WEDNESDAY - 7 MAY - MEET & GREET
4:00 pm
Check-in & Welcome
Check in, settle in, and get to know your fellow participants.
6:45 pm
Networking Apertifs
Relaxed & fun pre-dinner drinks and networking to break the ice and set the tone.
7:45 pm
Dinner
Join us for a relaxed and welcoming evening as Clif Collier, BBN’s Chairman, officially opens Pulse 2025. This first dinner sets the tone for the days ahead – a chance to connect, unwind, and raise a glass to the power of partnership in the elegant surroundings of Campus de Cély.
THURSDAY - 8 MAY - LEARNING & INSPIRATION
BREAKFAST - 7:00am - 8:30am
8:45am - 15 mins
Academy Kick-off & Venue Introduction
The Chateauform hosts introduce the venue (5 mins)
A quick overview of what to expect from this Academy agenda (10 mins).
Presented by: Clif Collier, Chairman, BBN Ltd
9:00am - 15 mins
INTERACTIVE SESSION
Get Social
Take Pulse 2025 online. In this short session, we’ll introduce the official event hashtag and encourage everyone to share their experience on social media. Whether it's a favourite moment, an inspiring takeaway, or a group selfie – every post helps us spread the buzz. We may also ask a few of you to record a short video about your BBN experience to be featured in upcoming social content. So get your cameras ready, and let’s get social!
Presented by: Natalia Dărăbăneanu, Head of Marketing, Stoica.
9:15am - 1 hour
INTERACTIVE SESSION
BBN Essentials
More than a name, BBN is a partnership with purpose. In this session, Annette will give a guided tour of what makes BBN unique—from its dual structure and unified tools to its global reach, shared methodologies, and partner-powered growth.
Whether you're new to BBN or looking to maximise your role within it, this is your chance to understand how the pieces fit together – and how your agency can benefit from being all in.
Presented by: Annette Poyser, COO, BBN Ltd.
10:15am - 45 mins
PRESENTATION
Case Study: Global Fries, Local Flavour
How Bader Rutter created a global off-premise campaign launch
Discover how Bader Rutter tackled a uniquely layered challenge: launching a global off-premise fries platform from a market with the lowest brand awareness. This session shares the journey from insight to execution, including how the team secured global buy-in, leveraged local input, and created a scalable, adaptable campaign model.
You'll hear what worked, what didn't, and how you can benefit from their learnings.
Presented by: Laoise Rubio, Foodservice Practice Lead, Bader Rutter
BREAK - 11.00 am - 30 MINUTES
11:30am - 1 hour
PRESENTATION
AI in Action
AI isn’t coming – it’s already here. Marco will show how BBN agencies are putting AI to work in real-world scenarios, from ideation and insight to execution. Expect practical examples, honest insights, and ideas to take home.
Presented by: Marco Luciano, Founder, BBN AI Studio
12.30pm - 1 hour
PRESENTATION
Boosting Content Engagement
Daan and Elize will guide you through creating content that gets noticed, clicked, read, and shared. You’ll see how visual storytelling, interactivity, and smart design can transform static assets into dynamic experiences that perform.
Presented by: Elize Wester & Daan Reijnders, Foleon
LUNCH BREAK - 1.30 pm - 60 MINUTES
Enjoy a generous and varied buffet prepared with care in the grand dining room with its open kitchen. From light, vibrant vegetable dishes to hearty comfort classics, there's something to suit every appetite. Refuel, relax, and enjoy the flavours of the region.
2.30pm - 2.5 hours
WORKSHOP
Building brands and businesses with the Brand Asset Management (BAM) model
BBN’s Brand Asset Management framework gets a deep dive in this practical, strategy-led session. Rodger will unpack how to build consistency, clarity, and strategic strength into brand communications across multiple markets and channels.
Led by Rodger Jones, Director Brand Asset Management, Bader Rutter
BREAK - 4:45pm - 15 MINUTES
5:00pm - 45 mins
PRESENTATION
CMAP Essentials
Get to grips with BBN’s Campaign Management and Planning platform. We’ll cover how it works, why it matters, and how to use CMAP to plan smarter, collaborate better, and deliver bigger - the BBN way.
Presented by: Ned Brown, Chief Creative Officer, Bader Rutter
6:15pm - 10.00pm
EVENING ACTIVITIES
6:15pm: Beat It!
Grab a Boomwhacker and unleash your inner rhythm in this high-energy, team-building session. These colourful percussion tubes turn group coordination into full-on musical magic. No musical talent required, just enthusiasm and a willingness to make some noise.
7pm: Aperitifs in the bar
Wind down with relaxed drinks and good company in the elegant surroundings of Campus de Cély's bar. A perfect chance to connect, reflect, and enjoy the setting before dinner.
8pm: Dinner
Sit down to a curated dining experience by Chef Maxime, who brings the best of French cuisine to your plate. Enjoy a refined set menu with perfectly paired wines, all served in the intimate setting of Campus de Cély. It’s the ideal way to toast a day of learning and connection.
FRIDAY - 9 MAY - COLLABORATION & CREATION
BREAKFAST - 7:00am - 8:30am
8:45am - 30 mins
CHALLENGE BRIEFING
Briefing & Group Allocation
We kick off Friday with your official challenge briefing. You’ll receive a quick recap of the task ahead, along with guidance on the objectives, audience, and expectations. You’ll then be assigned to your cross-agency team to begin shaping a campaign idea that could become reality. This session sets the tone for a day of collaboration, creativity, and making a real-world impact.
Led by Rodger Jones & Annette Poyser
9:15am - 45 mins
PRESENTATION
Embracing Your Funnel’s Dark Side
Rethinking Measurement for Smarter, More Creative B2B Campaigns
Not everything that matters can be measured – and not everything that’s measured, matters. In this eye-opening session, Luxid explores the concept of the “Dark Funnel” – the user behaviours and brand-building activities that traditional tracking often misses.
You’ll learn how to help clients shift focus from obsessive click-tracking to more holistic KPIs, embrace zero-click experiences, and balance creativity with accountability. It's time to move beyond lead-gen tunnel vision and see the full funnel.
Presented by: Andrew Humphrey & Chiara Montecchiari, Luxid Group
10:00 am - 30 mins
PANEL SESSION
Meet Your Coaches: Campaign Challenge Support Session
Before you dive into The World Bee Project campaign challenge, meet your expert coaches – the people who’ll be supporting you throughout the workshop.
- Rodger Jones brings deep expertise in brand strategy and BAM to guide your thinking
- Annette Poyser will represent the client, providing insight into expectations and helping to sense-check your ideas from a stakeholder perspective.
- Ed Davis is your go-to for all things channels and media, helping you map out effective delivery.
- Marco Luciano will be on hand to unlock the potential of AI in your campaign approach.
These four will circulate throughout your breakout sessions, ready to offer advice, steer your thinking, or answer questions as you go.
This is your chance to lean on the brains in the room – don’t be shy!
BREAK - 10.30 am - 30 MINUTES
11:00am - 2 hours
CHALLENGE
Group Challenge: World Bee Project Campaign
Now it’s your turn to lead the buzz. Working in cross-agency teams, you’ll spend the day crafting a campaign to secure B2B sponsorships for The World Bee Project. Armed with insights from your discovery pack and guidance from your expert coaches, you’ll shape a clear, strategic brief, build a big idea, and develop a plan to bring it to life. Whether it’s messaging, media, or creative concepts, this is your space to explore, test, and collaborate – all with real-world impact in mind. Lunch will be served during the session to stay focused and fuelled.
All Groups in breakout rooms
LUNCH BREAK - 1.00 pm - 60 MINUTES
2:00pm - 3 hours
CHALLENGE
Group Challenge: World Bee Project Campaign
Collaborate to shape a creative response to this year’s challenge.
All Groups in breakout rooms
5:00pm - 1 hour
PITCH TO WIN!
Campaign Presentations
It’s showtime. Each group will have 15 minutes to present their campaign concept to the rest of the Academy – sharing the thinking behind the idea, how they approached the challenge, and why their solution will resonate with potential sponsors. This is a chance to showcase not just your creative chops, but your strategic thinking and ability to work collaboratively under pressure. Constructive feedback will be shared, and a few standout ideas may help shape the final campaign rollout. The best idea wins a trophy!
All Groups in the plenary room
6.00 pm - 15 mins
Chairman's Closing Remarks
As the Academy comes to a close, join us for brief closing remarks from our Chairman
Clif Collier, Chairman, BBN Central
7pm - late
EVENING ACTIVITIES
7pm: Aperitifs in the bar
Wind down with relaxed drinks and good company in the elegant surroundings of Campus de Cély's bar. A perfect chance to connect, reflect, and enjoy the setting before dinner.
8pm: Dinner
Sit down to a curated dining experience by Chef Maxime, who brings the best of French cuisine to your plate. Enjoy a refined set menu with perfectly paired wines, all served in the intimate setting of Campus de Cély. It’s the ideal way to toast a day of learning and connection.
9:30pm - Film Night
Grab a drink and some popcorn, and enjoy an evening showcase of standout BBN case studies & award-winning Client films. From clever creative to strategic execution, these short films spotlight the impactful work our partner agencies have delivered across industries and regions.
10:15pm - Late Night Lounge
After film night, the night is yours. Whether you fancy belting out a karaoke classic, challenging someone to a game of pool or foosball, or just having a quiet drink and a good chat – this is your time to relax and enjoy the company.
Go all in or just take it easy – but do remember: check-out is by 9:00 AM tomorrow and your return journey awaits. Pace yourself... or at least set an alarm and pack your suitcase the night before.
SATURDAY - 10 MAY - FAREWELL
7:00 am
Breakfast
Enjoy one last breakfast with your new found friends and say your farewells.
9:30 am
Check-out
All rooms must be vacated by 9.30 am
10:00 am
Departure
Everyone must depart the venue by 10 am, as the venue will close.