Programme:

  • 14:50

    Light-up Light-up

    Doors Open & Registration

    Welcome at Brand Experience Masterminds

  • 15:20

     

  • 15:40

     

    Panel Discussion moderated by Julianna Hauswirth

    Beyond Campaign Metrics: Measuring Brand Impact

    with Matz Lukmani & Matthew Niederberger

    How do today’s brands turn creativity, content, and measurement into stronger, more memorable brand experiences? This panel will explore what it really takes to understand which stories resonate, which ads move people, and which content creates impact, as well as how teams can move from scattered campaign data to trusted insights that guide better creative and strategic decisions.

  • 16:10

     

    A new generation of Martech Magic

    Matthew Niederberger, Martech Therapy

    Martech promises magic, but too often delivers more complexity instead. This talk explores what a new generation of Martech could look like and how businesses can create technology ecosystems that genuinely support better customer experiences.

  • 16:25

     

    Between a rock and a marketing place - the changing role of data in experience

    Matz Lukmani, AI & Analytics Leader, Independent

    As customer experiences become more connected, the role of data is changing. This talk explores how organisations can move beyond simply measuring performance and use data to shape more relevant experiences, while navigating the growing tension between customer expectations, business priorities and technology.

  • 16:40

    Arrows-ccw Arrows-ccw

    Coffee Break

  • 16:55

     

    The Data Foundation Behind the Next Creative Leap

    Birgitte Jöhncke, CEO Accutics/ Ex-Google 

    AI is no longer just changing how brands create content. It is redefining how they design, deliver, and measure every brand experience. The real opportunity is not simply to produce more. It is to create interactions that feel sharper, more personal, more relevant, and more alive at every touchpoint.

    In this session, Birgitte will explore how better tagging, connected data, and smarter marketing infrastructure can unlock the next generation of AI-powered content creation, agentic workflows, intelligent personalization, and high-impact customer journeys.

  • 17:10

     

    The AI Advantage is Organisational: How data, ownership and leadership turn AI into commercial capability

    Peter Hestbæk, SVP Growth & Paid Media, Matas

    AI advantage does not come from technology alone. This Power Talk explores how clear ownership, strong data foundations and the right leadership can turn AI from an experiment into a commercial capability that creates real business value.

  • 17:25

    User User

    Breakout Session

  • 18:05

    Arrows-ccw Arrows-ccw

    Dinner & Networking

    Continue the conversation over dinner

  • 19:00

     

    Not in Kansas anymore: from e-commerce to the games industry

    Héctor P. Martínez, Business Intelligence Manager, IO Interactive

     Video games have  grown into a massive industry that generates higher revenue than film and music. Over the years, it has developed its own channels to allow developers to build and reach their audiences.

    In this presentation, I will talk about my experience coming into the games industry after 8 years working on e-commerce, marketing and web analytics. In particular, I will talk about how I landed in the middle of IO Interactive releasing their first 007 game, and how data helped in a successful launch

  • 19:15

     

    The end is the beginning

    Steen Rasmussen, co-founder BLC, co-founder IIH Nordic,pirat, fixer, innovator

    Picking up the pieces from the day adding some reflection and hopefully inspiring action.

  • 19:30

    Arrows-ccw Arrows-ccw

    Drinks & Networking

    Meet speakers, partners and fellow leaders

Brand Experience Mastermind is a part of

30. September – 01 October 2026

The Art and Science of Brand Story Experience

The Brand Experience Masterminds event will bring together senior brand, marketing, and creative professionals to explore the intersection of creativity, technology, and data in crafting compelling brands.

It brings together some of the best local and international thinkers and practitioners in trying to solve one common challenge:

How do we move our brand forward.

This is the event for..
Founders, directors and senior leaders who recognize that with the changes happing in the market and industry it’s constantly neeed to push the agenda and explore the frontiers of business and marketing to stay competitive.

The magic that happens

Through a mix of powertalks, discussion of common challenges, share insights, and new perspectives with your peers the event offers not only a unique opportunity for insights, but also a chance to connect with peers across the industry.

save the date!

Date/Time

1 October 2026

15:00 – 21:00

Location

Accutics office

Farvergade 17, 3,

1463 Kobenhavn

Price

2,490 dkk

Book Your Ticket

Speaker listing

Peter Hestbæk (DK)

SVP Growth & Paid Media

Matas

Peter Hestbæk is SVP of Digital Sales & Marketing at Matas, one of Denmark’s leading retailers, where he drives the company’s digital growth strategy across e-commerce, loyalty, customer experience, and AI. Passionate about combining technology with commercial thinking, he focuses on creating seamless digital experiences that deliver measurable value for both customers and the business.

With extensive leadership experience in digital transformation, Peter has built a reputation for turning data and innovation into profitable growth. His work spans digital marketing, retail strategy, and customer engagement, always with a strong focus on execution and long-term business impact.

Recognized as a leading voice in digital commerce, Peter regularly shares his perspectives on retail innovation, AI, and the future of customer-centric business, inspiring organizations to embrace change and stay ahead in an increasingly competitive landscape.

Matz Lukmani (UK)

AI & ANALYTICS LEADER

Independent

Matz Lukmani based in London (UK) has worked with Google for the past +11 years on product Go-to-Market for products like Google Analytics 360, Google Ads, Search Ads 360, Firebase Analytics and YouTube Ads focusing on brands based in Europe, Middle East and Africa Markets.

Previously Matz worked over 10 years in the USA in various Analytics leadership roles at SAP, Bristol-Myers Squibb, Toys R Us, MediaCom, Triad Retail Media and PricewaterhouseCoopers to name a few. He offers consulting and education in the field of web and marketing analytics and advanced marketing AI applications across a wide group of industries.

Héctor P. Martínez (ES)

Business Intelligence Manager

IO Interactive

Héctor P. Martínez is Business Intelligence Manager at IO Interactive, where he helps game, production and operations teams turn data into better decisions. With a career spanning business intelligence, machine learning and cloud technologies, he has spent more than a decade helping organisations unlock the value of their data.

Before joining IO Interactive, Héctor spent over seven years at IIH Nordic, leading Cloud & Data Science initiatives and working with businesses to develop data strategies, machine learning solutions and scalable analytics capabilities. Earlier in his career, he worked as a BI Analyst at Massive Entertainment (Ubisoft) and lectured in Data Mining at the IT University of Copenhagen.

Holding a PhD in Machine Learning from the IT University of Copenhagen, Héctor combines deep technical expertise with a practical, business-focused approach. His work is driven by a passion for enabling data-informed decision-making and helping organisations translate emerging technologies into measurable impact.

Birgitte Jöhncke (DK)

AI & Data Evangelist

Independent

Birgitte Jöhncke is an AI & Data Evangelist with extensive experience helping organizations turn data, AI, and digital platforms into measurable business value. She works with business leaders to connect strategy, technology, and innovation, enabling organizations to build stronger data foundations and embrace AI with confidence.

Over the course of her career, Birgitte has held senior leadership roles at Google, Yahoo!, Specific Media, and Viant. Most recently, she served as Northern Europe Data & Architecture Lead and Head of Platforms at Google, where she helped organizations accelerate digital transformation through data, cloud technologies, and AI. In recognition of her contributions, she was named to Dansk Markedsføring’s M List 2023.

Known for making complex topics accessible, Birgitte is passionate about inspiring organizations to harness emerging technologies while creating lasting business impact.

Matthew Niederberger

Martech Therapy

Matthew Niederberger is the founder of Martech Therapy and a Fractional Martech Consultant with over 20 years of experience helping organizations get more value from their marketing technology. He specializes in Customer Data Platforms (CDPs), customer engagement, and data-driven transformation, guiding businesses through complex technology decisions with practical, business-focused solutions.

Throughout his career, Matthew has worked with organizations to simplify Martech ecosystems, improve customer experiences, and build stronger data foundations that support long-term growth. Known for his clear, pragmatic approach, he enjoys turning complexity into actionable strategies that teams can confidently put into practice.

Beyond consulting, Matthew regularly shares his expertise through industry conversations, workshops, and thought leadership, helping marketers stay ahead in an ever-evolving digital landscape while making smarter, more informed technology decisions.

Panel Moderator

Julianna Hauswirth (US/DK)

Senior Product Marketing Manager

Accutics

Julianna Hauswirth is a Senior Account and Product Marketing Manager at Accutics, where she helps enterprise teams build trust in their marketing data. Her background spans client strategy, martech, analytics, adoption, and product storytelling, with experience supporting global brands in their data-driven transformation projects.

Throughout her career, Julianna has focused on building strong client partnerships while leading complex analytics and digital marketing projects. Previously at Dear Future (formerly IIH Nordic), she played a key role in managing the strategic collaboration with Google, supporting organizations in making better use of marketing technology, cloud solutions, and data-driven decision-making.

Beyond her client work, Julianna is an active contributor to the analytics community, regularly speaking at industry events and sharing practical perspectives on AI, marketing analytics, and digital transformation. She is passionate about making complex topics accessible and helping organizations turn data into impact.

PROGRAM DIRECTORS & HOSTS

Steen Rasmussen

Program Director & Co-host

Steen Rasmussen is a recognised leader in data strategy, business growth, and community building, with over 25 years of experience. He co-founded award-winning agency IIH Nordic and pioneered its globally acclaimed 30-hour workweek. A frequent international speaker, Steen is known for championing the commercial impact of data and fostering industry communities, including Denmark’s largest free analytics event and MeasureCamp Nordics. Today, he continues to inspire the next generation of data-driven thinkers and doers. Read more on Steen at Steen.FYI

smarter, more informed technology decisions.

Jomar Reyes

Co-host – Community Architect and Founder – BLC

Jomar Reyes is the founder of the Brand Leadership Community, a Copenhagen-based platform that brings together professionals across brand, marketing, analytics and technology to share knowledge and build meaningful industry relationships. Earlier in his career, Jomar worked at IBM and ACNielsen, gaining experience in business analysis, market insights and commercial strategy. He later served as Head of Business Development and Marketing at Digital Media World magazine and events, helping connect the marketing and media industry through content and conferences.

Today, Jomar focuses on building communities and platforms where practitioners can exchange ideas and learn from one another. As host of Brand Leadership Connect, he leads conversations with industry leaders exploring how brands grow through the intersection of strategy, technology and real-world execution.

Satisfaction guarantee

BLC are actually so sure you will benefit from this event that we are willing to offer a full satisfaction or your money back guarantee.

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