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IPS Global Mkt Meeting 2026 - An de Coen on the Future of Marketing Leadership

At IPS Global MKT Meet NYC 2026, marketing expert An de Coen discusses the shifting expectations placed on marketing leaders, emphasizing measurable impact over awareness alone. The conversation reflects a broader industry consensus that modern marketing success requires strategic leadership and clear accountability. Industry gatherings like this one highlight the growing demand for marketers who can connect brand activity to tangible business outcomes.

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By MarketScale · An De CoenBusiness GrowthDaniel DutescoDemand Generation
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Key takeaways

01

Marketing leadership is evolving beyond awareness to focus on measurable business impact.

02

Strategic thinking and accountability are now core expectations for senior marketing roles.

03

Industry events like IPS Global MKT Meet NYC 2026 are driving consensus on the future of marketing leadership.

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In an era where marketing is expected to do more than generate awareness, the conversation is rapidly shifting toward measurable impact and strategic leadership. Industry gatherings like IPS Global MKT Meet NYC 2026 reveal a growing consensus: success hinges not just on execution, but on clarity of purpose and the ability to articulate value across the organization. Increasingly, marketing teams are being challenged to step out of reactive roles and into positions of ownership, where accountability and influence shape business priorities rather than follow them.

This evolution signals a broader transformation—one where marketing is no longer a support function, but a driver of direction and results. To explore how these ideas are taking shape in practice, we turn to insights from An de Coen, Product Manager at TekniPlex, and Daniel Dutesco, Global Marketing Director and Demand Generation at TekniPlex.

Video TranscriptExpand ↓

Morning, Anne. How are you? How are you? So we had a meeting. We're in day two already. Is there one thing that for you stood out in terms of alignment as in the different conversation we have, like Yes. For me, it was the need for us to be focused and very intentional on delivering results and communicating what we do and how we do it. That's what stood out for me. I I think that came very very clearly from from the different conversations. Second question. Is there a conversation, an insight, a comment that somebody made that made you kind of challenge the way you think or made you rethink Oh, definitely. About what we do? Definitely. For me, that was the the conversation and the emphasis that was put on ownership and accountability. And it made me rethink marketing's contribution as a leadership function. Right? Exactly. Yeah. Proactively shaping priorities discussions rather than responding to them. Okay. Amazing. Look forward to day two. We'll have more questions for you then. Thanks. Thank you.

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An de Coen

An de Coen is a marketing leadership professional featured at the IPS Global MKT Meet NYC 2026, speaking on the evolving role of marketing executives in driving measurable business impact and strategic growth.

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