Welcome to round III of the Marketing Management Kongress! By way of introduction, let’s reminisce on some of past years’ insights:
- Successful strategies without the involvement of neighbouring departments PR, Sales and IT are unfeasible nowadays.
- “More and louder” is not one of those successful strategies.
- Experience is Everything.
This year we’ll focus on putting these insights into practice. So get rid of your dusty guidebooks, outdated manuals, and obsolete compendiums – it’s time to
Polly LaBarre is a bestselling author, speaker, and thinker who has contributed to the business conversation for two decades. She is the coauthor of the bestselling book "Mavericks at Work: Why the Most Original Minds in Business Win", a founding member of Fast Company Magazine (Where she was senior editor for the better part of a decade), and a former business and innovation correspondent for CNN. Polly is director of management lab and cofounder and editorial director of the MIX (Management Innovation Exchange), a pioneering open innovation project dedicated to reinventing management for the 21st century. Polly's work is driven by three core questions: How can organizations change the way they change in order to become endlessly adaptable and gain advantage over time? How do you embed innovation as a DNA level capability inside an organization? How do we unleash and organize human potential in ever more powerful ways?
David Mattin, Head of Trends & Insights at TrendWatching, has over 12 years experience in writing and speaking about technological, social and cultural change.
After graduating from the University of Cambridge, David’s career began at the features desk of The Times. Since then, his business, innovation and trends journalism has appeared everywhere from Fast Company to the Guardian to Google Think Quarterly. An experienced broadcaster, David also has written and presented documentaries for BBC Radio 4.
Today David is responsible for trend thinking across free and Premium content at TrendWatching. As an innovation and consumer insight expert, he is regularly quoted across UK broadsheets and by international media.
Anne Rech hat an der Freien Universität in Berlin Publizistik und Kommunikationswissenschaften und Nordamerikastudien studiert. Nach Stationen als Beraterin in Berliner Agenturen wie Scholz&Friends oder HEIMAT Berlin zog es sie nach London. Hier war sie beim britischen Online-Versandhändler ASOS für den Eintritt in den deutschen Markt verantwortlich. Mit der Eröffnung des Berliner Büros übernahm sie die Verantwortung für das Marketing und die Kommunikation. Bei Zalandos Eigenmarkentochter zLabels fängt sie im Jahr 2014 an und verantwortet hier den Bereich Content Marketing und Kommunikation.
Privat interessiert sie sich für digitale Bezahlmethoden und Coding für Kinder.
Eric de Seynes
Graduated at a French Business School, Mr. Eric de Seynes starts his career in the Motor Sport business, which brings him to MotoGP and F1. He joins Yamaha Sonauto as Marketing Department Manager in June 1990, and later, in 1994, as Sales & Marketing Division Manager of Yamaha Motor France. In 2009, he becomes the General Manager of Yamaha Motor France and CEO in 2010. In 2012, Eric de Seynes joins the General Executive Committee of Yamaha Motor Co., Ltd.
In January 2014, Yamaha Motor Europe calls Eric de Seynes for a new created role, Operational Director of Yamaha Motor Europe. In 2015, he was nominated Chief Operating Officer of Yamaha Motor Europe and on 25th March 2016, Mr. Eric de Seynes was nominated Executive Officer of Yamaha Motor Co., Ltd.
Next to his position at Yamaha Motor Europe, Mr. Eric de Seynes is the President of the Supervisory Board of Hermès International, President of the French Automotive and Motorcycle Manufacturer Association, CSIAM, and member of the Executive Committee of ACEM (European Manufacturers Association).
Ulrike Behrens ist derzeit Leiterin des Marketings bei Lufthansa Systems und entwürft dort innovative und zukunftsweisende Marketingstrategien. Nach ihrem betriebswirtschaftlichen Studium sammelte sie langjährige Erfahrungen in der Beratung internationaler Fluggesellschaften und entwickelte dabei ein gutes Gespür für Innovationen und Trends.
For some brands it’s all about market shares. Others focus on awareness- and image-rankings. The real heavyweights strive for the prerogative of interpretation in areas of social relevance. Purpose rather than positioning. Culture rather than commerce. Does anybody still care about campaigns? What matters most is the actual brand experience at the PoS, reflected in the product experience and – above all – mirrored in the service. Join us on our quest into the future envisioning the upcoming highs and lows of our guild.
At any given moment, somewhere out there a startup could be on the rise that might in all probability render my business model obsolete. – The only way to immunize against a rapid demise is innovation. It remains to find out which structures, processes and mindsets help boost innovation.
Every platform a potential touchpoint, every user a potential Influencer, every technological innovation a potential game changer. We will take a look at what’s out there. This does not mean, of course, that everyone has to jump on every bandwagon.
A few years ago, “Big Data” was still a buzzword. The sound of it suggested futuristic concepts and caused vague discomfort. Today, the necessity to collect and use data isn’t even a question anymore. What we need to wonder is: How? What for? For what else?
In marketing, where standstill arises, regress isn’t far off. Be it artificial intelligence, virtual reality or simply the use of new platforms,, we take note of current changes and analyse their potential for disruption.