Following the introduction, Shane McGonigle took the stage to discuss marketing strategies for associations. He shared insights on how the Marketing Institute of Ireland (MII) adds value for its members and focuses on member engagement.

Rob Overduin introduced the audience to the NIMA Marketing Day, a large-scale marketing festival with around 1,500 participants. He outlined the business case behind organizing such an event and highlighted its impact on the marketing community.

In his presentation, Chris Daly discussed the importance of supporting the marketing profession from an international perspective. He emphasized the need for continuous development and collaboration across borders to enhance the credibility and growth of marketing as a profession.

After a coffee break, Ralf Strauss returned to lead a thought-provoking session on how AI is transforming the marketing landscape. He provided an overview of the latest AI developments and their potential implications for marketing strategies.

Alvyde Palaimaite followed with a session on how to engage members and Senior Marketing Professionals (SMPs) from tailored communication to special events. Her presentation offered practical tips for fostering stronger connections within marketing associations.

Martin Huisman EMP shared initial findings from the marketing competence framework study, offering a comparative analysis of marketing skills across different regions and sectors. This session provided valuable insights into how marketing competencies are evolving.

Closing out the presentations, Montse de Luis shared a case study from Spain on sponsoring marketing awards. She explained how to successfully engage sponsors and corporate members, using the Spanish model as an example of building sustainable partnerships.