Annacon is a brand that aims to bring together professionals in the field of information security to network and share knowledge and experiences on current topics in the industry. The conference is based on several principles. Firstly, it emphasizes a local approach, as international travel has a significant impact on the planet.

The event's location is easily accessible by public transportation, encouraging participants to use sustainable means of transport. Additionally, the conference offers presentations in Dutch, providing a refreshing break from the predominance of English in the field. Annacon also focuses on creating a relaxed and friendly atmosphere by limiting the number of participants, ensuring a more intimate setting.

Moreover, the brand is committed to promoting gender balance by advocating for equal representation of all gender identities. The conference promotes inspiring content without commercial influence, allowing for genuine experiences, new discoveries, and compelling stories. Annacon further facilitates cross-pollination by featuring separate tracks for technical and policy and management topics, bringing together both technical experts and industry professionals.

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