how we feel, remember and act on branded communication. It also examines how native storytelling works within editorial contexts to create relevance and emotional connection. A perspective on how brands can benefit from the "trust halo effect."

As AI automates execution, the competitive advantage shifts toward audience selection. In this session, Nicolas Bidon will explain how Ogury helps brands define high-impact audiences, simplify strategy, and activate consistently across channels to turn complexity into better outcomes.

It’s a marketing jungle out there – even in the radio ether. What does a truly innovative radio channel sound like in today’s fast-moving media landscape? In this session, we introduce Aftonbladet Radio — a brand-new audio destination — and the strategy behind building a modern radio experience from the ground up. By combining strong editorial voices with commercial opportunities, we explore how audio can create deeper engagement and new ways for brands to connect with audiences. Together with Hanna Berg Olsson and voices from the upcoming channel, you will get an inside look at the vision, the talent, and the thinking shaping the future sound of Aftonbladet.

Explore the evolving landscape of podcasting, focusing on audience engagement, trust, and the future of video podcasts.

Zillennials are coming of age in a reality where traditional milestones — career, housing, financial stability — are increasingly out of reach. While ambition remains high, new Nordic data reveals a growing gap between expectations and reality — reshaping how success is defined. For brands, this is already impacting demand, decision-making, and growth — calling for a new approach to relevance and communication.

The best work comes from an understanding of the medium it sits within. A logical statement but are we fully leveraging the benefits of this symbiosis? In this fireside chat, Ocean Outdoor's Jesper Albansson is joined on stage by two of Sweden’s most advertising decorated creatives, Hedvig Hagwall Bruckner and Erik Wingfors, to discuss the opportunity in planning creative and media as one. They will also be taking a brief look at the role of humor, showmanship and tech in modern advertising.

This year, we’re proud to announce that lunches at NextM are curated by Anders Dahlblom - A Swedish Master Chef, known for being a ex-winner of Swedish chef of the year, a former Nobel Banquet Project Manager and a member of the Swedish Culinary Team for years.

Pick up your lunch through the main entrance.

Do you know the actual science of motivation & persuasion, and how to apply it to win consumers over or become a world-class negotiator yourself? In this riveting keynote from 5-time award winning Neuroscience expert Shivvy Jervis (named by CNN as ‘one of the most trusted voices in her space’), unravel the biology behind 2 areas - drive and the art of persuasion & negotiation. You’ll learn the triggers, tips and techniques to motivate, engage and persuade both your consumers (to grow sales) and teams (to raise performance).

In an industry currently drowning in AI slop and passive automated feeds, advertisers need to chart a different course. Innovation should serve people, not the other way around. Join Kate Mellett, Head of Creative Strategy EMEA at Snap, to explore the philosophy of Authentic Intelligence; AI that doesn’t just make machines smarter, but makes technology more personal, social, and fun.

This session explores the fundamental shift from traditional storytelling to storyliving. Discover how Augmented Reality and AI are moving beyond the screen to become a participant-led creative language. Learn how to leverage a platform built for conversation, not just content, to ensure your brand fuels the chat.

In her presentation, Tanja explores how AI is reshaping consumer behavior, specifically the rising demand for a frictionless shopping journey from discovery to decision. She will detail Google Search’s fundamental shift from information to intelligence, powered by a "full-stack" AI approach that enables agentic search—where users move beyond queries to delegating complex tasks directly to AI agents.

We’ve never had more content, nor more sources and versions of it. It’s a jungle, and it’s easy to get lost. What does this mean for publishers striving to offer reliable information through strong editorial brands? The ones that don’t just create content but filter it, frame it, and make it make sense. We gather to discuss the future of editorial media, whose position in the industry has been challenged like never before in the digital era. Is it getting worse, or is their offering finally about to find its place in the new ecosystem?

The old debate is over: smart marketers know it’s not either-or. Join us to discover how leading brands and agencies are integrating brand-building AND performance marketing for sustainable growth—and why this approach is winning in today’s fragmented media landscape.

Production has never been easier. AI. Creator tools. UGC. Automation. Every brand can generate everything. Every format. Every aesthetic. Every trend. When everything can be made, the question is no longer capability. It’s taste. Not: Can we do this? But: Should we? Should a premium brand post raw UGC? Should you jump on every format? Should you appear everywhere? For years, brand guidelines defined how you look. Now good taste defines how — and where — you exist. Because in a jungle of infinite output, volume is easy. Discernment is rare. Production is infinite. Taste is not. The brands that win won’t generate the most. They’ll curate the best. 

How do you break barriers and reach for the stars — literally? Join Norway’s first astronaut, Jannicke Mikkelsen, as she shares her extraordinary journey from the Arctic to space. With courage and unwavering determination, she reveals what becomes possible when we dare to think big and push the limits of what’s achievable.

In her inspiring keynote, you will gain fresh perspectives on innovation, leadership, and collaboration with autonomous technology. You will discover how to lead with vision, embrace bold risks, and see the world — and your own potential — with entirely new eyes.

Robotics and live percussion with Diva Cruz and Fredrik Gran