Consumption and Communication in flux – bayern design invites
13 November 2018Rathausplatz 2, 90403 Nürnberg
12:30 to 23:00
Communication design and advertising are in flux: New strategies and forms of creativity are needed to optimize the opportunities presented by globalization, digitization, e-commerce and the advancement of artificial intelligence. Industry experts will convene at the symposium for the cultural and creative sectors in the European Metropolitan Region of Nuremberg to discuss the latest trends in CD/CI, communication design and advertising. Media and communication designers, entrepreneurs and representatives of agencies in the fields of advertising and communication are cordially invited to attend the free event, which will take place on November 13, 2018 at Nuremberg’s Historischer Rathaussaal. In cooperation with the City of Nuremberg, IHK Nürnberg für Mittelfranken and CommClubs Bayern e.V., bayern design wants to offer professionals in the region an opportunity to network.
Radical transformation of consumer behavior around the world is changing the advertising industry as well as communication and media design. New horizons are emerging as the analogous merges with the digital. In addition to resolving matters relating to sales psychology, legal guidelines and ethical norms, advertisers are looking for answers to questions such as: What strategies have to be developed to preserve a brand’s competitive edge? In what channels can customers be approached and retained for a specified brand? How can advertising messages reach recipients if customers are guided through the web by filters and their shopping behavior is steered by search engine algorithms?
Keynote speaker Marc Oltmann, Director Brand Communications Sport/Style at adidas AG, will discuss the evolution of advertisement for sporting goods to brand ambassadors. In his speech Calling all Creators he will discuss professional athletes and stars in the music scene staging sports products and conveying messages and lifestyles at the same time.
The symposium also will be a forum for companies to present examples of good practices and thus provide interesting insights into their advertising and design strategies and to discuss key future-related topics.
EXAMPLES OF GOOD PRACTICES
Executive Client Partner of the Metropolitan Region of Nuremberg & Publicis Pixelpark Carolin Schürmann will give a speech titled Agencies in times of change – how to lead the change in which she will offer insights into the work of communication agencies offering digital and traditional services. In addition, Schürmann will illustrate successful management of the digital transformation by marketing and creative departments.
Beate Mittelmeyer, Group Leader Brand Marketing at Immowelt AG, will use the example of her employer’s highly successful website to show which direction communication can go to reach a variety of target groups. Mittelmeyer’s lecture is titled The Immo brand: new paths in communication based on the example of Immowelt.
Leonhard Kurz Stiftung & Co. KG, a member of bayern design, has felt compelled to face the challenges of B2B communication. On the way to converting from a hidden champion to a brand; Digitization: customer expectations in flux is the title of the speech given by board member Markus Hoffmann, who will reveal how this successful strategy was developed and how the digital transformation has been incorporated into the company’s production and communications.
In The Commerzbank brand – next level, Vice President and Head of Brand Strategy & Corporate Design at Commerzbank AG Sascha Prosek will discuss the rather unconventional development of a traditional finance house. To adapt to changing consumer behaviors, Commerzbank AG founded Neugelb, an in-house agency for service design thinking to lead the long-established bank through the transitional world of finance.
UVEX WINTER HOLDING has aligned its strategy with its customers, encouraging direct and interactive communications between the brand and its customers, virtually in real time. Dagmar Hugenroth, Head of Corporate Branding and Marketing, will explain the developments in her speech titled The brand – more important than ever.
Edgar Schulten, Director International Digital and Sales Marketing at STABILO INTERNATIONAL GmbH (SCHWAN-STABILO), will use the example of STABILO….inspired by digital to illustrate how the company has managed to make its formerly paperbound products available in digital form.
How online shops, mobile shopping and personal phone consultation can be used to adapt classic fashion catalogs to present times will be discussed by Director Marketing & Sales at MADELEINE MODE Alexa Volquarts. In her lecture MADELEINE – from a classic mail-order company to a love brand, she will talk about the company’s transition from paper-based offerings to a digital shop for exclusive items.
Following the lectures, five workshops will be offered concurrently to provide participants with the opportunity to expand on any of the good-practices examples.
TOPICS OF THE WORKSHOPS
IMMOWELT AG: Higher, wider, broader with moving images
LEONHARD KURZ STIFTUNG & CO. KG: Branding in B2B: Added value through digitization – linking the real and the virtual worlds
MADELEINE MODE: Emotional communication with customers in times of digital transformation
COMMERZBANK AG: The Commerzbank brand – digital brand vision
UVEX GROUP: The brand – more important than ever
The second highlight on the agenda will take place in the evening: The Bavarian State Minister for Economic Affairs, Energy and Technology will give a speech that will initiate a panel discussion on THE AGENCY/AGENCIES OF THE FUTURE.
After the workshops, bayern design invites all participants to the Ehrenhalle of Altes Rathauses to gather in a relaxed environment, get to know each other better and expand their networks.
The symposium for the advertising industry is sponsored by bayern design and the Bavarian State Ministry for Economic Affairs, Energy and Technology.