”Proven recipes and new waves” – trade marketing in the coming years (online, free conference)

Thursday, February 12, 2026 9:00-16:00

This year, we invite you to time travel in trade marketing: we’ll look at what has worked well for decades and is still delivering stable results today, what is no longer performing the same way, and what are the new products, fresh solutions, and experiments that brands and retailers are now trying to win over customers.

The trade marketing toolbox is often like a recipe: there are things that are not worth changing – and there are things that need to be reconsidered. The environment has changed, customer attention has changed, the decision-making situation in stores has changed, commercial expectations are different, and the focuses and tactics of the channels are changing. The question, however, remains the same: what is good for the customer, how can we be present, activate, and sell effectively – and at the same time manage costs and resources wisely?

At the conference, as always, we will explore the topic from several angles: we will provide examples and experiences from the perspective of retailers, brand manufacturers, agencies, and headhunters/labor market. So we’ll not only look at what works, but also why, under what conditions, and with what compromises.

During the day, you can get inspiration to:

• which trade marketing tools still deliver stable results today,
• which solutions are worth rewriting the rules,
• and with what fresh directions, “small-scale” ideas you can build an advantage in 2026.

PROGRAM

9.00-9.15 Registration

9.15-9.30 Welcome

9.30-11.00 Block I. 

Give and take – Market situation and the change in the trade marketing profession
Sándor Baja, Managing Director of Randstad

From vibe to shelf – How does global trade marketing keep up with the needs of the new generation?
Salem Daniel, Global Desperados Communications Manager of The Heineken Company

A promo is not a jolly joker – Decisions that determine the success of a campaign
Tímea Mege, Co-owner of Rewart

11.00-11.30 Refreshment, break

11.30-13.00 Block II.

The secret of the decade-long success of the “Teacher Auntie Promotion”
Tünde Kiss, ICO modern trade director and Boglárka Breznai, Herlitz key account manager

The new rules of social media: what was okay yesterday, is it okay today?
Richard Lévai, community marketing specialist at Liftup Academy

We don’t just put it on the shelf – This is how we think about trade marketing at Euronics
Fanni Salem, brand and marketing communication manager at Euronics

13.00-14.00 Lunch break

14.00-16.00 Block III.

Why did the COOP store in Szeged win the 2025 Retailer of the Year competition?
Krisztina Kiss, Deputy CEO of Coop Szeged

Why did the Lidl store chain win the 2025 Retailer of the Year competition?
Tamás Kaibinger, Lidl’s Corporate Relations Manager

Sustainability: fashion or genuine need? 
Andrea Mészáros, Bonafarm Sole-Mizo trade marketing group leader

Evergreen hits and new favorites in the sales areaMónika Tamás, Auchan’s director of financial services, solutions and retail media

The conference is professionally supported by the POPAI Hungary Association.

  Participation in the conference is free of charge, you just have to register.

For online connection, we will send an MS Teams link to the email address provided during registration the day before the conference.

I am applying for the Trade Marketing Conference:
https://trade-marketing.hu/bevalt-receptek-es-uj-hullamok/

Applications are due 2026. February 11th, 12 noon!

If you would like to be regularly informed about our professional events, join the Trade Marketing Club Facebook group: https://www.facebook.com/groups/103723403049661

We look forward to seeing you at the conference!

Best regards:

Ágnes Csiby, Zsuzsanna Hermann, Ildikó Kátai
Trade Marketing Conference organizers