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Web Summit Lisbon · November 10 - 13, 2025

Marketing Summit

Julia Goldin, chief product and marketing officer at The Lego Group, discussed on stage how one of the world’s most adored brands remains culturally relevant nine decades after its founding, pushing creative boundaries and innovation, and expanding its storytelling to new channels to connect with more children and adults.

Brick by brick: Building Lego love and relevance after 90 years

R/GA global chief creative officer Tiffany Rolfe explores the future of commerce, discussing how to make transactions inspirational.

The future of commerce and creativity

Qualcomm CMO Don McGuire and Manchester United CEO Omar Berrada gathered to explain how brand partnerships can build business value and create success on and off the field.

A pitch-perfect partnership

Meredith Kelly, Head of Global Marketing at Škoda AUTO, and Katy Wright, CEO of FCB London, explored how talent and creative ideas fuel both brand building and performance marketing, unlocking growth and impactful results.

From ideas to impact: Creativity as a brand multiplier

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AI is personalising content and customer experiences. Social media and content marketing remain key, with influencer marketing shifting toward micro and nano-influencers. Purpose-driven marketing reflects consumer demand for ethics and transparency. Privacy concerns and evolving data regulations challenge the balance between personalisation and privacy.

Marketing is moving beyond customer acquisition toward sustained brand affinity. As digital platforms fragment audiences, community-first strategies are unlocking new ways to build loyalty and drive advocacy. 
Learn how leading brands are turning customers into collaborators, leveraging community insights, feedback loops, and decentralised engagement to stay relevant in a noisy world.

Community and brand loyalty

Explore how AI is transforming the marketing function &#8211; from content creation and campaign orchestration to performance prediction and customer insights. 
Discover how marketers are balancing innovation with brand safety, and what new skills are needed to lead in the AI era.

AI-Native Marketing

The creator economy continues to redefine brand storytelling. As audiences tune out traditional ads, creators are setting new standards for connection and credibility. But with AI-generated influencers and synthetic content on the rise, the rules are changing fast. 
Learn how to navigate the next wave of creator-brand partnerships, where authenticity, co-creation, and transparency are non-negotiable.

Creator-led brands

The demise of third-party cookies marks a seismic shift for digital marketing. But it’s also an opportunity to rebuild consumer trust. Explore emerging strategies in first-party and zero-party data, contextual advertising, and privacy-enhancing tech.
Understand how leading marketers are balancing compliance with creativity to build lasting relationships in a privacy-conscious world.