24 September 2026
the community culture manifesto
The next generation of brands won't win because they create better advertising.
They'll win because they create better relationships.
For years, marketing has been obsessed with attention. More reach. More impressions. More content. More channels.
But attention has become the easiest thing to buy and the hardest thing to keep.
Three worlds, one day
Throughout the day, we'll explore the three forces redefining modern brand building.
lineup
Dan Wozniak
Country Lead Hungary, Klarna
Viktória Környei
Co-Founder, Latte Holding (RLC, Latte Race..)
Dóra Táncos
Senior Behavioural Science Researcher and Designer, Behive Consulting
András Pellér
Journalist of Forbes
agenda
TIME
doors open
registration, brand activations, community wall
14:00–14:15
why now? Why this conversation? What to expect from the day ahead and why community has become the strongest competitive advantage a brand can build.
Csenge Tassonyi
Réka Bittera
14:15–14:45
community warm-up
A first shared experience designed to get the room talking before the conversations begin.
Senior Behavioural Science Researcher & Designer, Behive Consulting
14:45–15:30
opening keynote
building a global brand that feels local
Country Lead Hungary, Klarna
15:30–16:00
recharge & connect
Brand experiences, Community Wall & Conversations
community
belong
How brands create communities people actually care about.The strongest communities don't happen by accident. They are intentionally designed through shared values, consistent experiences and genuine human connection. This section explores how brands stop chasing audiences and start creating belonging.
16:00–16:45
community panel
How community became every brand's unfair advantage.
Jade Hutton-Mills
Bianka Fuller
16:45–17:30
community keynote
How Oatly built one of the world's most engaged communities.
Leonore Cortes Holmström
17:30–18:00
recharge & connect
Brand experiences, Community Wall & Conversations
ai
adapt
How AI is reshaping creativity, agencies and marketing. AI isn't replacing creativity, it's redefining where creative value is created. As production becomes faster, cheaper and infinitely scalable, the question is no longer what AI can do, but what humans should focus on next.
18:00–18:45
ai panel
the ai reset
Agency founders on what AI is changing and what still matters.
Pálmi Gulyás
Boldizsár Mátyás
Réka Bittera
18:45–19:30
ai keynote
when everyone can create anything
What AI changes forever and what it never will.
Calum Youngson
19:30–20:00
recharge & connect
Brand experiences, Community Wall & Conversations
creators
influence
Why creators became the most trusted media channel.Influence no longer belongs to those with the biggest media budgets—it belongs to those who earn trust every single day. In a world where communities gather around people before brands, creators have become the blueprint for modern communication.
20:00–20:45
creator panel
Smaller Audience. Massive Influence.
Lainey Molnar
Anna Cai
Kazuma Tazaki
Co-partner, Bazu Interviews
20:45–21:30
creator keynote
from performance to presence: how waterdrop® scaled (and rewired) its creator strategy
why every company needs a creator mindset
Bettina Reibnegger
Global Marketing & Communications Director, waterdrop
21:30–
afterparty
community doesn't clock out at 21:30. dj. drinks. the conversations you didn't finish inside.
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