Marketing Shake 2026 - marketingshake.lv

21.05

Sport 2 quarter
Riga

Attention,

Please

Sport 2 quarter
Riga

In modern marketing ATTENTION is everything. It is the new currency, the ultimate resource and the measure of competitiveness. What captures attention, gets purchased. What attracts attention, gets talked about.

Marketing Shake 2026 will explore the role of attention from multiple marketing perspectives – creating a platform where creativity, data and strategy converge in the battle for the gaze, the click and the mind.

Time Left Until the Event:

We invite you to embrace your curiosity and take part in the largest annual marketing and communication event in the Baltics! Seize the opportunity to meet experienced industry leaders, build valuable connections and develop your most extraordinary ideas in a creative and innovative environment.

In a world overflowing with content, give true meaning to your time – spend it purposefully by attending Marketing Shake 2026, the most exciting marketing event of the year!

WHAT IS IT?

■ Ideas, which draws attention

■ Leaders, what deserves attention

■ Attention engaging stories

■ News, what attracts attention

■ Attention To the audience

BENEFITS:

Line up

Darius Čibonis

Rezija Kalnina

Kamil Bolek

Laima Auza

Josh Healey

Attendees

Workshop Lecturers

Josh Healey

Becoming a prompt engineer – how to get the most from AI?

Ilze Švarcbach

The power of attention on LinkedIn: The digital image of spokespersons

Workshop speaker and topic to be specified

Becoming a prompt engineer – how to get the most from AI?

Program

9:00

9:00 Arrival, registration

Arrival, registration

Morning coffee and refreshments

The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!

9:50

9:50 Opening of the Festival

Festival Opening

The Secret Moderator

INFO

A digitally polished voice that announces speakers, hosts the festival and calls out rascals (just kidding on that last one). A communications professional with a humane, empathetic and pleasant approach to life. But who is it? We won’t reveal that just yet. A marketing guru? Perhaps a PR pro? Why not an advertising creative? Or could it even be the company boss? Ladies and gentlemen, place your bets - who is hiding behind the digitally polished voice this year?

10:00

10:00 Marketing Shake barometer

Marketing Shake barometer

Linda Ezera / Latvia

Head of Norstat Latvia; Official Representative of ESOMAR in Latvia; Member of the Board of the Latvian Association of Sociologists

INFO

About the Lecturer:

Linda Ezera's more than 17 years of in-depth experience in consumer and marketing research, including corporate management experience, has given her the opportunity to consult and manage research for major companies in the Baltics and Northern Europe. Daily focus - top quality data, understandable results that support companies and organisations

10:20

10:20 Topic and speaker to be confirmed

Topic and speaker to be specified

Jēkabs Dambergs / Latvia

Google’s Digital Strategy Lead for the Baltic States

INFO

About the Lecturer:

10:40

10:40 Break, networking, partner stands

Networking Break and Partner Exhibits

The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!

11:10▸12:40

@Workshop

11:10-12:40 @Workshop The power of attention on LinkedIn: The digital image of spokespersons

The power of attention on LinkedIn: The digital image of spokespersons

Ilze Švarcbaha / Latvia

Founder and director of the social media agency Not Scheduled

INFO

This is a practical workshop designed to equip marketing managers and specialists with knowledge about effective communication on LinkedIn. Together we will learn how to build a personal brand and leverage it to enhance the company's visibility. We will also analyze common mistakes and best practices that will help achieve optimal results. During the workshop a detailed personal branding strategy specifically for the LinkedIn platform will be developed.

About the speaker:

Ilze Švarcbaha has worked with over 40 brands and company founders across various industries. Her client portfolio spans multiple countries, including Latvia, Estonia, the UK, Ireland and Malta. The speaker has led workshops and spoken at major technology events such as RIGA COMM and Techchill. Her favorite communication platform is LinkedIn, as it allows leaders to achieve the highest return on investment (ROI).

11:10

11:10 From Data to Meaning: Building Brands in the Age of AI and Content Overload

From Data to Meaning: Building Brands in the Age of AI and Content Overload

Harri Olavinsilta / Finland

Strategist and Creative Director

INFO

In an era of AI-generated content and constant digital noise, attention has become the most valuable currency. In this talk, Harri Olavinsilta shares a practical framework for how brands can cut through the noise by combining data, AI, and human insight. The session shows how to move beyond automation and personalization toward marketing that is culturally relevant, emotionally resonant, and attention-worthy.

About the speaker:

Harri Olavinsilta is a strategist, creative director, and international keynote speaker with over 20 years of experience in advertising, strategy, and innovation. He brings a unique perspective on how creativity and technology intersect to shape the future of brands. Harri has worked with brands such as IKEA, Audi, and UNICEF, and has spoken on global stages including Eurobest, GITEX Africa, and Digital Marketing Europe. His work helps companies grow through creativity and purpose-driven strategies.

11:30

11:30 Think TOGETHER with MI: the European marketing advantage

Think WITH AI: Europe’s Marketing Advantage

Michel Megherbi / Sweden

Founder & Creative Strategist, Aakin studio

INFO

European marketing teams are facing a paradox: 81% of creatives have experimented with generative AI tools, yet most organizations struggle to move beyond scattered, tactical applications. The result? Wasted potential and lost competitive advantage in an increasingly AI-augmented marketplace.

This session addresses the real challenge: AI literacy isn’t about learning prompts or mastering tools. It’s about fundamentally reimagining how marketing teams think, plan, and execute in an AI-native environment.

Drawing on real implementations with Nordic companies (SAAB, Kappahl, Tele2) and analysis of European case studies (Klarna, H&M, LVMH), Michel reveals the strategic frameworks that separate AI experimenters from AI leaders. Attendees will learn why Swedish organizations lag in adoption compared to international peers, how Nordic workplace culture creates unique change management opportunities, and most critically - how to rebuild marketing workflows around AI-augmented thinking without sacrificing brand integrity or creative quality.

The session directly addresses Marketing Shake’s “Attention” theme by showing how strategic AI literacy determines who captures and holds audience attention in 2026’s oversaturated digital landscape. Teams that think WITH AI - not just use AI - create campaigns faster, test more creative variations, and maintain consistent brand quality across all touchpoints.

Key Takeaways:

The 3 levels of AI literacy and why most teams are stuck at Level 1
A before/after workflow comparison showing AI-augmented strategic thinking in practice
How to address the #1 barrier to adoption in Nordic organizations: “Will AI replace our jobs?”
EU AI Act compliance framework for responsible, brand-safe AI implementation
A practical 4-step model teams can implement immediately on return to office

This isn’t theory from Silicon Valley - it’s battle-tested methodology from European classrooms and Swedish boardrooms, designed specifically for how European marketing teams actually work.

About the speaker:

Michel Megherbi
Founder & Creative Strategist, Aakin studio

Michel Megherbi bridges two worlds that rarely meet: 17+ years as a senior creative director in advertising and film production, combined with current expertise as an AI lecturer at Stockholm’s prestigious Berghs School of Communication.

His career spans major global brands including Sony, Pernod Ricard, Atlas Copco, Scania, and Tele2, where he specialized in translating complex technical narratives into compelling creative campaigns. This unique background and understanding of both high-level creative strategy and implementation reality positions him perfectly to teach how to think WITH AI rather than just use AI tools.

At Berghs, Michel teaches AI for Designers as well as AI for Design & Video on the bachelor level and delivers corporate AI workshops focused on practical implementation. His pedagogical approach, refined through Berghs’ educational excellence, emphasizes the “red thread” methodology: building coherent learning experiences where each concept builds upon previous work rather than disconnected tool tutorials.

Corporate clients value Michel’s ability to address the specific challenges of Nordic workplace culture including consensus-building, egalitarian decision-making, and the cultural skepticism toward AI that Swedish research shows lags behind international peers.

Michel’s teaching philosophy centers on AI as a thinking partner and creative amplifier, not a replacement for human expertise. He helps organizations develop their own voice and strategic frameworks rather than copying Silicon Valley playbooks that don’t translate to European business culture.

Based in Stockholm, Michel brings European case study expertise combined with hands-on implementation experience in Swedish organizations. His approach respects EU AI Act requirements, prioritizes brand safety, and delivers frameworks teams can implement immediately.

When he’s not teaching at Berghs or leading corporate workshops, Michel advises creative agencies on AI integration strategy and develops new pedagogical frameworks for the rapidly evolving AI landscape.

11:50

11:50 How to attract investors’ attention when a company goes public?

How to attract investors’ attention when a company goes public?

Laima Auza / Latvia

Founder and Partner of SPRING PR & Communications

INFO

More and more companies in Latvia and the Baltic region with the ambition to grow are choosing to attract funding through capital market instruments by issuing bonds or shares.

Entering the capital market means that a company must start communicating with a completely new audience – private, professional and sometimes institutional investors. Trust is crucial – investors invest in companies they believe in. Figuratively speaking, a company must prepare itself for hosting guests – not only getting ready for changes but also showcasing itself in the best light.

How can this be achieved? What does preparing for the stock exchange mean from a communication perspective? What are the key stages in building a public image on the way to the stock exchange? Laima will also share data about the profile of private investors in Latvia and their investment habits, which are important to consider when planning communication campaigns.

About the speaker:

Laima specializes in corporate communication, reputation management, crisis situations and conflict resolution, as well as assisting Latvian and Baltic companies on their journey to the stock exchange. She has accumulated over 20 years of experience in corporate communication and reputation building within banks and large companies. Working both in PR agencies and public administration, Laima has gained in-depth knowledge and strategic skills that help clients of SPRING PR & Communications successfully implement large and complex communication projects, manage challenging

12:10

12:10 Residents as clients: Marketing thinking in the public sector

Residents as clients: Marketing thinking in the public sector

David Rubens / Latvia

Head of the Līvāni Municipality

INFO

In the public sector it is often forgotten that residents are essentially our “clients” – with their own needs and expectations. Communication plays a crucial role in this process: it can serve as a bridge between the municipality and the community or, conversely, create a barrier if it is formal and one-sided. Good governance highlights the ability to persuade others of our ideas rather than imposing them. This is what we strive to embody in the Līvāni municipality.

About the speaker:

With a background in economics, the lecturer has worked in the field of communication across non-governmental, private and public sectors.

12:30

12:30 Topic and speaker to be confirmed

Topic and speaker to be specified

Josh Healey / United Kingdom

Principal consultant in user-centred design and AI

INFO

An engaging and accessible masterclass exploring one of the most important digital skills of our time: prompt engineering. Whether you’re curious about AI, already experimenting with tools like ChatGPT or looking to deepen your understanding of how to get the most from large language models (LLMs) – this event is designed for you.

With a blend of expert insight and practical hands-on workshops, Josh will guide participants through what prompt engineering is, why it matters, and how it can empower individuals and teams across a range of industries and skill levels. Prompt engineering isn’t just for developers or data scientists. It’s an essential skill for marketing specialists, writers, analysts, product designers and communications strategists.

Josh will break down the fundamentals like:

-what makes a good prompt;

-how to get better responses from LLMS;

-how to move from basic queries to more advanced structured interactions.

You’ll also explore real-world examples and get the chance to experiment yourself with interactive exercises that demystify how LLMs interpret and respond to human input.

The masterclass will also explore ethical and sustainable considerations around AI usage, including mitigating bias, misinformation, and environmental impact – helping attendees to think critically as well as creatively. We will also be exploring the interesting phenomena of Hallucinations in AI and what is really going on.

By taking part in this masterclass:

- Participants will gain a clear understanding of what promptu engineering is and why it is important;

- learn practical techniques for writing successful prompts from beginner to advanced level;

- explore how Prompt Engineering can be applied to everyday work and individual projects;

- Consider the ethical responsibilities we all have in using AI;

- gain increased confidence and develop curiosity in working with generative tools.

About the speaker:

Josh Healey is a digital leader and content design specialist at the forefront of applying AI to transform user experiences at scale. With a career spanning large-scale public and private sector programmes, Joshua has led multidisciplinary teams to deliver inclusive, user-centred digital services — including redesigning the NHS “Register with a GP Surgery” service used by millions. Now Principal Content Designer at Hippo Digital, he combines deep expertise in AI, design strategy, and service transformation to help organisations innovate with confidence.

13:00

13:00 Lunch, networking, partner stands

Lunch, networking, partner booths

The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!

14:00

@Workshop

14:00 EXCLUSIVE @Workshop Becoming a prompt engineer – how to get the most from AI?

Becoming a prompt engineer – how to get the most from AI?

Josh Healey / United Kingdom

Principal consultant in user-centred design and AI

INFO

Josh will break down the fundamentals like:

-what makes a good prompt;

-how to get better responses from LLMS;

-how to move from basic queries to more advanced structured interactions.

You’ll also explore real-world examples and get the chance to experiment yourself with interactive exercises that demystify how LLMs interpret and respond to human input.

By attending this event participants will:

- gain a clear understanding of what prompt engineering is and why it matters;

- learn practical techniques for writing better prompts from beginner to advanced level;

- explore how prompt engineering can be applied in day-to-day work and personal projects;

- reflect on the ethical responsibilities we share when using AI;

- leave with increased confidence and curiosity in working with generative tools.

About the speaker:

14:00

14:00 Price Negotiations: 6 principles to handle price negotiations effectively

Price Negotiations: 6 principles to handle price negotiations effectively

Dainis Rijkurs (@knowyourlatvians) / Latvia

Internal auditor for the Bauska municipality

INFO

Examples of how @knowyourlatvians utilizes local cultural facts, folklore, nuances of identity or current topics relevant to Latvia in his posts.

-Main Reason for Engagement: What prompts viewers to comment and share?

-Recommendations for Brands: How to use authentic cultural insights (rather than stereotypes) to strengthen connections with the audience.

-Risk Areas and Best Practices: Overgeneralization, superficial approaches and “know what you're talking about.”

-Tips for Other Content Creators (including corporate ones) in Smaller Markets, such as the Baltics.

About the speaker:

Dainis Rijkurs is the internal auditor for the Bauska municipality and the author of the popular Instagram account @knowyourlatvians. With a touch of self-irony, he reveals the character, habits and worldview of the modern Latvian. His simple, natural storytelling – free from advertising and artificiality – has become a social media phenomenon, attracting thousands of followers even beyond Latvia. Dainis demonstrates that authenticity and sincerity can be more powerful than any marketing strategy. His presentation will be particularly valuable for marketing professionals who wish to understand how a genuine personality and heartfelt content can become a brand without an advertising budget.

14:20

14:20 Influencer the end of marketing... and the rise of the content economy

The end of influencer marketing… and the rise of the creators economy

Kamil Bolek / Poland

YouTube & influencer marketing expert

INFO

Influencer marketing was never the final destination – it’s just one piece of a much larger puzzle called the Creator Economy

And while this new ecosystem is already worth over $100 billion, the shift goes far beyond numbers. It’s changing the very foundation of media, the way audiences consume content and the way brands need to think about communication.

But here’s the question: do creators even need brands anymore? With platforms like Patreon, Clubhouse, OnlyFans or local equivalents creators can monetize directly through their audiences. Add to that their own products, services and diversified revenue streams – and suddenly brands are no longer the gatekeepers of attention.

In this talk Kamil Bolek will break down the buzzwords and trends surrounding the Creator Economy, ground them in real data and case studies and most importantly – extract actionable insights. You may not leave knowing exactly where influencer marketing is heading, but you will know how to make smarter, more strategic decisions in a media world increasingly dominated by creators.

About the speaker:

Kamil Bolek is a communication and marketing expert specializing in YouTube, Creators Economy and influencer marketing. He is the Business Development Director at Tears of Joy – a creative and strategic agency working with premium brands on social media, video and influencer-driven campaigns.

With a background in PR, marketing, and psychology, Kamil has served as an MBA lecturer, industry researcher and an Arbiter at the Advertising Ethics Commission.

After speaking at dozens of conferences and leading hundreds of hours of executive trainings, at some point Kamil realized that writing one’s own bio – and doing so in the third person (!) – is a little weird. So instead of listing everything, he now prefers to summarize his work more simply: “I share knowledge about YouTube, Creators Economy and influencer marketing. And I’d love to share it with you, too!”

14:40

14:40 How can a Northern story become global?

How can a Northern story become global?

Raitis Bekeris / Latvia

Social Media Team Lead & Brand Creative at MÁDARA Cosmetics

INFO

How to make a local brand story understandable and appealing to audiences beyond Latvia – without losing its authenticity. I will share MÁDARA’s experience on how to use Instagram and TikTok as channels that not only reach but also retain the attention of an international audience and how a culture of experimentation helps in creating engaging content.

About the speaker:

I lead social media strategy and creative projects at MÁDARA’s in-house creative agency.

I believe that social media is not just an advertising channel, but a space to create and tell brand stories that capture attention and build genuine connections between brands and people.

15:00

15:00 Topic and speaker to be confirmed

Topic and speaker to be specified

Kamil Bolek / Poland

YouTube & influencer marketing expert

INFO

Influencer marketing was never the final destination – it’s just one piece of a much larger puzzle called the Creator Economy

About the speaker:

With a background in PR, marketing, and psychology, Kamil has served as an MBA lecturer, industry researcher and an Arbiter at the Advertising Ethics Commission.

15:30

15:30 Break, secret moderator opening, networking, partner stands

Break, Secret Moderator Unveiling, Networking, and Partner Booths

The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!

16:00▸17:30

@Workshop

16:00-17:30 @workshop Workshop topic and speaker to be confirmed

Workshop topic and speaker to be confirmed

Kamil Bolek / Poland

YouTube & influencer marketing expert

INFO

Influencer marketing was never the final destination – it’s just one piece of a much larger puzzle called the Creator Economy

About the speaker:

With a background in PR, marketing, and psychology, Kamil has served as an MBA lecturer, industry researcher and an Arbiter at the Advertising Ethics Commission.

16:00

16:00 Price Negotiations: 6 principles to handle price negotiations effectively

Price Negotiations: 6 principles to handle price negotiations effectively

Darius Čibonis / Lithuania

Experienced B2B sales and leadership trainer

INFO

Darius will cut through the noise and focus on what truly drives successful negotiations. He will reveal when is the right moment to negotiate, share three essential preconditions that determine your chances of winning and walk you through six proven principles of effective price negotiations. Whether you want to protect your margins, close deals with confidence or simply negotiate smarter – this session will give you clear, actionable strategies you can apply the very next day.

About the speaker:

Darius is a leading B2B sales and negotiation trainer in the Baltics with nearly 30 years of experience. Known for his practical, engaging style, he helps companies close better deals and protect their margins.

16:20

16:20 How to (not) fail a perfect strategy?

How to (not) fail a perfect strategy?

Marika Ūdre / Latvia

Public Relations Consultant

INFO

A perfect strategy? On paper – absolutely. In practice, as you’ll agree, the rules of the game tend to change. What really happens when strategy meets the real world? Why do some brands take off, while others – with equally strong ideas and resources – never make it past the starting line? There will be stories, examples and a few uncomfortable questions we’ll try to answer together.

About the speaker:

A communications professional and enthusiast with more than ten years of experience across the Baltic region, creating strong and authentic brand stories. I believe that great communication not only informs but also inspires, motivates and builds trust.

16:40

16:40 Emotions, Attention and Authenticity

Emotions, Attention and Authenticity

Rezija Kalnina / Latvia

Actress and director and founder of the music and drama space OratoriO

INFO

To truly engage an audience – whether a viewer, client or listener – one must be able to be present, attentive and genuinely perceptive of other people and their needs. Rēzija will share her experience on how emotional intelligence and authenticity become essential tools in any form of communication, including marketing. We all want to be seen and heard and brands are no exception – they are people speaking to people. How do we create this genuine connection? How do we speak not to a market or a platform, but to a real person on the other side? The topic invites a deeper understanding that emotional connection and attentive presence form the foundation of long-term trust.

About the speaker:
An actress, director and founder of the music and drama space OratoriO – a place where she continues to explore the human inner world, authenticity and the power of presence every day. Rēzija is a personality in whom stage mastery intertwines with deep humanism and a constant desire to understand life through movement, voice and emotions. She describes herself as a seeker and maker of her own path – a woman who is still learning to be open, observant and truthful to herself and others. Her perspective on communication and human interaction is therefore both professionally refined and deeply personal.

17:00

17:00 How does a brand sound?

How does a brand sound?

Agnese Rakovska / Latvia

Musician, songwriter, creative agency Zvaigznājs

INFO

In modern communication, brand identity is no longer limited to visual elements – sound has become one of the most powerful ways to create an emotional connection with the audience. Agnese Rakovska, head of Zvaigznājs, will share her experience and examples of how audio can become an essential part of a brand’s recognition and storytelling. Zvaigznājs specializes in developing audio projects and creative concepts – from audio logos and original compositions to sound design, podcasts, audiobooks and audio guides. With the help of sound, it’s possible not only to complement a visual story but also to make a brand audible, recognizable and emotionally engaging. The company has created audio branding for such brands as Latvijas valsts meži, Pica Lulū, Forum Auto, Indexo Bank, Silvanols, Lāči, Tiny Giant and others.

About the speaker:

Agnese Rakovska is a musician with over 20 years of experience in the creative industry and an entrepreneur. She is known to the public not only as a singer, but also as the head of the creative agency Zvaigznājs, which specializes in audio branding solutions and develops unique sonic identities for companies. Agnese is also the founder of the educational project Zvaigznāja klases, which introduces digital music technologies into general education schools. The initiative gives students the opportunity to create music hands-on using modern tools, connecting the learning process with real-world industry practices.

17:20

17:20 Topic and speaker to be confirmed

Topic and speaker to be specified

Agnese Rakovska / Latvia

Musician, songwriter, creative agency Zvaigznājs

INFO

About the speaker:

17:40

17:40 The best Cannes Lions ads, cocktails and festival spirit

Enjoy the best Cannes Lions ads, cocktails, and festival spirit with participants, their friends, and colleagues!

INFO

Bringing World-Class Creativity to Latvia
This exclusive film screening highlights the best global creativity in advertising and communications. The Showcase features a film reel of award-winning commercials, case studies, and social campaigns from the Cannes Lions International Festival of Creativity, which has celebrated excellence in creative communication for 71 years. A new film reel is created each year to showcase the year’s best ads worldwide.

Who Is the Cannes Lions Showcase For?
The Cannes Lions Showcase is designed for a diverse audience. It targets creative professionals such as advertisers, marketers, designers, and communication experts seeking inspiration. Business leaders and brand managers interested in how creativity drives innovation and impact will also benefit greatly. The event further appeals to media enthusiasts passionate about storytelling, students and educators in creative fields, and anyone who appreciates high-quality creative content.

Why Bring the Showcase to Latvia?
Hosting the Cannes Lions Showcase in Latvia offers an excellent opportunity to inspire the local creative community by presenting globally recognised work that sets a high standard. This event engages audiences with powerful storytelling and innovative campaigns, encouraging dialogue across industries and cultures. Furthermore, it is a platform to strengthen international connections, exchange ideas, and elevate Latvia’s presence in the global creative landscape.

The films are in English.
The screening will last 1.5 hours.
Duration - 1,5 hours.

19:00

19:00 Festival closing

The end of the festival

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REGISTRATION

€ 119
Price until 31.03.26.

Online festival participation
Recorded Lectures for 1 Month
Afterparty*

€ 189 Price until 31.03.26.

On-site festival participation
Recorded Lectures for 1 Month
Afterparty*
Partner take-away gifts
Coffee break
Refreshing cocktails
Lunch

€ 279 Price until 31.03.26.
100 seats remaining

On-site festival participation
Recorded Lectures for 1 Month
Afterparty*
Partner take-away gifts
Coffee break
Refreshing cocktails
Lunch
Participation in 3 workshops

All prices are exclusive of 21% VAT

@Sport 2

Sporta iela 2, Rīga, LV-1013

Time Left Until the Event:

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