Solvay Lifelong Learning: The ‘Marketing Edge’ series

Building Meaningful Brands in the AI Age Integrated Communication Excellence boosted by AI.

3 days in September (8, 11 & 29) to master the art of building meaningful brands through Integrated Marketing Communication — supercharged by AI.

This is what the module that Hugues Rey will be teaching at the Solvay Brussels School of Economics and Management this September 2026 promises to deliver.

The real challenge in 2026 isn’t “should we use AI in marketing communication ?” It’s: how do we orchestrate it without diluting strategic thinking and brand soul?

Too many brands fall into the trap — mass-generated content, hyper-optimized campaigns… and zero meaning. AI produces a lot, fast. But without human strategic direction, it manufactures noise, not sense: That’s exactly what this course solves.

What you’ll walk away with:

• Build integrated communication strategies that align business goals with long-term brand value
• Leverage Generative AI tools to amplify advertising performance
• Apply the B.B.A.S.T.T.A.R.D. framework to manage stakeholders and channels with method: Briefing · Budget · Analysis · Strategy · Targeting · Touchpoints · Advertising · ROI · Deployment
• Measure real impact through advanced ROI and reporting practices

Real B2B & B2C cases. Solid theory. Hands-on exercises. Generative AI woven through every step. Co-taught with a team of expert practitioners — leaders in their field.