Co-Founder & CCO “Sustainability is playing an increasingly important role in corporate communication. Customers, staff and investors are paying more and more attention to whether companies are committed to sustainability – and if they publicise this, too.” Vita
Anna Alex is the founder and Chief Customer Officer (CCO) of Planetly, a climate tech company that develops digital tools which businesses can use to calculate, reduce and offset their carbon emissions. Planetly’s stated goal is to make the world of business climate-neutral.
Anna Alex successfully developed the personal-shopping service OUTFITTERY between 2012 and 2018. In late 2018, she ceased working in an operational capacity, though remains with the company as a board member. In summer 2019, she joined the “Leaders for Climate Action” climate protection initiative, which was established by a group of more than 100 digital companies in Germany. Anna Alex’s firm conviction is that data and technology have the potential to give businesses the transparency they need about their carbon footprint and to translate it into practicable measures. Inspired by the initiative’s goals and reinforced by a desire to take on the climate crisis actively and entrepreneurially, Anna Alex partnered with Benedikt Franke to start Planetly.
Anna Alex studied business, sociology and psychology in Freiburg and Paris before starting a career at start-up incubator Rocket Internet. In the course of her career, she has been voted into Europe’s “Inspiring Fifty”, the “Most Inspiring Women in Technology” and “Young Elite – Top 40 under 40”. Anna Alex is co-author of Spiegel bestseller Zukunftsrepublik (“Republic of the Future”).
Director Marketing & Sales People worked together to contribute to the fight against the pandemic. Find out more about this success story in a keynote with Mario Michael Schmidt from Dopamine Healthcare Communication and Alexander Almerood from BioNTech. Vita
Alexander Almerood works in international business administration. He was a Product Manager at Teva ratiopharm for four years and then Head of Digital Marketing for a further two years. Subsequently, he developed multichannel marketing at Amgen and the neurology section at Celgene as Associate Marketing Director.
Alexander Almerood has been the Director of Marketing & Sales for BioNTech Europe in Germany since December 2020 and contributed to the successful launch of the COMIRNATY® mRNA Covid-19 vaccine in Germany.
CEO Design & sustainability are linked strongly together. Therefore sustainable design is a foundation for Bosch. Right from the product development stage everything is about improving people's quality of life, minimize the impact on the environment and work always resource-efficiently. Vita
Donya Amer’s career began as a banking apprentice in Cologne, Germany. She then moved on to study at the University of Cologne and the University of California, Berkley. After earning a degree in business administration with a focus on finance and human resources, she joined IBM in Frankfurt. In her 17 years with the company, she held customer-facing and consulting-related positions centered on various areas of digital transformation. She joined Bosch in 2017. As part of the Bosch IT management team, she was responsible for the internal business interface for around three years before taking over as CEO of the startup Bosch Climate Solutions GmbH in 2020.
Head of Sales and Marketing Vita
Svea Barei has been working for BVG as a marketing executive for many years and has been in charge of advertising since 2016. She is responsible for BVG's image campaign #weilwirdichlieben. Previously, she was responsible for strategy, market research and corporate design.
CEO As the world's leading manufacturer of recreational vehicles, we stand by our economic, ecological and social responsibility. Individual leisure experiences are only possible in an intact natural environment. This must be preserved and protected. For us, responsibility means not doing business at any price. We always act in accordance with ethical principles and fulfil our social responsibility with numerous projects. Vita
Entry Erwin Hymer Group SE:
- 01 August 2015
- Born: 1960
- Nationality: German
- Industrial engineering
- Technische Hochschule Karlsruhe
- 2009-2015: ZUMTOBEL GROUP, Dornbirn Chief Operating Officer
- 2006-2009: ASSA ABLOY AG, Hong Kong Executive Vice President; President ASSA ABLOY Asia Pacific
- 2004-2006: ASSA ABLOY SICHERHEITSTECHNIK GMBH, Berlin Market Regional Manager DACH
- 1996-2003: EFFEFF FRITZ FUSS GMBH & CO KGAA, Albstadt Divisionsleiter, since 1998 Managing Director (2000: Kauf der EFFEFF FRITZ FUSS durch ASSA ABLOY SICHERHEITSTECHNIK)
- BAUMGARTNER & PARTNER UNTERNEHMENSBERATUNG, München Head Büro München
- MERCER MANAGEMENT CONSULTING GMBH Senior Consultant
- Corporate development
- Construction-related projects
- Growth strategies
- Emerging Markets
- Strong affinity with innovation and technology
- Extensive international experience
Innovation Specialist »Spirit of discovery – Embracing change« || Change is something we have to deal with every day – and often in a negative sense. We’re constantly hearing about digitalisation and globalisation, about blockchain and various platforms, and how all of these things are putting pressure on our businesses. How can we future-proof ourselves? What is real, and what is just hype? Wouldn’t it be more prudent to wait and see, before setting off in a new direction? No, it would not – not from our point of view. However rapid or overwhelming it might seem, change has always been with us. And the key challenge is the same as it always has been: whether as a brand, a product or a company, our aim is to remain relevant to as many people as possible. And to do this, the most important qualities we need to have are curiosity and openness. We should be curious about other people – whether customers, experts, or our own employees. We should be open towards networking and collaboration. We should be curious about trends and new technologies, however distant they may currently seem from our own market. Curiosity means being willing to discover and create new things. We need to be open to different perspectives, and embrace the risk that new concepts don’t always work out. Our Innovation Department has been leading the way with this attitude for two and a half years now – serving as a beacon both within our own organisation, and to the world outside through our projects. Our most important insight: change can be fun! Vita
Christian Busse pursues a holistic design approach with collaborative working methods. This was already evident in his interdisciplinary studies at the HfG Schwäbisch Gmünd and the London Metropolitan University. After completing his studies, he worked at designaffairs, creating designs for globally successful brands such as Siemens, Starbucks, General Electric and Haier. From 2009 he worked on the development of the design team of Deutsche Telekom. As Creative Director he was responsible for the customer experience of the eReader Tolino. Since 2016, he has been designing innovative product and service solutions within the Melitta Group and developing the innovative capacity of the entire organisation.
Partner Branding at Factor and Co-Founder of Metapaper || CEO and Co-Founder of Metapaper
CEO “AI assistants are no longer a niche, avant-garde phenomenon in 2021. Rather, they are an established element of our day-to-day digital life. It is time for brands to accept their audio brand as an integral element and develop them with lasting effect.” Vita
Ben is the Managing Director of Future of Voice, an agency for voicebots and chatbots in Berlin. He has held various digital specialist and leadership roles in the field of digital transformation for almost 15 years now. In addition to posts at the Neue Osnabrücker Zeitung, the Talanx Group and customer management contractor buw, Ben has worked for the MUUUH! Group, of which Future of Voice is a member, for four years. His specialities are developing customised digital customer journeys and conversational AI. Ben is also an active speaker, lecturer and panellist on Germany’s digital scene.
Design Vice President "Values often determine the outcome not only in a society, but also in companies. The importance of sustainable value systems that serve as a guideline and lead people and brands credibly through times of crisis is correspondingly high. Well thought-out, durable products that are as sustainable as possible provide a better response to the challenges of the present and the future - an attitude that has shaped Braun's understanding of product development since the company was founded 100 years ago." Vita
Oliver Grabes has headed Braun's design department since 2009. Having grown up in a household with many Braun products, he has long been convinced of clear, durable product design: for him, good design is simple, functional, aesthetic and as sustainable as possible.
Building on Braun's extraordinary design past, he and his team developed a modern design language that appropriately and successfully translates the brand's values back into today's world. The result is a new generation of innovative Braun products that have won over 150 international design awards in the last 10 years.
After studying product design at the HfG Offenbach, he worked in Germany, Holland, England and the USA. He creates a variety of products and product systems for international brands and start-ups, whose often complex technology only becomes comprehensible to the user through thoughtful design and enables the longest and most positive user experience possible. In addition to his work at Braun and P&G, he teaches as an honorary professor at the University of Wuppertal in the department of industrial design.
Managing Director || CEO »Digitalisation brings a shift in focus’« || Joint presentation with Christian Wendrock-Prechtl || As we enter the era of the Internet of Things, an era in which the boundaries between products, brands and digital technology are becoming increasingly blurred, now is the time to ask ourselves: what defines a brand? Where does it start, and where does it end? How far does a brand and its corporate design need to go, what impact does digitalisation have on a brand? And, besides a new look, is this influence creating a whole paradigm shift in the products and services landscape? In the context of our digital age, is it not fair to say that User Experience, User Journey and User-Centred Design have become guiding principles in the design process? And as a result, we are seeing a change of roles between a brand’s identity and the creative forces that shape it. No longer does a brand create itself – instead, it is created by its customers. Corporate design in the traditional sense is in decline – instead, it is becoming a reflection of other, more open design aspects. This is precisely the approach that comdirect and commerzbank have taken. The brand’s image is directly influenced and shaped by the customers themselves. The customer becomes the creator, the designer becomes the customer’s assistant. The result: a brand image which is determined, altered and transformed by the customer. Vita
Following his degree in communication design at the SfG Ravensburg, Holger Grünwald worked for such agencies as Tribe in Paris and Scholz & Volkmer in Wiesbaden. There he specialised early on in the development of digital products and platforms.
At the age of 26 he founded the Taobot agency — later Kørnvaald — in Frankfurt am Main, and was in charge of projects for customers like Mercedes Benz, O2, GfK, Leica, Franke, Smart, Deutsche Bank, Postbank and, most recently, Commerzbank. His work revolved around the creation and implementation of digital ecosystems, brand strategy and management, as well as the development of services and products for multinational corporations.
In May 2016 Holger Grünwald became managing director of Neugelb Studios GmbH, a subsidiary of the Commerzbank in Berlin. In addition to developing the location, he also advises the corporation about customer-centred service strategies and develops digital products for the banking experience of the future.
SVP Marketing & Creative Reframing Print as Object Design | It’s time to find a new way to talk about print. Over time we’ve allowed a single, albeit powerful tool, to define an entire category of design. The terms print design and print designer have become baked into the design lexicon with little regard to the inherent power of the medium. Design, as an act, has far reaching and varied purpose that sparks emotion, enriches culture and breathes life into art and craft. To define design by a single tool denies the physical nature of printed objects and clips the wings of print as a medium and designer as messenger. When we design "for print", our design process is reduced to shorthand—we are designing to a tool, not using a tool for design. The possibilities for creating an object are collapsed into a foregone conclusion, relegating print to a facile representation of a pdf. We would do better to think of our "print work" as object design. To reframe this work as the creation of designed objects, is to encourage ourselves to consider many more properties than simple print, even if the end result is a printed piece. Consider how a printed object will live in the world: where it will live, what it will live with, how it will feel to hold, what it’s made of, is it heavy or light or delicate or rough, is it disposable or cherishable — and most importantly how will it make someone feel? We all rely heavily on two-dimensional screens to make three-dimensional objects. And the more we let print become a default extension of our 2-D screens the less we leverage the inherent power of 3-D object qualities. These qualities are rich design element to be debated, explored and manipulated to bring design intent to life. Vita
Chris Harrold is Senior Vice President Marketing and Creative Director at Mohawk Fine Papers in Cohoes, NY. In this role, he has responsibility for brand management, strategic market development and creative direction for the company’s product and marketing campaigns. Chris joined Mohawk in 1990, holding several positions from sales to marketing and played a pivotal role establishing Mohawk as a market leader in digital printing. Chris is a Lynda.com author and speaks extensively on the role printing and paper play in design today. He holds an undergraduate degree from State University of New York in Oswego and a Master of Fine Arts from the Rochester Institute of Technology College.
Head of Marketing & Brand Management "Volocopter is leading the way for an alternative and innovative form of sustainable transportation: electric urban air mobility (UAM). Volocopter is doing so by developing, launching, and operating a fully integrated ecosystem of urban air mobility services, complementing the current mobility mix by an aerial option. Through its purely electrically powered aircraft, Volocopter is part of the electrification of transportation and thus also a driver of a zero-emission future mobility. The holistic approach of the VoloIQ UAM platform will enable people to travel safely in the urban environment in a sustainable, convenient, time-saving, and cost-effective manner." Vita
Since 2019, Marcus Hinkel is responsible for the development of the international brand strategy, marketing and brand communication as well as brand design as Head of Marketing & Brand Management at the air cab pioneer Volocopter. Volocopter is a global pioneer for one of the most innovative forms of sustainable transportation: electric urban air mobility (UAM). Volocopter develops and operates a fully integrated ecosystem for urban air mobility services that will complement the current mobility mix of major cities.
In 1993, Marcus Hinkel founded the communications agency HINKEL360, and in 2001 the digital agency IXTACY. With over 50 permanent employees, it is one of the first agencies in Baden-Württemberg. Marcus Hinkel has advised and provided communications support for over 120 national and international brands. Customers included Mercedes-Benz Special Vehicles, Michelin, Hager Group, SEW-Eurodrive, Pfizer, Weber Haus. After an interesting offer for the sale of his two agencies, Marcus Hinkel had sold both companies in 2018 and wanted to cultivate his hobbies. The call from one of the Volocopter founders - Alexander Zosel - changed everything. To develop a startup for electric urban air mobility services into a global brand, he did not want to miss this unique opportunity. Since 2019, Marcus Hinkel is Head of Marketing & Brand Management at Volocopter.
Senior Strategic Director »From carmaker to digital service provider« || Joint presentation with Matthias Schröer || The world of the automobile industry has changed more in the past 10 years than in the century before that. Today, Mercedes Benz is in the process of the biggest transformation in the history of the automobile: from an automobile manufacturer to a networked mobility provider. How do you prepare the employees for this transformation? Together with the dan pearlman group, Mercedes-Benz has been successfully implementing an internal branding programme to provide the employees with the required knowledge and equip them for the future. With the new Mercedes-Benz Brand Space, the future is now becoming tangible and the increasing significance of the brand as orientation and model in a globalised world clearly perceptible. The immense meaning that emotional experiences have in a digitalised world is experienced by visitors to the Brand Space as a holistic experience via the combination and composition of sound, fragrance, material surfaces and visual and interactive elements. But first and foremost, the idea is to provide the right answers to people's important questions, to anticipate their needs and desires and to focus on these. Vita
Thorsten Kadel, born in 1974, is a Senior Strategic Director and a Member of the executive board of the Berlin-based creative agency dan pearlman with around 100 international and interdisciplinary employees, which was founded in 1999. After graduating from Communication in Social and Economical Contexts in Berlin and Sydney, he started working at dan pearlman 15 years ago. Being an expert for brand strategy, brand communication and internal branding, Thorsten Kadel helps brands to achieve long-lasting success. His strategic expertise is reflected in groundbreaking concepts for clients such as Lufthansa, Mercedes-Benz, BMW, Mini and Daimler. His work has been awarded with several awards e.g. the German Design Award, the iF Award, the Adam / Eva Award or the ReBrand 100 Award.
Internet of Things & Digital Transformation Vita
Jordan Katzarov’s career began when he enrolled in Cisco Networking Academy at age of 11 and received the award for best student of EMEA at age of 13. He was the youngest certified Cisco networking expert and started his career at age of 16 in one of the biggest telecommunication providers. He held several CTO/CDO positions in his career path and was involved deeply in the startup scene as startup founder and employee in several 300+ million startups. Some of his work includes projects with Google, Amazon and Facebook. Katzarov holds degree in Global Management and Leadership from Ritsumeikan Asia Pacific University (Japan), Harvard Business School »Finance« and received multiple awards as the »Deloitte’s Award for Most Innovative Project« and »Manager of the Year«. His recent project in Henkel was awarded with 2 CES innovation awards and 7 other awards.
Senior Brandmanager Digitalisation challenges brands to fundamentally revise their entire appearance and their brand defining elements. The times in which book-thick corporate design regulations regulated logo protection zones and distances to the nearest millimeter have passed - because they do not provide sufficient answers to today's questions and challenges. Today, brands appear in a multitude of channels - increasingly digital - that can no longer be managed with a classic understanding of brand management. This also changes the tasks and functions of brand management. Formerly used as corporate design police and busy referring to corporate design rules, brand managers are now becoming supporters of brand staging by providing employees with helpful tools. Brand recognition nowadays is no longer achieved through forced uniformity and focusing on their logo, but rather through lively consistency that supports the respective function, especially in digital applications. Against this background, brands and their appearance must be adaptable and flexible. Vita
Ralf Koch is Senior Brand Manager at DFB GmbH and responsible for the branding of all DFB brands, including the new DFB Academy, DIE MANNSCHAFT and the DFB Cup. Before joining the DFB in 2017, he studied sports and communications science at the Technical University in Munich until 2010 and then worked in sports communications at Sky and as a consultant in various agencies such as Serviceplan and Strichpunkt.
CEO (until 2020) Andrej Kupetz, CEO German Design Council, is the host of the German Brand and Design Congress. He speaks about the importance of Brand Management: “Overall there is a clear trend towards the professionalisation of brand work – across all industries and irrespective of company size. This goes hand in hand with a deeper understanding of the significance of brands, and insights into the need for ongoing brand management with a long-term perspective.” Vita
Andrej Kupetz (*1968) studied industrial design, philosophy and product marketing in Berlin, London and Paris. In 1997, after various positions in design management and university liaison, Andrej Kupetz joined German Railways (Deutsche Bahn AG) where he was responsible for brand management in the DB Group and for the implementation of various corporate design processes. He has been CEO of the German Design Council until 2020.
Design Director Color Materials & Trend In these turbulent times, the new generations say that they can´t support brands that don´t stand for anything; no matter who we are, we almost all care about environment, health, identity, emotions. These concerns are basically human and real, and it is exactly what brands have to care more about: being more human and real in order to keep the connection with the people. But what does it mean at a time when the design industry is about to fully embrace the digitalization through 3D printing, the automatization of the production and the support of AI. Data, tech innovation are important, but they are not everything. How can we bring more »human skills« to our design process in order to offer new product experiences? Let’s explore together how adidas is preparing the future. Vita
In 2000, after a diploma of textile and fashion design at LISAA (L´Institut Supérieur des Arts Appliqués Paris V), for more than 10 years, Vincent Lecrosnier works for the French trend agency Promostyl as artistic director of the sport and street department. He works on specific contracts with international fashion, sport and design brands, and the creation of seasonal trend books. In 2012, he becomes consultant for various clients of the sport industry and takes over the Sport design forecast of the »on line« Trend Agency Stylesight before its fusion with WGSN. In 2014, Lecrosnier moves to Germany and joins the Creative Direction of adidas as design director for colors, materials and trends. Since 2018, he focuses on seasonal trends and narrative for the Creative Direction of adidas performance.
Partner Packaging »Connected Healthcare. Changes and innovation in a traditional business« || Joint presentation in English with Lucia Prada || »Going for zero« is OMRONs new claim stating that the company and their products do not allow any kind of compromise in healthcare. With innovative new products and the constant development and optimization of processes and devices the world market leader in blood pressure monitors OMRON sets itself ambitious targets. Lucia Prada, Marketing Director at Omron Healthcare Europe, and Uwe Melichar, partner at FACTOR, OMRONs lead agency in packaging will give insights about changes in retail, trends in ‚non food packaging‘, latest healthcare innovations and will present their cooperation in design. Connected devices are making peoples life easier but all these features and benefits need to be communicated. Communication, apps, websites and (smart) packaging are tied together to become one big ecosystem. Vita
Uwe Melichar, born in 1968, is a partner for packaging at the international brand agency FACTOR. Among other things, he has implemented packaging projects for adidas, Assa Abloy, Bosch, C&A, Gardena, Omron and Phonak. In May 2018 he became the president of the European Brand & Packaging Design Association (epda). His packaging projects, presentations and jury activities take him regularly to numerous European countries as well as to Asia and America.
Senior Head of Strategic Marketing The marketing of sports rights by associations and clubs faces similar challenges as many other industries. The changing consumer behaviour of younger target groups as well as the competition for time and attention means a massive change in existing content and formats in order to be able to offer valuable services in the future as well. An example of this is the rise and importance of gaming and in particular eSports. In this context, the question is not whether an association or club should deal with the topic, but rather how the debate looks like or how sports/football can be integrated into an existing ecosystem, essentially influenced by the gaming community. Vita
Holger Merk is Senior Head of Strategic Marketing at DFB GmbH and responsible for Brand Management and Product Management at DFB. Brand management includes all DFB brands such as DIE MANNSCHAFT or the DFB Cup as well as the 3rd League and FUSSBALL.de, the digital home of German amateur football. The product management includes the development of existing and potential business areas in the segments media rights, sponsoring, merchandising & licenses as well as ticketing & hospitality. Before assuming this position at the end of 2017, he was responsible for the DFB's merchandising and licensing business. He previously held a similar position at the Hamburger Sport-Verein. Holger Merk completed his business administration studies at the Mainz University of Applied Sciences with a focus on communications management, during this period he worked as a student trainee for Porsche AG and Kabel Deutschland as well as various agencies.
Senior Director Brand & Marketing Communication Strategy Driven by the digital transformation, people's requirements, needs and expectations have changed enormously, particularly in recent years. Our strong brand was always an asset in this regard. Today more than ever before, a brand needs clear positioning that provides orientation and differentiates it from competitors. Thus, we redefined the premium positioning of Lufthansa and on this new basis we developed a plan to make this tangible along the entire travel chain. We translated our approach into a brand purpose and a new design. Vita
Nicole Mies is Senior Director Brand & Marketing Communication Strategy for the Lufthansa Group in Frankfurt. In this capacity, she is in charge of the Lufthansa and Lufthansa Group brands. She is also responsible for developing and leading the corporate brand architecture. This includes the airline brand portfolio management as well as the centralised management of the brand and design strategy for Lufthansa, Austrian Airlines and Swiss - affiliated airlines of the Lufthansa Group. She is also in charge of Lufthansa’s strategic brand partnerships and joint-venture marketing.
During her long-standing career at Lufthansa, Mies has worked in the marketing departments of a number of different corporate divisions both in Germany and abroad. Between 2008 and 2013, she was Head of Marketing and Customer Loyalty in Singapore, where she helped position the Lufthansa brand in the APAC region. In 2014, she took over Lufthansa’s global brand management. In her current capacity, she is also in charge of the Lufthansa brand and design relaunch.
Managing Director ‘Unorthodox, Uncomplicated, Unmistakable — One of Germany’s Smallest Furniture Manufacturer’s with the Highest Level of Brand Awareness’ || Establishing cult brands at the local level with a few simple rules — Nils Holger Moormann, the self-taught owner and proprietor of Nils Holger Moormann GmbH, shares the secrets behind the sustained success of his furniture collection. Local roots and production, a reduced design idiom, and innovation in the details. These are the principles behind Moormann’s rock solid branding. And what is his position on digitalisation? Or brand relevance? Vita
He is an autodidact, a career changer and a free spirit. Nils Holger Moormann designs, delivers, manufactures and markets furniture under the eponymous brand name. The winner of the 2015 Personality Award of the German Design Council likes to take it easy between conventions and settle down with his furniture, all of which is a bit like him - aesthetic, intelligent, practical and with a tiny, almost unnoticeable twinkle in the eye. Since 1982 he has preferred to cooperate with unknown designers in the development of furniture with a reduced design idiom and precise detailed solutions - and in doing so he has uncovered and fostered no end of talent. The thread running through his entire company philosophy is one of simplicity, intelligence and innovation. From the company's headquarters in Aschau am Chiemsee via the puristic FNP design classic and on to the unusual Gästehaus berge - ideas are never allowed to gather dust.
Head of Marketing & Digital Media Vita
Claudius Nowak is Head of Marketing & Digital Media for Hamburg Commercial Bank AG, the first privatized Landesbank. The qualified journalist worked in Cologne as a film and television producer before he directed powerful world premieres such as the Maybach in New York and the Mercedes-SLS AMG in his role as Creative Director for Oliver Schrott Kommunikation in 2001 or presented the Road-to-Emissionfree-Mobility. In 2012, he moved from gasoline to banking, or more precisely to HSH Nordbank, where he was responsible for award-winning communications, including "Unternehmerpositionen Nord" and the HSH Banking App (German Design Award). The brand change from HSH Nordbank to Hamburg Commercial Bank carries his signature. Since 2016 Nowak has been a member of the "Best of Content Marketing" jury.
Group Director Brand Management & Marketing Communication | Group Marketing ‘How Brands and Digitalisation Interact’ || Since the invention of the Internet, the discourse surrounding communications has become increasingly dominated by digitalisation, Industry 4.0 and artificial intelligence. These developments bring nearly unlimited possibilities with them. And along with the surge of new channels, they give rise to a series of fundamental questions: Does increased networking in everyday life change how we perceive things? If so, to what extent must brands adapt to these changes? Based on the idea that analogue and digital are simply two sides of the same reality, this presentation discusses the interplay of brand technology and technologisation in the rejuvenation of a traditional brand with the dream of becoming the digital pioneer of its industry. Vita
Matthias Oetting is responsible for brand management and marketing communications at WILO SE, a leading producer of pump systems for heating, air conditioning and refrigeration technology, as well as for water supply systems. Before joining the Dortmund-based group, Oetting was employed for many years as a brand manager at an international healthcare group. In addition to his studies at the University of Münster, he learned his craft working as a journalist as well as working in traditional and digital communications for agencies based in Münster and Düsseldorf, most recently as senior consultant for marketing and public relations.
Training, Strategic Planning, Marketing ‘Preventis: Simplifying Healthcare Digitally’ || The medium-sized healthcare enterprise Preventis is revolutionising medical diagnostics for patients, doctors and health-conscious people alike. Today, a smartphone is all it takes to determine the status of one’s health. Christine Pasterk and Christian Prill show how. Vita
At Preventis GmbH, Christine Pasterk is responsible for aiding the company’s race towards new frontiers in the world of diagnostic testing: digital rapid tests. The revolutionary technology would enable standard laboratory testing parameters to be measured using an app — by doctor or patient. Pasterk’s core areas are marketing and business development. Her diverse career history, ranging from a second-chance degree in biology to pharma marketing, technology transfer and nutrition consulting, has more than prepared her for the multitude of challenges in her position.
Marketing Director EMEA »Connected Healthcare. Changes and innovation in a traditional business« || Joint presentation in English with Uwe Melichar|| »Going for zero« is OMRONs new claim stating that the company and their products do not allow any kind of compromise in healthcare. With innovative new products and the constant development and optimization of processes and devices the world market leader in blood pressure monitors OMRON sets itself ambitious targets. Lucia Prada, Marketing Director at Omron Healthcare Europe, and Uwe Melichar, partner at FACTOR, OMRONs lead agency in packaging will give insights about changes in retail, trends in ‚non food packaging‘, latest healthcare innovations and will present their cooperation in design. Connected devices are making peoples life easier but all these features and benefits need to be communicated. Communication, apps, websites and (smart) packaging are tied together to become one big ecosystem. Vita
Lucia Prada is a passionate marketing professional with track record of developing successful marketing strategies and delivering strong consumer-centric innovative products, brands and commercial innovations from concept definition to in-market success across a range of products and geographies. She holds a Master’s degree in chemical engineering and worked after her studies for 8 years at Procter & Gamble. 2015 she went to the Netherlands to OMRON Healthcare Europe, where she is Marketing Director EMEA since 2018.
Partner Brand Strategy ‘Preventis: Simplifying Healthcare Digitally’ || The medium-sized healthcare enterprise Preventis is revolutionising medical diagnostics for patients, doctors and health-conscious people alike. Today, a smartphone is all it takes to determine the status of one’s health. Christine Pasterk and Christian Prill show how. Vita
Christian Prill is a brand strategy partner at FACTOR. His main interests include the development and structuring of brands in the digital era. Prill also serves as director of the Deutsche Design Club in Hamburg.
Senior Consultant and Team Leader Especially in times of fundamental change, people and organizations are looking for orientation. Brands can offer this orientation and have the potential to become a decisive success factor in companies. Brands have proven to be an important instrument in internal change management processes. It creates identity, trust, and acts as a fixed star in confusing markets and times of transformation - provided it is used in a targeted and thoughtful manner. Vita
Dr. Renée Rahman is Senior Consultant and Team Leader at GMK Markenberatung. Her work focuses on strategic and operational brand management: developing brand positioning, optimising brand architectures, implementing brands internally and externally and measuring success using key figures. Her previous clients include ALDI SÜD, TÜV Rheinland, Merck and Vaillant. Before joining GMK in 2014, she worked as a brand consultant for ESCH. The Brand Consultants. In addition to her consulting activities, she earned her doctorate with Prof. Dr. Tobias Langner at the Bergische Universität Wuppertal on the subject of brand love. She obtained her diploma in business administration at the University of Cologne with a focus on Marketing & Brand Management.
Head of Mireo regional train platform At Siemens Mobility we have developed the Mireo regional train platform in order to fulfill the essential customer requirements, i.e., lower energy consumption, lower Life Cycle Cost, high flexibility for interior and IT requirements and a fast time to market. With Mireo we created a modular train platform that addresses all four main requirements perfectly and furthermore it is extensible for further markets such as non-electrified tracks with environmentally friendly power systems, e.g., the hydrogen technology. Mireo has won the German Sustainability Award Design 2021 last December, which confirms its sustainable and future-oriented design. We believe that commuter trains will play a very important and sustainable role in the future mobility and that we shall flexibly react to new market requirements. Therefore, from my point of view, platform-based solutions will be essential to create flexibility and fast delivery to the customers. Vita
Mehrnoush Rahmani is the technical lead of the Mireo platform at Siemens Mobility. Together with the Mireo team, she develops and maintains the platform solutions and represents the platform module kit to all stake holders. Before taking over the platform lead Mehrnoush led the TrainIT platform at Siemens Mobility and developed the passenger IT equipment. Mehrnoush has studied electrical engineering and information technology at Technische Universität München and did her PhD at BMW Group where she spent the first years of her career life.
Mobility Concepts / Marketing Strategy »Perspectives: Being a Designer in the Digital Transformation« || For automotive manufacturers, the entire production and value-creation chain is on the cusp of digitalization. But the transformation is about much more than just the manufacture of vehicles — driving itself is due for a change. In discussion with Mike Richter, Peter Wouda takes a look at digital transformation at Volkswagen from a variety of perspectives. The two report on the everyday work of digital pioneers, describe their views on the Volkswagen brand, and discuss the role of design in the »largest restructuring programme in the company’s history«.
Head of International Communications and Public Relations “Whether different stakeholders or shareholders, the perception and charisma of a brand will in future depend on how much it pursues a credible, purposeful vision between the conflicting priorities of people, profit and planet.” Vita
Burkhard Remmers, whose academic background is in history and German literature and linguistics, has been Head of International Communication and Public Relations at Wilkhahn since 1995. The office furniture manufacturer has won not only prestigious design awards, but also the German Environmental Award. As the author of international trade publications, book contributions and presentations, Remmers is considered an expert on the links between health, collaboration, identity and purpose in the context of workplace design.
COO ‘Viessmann Reloaded: Digital Brand Transformation’ || Renowned tech brand Viessmann in the age of digitalisation. Dr. Florian Resatsch and Moritz Rose share the tradition-steeped company’s comprehensive approach to digital transformation, beginning with a new vision for the company, the construction of a design lab in Berlin, and much more. Vita
Dr. Florian Resatsch is head of marketing and corporate communications at the Viessmann Group. He previously served as managing director of Ströer Digital Media GmbH — the Ströer Group’s digital arm. He was also a founding member of the mobile advertising network Radcarpet, which was acquired by Ströer Media AG in May 2013, in addition to founding a series of other companies and having a stake in various start-ups. Resatsch studied business administration at the University of Augsburg. He received his PhD in computer science from the Technical University of Munich.
Co-founder ‘Perspectives: Being a Designer in the Digital Transformation’ || For automotive manufacturers, the entire production and value-creation chain is on the cusp of digitalization. But the transformation is about much more than just the manufacture of vehicles — driving itself is due for a change. In discussion with Mike Richter, Peter Wouda takes a look at digital transformation at Volkswagen from a variety of perspectives. The two report on the everyday work of digital pioneers, describe their views on the Volkswagen brand, and discuss the role of design in the ‘largest restructuring programme in the company’s history’. Vita
Designer, entrepreneur and investor Prof. Mike Richter is one of the founders of the global product innovation and design company iconmobile group. Richter teaches business design and innovation planning at the Darmstadt University of Applied Sciences, a position he has held since 2001. His courses deal with how business models are transformed by technology and how disruptive ideas can be developed in a structured manner. Richter himself has attended universities in Germany, the UK and Denmark. Following his design degree at the University of Design Schwaebisch Gmuend, Richter received his Master’s in strategic design planning from IIT in Chicago.
Global Industrial Design Director (until 2020) Product portfolios usually grow organically and are shaped by various forces over the years, including customer needs, market transformations, opinions, tastes, new colleagues, the integration of company acquisitions in the global portfolio, etc. Suddenly it appears out of nowhere: the company’s anodyne brand image. Confused, without a clearly-defined personality and lacking visual modularity amongst the products. All strategic price points are occupied and portfolio development becomes a battle over price and function. The good feeling and recognisability fall by the wayside; trust in the brand and its products dwindles. This is the point at which change should be induced in order to rebuild trust, added value and desire from the ground up. To focus on the customers and the brand once more, without losing sight of the competition. To create distinctiveness with genuine added value for the customer, in order to become a little more independent of the price wars. Vita
Christof Ronge has been using unique product design to contribute to the development of brand personalities for more than 25 years. He began in the 1980s with the design and construction of surfboards. Following that, he trained in publishing before being certified as a masseur. In 1989, he completed a professional design course at the renowned Art Center College of Design in Switzerland and the United States. After 16 years of running his own design studio and working with Burton Snowboards, Nike, Vaude and K2 Sports, he went on in 2006 to lead integral design projects for Gasteiner mineral water, Carrera racing tracks, Atomic, and Kraus Maffei. In 2010, he became Head of Innovation and Design at Kettler GmbH in Germany, where he was responsible for developing a design team as well as product design in the different divisions. He has held an executive position at ASSA ABLOY group since 2014 and had been in charge of the visual harmonisation of the global product portfolio. Christof Ronge died in 2020.
Head of Design ‘Viessmann Reloaded: Digital Brand Transformation’ || Renowned tech brand Viessmann in the age of digitalisation. Dr. Florian Resatsch and Moritz Rose share the tradition-steeped company’s comprehensive approach to digital transformation, beginning with a new vision for the company, the construction of a design lab in Berlin, and much more. Vita
Moritz Rose is head of design at the Viessmann Group and director of the Viessmann design collective ‘Werkraum’. The Berlin-based team, consisting of representatives from brand, industrial and digital design, provides a full range of brand-related services. Rose previously worked as a product designer at the renowned agency Phoenix Design in Stuttgart. At the same time, he and a business partner founded a company that produces and sells its own furniture designs. He studied industrial design at the Braunschweig University of Art.
CEO ‘Bringing Brands to Life Online — with Video’ || When it comes to start-up hotspot Tel Aviv, e-commerce expert and multiple-time founder Tal Rubenczyk is among the region’s old hands. His current company, Treepodia, specializes in breathing life into brands, making them emotional and personal for consumers online, with custom video content. Vita
The region surrounding Tel Aviv has become one of the world’s hot spots for start-ups. One of the region’s old hands, Tal Rubenczyk, founded the e-commerce search and navigation tech company Celebros in 2000, heading up the start-up’s marketing and sales activities until 2007. In 2007, Rubenczyk put the experienced gained from his Celebros venture toward the founding of a video marketing platform: Treepodia. With a degree in industrial engineering from Ben-Gurion University of the Negev and an MBA from Tel Aviv University, Rubenczyk boasts solid backgrounds in both tech and management.
Diplom-Kauffrau/Project lead executive board ‘En Route to Truly Personal Multichannel Banking’ || As a member of the staff of the Hamburger Sparkasse’s Executive Board, Christine Ruth is responsible for the bank’s project work, its corporate evolution and the development of its strategy. Ruth, a banker and economist, tells how the bank is developing the hyperlocal, networked, autonomous and customized branches of tomorrow. Vita
Her thought processes are directed towards moving the banking model of the savings banks, a model which is traditionally rooted in the bank's local region, into the future. As a member of the staff of the bank's Executive Board, Christine Ruth is responsible for the project work of the Hamburger Sparkasse, its corporate evolution and the development of its strategy. Born in Hamburg in 1963, she studied business management at Hamburg University after previous training in banking. Her career at the Hamburger Sparkasse began in HR but she later moved to be a lecturer at the Bank Academy and later to be project manager responsible for the development of a new sales and marketing strategy. Her present responsibilities for the bank include the development of innovative branch concepts intended to assist the networking of the population in their localities.
Managing Partner, Co-Founder, Head of Creative & Innovation People worked together to contribute to the fight against the pandemic. Find out more about this success story in a keynote with Mario Michael Schmidt from Dopamine Healthcare Communication and Alexander Almerood from BioNTech. Vita
Manager Mercedes-Benz Internal Branding and Mercedes-Maybach Brand Strategy »From carmaker to digital service provider« || Joint presentation with Thorsten Kadel || The world of the automobile industry has changed more in the past 10 years than in the century before that. Today, Mercedes Benz is in the process of the biggest transformation in the history of the automobile: from an automobile manufacturer to a networked mobility provider. How do you prepare the employees for this transformation? Together with the dan pearlman group, Mercedes-Benz has been successfully implementing an internal branding programme to provide the employees with the required knowledge and equip them for the future. With the new Mercedes-Benz Brand Space, the future is now becoming tangible and the increasing significance of the brand as orientation and model in a globalised world clearly perceptible. The immense meaning that emotional experiences have in a digitalised world is experienced by visitors to the Brand Space as a holistic experience via the combination and composition of sound, fragrance, material surfaces and visual and interactive elements. But first and foremost, the idea is to provide the right answers to people's important questions, to anticipate their needs and desires and to focus on these. Vita
Matthias Schröer, born in 1964, studied business economics in Göttingen and Lüneburg. In 1998 he began his career with DAIMLER AG at the Berlin office as part of the marketing management team for Germany. In 2000 he was appointed as a marketing manager for Mercedes-Benz. From 2005 to 2016 he held various management roles in the international sales department of Daimler AG, including Product Management S-Class, Special Protection Mercedes-Benz PC, and Mercedes-Maybach Pullman. In his current management role he is responsible for internal branding, and for the Mercedes-Maybach brand strategy.
CEO and Managing Partner When you're creating a brand, it all starts with language – from formulating your positioning statement to describing your values, right through to choosing your name. In the context of developments such as AI, the role of language is changing: for example, will language experts come to play a more important role in brand decision-making than the actual brand personalities? Do words trump algorithms? To what extent can language influence the customers’ journey, and therefore their choice of brand? We firmly believe that brand language has the potential for a decisive impact on branding development, including in the future. Because it creates an individual linguistic identity, expresses attitudes and provides added value, language is responsible for forming a brand’s own unique position, even before the brand and its products are subject to decision-making processes based on a technological perspective. Vita
For 15 years Christine Stark has been helping both domestic and international companies and brands to construct their verbal identities, develop their brand names and claims, and create their own unique brand language. Having studied German literature, Romance literature and European law in Mainz, Dijon and Cologne, her background testifies to her affinity for words and the way that they work. As managing director of Endmark, a marketing agency which specialises in strategic naming, she looks after customers such as Arvato, Bertelsmann, Brita, Daimler, Deutsche Telekom, Intersnack, MAN, the RTL Group and Opel.
Brand Maintenance Manager For us at fritz-kola, change means taking our scene brand, with its origins in the neighbourhoods of Berlin and Hamburg, out into the big wide world – without losing touch with our roots and our values. Vita
Joachim was born in Bremen in 1966 and is married with two children. As a huge fan of Italian cars, he was lucky enough to land his first job in advertising with Alfa Romeo. He went on to work as a consultant for agencies such as TBWA, Heimat and Scholz & Friends, initially advising clients from the automotive world (Nissan, Jaguar, Audi, Opel, Hyundai), and later of many other brands as well (Danone, Tchibo, BCG, Deutsche Bahn and Vodafone). Since June 2018 he has been Brand Maintenance Manager at Fritz-kola.
Executive Director Marketing ‘The Brand is ME! RE/MAX: The Real Estate Platform of the Future’ || How a network of more than 20,000 companies is changing the real estate industry in Europe and how user-oriented business fundamentals are redefining the brand.
Head of Communications & Marketing “Successful brands always radiate from within – their brand essence includes a clear vision, their corporate strategy, their positioning and their corporate culture. However, a brand only becomes invincible when it can offer a deeper sense of purpose that speaks to people personally.” Vita
Alexandra Vitt-Krauss has been responsible for branding, communication and strategic marketing at Bethmann Bank, a subsidiary of the Netherlands’ ABN AMRO Bank N.V., since 2019. She is a member of the bank’s internal sustainability board and, simultaneously, an international e-commerce team. Vitt-Krauss studied at the Universities of Bielefeld and Cologne. After obtaining a degree in economics, she spent the first few years of her career as an executive research assistant for the chair of finance. She built up the digital communication for the Association of German Banks during the mid 1990s before becoming Head of Corporate Communication & Media at private bank Sal. Oppenheim in 1999. After this heritage-filled institution was acquired by Deutsche Bank, she was also given the task of heading up marketing for wealth management at Deutsche Bank.
Founder "We often only see the sunny side of the technological change. So let's take a look at its downsides and consider what a fair shift might look like." Photo: Jérome Gerull Vita
Carsten Waldeck is a designer, philosopher and inventor from Hesse. Carsten obtained a degree in communication design from Darmstadt University of Applied Sciences in 1999. In addition, he studied computer science and philosophy in Marburg and worked as a research assistant in “mobile information visualisation” at the Fraunhofer Institute, publishing scientific articles about his “Liquid Browsing” invention and other innovative creations in the field of interaction.
Samuel Waldeck is a designer from Hesse. Samuel received his degree in audiovisual media from the Academy of Media Arts Cologne in 2006. Afterwards, he worked as a designer for aid organisation ora Kinderhilfe international e. V. and later for Dr. Schumacher GmbH.
The two brothers founded SHIFT GmbH together in 2014 and continue to lead the company. In 2016, the start-up presented the SHIFTPHONES m series, a sustainable smartphone and also the world’s most modular. SHIFT GmbH operates as a 100% social business without any investors. Its main goal is to maximise purpose and values rather than profit.
Division Manager User Interface »Digitalisation brings a shift in focus’« || Joint presentation with Holger Grünwald || As we enter the era of the Internet of Things, an era in which the boundaries between products, brands and digital technology are becoming increasingly blurred, now is the time to ask ourselves: what defines a brand? Where does it start, and where does it end? How far does a brand and its corporate design need to go, what impact does digitalisation have on a brand? And, besides a new look, is this influence creating a whole paradigm shift in the products and services landscape? In the context of our digital age, is it not fair to say that User Experience, User Journey and User-Centred Design have become guiding principles in the design process? And as a result, we are seeing a change of roles between a brand’s identity and the creative forces that shape it. No longer does a brand create itself – instead, it is created by its customers. Corporate design in the traditional sense is in decline – instead, it is becoming a reflection of other, more open design aspects. This is precisely the approach that comdirect and commerzbank have taken. The brand’s image is directly influenced and shaped by the customers themselves. The customer becomes the creator, the designer becomes the customer’s assistant. The result: a brand image which is determined, altered and transformed by the customer. Vita
Christian Wendrock-Prechtl has been Division Manager of the User Interface department for comdirect bank AG since June 2015. In addition to that, he has been serving on the supervisory board of onvista media GmbH since March 2018. His work experience as a qualified designer has been characterised by the strategic, content-related and technical advancement of his areas of responsibility. At comdirect he is in charge of the user experience, the user interface design and the corporate design, and deals intensively with benchmark design and innovation design as well.
Design Director - Vehicle ‘Perspectives: Being a Designer in the Digital Transformation’ || For automotive manufacturers, the entire production and value-creation chain is on the cusp of digitalization. But the transformation is about much more than just the manufacture of vehicles — driving itself is due for a change. In discussion with Mike Richter, Peter Wouda takes a look at digital transformation at Volkswagen from a variety of perspectives. The two report on the everyday work of digital pioneers, describe their views on the Volkswagen brand, and discuss the role of design in the ‘largest restructuring programme in the company’s history’. Vita
A shining career with the Volkswagen Group: Peter Wouda, the current design director of the Volkswagen Group’s Future Center Europe in Potsdam, began his career with Volkswagen Design in Wolfsburg before taking a position with ŠKODA. From 2000 to 2006, Wouda was responsible for exterior design at the czech automotive manufacturer. His work gave rise to the bodies of the second generation ŠKODA Octavia and ŠKODA Fabia, as well as those of the ŠKODA Roomster and the Roomster and Yeti concepts. In 2006, Wouda took over as head of exterior design at the Volkswagen Design Center Potsdam near Berlin. There, he and his team designed 12 show cars, as well as a wide range of series vehicles for Volkswagen and other brands of the group, including Audi, ŠKODA, Porsche, Bugatti and Bentley. Those vehicles revealed to the public include, among others, the Volkswagen XL1. Since 2015, Wouda has served as design director, overseeing all vehicle concepts developed at the Future Center Europe. He and his team develop leading-edge vehicle and mobility solutions and designs for the Volkswagen Group, including SEDRIC, the Group’s first self-driving vehicle. Wouda studied transportation design in Pforzheim, Germany and received a Master of Arts in vehicle design from the Royal College of Arts in London in 1996.
President Henry E. Steinway wanted change. He wanted to build the world’s best pianos and grand pianos. He succeeded. A revolutionary musical instrument was created, along with a global brand. Today, digital transformation is the change shaping one of the most analogue companies ever. An iPad is replacing the pianist. The market response is overwhelming. Quo vadis? Vita
After growing up next to his parents’ cabinet-making business, Guido Zimmermann completed his training as an electronics technician, then studied industrial engineering in Hamburg and subsequently obtained his MBA in London. After three years as a manager and later department head of Business Development in a start-up of the Otto Group, he moved to the luxury brand Montblanc, where he was initially responsible for Special Projects, then became head of Strategic Purchasing and director of various sales divisions, and most recently was the head of operations for all products and sales channels in Europe. Since March 2017 he has been the Vice President and Managing Director for Europe at Steinway & Sons. The mission: To take the time-honoured brand into the future and generate growth. An exciting challenge.
Super RTL, Sat.1, RTL2 Vita
The television and event host Florian Ambrosius has worked on a variety of shows on German television stations such as Super RTL, Sat. 1 and RTL2. Today, he serves as creative director of _wige Editorial. In recent years, Ambrosius has hosted a series of events, including the RE/MAX European Convention. Other events include the Danone Nations Cup, the »Deutsche Vorlesepreis«, »Kinderwelten Symposium« and Talent Meets Bertelsmann. He currently hosts the show »Guten Morgen Deutschland« on RTL.
"Climate knowledge is the key to climate action! Today, sustainability is more topical and necessary than ever if we want to minimize the social, ecological and, not least, economically devastating consequences of climate change. That is why I am particularly committed to raising awareness about climate protection." Vita