About the Event

LXA AntiCon is an annual one-day event produced by LXA (formerly MarTech Alliance), a London-based marketing technology education and training organisation. The 2026 edition takes place on May 21 at Magazine London in Greenwich, on the south bank of the Thames near the O2. AntiCon positions itself explicitly as an anti-conference - not a traditional conference, summit, or festival, but a format designed to blend the right content, the right speakers, and a distinctive event experience. The event is CPD certified, free tickets are available alongside paid tiers, and the programme covers marketing transformation, sales transformation, AI, marketing operations, data, and MarTech. Partners for 2026 include Canto, IntentHQ, Hightouch, Storyblok, Optimizely, Zeotap, Tealium, Supermetrics, Funnel, Sitecore, and Treasure Data, among others.

Audience & Attendees

AntiCon draws marketing, sales, data, and technology professionals from brand-side and agency organisations. Past attendee organisations include Amazon, Meta, Google, WPP, Sky, HSBC, Vodafone, Barclays, the Financial Times, BT, Netflix, McKinsey, John Lewis, Informa, GSK, and Asos. Confirmed 2026 speakers represent senior practitioners from Air France, Amazon, Certsure, Close Brothers, HSBC, Hitachi Vantara, Maersk, Mercer, Microsoft AI, Moody's, Novo Nordisk, Mastercard, Google Cloud, Vodafone, Reckitt, ABB, Barilla, AMS, Revolut, Informa, RBC BlueBay, and LXA leadership. Four ticket tiers serve different audience and budget needs: Standard, Silver, Gold, and All Access Learning Gold - with Gold and All Access tiers including food and drink tokens and additional learning access. Complimentary tickets are available for minority groups, diversity initiatives, and not-for-profit organisations.

Programme Structure

The single-day programme runs across two parallel streams: Marketing Transformation and Sales Transformation. Both streams operate simultaneously throughout the day, covering transformation strategy and talent, AI and agentic technology, data and digital experience, sales enablement and activation, content and customer experience, and CX mapping and tool evaluation. Session formats include keynote presentations, panel discussions, and hands-on vendor demo sessions where attendees can evaluate MarTech solutions directly. An in-person agenda and event app are provided for session pre-registration and capacity management. The social dimension is integral to the format: a resident DJ plays from doors open, street food and barista coffee are available on site, and the day closes with the AntiCon After Dark party.

Main Topics

AntiCon's content spans the full intersection of marketing and sales transformation. Confirmed session themes for 2026 include AI strategy and the practical deployment of agentic AI in marketing and sales; MarTech stack evaluation and rationalisation; marketing operations and the path from vision to operational efficiency; data activation and customer data platforms; digital experience and UX strategy; sales enablement and revenue operations; omnichannel customer experience; personalisation and digital analytics; content marketing and GTM operations; and the human, talent, and organisational dimensions of transformation. The Marketing Transformation stream addresses brand-side marketing leaders; the Sales Transformation stream targets sales enablement, revenue operations, and GTM practitioners.

Closing Session

The main programme concludes in the afternoon, followed by the AntiCon After Dark party for attendees wishing to extend the day. No formal closing keynote is specified in advance - the event's format prioritises energy and peer conversation over ceremony. On-demand session recordings are made available post-event exclusively to Gold and All Access Learning Gold ticket holders.

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