Humanising Digital: The Role of Video in Tomorrow’s Agency Model
If there’s one thing important to keep coming back to as agency leaders, it’s this: brands don’t just want to be heard—they want to connect.
Reimagining Partner Relations—One Forum at a Time
Reflections on ‘ALF 2025’ | Jomar Reyes, Founder of the Brand Leadership Community
The Agency Leadership Forum is a curated gathering of forward-thinking brand, agency, and technology leaders hosted by the Brand Leadership Community. My goal in creating this forum was to explore how agencies, vendors, and brands can build stronger relationships rooted in trust and aligned around the shared mission of growing impactful brands. The second edition of the forum built on the momentum of our 2024 debut, with a sharper, more structured focus on the dynamics between agencies, vendors, and brands. Our panel sessions were especially well received—rated above average—and one comment that stood out was a participant’s observation about the COO’s growing influence over Martech decisions. This shift suggests a more holistic, cross-functional approach to technology, coming from a less biased, company-wide perspective. It perfectly captured the kind of thinking we aim to inspire.
What made this year’s forum stand out was the deeper engagement from our event partners. The team from TwentyThree, led by Dan Duffett, participated actively in discussions beyond the stage, and Thomas Wilson from Channable delivered an honest, thoughtful talk on the often-ignored pitfalls of technology implementation. Rather than focusing solely on success stories, he emphasized learning from setbacks—a message that resonated deeply with our audience and underscored the forum’s culture of openness and growth.
Personally, this year’s forum gave me a stronger belief that partner relations can improve. Historically, the three-way relationship between agencies, vendors, and brands has often been riddled with mistrust—vendors prioritizing KPIs over client outcomes, and agencies juggling too many tools without delivering focused value. But seeing representatives from all three groups engage in open, honest conversation gave me real hope. It showed that when the right people come together, a more aligned and trustworthy ecosystem is not just possible—it’s already in motion.
Event Partners
Venue Partner
When Curiosity Leads: Martech Choices and Leadership Shifts at the Agency Leadership Forum
Event Review – BrandLeadership.community | Galina Shakhova
On 10 April, the Agency Leadership Forum gathered a diverse mix of brand, agency, and technology leaders to examine the shifting Martech landscape—and what leadership looks like in a time of fragmentation, privacy demands, and platform skepticism.
Keynote Highlights
Dan Duffett of TwentyThree reframed video not as a marketing accessory, but as a core driver of authentic brand relationships. He challenged brands to take control of video data and use it to align teams and foster cross-department collaboration.
Amplitude’s Niklas Fogander focused on community selling, arguing that enterprise buying now depends more on ecosystems of trust than on platform specs. His message: conversions follow conversations.
Robert Alexander Johnson, representing the BLC advisory council, championed a new approach to procurement—prioritizing partnership over vendorship. He urged attendees to trade short-term gains for long-term relational equity.
Steen Rasmussen of IIH Nordics introduced a metaphorical “three-body problem” to explain the unpredictable dynamics between agencies, vendors, and brands. Instead of static models, he promoted resilience, flexibility, and adaptive strategies.
Anders Rosenqvist from A.P. Moller – Maersk examined the crumbling foundations of attribution models in a world of zero-click searches and disappearing data signals. He called for a measurement rethink—toward systems built for ambiguity, not certainty.
Michael Green, CEO of Desupervised, made the case for real-time collaboration, transparency, and agile measurement frameworks. His rallying cry: break the silos and make uncertainty an advantage.
From Channable, Thomas Wilson walked the audience through the emotional “valley of disappointment” that often follows new Martech implementations. He emphasized managing expectations and nurturing trust throughout the process.
Panel Conversations
Two panels tackled industry friction points head-on. The first—featuring Caroline Vidal, Olivia Stokholm, and Niklas Fogander—unpacked the “agency-vendor-brand triangle,” spotlighting how misaligned success metrics and outdated workflows create tension. All panelists agreed: transparency needs to be baked into culture, not just compliance.
The second panel, with Marcus Nyman, Olga Safonova, and Anders Rosenqvist, dove into data ownership and performance measurement. The conversation explored whether Martech today is truly fit for leadership decision-making or still trapped in outdated optimization loops. The consensus: measurement must serve both insight and agility.
Final Reflections
Thomas Bering closed the forum with a call for “collaborative clarity,” urging leaders to define their roles, ask better questions, and treat every relationship as unique. His message resonated in a room already primed for thoughtful reinvention.
Beyond the Agenda
The Brand Leadership Community didn’t just host an event—it created a space for honest reflection and bold rethinking. Attendees left with fresh language, sharper tools, and deeper courage to confront complexity. In a Martech world full of noise, the forum offered something rare: meaningful signal.
Articles on the Talks
From Software Seller to Strategic Advisor: How Martech Vendors Can Stay Relevant
At the 2025 Agency Leadership Forum, Channable’s Thomas Wilson gave a talk that had the room laughing—but also thinking. Behind the humor was a sharp take on a real issue […]
Speakers and Panelists
Robert Alexander Johnson – Co Host
Event Program Director
An analytical extrovert who enjoys building teams and solutions, Robert Alexander Johnson brings a wealth of experience in data-driven decision-making and agile leadership.
With over 15 years of experience on both client and agency sides, Robert excels in public speaking and sharing best practices in marketing technology. As the host for our panel sessions, he will facilitate engaging discussions on data activation and marketing performance.
Anders Rosenqvist – Marketing Performance Manager,
A.P. Moller – Maersk
Anders Rosenqvist is a data-driven marketing leader with deep expertise in performance marketing, Martech strategy, and analytics-driven transformation. As a Marketing Performance Manager at A.P. Moller – Maersk, Anders has spearheaded global initiatives, including Multi-Touch Attribution and Marketing Mix Modeling, across 130+ countries and six regions, navigating complex stakeholder landscapes within one of the world’s largest enterprises.
With a career spanning Denmark’s C25 companies and extensive experience in enterprise marketing, Anders specializes in governance, data strategy, and digital transformation. He has played a pivotal role in building the capabilities necessary to enable Martech-powered growth in Fortune Global 500 organizations. His background includes leadership roles in SEO, paid media, and content strategy, helping brands such as Oticon, Bernafon, Audika, and Philips Hearinglink enhance digital visibility and customer acquisition.
Beyond his corporate leadership, Anders has advised founders on data-driven growth and strategic exits, successfully guiding Adaptive Media SIA to a high-value acquisition. His ability to blend marketing strategy with business intelligence makes him a sought-after speaker on topics such as marketing performance measurement, Martech implementation, and enterprise digital transformation.
Olivia Stokholm
DENSOU – CEO
Olivia Stokholm is the CEO of Densou, a leading digital marketing agency specializing in data-driven strategies. With over 14 years of hands-on experience in SEO, Social Ads, PPC, and digital strategy, Olivia has a proven track record of driving significant revenue growth through optimized digital channels. Her analytical and conversion-focused mindset, combined with strong leadership skills, allows her to deliver impactful results for clients across various industries. At Densou, Olivia continues to lead the agency in delivering cutting-edge digital solutions that maximize performance and foster long-term success for brands.
Olivia’s leadership and management skills make her a valuable asset in navigating the ever-evolving landscape of digital marketing. Get ready to gain invaluable insights into maximizing digital revenue streams at the Forum.
Dan Duffet
Head of Client Strategy, TwentyThree | Formerly Executive Business Director, Merkle
Dan Duffet is a strategic marketing leader with over 20 years of experience driving digital transformation and brand growth across Europe and the US. Having worked with global giants like Google, J&J, HSBC, and Rolex through roles at WPP, Dentsu, and fast-scaling startups, Dan blends data, creativity, and customer insight to deliver exceptional go-to-market strategies and brand experiences.
As Head of Client Strategy at video marketing platform TwentyThree, and former Executive Business Director at Merkle, Dan has led large international teams and high-value client portfolios. He also serves as a strategic advisor for Windō, a Gen Z-focused sustainability platform.
Dan’s work has shaped award-winning campaigns, brand transformations, and partnerships rooted in cultural relevance and customer value. Whether launching a global rebrand for Google or building a fintech brand from scratch, Dan brings clarity, ambition, and cross-disciplinary leadership to every challenge.
Thomas Wilson
Nordic Account Executive – Channable
Thomas is a dynamic and ambitious sales and marketing professional dedicated to empowering e-commerce businesses to unlock their full online marketing potential. As a vital member of the Nordic Business Development team at Channable, Thomas leverages his expertise in e-commerce, digital marketing, and sales to drive growth and innovation in the industry.
Thomas seamlessly integrates his attention to detail with a keen understanding of the broader ecommerce and social marketing business landscape, ensuring that his strategies are not only comprehensive but also strategically aligned with overarching goals.
Caroline Vidal
Martech Data Specialist
Caroline Vidal is a dynamic MarTech Data Specialist at DFDS and an emerging voice in the Nordic analytics community. With a strong foundation in digital analytics, Caroline quickly rose through the ranks at IIH Nordic, where she transitioned from a student worker to Digital Analytics Engineer and Chapter Lead.
Her technical expertise spans Google Analytics 4, Google Tag Manager, JavaScript, SQL, and GCP—skills she applies to design and implement impactful data solutions that drive digital performance. Passionate about community and knowledge-sharing, Caroline is one of the organizers behind MeasureCamp Malmö and the founder of Women in Data & Analytics – Nordics, creating spaces for peer learning and representation in the industry. Her mission is to turn complex data into actionable insights that fuel innovation and growth. Caroline brings a fresh, purpose-driven perspective to the forum, championing inclusivity and continuous learning in the world of analytics.
Marcus Nyman
Regional Vice President Nordics – Content Square
Marcus Nyman is a seasoned digital experience leader with over 15 years of experience at the intersection of marketing technology and customer experience. He is currently the Regional Vice President Nordics at Contentsquare, where he helps brands unlock richer digital insights to create more human online experiences.
Marcus has held strategic roles at some of the world’s leading tech companies. At Adobe, he worked closely with enterprise clients to implement and scale customer-centric digital solutions. Prior to that, during his time at Oracle, Marcus played a key role in enabling organizations to embrace data-driven marketing through the Oracle Marketing Cloud.
With a passion for bridging technology and business outcomes, Marcus brings deep expertise in digital analytics, personalization, and experience optimization. He’s known for his collaborative approach with agencies and brand leaders alike, helping drive innovation and measurable impact in complex digital ecosystems.
Niklas Fogander- Amplitude
Senior Enterprise Account Executive
A strategic sales leader with a passion for driving exponential growth through data-powered teamwork, Niklas Fogander specializes in accelerating business success.
As a Senior Enterprise Account Executive at Amplitude, he is spearheading enterprise initiatives in the Nordics, helping companies innovate faster and smarter. Niklas brings extensive expertise in go-to-market strategies, revenue optimization, customer experience, and scaling sales teams.
His previous leadership roles at Veo Technologies, Custimy.io, and Google—where he served as Senior Industry Manager for eCommerce—highlight his entrepreneurial mindset and deep experience in SaaS, enterprise sales, and digital marketing. Join his session to discover how to harness data for exponential success in today’s dynamic business landscape.
Thomas Bering
Growth Manager, Feriepartner Danmark | Formerly Marketing Effectiveness Lead, Google
Thomas Bering is a marketing strategist known for bridging creativity with business impact. With nearly 20 years at Google, he led brand measurement and marketing effectiveness initiatives across Northern Europe, helping companies shift from passive reporting to active, data-informed strategy.
Now Growth Manager at Feriepartner Danmark, Thomas continues to champion smart, creative, and measurable marketing. His approach centers on understanding how to measure what truly matters—without compromising bold ideas.
Thomas has spoken at leading events including Google Think, SAP Innovation Forum, and eHandelsForum, where he’s known for delivering sharp insights with a touch of humor. Whether advising CMOs or guiding agency partners, his message is clear: marketing isn’t just about what you say—it’s about how you grow the business.
Program
15:00 Arrival
15.15 Welcome – Jomar Reyes BLC and Thor Thomsen Twentythree
15:30 Survey time
15:50 Robert Johnson – BLC Advisory Councillor – Data & Martech
16:05 Niklas Fogander – Snr Enterprise Executive – Amplitude
16:20 Dan Duffett – Head of Client Strategy – TwentyThree
16:35 Panel Session: (Agency, Brand, Vendor)
Olivia Stokholm – CEO – DENSOU
Caroline Vidal – Martech Engineer – DFDS
Niklas Fogander – Amplitude
17:00 Peer to peer breakout session
Thomas Wilson – Channable
17:30 Break
17:45 Steen Rasmussen – Director of Data Innovation – IIH Nordic
18:00 Thomas Wilson – Channable
18:15 Panel Session (Agency, Brand, Vendor)
Poula Maltha Krogh – Novicell
Anders Rosenqvist – Performance Marketing Manager – A.P. Moller Maersk
Marcus Nyman – Regional VP – Content Square
18;45 Mike Green – Co-Founder & CEO – Alviss
19:00 Dinner
19:30 Anders Rosenqvist – Performance Marketing Manager – A.P. Moller Maersk
19:45 Thomas Bering – Growth Manager – Feriepartner Danmark
20:00 Closing
20:30 Thanks for coming
Event Overview
The Agency Leadership Forum is an exclusive gathering designed to foster collaboration, share industry best practices, and explore the evolving dynamics between agencies, software vendors, and brands.
Technology, data and client expectations are constantly shifting and these three key players must work together, not just as individual entities, but as strategic partners driving collective success. This forum serves as a platform for open dialogue, knowledge exchange, and actionable insights that empower all stakeholders to navigate the complexities of the modern marketing and technology landscape.
Key Topics Covered
- The Changing Role of Agencies: How agencies can evolve to remain indispensable partners to brands and technology vendors.
- Agency-Brand-Vendor Collaboration: Best practices for building productive, long-term partnerships that drive value for all stakeholders.
- MarTech and AI Integration: Leveraging technology and automation to enhance marketing effectiveness and efficiency.
- Data Strategy and Client Alignment: Using data to build stronger client relationships and create more impactful marketing strategies.
- Cross-Discipline Collaboration: How agencies can work seamlessly across creative, data, media, and technology disciplines.
- Future-Proofing Agencies: Identifying emerging trends and opportunities to stay ahead in a competitive landscape.
Event Format
The Agency Leadership Forum is a high-energy, interactive gathering designed to bring together marketing, technology, and data professionals for an engaging mix of expert insights, peer-to-peer learning, and structured discussions. The format balances top-down learning from industry leaders with bottom-up collaboration through breakout sessions.
Structure & Flow
15:00 – 20:30 | Up to 50 Attendees
2 keynotes
- In-depth, thought-provoking presentations from industry leaders.
- Focus on the future of Martech, strategic insights, and transformative innovations.
4 x 15-minute power talks
- Rapid, focused presentations from industry experts on cutting-edge Martech trends, actionable insights, and innovative strategies.
- Designed to inspire, challenge, and spark discussions.
2 panel discussions
- Thought-provoking conversations featuring top Martech leaders.
- Discussions on key industry challenges, future trends, and best practices.
- Audience Q&A to drive deeper engagement.
2 peer-to-peer breakout sessions
- Small, structured discussion groups (10-15 participants).
- Each group focuses on a specific Martech-related topic, challenge, or trend.
- Guided by facilitators to ensure productive and meaningful conversations.
- Encourages real-world problem-solving and collaboration.
Peer-to-Peer Breakout Structure
- Designed to foster open, candid discussions and exchange of ideas.
- Participants actively contribute their experiences and perspectives.
- A space to co-create solutions and strategies in a collaborative environment.
Focus & Benefits
- High-impact learning – Combining expert insights with interactive discussions.
- Networking & Relationship Building – Peer-to-peer breakouts foster real connections.
- Practical Takeaways – Participants leave with tangible strategies, solutions, and new perspectives.
Event Format
This Agency Leadership Forum is a high-energy, interactive gathering designed to bring together marketing, technology, and data professionals for an engaging mix of expert insights, peer-to-peer learning, and structured discussions. The format balances top-down learning from industry leaders with bottom-up collaboration through breakout sessions.
Structure & Flow
- 15:00 – 20:30 | Up to 50 Attendees
- 2 Keynotes
- In-depth, thought-provoking presentations from industry leaders.
- Focus on the future of Martech, strategic insights, and transformative innovations.
- 4 x 15-Minute Power Talks
- Rapid, focused presentations from industry experts on cutting-edge Martech trends, actionable insights, and innovative strategies.
- Designed to inspire, challenge, and spark discussions.
- 2 Panel Discussions
- Thought-provoking conversations featuring top Martech leaders.
- Discussions on key industry challenges, future trends, and best practices.
- Audience Q&A to drive deeper engagement.
- 2 Peer-to-Peer Breakout Sessions
- Small, structured discussion groups (10-15 participants).
- Each group focuses on a specific Martech-related topic, challenge, or trend.
- Guided by facilitators to ensure productive and meaningful conversations.
- Encourages real-world problem-solving and collaboration.
Peer-to-Peer Breakout Structure
- Designed to foster open, candid discussions and exchange of ideas.
- Participants actively contribute their experiences and perspectives.
- A space to co-create solutions and strategies in a collaborative environment.
Focus & Benefits
- High-impact learning – Combining expert insights with interactive discussions.
- Networking & Relationship Building – Peer-to-peer breakouts foster real connections.
- Practical Takeaways – Participants leave with tangible strategies, solutions, and new perspectives.
Event attendance
Who should attend?
- CMOs, CDOs, CIOs, and Martech professionals.
- Data strategists and customer experience leaders.
- Decision-makers looking to integrate data-driven marketing into their business strategies.
Why attend?
Practical Insights
- Learn from industry leaders who have successfully integrated customer data into business growth.
- Discover best practices and frameworks that enhance decision-making and marketing optimization.
- Explore tools and methodologies that improve customer experience and engagement.
Real-World Case Studies
- Hear firsthand success stories from companies that have tackled Martech integration challenges.
- Learn from real business cases about Martech implementation and AI-driven decision-making.
- Gain insights into overcoming obstacles and measuring outcomes for impactful business strategies.
Networking Opportunities
- Build meaningful professional relationships that support career growth.
- Connect with industry leaders, potential mentors, and mentees for shared learning.
- Gain access to a network of professionals who can open doors to new opportunities in Martech.
Who Should Attend?
- Agency Leaders looking to strengthen partnerships, refine service models, and enhance client relationships.
- Software Vendors aiming to understand agency and brand needs while fostering long-term collaborations.
- Brand Executives seeking to optimise agency relationships and leverage the latest MarTech solutions for business growth.
Why Attend?
- Strengthen Industry Partnerships: Gain a deeper understanding of the evolving relationship between agencies, software vendors, and brands, and how to maximise these collaborations for mutual success.
- Stay Ahead of Innovation: Explore cutting-edge MarTech solutions and strategies to enhance client value, streamline operations, and drive growth.
- Address Key Industry Challenges: Tackle pressing issues such as client-agency alignment, the impact of AI and automation, data-driven decision-making, and cross-discipline collaboration.
- Foster Meaningful Connections: Connect with like-minded industry leaders, experts, and technology partners in a setting designed for candid discussions and long-term relationship-building.
Networking Opportunities
- Build meaningful professional relationships that support career growth.
- Connect with industry leaders, potential mentors, and mentees for shared learning.
- Gain access to a network of professionals who can open doors to new opportunities in Martech.
