Welcome to the craft
TTMS asks: In an age of speed and automation? Where is the craftsmanship?
Craft is not nostalgia. Craft is negotiation between maker and medium. Craft is controll. At TTMS 2026, leaders, artists, and strategists will uncover how intent becomes presence, and how presence becomes the competitive edge of tomorrow.
Inspirational voices
Noah Zeeuw is a Dutch content creator, presenter, and media specialist. He became known to the general public as the face of successful YouTube channels such as Ponkers and FilmFabriek. Alongside his work as a creator, he spent years building business expertise in the advertising industry, including at TBWA\NEBOKO.
Today, he combines his creative background with a strategic role at Google as a YouTube Sales Specialist, while producing narrative series on his own YouTube channel (Noah Joy), such as the ambitious docuseries Nu of Nooit (Now or Never), in which he pursued a professional contract as a goalkeeper, inspiring many young people and adults to live healthier lives and, above all, to keep dreaming. And just when you wonder, "How does he do it all?", Noah is also the proud father of three kids!
The community is the medium
You can't borrow a community without earning it.
Brands increasingly want access to audiences they didn't build themselves. But what happens when they enter someone else's world? Angelique Foré built a community that brings thousands of entrepreneurial women together. Noah built an audience through years of creating content and sharing his own voice. From very different worlds, both know what happens when brands enter the relationship. Together they explore what fits, what immediately feels wrong, how much a brand needs to adapt and why reaching a community is very different from earning a place within it.
For over 21 years, Angelique Foré has been building bridges between people, media, and brands. Not by chasing raw reach, but by crafting stories that genuinely resonate, connect, and move people.
Her career started in 2005 at DPG Media and spanned some of Belgium’s most prominent media houses, including SBS Belgium, Roularta Media Group, and Mediafin. That rich background shaped her sharp perspective on media evolution and how brands can build lasting relevance in a fast-moving landscape. As the founder of Belmodo, Angelique grew one of Belgium’s first digital lifestyle platforms into a strong media story and creative agency. Long before 'community building' became a marketing buzzword, she knew media only creates real value when it starts with people, shared interests, and authentic stories.
Today, Angelique is co-founder of Generation WOW, an innovative media company bringing entrepreneurial women together around inspiration, business, and meaningful connections. Together with co-founder Barbara De Beir, she is building a growing community where content isn't the end goal, it's the start of real relationships.
Her vision comes down to one core belief: Community is the new media.
The Community is the medium
You can't borrow a community without earning it.
Brands increasingly want access to audiences they didn't build themselves. But what happens when they enter someone else's world? Angelique Foré built a community that brings thousands of entrepreneurial women together. Noah built an audience through years of creating content and sharing his own voice. From very different worlds, both know what happens when brands enter the relationship. Together they explore what fits, what immediately feels wrong, how much a brand needs to adapt and why reaching a community is very different from earning a place within it.
Mariëlle Rooswinkel is Managing Director Marketing and Communication at ALDI. With over twenty years of experience in marketing, retail and brand development, she operates on a clear conviction: strong brands start with strong people. Mariëlle connects brand strategy directly to leadership, culture and creativity, building teams grounded in trust, ownership and collaboration. Believing that real marketing impact must be built internally before it can resonate externally, her vision earned her a top 5 nomination for Adformatie's CMO of the Year in 2026.
The People Side of Marketing
When marketers talk about their profession, the conversation usually revolves around brands, campaigns, innovation and growth. Yet anyone who has led a marketing organisation knows that much of the job is about something else entirely: people.
Building teams. Developing talent. Navigating difficult conversations. Creating trust. Helping people adapt as technology, organisations and expectations continue to evolve. As change accelerates, people leadership becomes an even greater part of the CMO's role, yet it remains one of the least discussed topics at marketing events.
In this panel discussion, Mariëlle Rooswinkel joins fellow marketing leaders to explore the human side of modern marketing leadership. Drawing on decades of experience in marketing, she reflects on the leadership lessons that rarely appear in case studies or campaign presentations. What mistakes shape better leaders? How do you build cultures where people continue to grow while organisations continue to change? And how do you lead with confidence when transformation is no longer an exception, but a constant?
Expect an honest conversation about one of the most valuable crafts in modern marketing: leading people through change.
Few marketing leaders have experienced as many industry transformations from the inside as Patou Nuytemans.
Over a career spanning more than thirty years at Ogilvy, she helped lead some of the industry's biggest shifts across Europe, the Middle East and Africa. As CEO EMEA, responsible for 35 markets, she delivered four consecutive years of profitable growth while leading the region's transition into AI. Earlier, she turned around Ogilvy's MENA network and led its digital transformation, including the acquisition and international expansion of Social.Lab for WPP.
Today, through her advisory practice Engageting, Patou helps marketing and business leaders navigate transformation with a particular focus on leadership, culture and organisational change. Combining strategic thinking with operational experience, she believes successful transformation is rarely about technology alone. It is about helping people embrace change, grow through it and move forward together. Through her Substack, PatouPivots, she continues to share practical lessons for leaders navigating periods of transition.
The People Side of Marketing
When marketers talk about their profession, the conversation usually revolves around brands, campaigns, innovation and growth. Yet anyone who has led a marketing organisation knows that much of the job is about something else entirely: people.
Building teams. Developing talent. Navigating difficult conversations. Creating trust. Helping people adapt as technology, organisations and expectations continue to evolve. As change accelerates, people leadership becomes an even greater part of the CMO's role, yet it remains one of the least discussed topics at marketing events.
In this panel discussion, Patou Nuytemans joins fellow marketing leaders to explore the human side of modern marketing leadership. Drawing on decades of experience leading large international organisations through transformation, she reflects on the leadership lessons that rarely appear in case studies or campaign presentations. What mistakes shape better leaders? How do you build cultures where people continue to grow while organisations continue to change? And how do you lead with confidence when transformation is no longer an exception, but a constant?
Expect an honest conversation about one of the most valuable crafts in modern marketing: leading people through change.
Marc Fauconnier is one of Belgium's most respected brand strategists and marketing leaders. Throughout a career spanning more than three decades, he has helped shape some of the country's most influential brands and agencies. Known for combining strategic rigor with a deep appreciation for creativity, he has become a trusted voice on branding, marketing effectiveness and long-term brand building. With Memory Brands, he introduces a new framework for understanding how brands create lasting value in a world increasingly mediated by algorithms.
Memory Brands: How Brands Survive in an Algorithmic World
For decades, marketers have focused on winning attention. But attention was never the destination. It was merely the gateway to something more valuable: memory. In Memory Brands, Marc Fauconnier argues that we are quietly moving from an attention economy to a memory economy, where brands compete not only for human attention but for a place in human, cultural and algorithmic memory.
The book introduces the concept of the Memory Brand: a brand that remains memorable not only for people, but also for the systems increasingly shaping what people see, search and choose. Drawing on examples ranging from Liquid Death and Duolingo to Tomorrowland, Marc explores how brands can build recognition, relevance and recall across all three forms of memory.
During Time To Make Sense, we will celebrate the launch of Memory Brands and explore one of the most important questions facing marketers today: what remains of a brand when it stops talking?
Dr Pepe Marais is the founding partner and Chief Purpose and Vision Officer of Joe Public, Africa’s leading independent communications group. Widely regarded as one of South Africa’s leading voices on purpose-driven leadership and creativity, he was recently awarded Creative Agency Professional of the Decade by Scopen.
Holding a doctoral degree in Business Management focused on organisational purpose and conscious leadership, Pepe combines business strategy with deeply human thinking. As an author, speaker and facilitator, he helps leaders and organisations explore how purpose, simplicity and trust can unlock creativity, resilience and sustainable growth.
One word can change everything
In a world filled with noise, complexity and constant change, simplicity has become increasingly rare. Yet the strongest leaders and organisations often share one thing in common: clarity about what they stand for.
Inspired by his latest book One Word: The Power of Simplicity in a Complex Business World, Pepe Marais explores how purpose can become a practical compass for leadership, creativity and decision-making. Drawing from years of research and business transformation, he reveals how one clear idea can align people, unlock trust and create meaningful momentum inside organisations. Prepare for an inspiring session about simplicity, humanity and the power of defining what truly matters.
Dr. Boris Nikolai Konrad is a neuroscientist at the Donders Institute of Radboud University Medical Center, an eight-time World Memory Champion, four-time Guinness World Record holder, bestselling author and Certified Speaking Professional (CSP).
His research explores how memory works and how people can learn, think and perform better in an age increasingly shaped by AI. Combining neuroscience with practical techniques, Boris helps individuals and organizations unlock the full potential of memory and attention. He has spoken for organizations including Google, SAP, HP and Unilever, translating complex science into engaging and immediately applicable insights.
The Craft of Memory: Staying Smarter Than AI
Every marketer wants to create something memorable. Brands invest enormous effort trying to earn a place in people's minds, yet few truly understand how memory works. What makes certain ideas stick while others disappear almost instantly?
In this fascinating keynote, Boris Konrad explores the science behind memory, attention and learning in an age increasingly shaped by artificial intelligence. Drawing from neuroscience and his extraordinary achievements as a world memory champion, he reveals how memories are formed, stored and recalled, and what organizations can learn from these mechanisms.
At a time when AI can remember everything, human memory remains one of our most valuable capabilities. Prepare for an engaging session that combines science, performance and practical insights while exploring one of the most important crafts in marketing and business: the craft of being remembered.
Herman Konings is a Belgian change psychologist, trendwatcher and founder of the Antwerp-based future research agency Pocket Marketing/nXt. With a background in theoretical psychology, he has spent decades studying how societal change shapes human behavior, generations and consumer culture.
Known for his energetic storytelling and sharp observations, Herman translates complex social evolutions into accessible and thought-provoking insights. His work explores the intersection of trends, psychology, culture and future expectations, helping organizations understand not only what is changing, but also why people change along with it.
Forward to basics
From geopolitical instability to information overload and accelerating technology, the world increasingly feels both hyperconnected and deeply fragmented. History shows that periods of crisis rarely leave people unchanged. They reshape behavior, values and expectations in profound ways.
In Forward to Basics, Herman Konings explores the societal and psychological shifts emerging from our current moment. From the rise of the “nest generation” and the renewed search for human flourishing to the revival of intellect and the growing importance of awe, he reveals how people are redefining meaning, comfort and connection in an age of excess. Prepare for a fascinating journey through the forces quietly reshaping culture, consumption and human behavior.
Robin Aïsha Pocornie is a data scientist and AI expert working at the intersection of technology and human rights. In 2022, she became the first person in the Netherlands to prove algorithmic discrimination at the Dutch Institute of Human Rights. She subsequently founded robinAIsha tech&justice, helping organizations understand how societal systems of inequality find their way into automated technologies. Her work has been featured in WIRED, Al Jazeera English and various Dutch media outlets. Alongside her work in AI ethics, she is also active as a junior researcher in genetics, applying computer science techniques to investigate the causes of severe psychiatric disorders.
Algorithms are never neutral
Algorithms increasingly shape the world around us, influencing decisions in hiring, healthcare, finance and public life. Yet these systems are never truly neutral. Behind every algorithm are human choices, assumptions and priorities that can reinforce existing inequalities.
In this thought-provoking session, Robin Aïsha Pocornie explores how bias enters AI systems and why fairness in technology is far more complex than many companies assume. Drawing from her groundbreaking work on algorithmic discrimination, she reveals how societal structures and human blind spots become encoded into automated systems. Prepare for an eye-opening talk that challenges the myth of technological neutrality and offers new ways to approach ethics, accountability and human judgment in the age of AI.