Marketing associations are at an important turning point. AI is changing marketing teams, capabilities and ways of working. At the same time, members are looking to their professional communities for relevant insight, practical support, stronger connections and a clear voice for the profession.

The question is no longer whether associations need to evolve. It is how they can do so in a way that creates lasting value for members and the wider marketing community.

That is the focus of the EMC Forum 2026

“Marketing associations have a vital role in helping the profession navigate change. AI is one part of the challenge, but our members also need new skills, trusted connections and practical guidance. The EMC Forum gives us the chance to compare experience across Europe and learn from what works in different markets.”

Dr Ralf Strauss, Chairman, European Marketing Confederation

EMC brings together 14 national marketing associations representing more than 100,000 marketing professionals. The Forum is an opportunity to share real experience, learn from successful national initiatives and identify ideas that can strengthen marketing associations across Europe.

Marketing leadership and AI

Gemma Butler, Fractional Marketing Director at CIM, will explore Marketing Leadership in the Age of AI: Exploring the Marketing Team of the Future.

Her session will consider what an AI-native marketing team could look like in 2028, the new roles and human skills that may become more important, and what should remain firmly human.

Peter Markey, an award-winning marketer with leadership experience at Boots, TSB, Aviva and the Post Office, will join Dr Ralf Strauss for an on-stage conversation: The CMO of Tomorrow Needs an Association of Tomorrow.

They will discuss what senior marketers expect from professional associations, how associations can remain relevant and where they can offer a distinctive value to their members.

Dr Ralf Strauss will also present the key takeaways from the European Marketing Agenda and their implications for the future of marketing leadership.

How associations themselves need to change

The Forum will also focus on the way associations are organised, governed and transformed.

Zsófia Bánhegyi, CEO of the Hungarian Marketing Association (MMSZ), will share the association’s transformation journey in From Zero to Hero.

Neringa Petrauskaitė, Chair of the British Chamber of Commerce in Lithuania and Partner at We Are Marketing, will address the role of governance in Don’t Fill Board Seats: Build the Board Your Association’s Next Chapter Needs.

Rūta Gaudiešienė, Chair of the Board at the Lithuanian Marketing Association (LiMA), will share the opportunities and challenges of introducing automation and digital transformation into association operations.

Member value, reputation and growth

Sanna Laakkio, CEO of the Association of Finnish Marketers (MARK), will present the Partner Search case and show how the association helps Finnish companies create growth through marketing.

Shane McGonigle, CEO of the Marketing Institute Ireland (MII), will share the story behind the MII Awards and their contribution to reputation, membership and revenue growth.

The Forum will conclude with a roundtable discussion: Marketing Associations in the AI Age: Rethinking Purpose, Vision and Strategy for Change.

The EMC Forum will be hosted by Martin Huisman, CEO of the European Marketing Confederation.

Join the European conversation

The Forum is open to EMC Board members, business members, leaders and teams of EMC member associations, prospective member associations and organisations interested in collaborating with EMC.

Participants can join in person at CIM Business Centre, Moor Hall, or online from anywhere in Europe. Online participants can follow the full Forum programme live on Thursday, 29 October.

Event details

- Date: Thursday, 29 October 2026
- Time: 10:00–17:00 UK time
- Venue: CIM Business Centre, Moor Hall, Cookham, United Kingdom
- Format: In person and online

To join the EMC Forum or receive further information, please contact Alvydė Palaimaitė at apalaimaite@emc.be.