Media Summit '26 · Recap

Thanks for
this year

28 January 2026PRESSEN, Copenhagen

See photos from the day On to 2027

1 intensive day

An exclusive group of experts

We looked back with pride on a high-quality programme with strong talks and an engagement that shaped the entire day – both on stage and among the attendees.

The focus was on Danish media, agencies, adtech and brands – no Meta/TikTok/YouTube content. And we ended the day with the Danish Media Awards, celebrating the brands and agencies that have succeeded through Danish media.

Talks

Keynote speakers

Panel discussions

Award show

Media Summit '26

The Aftermovie

Shorts '26

Clips from the day

Speakers '26

This year's speakers on stage

Experts from Danish media, agencies, adtech and brands set the agenda for a full day dedicated to the Danish media industry.

Eike Paulat
Director of Product
Usercentrics
Signe Skarequist
Vicedirektør
Dansk Erhverv
Daniel Knapp
Chief Economist
IAB Europe
Arielle Garcia
Chief Operating Officer
Check My Ads
Andreas Hansen
Partner
Voluntas
Jakob Ellemann-Jensen
Vicedirektør, Internationalt
Dansk Erhverv
Andreas Sierts
VP, Platform Products
Adform
Julie Daugaard
Executive Strategy & Growth Director
Dentsu
Christian Evendorff
Head of Activation
Kinesso
Martin Jensen
VP of Partnerships
Kevel
Peter Loell
Director
OMD Denmark
Trine Storm
CMO
Tivoli
Martin Dalsgaard
Bestyrelsesmedlem
Dansk Annoncørforening
Alexander Augustesen
Co-founder & CEO
Zuuvi
Claes Braagaard
Chief Investment Officer
Omnicom Media Group
Steffen Nyholt Petersen
Commerce Director
WPP Media
Thomas Lue Lytzen
Director, Ad Sales & Tech
Ekstra Bladet
Anders Ballegaard
Client Director
Annalect (Omnicom Media Group)
Pernille Fruensgaard Øe
Chief Strategy and Growth Officer
WPP
Allan Olesen
Country Manager, Denmark
Adform
Kenneth Brenøe
Director, Head of Ad Strategy
TV 2 Danmark
Jacob Fischer-Nielsen
Salgschef
Berlingske Media
Peter Tromholt-Qwist
Chef for Media og Digital Marketing
Coop
Michael Laursen
Retail Media Product & Data Manager
Elgiganten / Elkjøp Nordic
Tom Bang
Head of Retail Media
Nemlig.com

Programme '26

The day's programme

The day's moderator: Signe Skarequist, Deputy Director, Dansk Erhverv.

08.00 – 09.00
Break
Registrering og morgenmad
09.00 – 09.15
Intro
Velkomst
STEP Network, JP/Politikens Hus, Dansk Annoncørforening og Signe Skarequist
09.15 – 09.35
Talk
Danske Medier vil have annoncekroner, men fortjener de dem?
Jakob Ellemann-Jensen, Vicedirektør, Dansk Erhverv
09.35 – 10.15
Keynote
Thriving in Uncertainty: The New Market Realities of Digital Advertising 2026-2030
Daniel Knapp, Chief Economist, IAB Europe
10.15 – 10.35
Talk
Hvad bliver det næste store skift i forbrugerkulturen – og hvordan kan brands og medier følge med?
Julie Daugaard, Executive Strategy & Growth Director, Dentsu
10.35 – 11.05
Break
Pause
11.05 – 11.35
Panel
Retail media + klassiske medier: Kan partnerskaber flytte annoncekronerne hjem igen?
Moderator: Martin Jensen, Kevel
Participants:
- Michael Laursen, Elgiganten ·
- Tom Bang, Head of Retail Media, Nemlig.com ·
- Christian Evendorff, Kinesso ·
- Steffen Nyholt Petersen, Commerce Director, WPP Media
11.35 – 11.55
Talk
How AI is Affecting the Programmatic Landscape
Andreas Sierts, VP, Platform Products, Adform
11.55 – 12.35
Keynote
Bridging the trust gap
Arielle Garcia, COO, Check My Ads
12.35 – 13.30
Break
Frokost
13.30 – 14.20
Panel
Vi tager temperaturen på display – kold, lunken eller brandvarm?
- 20 min indlæg m. Anders Ballegaard, Client Director Annalect – hovedpunkter fra ROI-analysen
- 30 min fireside chat
Moderator: Allan Olesen, Country Manager, Adform
Participants:
- Jacob Fischer-Nielsen, Salgschef, Berlingske Media ·
- Kenneth Brenøe, Head of Ad Strategy & Business Development, TV 2 ·
- Claes Braagaard, Chief Investment Officer, Omnicom Media Group ·
- Peter Tromholt-Qwist, Chef for Media og Digital Marketing, Coop
14.20 – 15.00
Keynote
Vejen til et meningsfuldt brand
Andreas Hansen, Voluntas
15.00 – 15.30
Break
Pause
15.30 – 15.50
Talk
Badvertising: Hvad skal medier, annoncører og bureauer gøre anderledes i 2026
Peter Loell, Director, OMD Denmark
15.50 – 16.10
Talk
Building Trust and Transparency: Data Infrastructure for Privacy-Led Marketing in the Danish Media Landscape
Eike Paulat, Director of Product, Usercentrics
16.10 – 16.40
Panel
Back to Media: Hvorfor (og hvorfor ikke) vælger annoncørerne danske medier?
Moderator: Pernille Fruensgaard Øe, Chief Strategy & Growth Officer, WPP Media
Participants:
- Thomas Lytzen, Director, Ad Sales & Tech, Ekstra Bladet ·
- Alexander Augustesen, Co-founder & CEO, Zuuvi ·
- Trine Storm, CMO, Tivoli ·
- Martin Dalsgaard, Bestyrelsesmedlem, Dansk Annoncørforening
16.40 – 17.00
Intro
Afrunding
17.00 – 18.00
Break
Networking
19.00 – 22.00
Award show
Danish Media Awards
For inviterede – en hyldest til dansk mediekreativitet

What the attendees said

Meet some of the attendees and hear why they were looking forward to Media Summit

A really great programme!
A really great and relevant programme. A fitting amount and length of breaks. Lovely food. Good flow throughout the day. Plenty of time for networking. A cosy "after".

Attendee evaluation

How the attendees experienced the day

After the premiere we asked attendees for an honest assessment. 93 responded – and the verdict was clear: a sold-out event that hit the industry where it matters.

4,2/5

Overall satisfaction

Net Promoter Score

82%

Met new relevant contacts

96%

Value for money

Lived up to expectations4.3/5

Execution & registration4.5/5

Top-rated keynote — Bridging the trust gap4.5/5

Opportunities for relevant networking4.3/5

Better understanding across the industry4.1/5