The intersection of retail media and performance-driven storytelling is taking center stage as CMCX 2026 expands its roster with heavyweights from the FMCG, retail, and content production sectors. On June 16, 2026, industry leaders will gather at smartvillage Cologne to dissect how the world’s most recognizable brands are navigating the shift toward Direct-to-Consumer (D2C) models and sophisticated Content Operations.
Retail Giants Tackle Market Saturation
A significant portion of the newly announced lineup focuses on the grocery and consumer goods sector, a vertical currently undergoing a massive digital transformation. Jan Flemming, Managing Director of PENNY Marketing & REWE Group Media, will provide a deep dive into the REWE Group marketing engine. Joining him are Felix Neuberger (Lieken & Golden Toast), Maddi Kühn (Zum Dorfkrug), and Steffen Jensen from KitchenAid. This group represents a cross-section of the industry, offering practical cases on maintaining brand equity and driving Conversions in increasingly crowded digital marketplaces.
For those managing complex international workflows, Lisa Groening (H&M) joins the panel to discuss Content Operations across Central and Eastern Europe. Her insights into scaling content across borders mirror the challenges faced by global retailers in the US and UK, where operational efficiency is becoming the primary differentiator in ROI. On the Brand Building front, Paul Ramser (Jägermeister) and Fabian Huber (UniBev) will share strategies for lifestyle branding, while Toyah Diebel (Buttz) and Kerstin Trüdinger (true podcast productions) bring expertise from the Creator Economy and high-growth audio formats.
Legacy Brands in Transition
The program also highlights the evolution of traditional entities. Max Klemmer and Jil Andert from Miss Germany Studios will illustrate how legacy brands can successfully pivot to remain relevant to modern audiences. This focus on transformation is supported by media house W&V, serving as the official partner for the event.
As the lines between traditional advertising and performance-based content continue to blur, the CMCX 2026 lineup signals a broader industry move toward integrated ecosystems. For the Affiliate and Performance Marketing community, these sessions offer a rare look at how major Advertisers are allocating budgets and structuring their internal teams to support long-term Customer Journey optimization. The shift from simple Awareness to measurable, content-led Performance is no longer a trend—it is the new baseline for global brand management.
Affilitizer Editorial Team
This article was created with AI assistance and editorially reviewed.
