Program

From culture and community to conversion with TikTok Shop: how brands can build a true full-funnel TikTok strategy.

Louis Lavis, Brand Partnership Manager at TikTok, opens with a 15-minute keynote on how the platform grew from a place to discover and be entertained into a commerce destination and a powerful full-funnel advertising tool for brands.

A follow-up panel with a brand, an agency and a creator then unpacks how strategies get built across organic and paid and how to balance performance with authenticity.

Speakers: Louis Lavis (TikTok), Maarten Van Pellicom (Fullsend), Junior Malela (Colruyt), Kato Van Hassel (Content Creator), Ender Scholtens (Content Creator)

How creator-led news is changing the way information is produced, distributed and trusted and what it means for creators, media and platforms.

As audiences increasingly discover and consume news through creators and social platforms, the boundaries between journalism, commentary and content are becoming less clear. This panel explores how creators, established media and platforms can coexist and complement one another while facing new challenges around trust, credibility, responsibility and regulation. What can each learn from the other, and what will a more hybrid news ecosystem look like?

Speakers: Adeline Hulin (UNESCO), Fabio Digiacomo (Google), Noah Heine (L’Explik), Tim Verheyden (VRT NWS)

From creator selection and content creation to measurement and brand safety: where AI is delivering real value and risks.

Speakers: Rudy Lauer (Stellar Tech), Marion Min (Vector), Pauline Butor (Webedia), Astrid Mattelaer (Publicis), Junior Malela (Colruyt)

How Emna Everard turned personal voice and founder-led storytelling into a brand-building asset.

An intimate interview on how Kazidomi activated all its human storytellers at once: founders, employees, ambassadors and UGC creators. The premise is that in 2026, the most credible brands are the ones where everyone speaks. Results from employee advocacy, personal branding and creator performance are brought to life in a candid sofa conversation.

Speakers: Emna Everard (Kazidomi)

Time to step away from the stage for a moment. Grab a coffee, stretch your legs and swap first impressions with the person next to you. Some of the best conversations of the day happen right here, cup in hand.

One year in, what does certification really mean for creators, for brands and for the partnerships between them?

One year after the launch of Belgium’s influencer certification program, this panel takes stock of what has actually changed. Brands, certified creators and platform observers reflect on adoption rates, evolving expectations and the real-world impact on content quality and partnership standards.

Speakers: Kel Wouters (So Buzzy & IMA), Steven Verlinde (Engie), Nensha (Content Creator), Elisabeth Marécaux (L’Oréal), Marius Rosiere (Content Creator)

Inside the strategies, creative choices and defining campaigns of brands setting the standard in influencer marketing.

An intimate sofa-style interview with two brands that set the standard in influencer marketing, joined by the agency side of the work. They walk through key moments, standout campaigns and the creative decisions that defined their approach.

Speakers: Julie Ongenaed (Nestlé Nespresso), Shanice Engel (OONA), Elisabeth Marécaux (L’Oréal)

How creator content breaks out of the feed to power the entire communication ecosystem, not just a standalone tactic.

Influence no longer lives in a silo. Here, the speakers explore how brands are integrating creator content into their broader communication mix, from out-of-home and broadcast to PR, CRM, paid media and live events, with the specific case of a Sephora campaign. The conversation maps what a truly integrated influence strategy looks like when every channel talks to every other.

Speakers: Pierre-Henri Plennevaux (BeInfluence), Vincent Delvaux (JCDecaux)

The last panel wraps, the drinks come out and the day keeps going. Meet the speakers you have been listening to all afternoon, find the brands, agencies and creators you have been meaning to talk to, and turn everything you heard on stage into real conversations.