The Near-Future ofConsumer TrendsCopenhagen
23.09.2025
08:30-10:15

Merkle Mornings

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The TrendsTransforming Europe

Brands in Europe must remain laser-focused on two complex imperatives: understanding and adapting to their customers' rapidly changing needs while grappling with an internet shifting in a fundamental way. From the emergence of LLMs to a flood of AI-generated content, seismic shifts will disrupt how we think about customer experience, business agility, “channels and funnels,” and the act of selling and engaging online.

Merkle Mornings will explore new insights from consumers across 15+ Europe countries, including flagship research presented at Shoptalk Europe 2025; the latest business forecasts for European B2C commerce; perspective on the state of business agility based on surveys with 800+ executives; and a perspective on how ‘digital’ will change dramatically over the next 3 years.

Meet the morningspeakers

Slide 1 of 3

Holden Bale leads global strategy for Merkle, dentsu’s award-winning transformation consultancy. With experience spanning brands like Spotify, McDonald’s, Target, and Starbucks, he helps the world’s leading companies reimagine business models, customer experiences, CRM & loyalty, and digital commerce. At Merkle, Holden oversees 16,000+ experts across strategy, design, technology, data, and marketing – delivering $35B+ in revenue impact for clients annually.

Holden Bale

Global Chief Strategy Officer @Merkle

Copenhagen, Stockholm

Holden Bale leads global strategy for Merkle, dentsu’s award-winning transformation consultancy. With experience spanning brands like Spotify, McDonald’s, Target, and Starbucks, he helps the world’s leading companies reimagine business models, customer experiences, CRM & loyalty, and digital commerce. At Merkle, Holden oversees 16,000+ experts across strategy, design, technology, data, and marketing – delivering $35B+ in revenue impact for clients annually.

Benoit Rossignol leads Partner Solution Engineering for Shopify in EMEA, helping GSIs, SIs, and ISVs accelerate commerce transformation. With 15+ years across Europe and APAC, he has enabled global brands with scalable commerce and CRM solutions, focusing on partner success and ecosystems that drive innovation and growth.

Benoit Rossignol

Head of Partner Solution Engineering EMEA @Shopify

Copenhagen

Benoit Rossignol leads Partner Solution Engineering for Shopify in EMEA, helping GSIs, SIs, and ISVs accelerate commerce transformation. With 15+ years across Europe and APAC, he has enabled global brands with scalable commerce and CRM solutions, focusing on partner success and ecosystems that drive innovation and growth.

Bobby has 15+ years in global digital agencies, leading enterprise platform projects and marketing campaigns for major brands. Formerly GM of dentsu Melbourne and Holden lead, he now heads the Northern Europe Growth Team, driving business growth and customer experience.

Bobby Hollingsworth

President @Merkle Northern Europe

Copenhagen

Bobby has 15+ years in global digital agencies, leading enterprise platform projects and marketing campaigns for major brands. Formerly GM of dentsu Melbourne and Holden lead, he now heads the Northern Europe Growth Team, driving business growth and customer experience.

Holden Bale leads global strategy for Merkle, dentsu’s award-winning transformation consultancy. With experience spanning brands like Spotify, McDonald’s, Target, and Starbucks, he helps the world’s leading companies reimagine business models, customer experiences, CRM & loyalty, and digital commerce. At Merkle, Holden oversees 16,000+ experts across strategy, design, technology, data, and marketing – delivering $35B+ in revenue impact for clients annually.

Holden Bale

Global Chief Strategy Officer @Merkle

Copenhagen, Stockholm

Holden Bale leads global strategy for Merkle, dentsu’s award-winning transformation consultancy. With experience spanning brands like Spotify, McDonald’s, Target, and Starbucks, he helps the world’s leading companies reimagine business models, customer experiences, CRM & loyalty, and digital commerce. At Merkle, Holden oversees 16,000+ experts across strategy, design, technology, data, and marketing – delivering $35B+ in revenue impact for clients annually.

Benoit Rossignol leads Partner Solution Engineering for Shopify in EMEA, helping GSIs, SIs, and ISVs accelerate commerce transformation. With 15+ years across Europe and APAC, he has enabled global brands with scalable commerce and CRM solutions, focusing on partner success and ecosystems that drive innovation and growth.

Benoit Rossignol

Head of Partner Solution Engineering EMEA @Shopify

Copenhagen

Benoit Rossignol leads Partner Solution Engineering for Shopify in EMEA, helping GSIs, SIs, and ISVs accelerate commerce transformation. With 15+ years across Europe and APAC, he has enabled global brands with scalable commerce and CRM solutions, focusing on partner success and ecosystems that drive innovation and growth.

Bobby has 15+ years in global digital agencies, leading enterprise platform projects and marketing campaigns for major brands. Formerly GM of dentsu Melbourne and Holden lead, he now heads the Northern Europe Growth Team, driving business growth and customer experience.

Bobby Hollingsworth

President @Merkle Northern Europe

Copenhagen

Bobby has 15+ years in global digital agencies, leading enterprise platform projects and marketing campaigns for major brands. Formerly GM of dentsu Melbourne and Holden lead, he now heads the Northern Europe Growth Team, driving business growth and customer experience.

Holden Bale leads global strategy for Merkle, dentsu’s award-winning transformation consultancy. With experience spanning brands like Spotify, McDonald’s, Target, and Starbucks, he helps the world’s leading companies reimagine business models, customer experiences, CRM & loyalty, and digital commerce. At Merkle, Holden oversees 16,000+ experts across strategy, design, technology, data, and marketing – delivering $35B+ in revenue impact for clients annually.

Holden Bale

Global Chief Strategy Officer @Merkle

Copenhagen, Stockholm

Holden Bale leads global strategy for Merkle, dentsu’s award-winning transformation consultancy. With experience spanning brands like Spotify, McDonald’s, Target, and Starbucks, he helps the world’s leading companies reimagine business models, customer experiences, CRM & loyalty, and digital commerce. At Merkle, Holden oversees 16,000+ experts across strategy, design, technology, data, and marketing – delivering $35B+ in revenue impact for clients annually.

Benoit Rossignol leads Partner Solution Engineering for Shopify in EMEA, helping GSIs, SIs, and ISVs accelerate commerce transformation. With 15+ years across Europe and APAC, he has enabled global brands with scalable commerce and CRM solutions, focusing on partner success and ecosystems that drive innovation and growth.

Benoit Rossignol

Head of Partner Solution Engineering EMEA @Shopify

Copenhagen

Benoit Rossignol leads Partner Solution Engineering for Shopify in EMEA, helping GSIs, SIs, and ISVs accelerate commerce transformation. With 15+ years across Europe and APAC, he has enabled global brands with scalable commerce and CRM solutions, focusing on partner success and ecosystems that drive innovation and growth.

Bobby has 15+ years in global digital agencies, leading enterprise platform projects and marketing campaigns for major brands. Formerly GM of dentsu Melbourne and Holden lead, he now heads the Northern Europe Growth Team, driving business growth and customer experience.

Bobby Hollingsworth

President @Merkle Northern Europe

Copenhagen

Bobby has 15+ years in global digital agencies, leading enterprise platform projects and marketing campaigns for major brands. Formerly GM of dentsu Melbourne and Holden lead, he now heads the Northern Europe Growth Team, driving business growth and customer experience.

Merkle MorningsAgenda

08:30

Walk in with coffee and croissants

09:00

Introduction by Bobby Hollingsworth @Merkle

09:05

Keynote by Holden Bale @Merkle

09:50

Keynote by Benoit Rossignol @Shopify

10:10

Q&A

10:15

Coffee and networking
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Merkle Mornings speaker
Merkle Mornings drinking coffee
Merkle MorningKey takeaways

In this session, you’ll learn:

  • The latest data on European consumer behaviour and digital commerce
  • How brands are approaching AI and modernizing their business
  • Emerging case studies and a future view of ‘what good looks like’ in customer – and AI agent – experience

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