21.05
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:
Attention
magnet
Inspiration
Focus
Practical
Solutions
Home
promoter
Clear
Communication
Creativity
field
Line up
Darius Čibonis
Rezija Kalnina
Kamil Bolek
Laima Auza
Josh Healey
Attendees
Caution
Observers
The future
Strategists
Focus
Professionals
Watch
listeners
Creative
Thinkers
Curiosity
Personalities
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
Raimons Platacis
Program
9:00
9:00 Arrival, registration
Arrival, registration
Start the day with STAR FM! DJ Maija Rozīte turns your morning into a fresh and powerful mood!
9:50
9:50 Opening of the Festival
Festival Opening
The Secret Moderator
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
The presentation will reveal research data on how the public perceives artificial intelligence (AI) - where it is accepted as an assistant and where we still expect a human in return in communication. We will analyse trust, the importance of transparency, attitudes towards AI-generated content and how AI affects a brand's image and its relationship with the customer.
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
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
10:40
10:40 Break, networking, partner stands
Networking Break and Partner Exhibits
More movement, more smiles - DJ Maija Rozīte with STAR FM hits!
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
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 studioEuropean 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 Creative Director / Founder of Aakin Studio and Lecturer in Artificial Intelligence at Berghs School of Communication
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
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
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
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
Time to relax and dance with DJ Maija Rozīte!
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
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
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
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 @Discussion: Is it easy to be an influencer?
@Discussion: Is it easy to be an influencer?
For discussion: Today's communication and marketing environment is increasingly complex - audiences live in different information spaces or bubbles", shaped by different interests, habits, digital algorithms and media consumption patterns. This panel will discuss the challenge that brands and businesses face in reaching and engaging with their target audiences in this fragmented world.
Inga Spriņģe: Inga is the co-founder of the investigative journalism center Re: Baltica and a journalist with more than 20 years of professional experience. For the past ten years, she has worked extensively on topics such as disinformation, misinformation, and propaganda. Springe is a member of leading international investigative journalism organizations - OCCRP and ICIJ.
Mārtiņš Eihmanis: Mārtiņš is the Head of Marketing and Communications at VIRŠI. Under his leadership, the company has undergone significant brand development — from a brand refresh and updated visual identity to interior design and the company’s tone of voice in public communications. He was one of the key strategists behind Virši Steers the Stock Exchange, one of the most successful IPO campaigns in Latvia, which met and exceeded its targets. His diverse experience across various industries has enabled him to understand audience nuances and craft targeted, impactful strategies that resonate clearly and effectively.
Diāna Silarāja: In the spring of 2023, together with complete strangers, united by a common neighborhood and the desire to actively do something for its development, the Pļavnieki Neighbourhood Association was founded. She committed herself to a voting campaign to ensure that the projects prepared by the association would be at the top of the city's participatory budgeting competition in 2023 and 2024 and would be implemented. Diana is a sales and customer relations professional. She also found the challenge professionally interesting - she had to combine some known bubbles and many small and big bubbles that many people do not know exist for a common goal. But if they do, they often choose to ignore them. This can be the case when promoting a product or service, or an event to a specific target audience. However, when it comes to the whole of society, with many different audiences, the usual marketing and sales tricks work for 0.5%, at most!
Ivars Svilāns: Communication practitioner with extensive experience in media, banking, retail and higher education. The Twin Towers collapsed during Ivar's radio news. He led Swedbank's communications through the global financial crisis and helped restore Maxima's reputation after the Zolitude tragedy. He is currently Head of Data Services Development at LETA, where he helps connect data with decision-making. University lecturer, crisis management expert and people connector. Member of LASAP. In his spare time he enjoys basketball and folk dancing.
Zane Kaktiņa: Zane is the Chairwoman of the Board of Centrālā laboratorija SIA, with over 15 years of experience in business management, marketing, and branding at companies such as IKEA, Maxima, and Akropole. She specializes in customer experience, strategic brand positioning, and sustainability solutions. Currently, Zane is focused on enhancing access, quality, and patient trust in one of the most technologically dynamic areas of healthcare—laboratory testing.
15:30
15:30 Break, secret moderator opening, networking, partner stands
Break, Secret Moderator Unveiling, Networking, and Partner Booths
STAR FM and DJ Maija Rozīte will provide a powerful end to the day!
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
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
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
17:00
17:00 How does a brand sound?
How does a brand sound?
Agnese Rakovska / Latvia
Musician, songwriter, creative agency Zvaigznājs
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 How to Compete in the European Market? Illusions and Reality. The Story of Liepāja 2027
How to Compete in the European Market? Illusions and Reality. The Story of Liepāja 2027
Zita Lazdane / Latvia
Head of Public Relations and Marketing for Liepāja 2027 – European Capital of Culture 2027.
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!
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
11:15
11.15 Opening of the Stage
Opening of the Stage
11.30
11.30 What It Means to Be a Business Partner in Marketing, Not Just a Service Provider
What It Means to Be a Business Partner in Marketing, Not Just a Service Provider
Ritvars Macieša / Latvia
Ritvars Macieša, Marketing professional and Managing Partner at the marketing agency Frank
In marketing we often confuse fast response with true partnership. But a real business partner in marketing is not someone who is simply “available” – it is someone who is “in the same boat” as the client, sharing business plans and goals, taking responsibility for results and standing behind the decisions made.
In this session Ritvars Macieša will share insights into what truly matters when building long-term, trust-based client relationships and will highlight the key reasons why this approach helps businesses grow – rather than just “produce activities.”
About the speaker:
Ritvars’ passion for creative strategy, data-driven marketing and long-term client relationships, which he instills in the Frank team, helps clients achieve clear and measurable business results. His Master’s degree in Financial Management from Banku Augstskola combined with hands-on experience across all levels of marketing and a fearless approach to innovation forms the foundation of his work in media planning, brand development and marketing strategy.
11:50
11:50 Trust Issues: The Brand Edition
Trust Issues: The Brand Edition
Alvina Černova / Latvia
Entain NCE, Marketing Manager Entain Baltics Nordic & Bulgaria
“Building trust” in marketing has almost become a swear word. We all know trust isn’t created through polished messaging and visuals anymore. But it doesn’t seem to be built through radical transparency or simply “doing good for the community” either. Or is it? How much reality are audiences truly comfortable with?
I invite you to explore case studies and reflect on the idea that trust may not be something that can be engineered through campaigns or messaging alone. Through real industry stories and personal lessons learned, I’ll look at how brands build credibility through behaviour, personality and long-term consistency – and why trying to feel authentic can sometimes create more risk than safety.
About the speaker:
Alvina Černova created brand stories that worked and some that definitely didn’t for brands like Ben & Jerry’s, Hyundai, Philips, Santa Maria and others. She has also spent time working on projects where storytelling mattered beyond brands, through companies partnering with organisations such as the World Health Organization, the European Commission, the UN and NSPCC, helping people see complex social topics differently.
Today she works across regulated iGaming markets, shaping brand strategies for casino and betting brands such as Optibet, Klondaika, Laimz and Ninja Casino, balancing entertainment with responsibility in highly regulated environments.
12.10
12.10 The sub-brand as a safe experiment: the story of LIDO AS[H]AIS
Sub-Brand as a Safe Experiment: The Story of LIDO AS[H]AIS
Rita Auziņa / Latvia
Chairwoman of the Board of LIDO ASFrom idea to implementation and an independent journey to the customer – AS[H]ais is the story of how the beloved LIDO brand created a sub-brand as a safe experiment. This session will reveal how the LIDO Street Food concept was born, how it evolved into a separate brand and store in the Origo shopping center and how the market received it. The discussion will cover both the benefits and challenges of creating a sub-brand – how to preserve core values while reaching a new audience, why this was strategically important for LIDO and how AS[H]ais gradually grew into an independent brand with its own voice and loyal customer base.
About the speaker:
An experienced business leader, professional in the restaurant industry and long-time member of the LIDO team. Rita Auziņa has served as Chairwoman of the Board of AS LIDO since 2012. Under her leadership the company achieved its best-ever financial results in 2023 and 2024 and continues to confidently grow and modernize. At the same time LIDO maintains its traditions and upholds the highest standards in dining and hospitality. Special attention is given to employee well-being and professional development, fostering sustainable team growth and a loyal, motivated work environment.
12:30
12.30 Attention - your most valuable resource! Or how to stay focused on what matters most?
Attention – Your Most Valuable Resource! How Not to Lose Focus on What Matters Most
Ryan Grant / Latvia
Export marketing consultant, mentorIn marketing we professionally hunt for attention: views, clicks, views. Ironically at the same time we scatter our own attention every day across Slack, e-mails and “just a quick look.
This session is about attention – the most valuable and limited resource that creates real value. Attention as a professional tool, not a personality trait.
First, how to take care of your body so focus becomes physiologically possible, not a heroic myth. Then, how to work in a way that helps the mind switch less and finish more. And finally, how to regain focus when surrounded by “fires,” ASAP deadlines and e-mails with three exclamation marks in the subject line.
Scientifically grounded advice and methods I’ve personally tested when the marketing rat race tries to eat up the calendar.
Benefits:
- Greater clarity on what affects your ability to stay focused.
- Practical approaches to help you maintain attention on what truly matters.
About the speaker:
Through his agency and consulting experience Reins Grants has developed dozens of marketing strategies, brand positionings and campaign plans. Over the past 13 years he has driven growth internationally for companies of various sizes using marketing – including 4finance, Sonarworks, DeskTime and others. Today he helps innovative and ambitious entrepreneurs succeed globally with what is created in Latvia. Reins applies insights from psychology both to drive sales and to support himself and others in decision-making, habit-building and living a more fulfilling life.
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
14:00 Topic and speaker to be specified
Topic and speaker to be specified
14:20
14:20 Topic and speaker to be specified
Topic and speaker to be specified
14:40
14:40 Best practice vs reality: how to keep your brand from competing with itself on social media
Best Practice vs Reality: How Can a Brand Avoid Competing With Itself on Social Media?
Kristīne Rasnača / Latvia
Head of Brand Management, Swedbank Latvia
Vita Berzina / Latvia
Head of Social Media, Swedbank Latvia
A large brand always has many stories to tell – projects, initiatives, new products, events and campaigns, often targeting the same audience. The result? At some point, the brand starts competing with itself on social media, dividing attention across too many messages at once.
In this presentation we will discuss how to set priorities without losing the brand voice, exhausting the audience or creating competing messages. We’ll talk about decision-making, internal collaboration and how to create content that truly reaches people.
About the speakers:
Vita Bērziņa has built extensive and valuable experience working with communication, marketing and business teams. Over more than 10 years in a highly regulated industry she has gathered both success stories and lessons learned, which she is always ready to share to help others.
Kristīne Rasnača has over 20 years of experience in public relations, integrated and digital marketing, having worked in leading agencies as well as companies across various industries. Her professional approach is defined by strategic thinking, human-centered communication, a client-focused mindset and the ability to turn complexity into clear and understandable messages.
15:00
15:00 Valmiermuiža brand recipe
Valmiermuiža brand recipe
Aigars Ruņģis / Latvia
Former owner of Valmiermuižas alus
I will reveal the secret recipe behind the Valmiermuiža brand, refined over 18 years – how a small company can build a big brand by thinking and acting in ways completely opposite to market leaders.
About the speaker:
Former owner of Valmiermuiža Brewery and a certified beer sommelier. After 9 years of experience at the marketing communications agency McCann in Riga, he spent 18 years as the “Valmiermuiža beer master.”
15:30
15:30 Break, secret moderator opening, networking, partner stands
Networking Break and Partner Exhibits
The Best Beats by RADIO TEV DJ Toms Polakens – Your Mood-Boosting Recharge Station!
16:00
16:00 @Discussion: "Misinformation, ethics and artificial intelligence in the media"
@Discussion: media space - misinformation, ethics, MI. What to expect in the coming years?
For discussion: Today's communication and marketing environment is increasingly complex - audiences live in different information spaces or bubbles", shaped by different interests, habits, digital algorithms and media consumption patterns. This panel will discuss the challenge that brands and businesses face in reaching and engaging with their target audiences in this fragmented world.
Inga Spriņģe: Inga is the co-founder of the investigative journalism center Re: Baltica and a journalist with more than 20 years of professional experience. For the past ten years, she has worked extensively on topics such as disinformation, misinformation, and propaganda. Springe is a member of leading international investigative journalism organizations - OCCRP and ICIJ.
Mārtiņš Eihmanis: Mārtiņš is the Head of Marketing and Communications at VIRŠI. Under his leadership, the company has undergone significant brand development — from a brand refresh and updated visual identity to interior design and the company’s tone of voice in public communications. He was one of the key strategists behind Virši Steers the Stock Exchange, one of the most successful IPO campaigns in Latvia, which met and exceeded its targets. His diverse experience across various industries has enabled him to understand audience nuances and craft targeted, impactful strategies that resonate clearly and effectively.
Diāna Silarāja: In the spring of 2023, together with complete strangers, united by a common neighborhood and the desire to actively do something for its development, the Pļavnieki Neighbourhood Association was founded. She committed herself to a voting campaign to ensure that the projects prepared by the association would be at the top of the city's participatory budgeting competition in 2023 and 2024 and would be implemented. Diana is a sales and customer relations professional. She also found the challenge professionally interesting - she had to combine some known bubbles and many small and big bubbles that many people do not know exist for a common goal. But if they do, they often choose to ignore them. This can be the case when promoting a product or service, or an event to a specific target audience. However, when it comes to the whole of society, with many different audiences, the usual marketing and sales tricks work for 0.5%, at most!
Ivars Svilāns: Communication practitioner with extensive experience in media, banking, retail and higher education. The Twin Towers collapsed during Ivar's radio news. He led Swedbank's communications through the global financial crisis and helped restore Maxima's reputation after the Zolitude tragedy. He is currently Head of Data Services Development at LETA, where he helps connect data with decision-making. University lecturer, crisis management expert and people connector. Member of LASAP. In his spare time he enjoys basketball and folk dancing.
Zane Kaktiņa: Zane is the Chairwoman of the Board of Centrālā laboratorija SIA, with over 15 years of experience in business management, marketing, and branding at companies such as IKEA, Maxima, and Akropole. She specializes in customer experience, strategic brand positioning, and sustainability solutions. Currently, Zane is focused on enhancing access, quality, and patient trust in one of the most technologically dynamic areas of healthcare—laboratory testing.
16:40
16:40 Pause
Pause
16:50
16:50 @Discussion: "Latvians in Global Brand Marketing Management"
@Discussion: Latvians in global brand marketing management
Discussion focus – how can you move from Latvia into a global marketing decision-making team? How do mindset, scale and responsibility change when working with millions of customers across different countries? What skills are needed for an international career?
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
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).
14:00▸15:30
@Workshop
14:00 ▸15:30 @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
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 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:
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.
16:00▸17:30
@Workshop
16:00▸17:30 @Workshop RTM WAR ROOM: How to steal airtime without an advertising budget
RTM WAR ROOM: How to steal airtime without an advertising budget
Raimonds Platacis / Latvia
Eineblers
In today's war of attention, it is not the biggest budget that wins, but the fastest response. While big companies coordinate one Facebook post in three meetings, the world has already changed. "Perfect but late" marketing is dead marketing. This is not a lecture. This is a Real-Time Marketing (RTM) battle simulation.
What will we do? We will turn the space into a crisis centre. Our main discipline will be Newsjacking: how to integrate your product into the hottest topics. Workshop leader Raimonds Platacis will throw real, absurd and topical news headlines (from political scandals to natural disasters) on the table. You will have a brief moment to create a brand reaction that will "blow up" the soct networks.
Result: You will learn how to react like a special unit and turn others' problems (or successes) into your own profit.
About the speaker:
Raimonds Platacis is a marketing professional, founder of the enabling agency 00000000 and a locomotive of change. Raimonds creates events that divide the company's history into "before" and "after" - campaigns and concepts that are now written in marketing textbooks (including the legendary Tele2 Meteorite). His method is rooted in radical Agile and Lean philosophies: reject the superfluous and focus on immediate returns. Platača's real-time marketing workshops are intensive simulations where you will learn from a practitioner who knows how to "hack" a system and achieve a breakthrough with minimal resources.
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Online – Perfect for Screen Enthusiasts
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20.06.26.
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More Than Showing Up, It’s True Presence.
Price after 31.03 219 €
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On-site festival participation
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Coffee break
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On-Site Plus – For a More Powerful Experience
An Unforgettable Reunion and
both workshop effect
Price after 31.03 299 €
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On-site festival participation
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Recorded Lectures for 1 Month
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Afterparty*
-
Partner take-away gifts
-
Coffee break
-
Refreshing cocktails
-
Lunch
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Participation in 3 workshops
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Cocktails, and an
Unforgettable Festival Atmosphere!
All prices are exclusive of 21% VAT
@Sport 2
Sporta iela 2, Rīga, LV-1013
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