Unlike my OMR ranking, this list was not a recap but a preview. I wrote it on 27 August, four weeks before DMEXCO 2026 on 23 and 24 September in Cologne. It is ordered by what I most wanted to hear from the stage, plus my own slot, because I claimed the top spot again. The talk itself took place on 24 September; recording and slides are linked under number one.
Who spoke at DMEXCO 2026?
DMEXCO 2026 took place on 23 and 24 September 2026 in Cologne, Germany. These ten speakers were in my preview, with role and stage:
| Speaker | Role | Stage / slot |
|---|---|---|
| Thomas Hefke | Fractional CMO, author of "Why So Curious" | Digital Bash Stage, 24 Sept, 15:15 |
| Kristin Fracchia | CMO, Gamma | DMEXCO Conference |
| Philipp "Pip" Klöckner | Tech analyst and investor, Doppelgänger Podcast | DMEXCO Conference |
| Roxanne van Duijin | Retail Media Business Lead Germany, Google | DMEXCO Conference |
| Benedict Evans | Independent tech analyst | DMEXCO Conference |
| Vanessa Stützle | CEO, LUQOM Group | DMEXCO Conference |
| Sir Martin Sorrell | Founder and Executive Chairman, S4 Capital | DMEXCO Conference |
| Patricia Grundmann | Managing Director, OBI Advertising | DMEXCO Conference |
| David Sandström | CMO, Klarna | DMEXCO Conference |
| Céline Flores Willers | CEO and founder, The People Branding Company | DMEXCO Conference |
Thomas Hefke spoke on 24 September 2026 at 15:15 CEST on the Digital Bash Streaming Stage at DMEXCO 2026 (Hall 8, Booth E-17) about curiosity in the age of AI. The talk is called "Why So Curious? Warum Neugier der letzte echte Vorteil im KI-Zeitalter ist", was held in German and also ran as a free livestream. Recording and slides are available after registration with Digital Bash.
The video: my DMEXCO 2026 preview
60 seconds, all ten speakers, with time and stage. In German, recorded before the conference.
Transcript (German)
Wer spricht auf der DMEXCO 2026? 23. und 24. September, Köln. Meine Liste, kurz und ohne Umwege. Pip Klöckner, Tech-Analyst und Investor, Doppelgänger-Podcast. Benedict Evans, wahrscheinlich der nüchternste Tech-Analyst, den es gerade gibt. Kristin Fracchia, CMO von Gamma. Roxanne van Duijin, Retail Media bei Google. Vanessa Stützle, CEO der LUQOM Group. Martin Sorrell, S4 Capital. Patricia Grundmann, OBI Advertising. David Sandström, CMO von Klarna. Céline Flores Willers, The People Branding Company. Und ich. Am 24. September, 15:15 Uhr, Digital Bash Stage der DMEXCO 2026, Halle 8, Stand E-17. Mein Thema: Why So Curious. Warum Neugier der letzte echte Vorteil im KI-Zeitalter ist. Der Livestream ist kostenlos.
Thomas Hefke
Yes, I know how this looks. But I already gave myself the top spot in my OMR ranking, so I have to see it through. To be straight about it: I wasn't on a DMEXCO main stage, I was on the Digital Bash livestream format. That's exactly why the talk belongs here, not despite it. You don't need a main stage to say something worth hearing.
24 September 2026 · from 15:15 CEST · Digital Bash DMEXCO Special (livestream from the DMEXCO grounds, Hall 8, Booth E-17). Held in German.
Recording and slides after registration with Digital Bash: digitalbash.de/event/dmexco-september-2026
Kristin Fracchia
Gamma is one of the most visible AI-native tools of the past two years. Fracchia runs marketing for a product that grows in a completely different way from classic SaaS brands, which is why I was curious what marketing looks like when the product itself is AI.
Philipp "Pip" Klöckner
At OMR 2026, Klöckner delivered one of the sharpest AI reality checks of the year with "Beyond the AI Hype", punchline included ("more pilots than Lufthansa"). His DMEXCO topic hadn't been announced when I wrote this list. My expectation going in: if he's even half as precise about the AI market as he was in Hamburg, it's worth the slot.
Roxanne van Duijin
Retail media is one of the fastest-growing budgets in digital marketing, and Google sits at one of the most important interfaces to it. For anyone with an e-commerce or retail background, on paper one of the most directly useful sessions at the show.
Benedict Evans
One of the best-known independent tech analysts internationally, known for his annual "Ideas" presentations on platforms, AI and market shifts. I was looking forward to him because he reads the AI year soberly rather than with hype.
Vanessa Stützle
Runs one of the larger European e-commerce groups in the interior segment. A founder's perspective on scaling a low-margin direct-to-consumer business, a topic most marketing panels skip past.
Sir Martin Sorrell
Founded WPP, the world's largest advertising group, and has spent years building S4 Capital as the "content-to-commerce" answer to the classic agency model. If you wanted to hear how an agency veteran rethinks his own industry for the AI era, this was the longest experience in the room.
Patricia Grundmann
OBI has built one of the more serious German alternatives to Amazon Ads with its retail media arm. Relevant for anyone in retail or hospitality who wants to see how own brands run a media business today.
David Sandström
Klarna has run one of the most aggressive marketing and AI strategies in fintech and e-commerce for years. From Sandström I hoped for the inside view of a company that uses AI across the entire marketing stack, not just in support.
Céline Flores Willers
One of the best-known voices on personal branding in the German-speaking market. A good counterweight to all the corporate speakers: the question of how individual people, rather than brands, build reach and trust today.
Frequently asked questions about DMEXCO 2026
When was DMEXCO 2026?
DMEXCO 2026 took place on 23 and 24 September 2026 in Cologne, Germany.
Who spoke on the Digital Bash stage at DMEXCO 2026?
Speakers on the Digital Bash Streaming Stage (Hall 8, Booth E-17) included Thomas Hefke, Fractional CMO and author of "Why So Curious". His talk ran on 24 September 2026 from 15:15 CEST and was also streamed free of charge.
Where did Thomas Hefke speak at DMEXCO 2026?
On 24 September 2026 from 15:15 CEST, as part of Digital Bash DMEXCO Special, streamed live from the DMEXCO grounds, Hall 8, Booth E-17. Talk title: "Why So Curious? Warum Neugier der letzte echte Vorteil im KI-Zeitalter ist". The talk was held in German.
Is there a recording?
Yes. Recording and slides are available after registration with Digital Bash at digitalbash.de/event/dmexco-september-2026.
Who were the most interesting speakers at DMEXCO 2026?
Besides me (Digital Bash DMEXCO Special, 24 September), the programme included Kristin Fracchia (Gamma), Philipp "Pip" Klöckner, Roxanne van Duijin (Google), Benedict Evans, Vanessa Stützle (LUQOM Group), Sir Martin Sorrell (S4 Capital), Patricia Grundmann (OBI Advertising), David Sandström (Klarna) and Céline Flores Willers (The People Branding Company).
Was the DMEXCO programme in English or German?
Both. DMEXCO runs international stages in English alongside German-language sessions. My own talk on the Digital Bash stage was held in German.
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