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When marketing reinvents its future: a look back at Rennes School of Business’s participation in the AGORA event in Lorient

On 6 October 2026, Rennes School of Business took part in the second edition of the Breizh Marketing Akademi’s AGORA, held at La Colloc d’en Face in Lorient. This premier event provided a unique opportunity for the institution to strengthen its close ties with the regional business community and marketing professionals, while highlighting the academic excellence of its students in service of the local region.

Student ambassadors of academic excellence

To represent the School during this day of discussions, two students were selected: Marion De Vallière and Malo Febreau, students of the MSc in Digital Marketing Management. Their outstanding academic results place them among the top of their cohort.

Throughout the event, they attended conferences, actively participated in discussions alongside senior executives and high-level experts, and prepared a detailed summary of the day’s key insights. They were accompanied and guided on site throughout the event by Professor Tunyaporn Vichiengior and Professor Sheila Matson.

Rethinking the strategic dimension of marketing

This second edition of the AGORA focused on the strategic role of marketing within organisations, examining its capacity to address major contemporary challenges—from artificial intelligence and customer insight to internal influence. The programme featured several highlights and expert presentations:

  • Brand heritage as a growth driver: Pierre Volle, Professor at Université Paris Dauphine–PSL and Senior Fellow at the Centre for Unframed Thinking at Rennes School of Business, acted as the keynote speaker. He spoke on leveraging the historical and cultural heritage of brands, demonstrating how mobilising this strategic asset helps combat “marketing myopia” and create long-term, sustainable value for both customers and employee engagement.
  • AI-augmented marketing: Olivier Bertin presented the concrete opportunities and challenges associated with integrating artificial intelligence technologies into professional practices.
  • Data and governance: Aymeric Veyron and Véronique Rousseau discussed data exploitation, customer insight, and the legitimacy of marketing within executive boards.
  • Internal conquest: Aurélien Bée explained the methodology for building a robust internal conquest plan to permanently strengthen the influence of the marketing function within the company.

Through this active participation, Rennes School of Business has reaffirmed its commitment to connecting student training with the operational and strategic realities of the professional world.