MMK brochure

MARKETING MANAGEMENT KONGRESS 2018

A BOV E THE E T H E N OI S E BUILDING ENGAGED AND EXCITED CUSTOMERS THROUGH MARKETING THAT MATTERS.

15/16 NOVEMBER 2018 ELLINGTON HOTEL BERLIN W W W. MM K-B ERLIN .COM

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M M K 2018: A BOV E THE NO ISE

WELC O M E

W E LC O M E

T O

M M K

I V

The customer comes first.

We’ve all heard this.

We all know this.

40+

2 Days in Berlin

400+ Marketing ­ Professionals

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MMK 2018: ABOVE T HE NO ISE

But!

International Speakers

in an increasingly cluttered world saturated with videos, billboards, pop-ups and likes, it can be hard to cut through the noise.

MMK 2018 brings together leading marketers and executives all across Europe for two days of collaboration. Join us for innovative talks, hands-on workshops and more as we help you build engaged and excited customers through marketing that matters.

Rise above the noise.

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Keynotes

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K E Y N OT E S

THU 10.00–11.00

MARAL KALAJIAN OPPORTUNITIES ARE IN LIMITATIONS

KEYNOTE 1

An influencer and strong voice for the Stockholm startup community, Maral is the CMO of Watty, an AI energy startup fighting climate change and named one of Europe‘s hottest startups

by WIRED 2017. Currently serving as the Director for Stockholm‘s Startup Grind, founder of Peppy Pals and moderator of the SUP46 Femtech forum, Maral is a well-known, leading voice in the Scandinavian startup scene.

MARAL KALAJIAN CMO, WATTY

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MMK 2018: ABOVE T HE NO ISE

K EY N OT ES

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Aja Monet, NAACP Image Award nominee, is an internationally established poet, educator and human rights activist of Cuban-Jamaican descent. In her poetry Monet poses questions about the power of the imagination and metaphor in how we engage with local and global issues like racism, colonialism and sexism. Hear and see one of her incredible performances.

AJA MONET MY MOTHER WAS A FREEDOM FIGHTER WWW. M M K- B ER L I N . C O M

THU 16.30–17.15 AJA MONET SPOKEN WORD POET

KEYNOTE 2

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K E Y N OT E S

Catalan-raised and British born, Neil is a contemporary artist and cyborg activist best known for having an antenna implanted in his skull and being recognized as the first human cyborg by a government.

We are constantly evolving and Neil is proof that we can take an active role in our own evolution. We can be inspired by nature and other animal species about what senses and organs we want to have. Suddenly marketing through VR goggles doesn‘t seem like such a feat...

NEIL HARBISSON LISTENING TO COLOUR 6

MMK 2018: ABOVE T HE NO ISE

FRI 10.00–11.30

O U R M AI N TO P I C S 2 0 1 8

NEIL HARBISSON CYBORG ARTIST

KEYNOTE 3

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Performance

T H E T R AC K S

Don‘t get lost in the many shiny bells and whistles your marketing can do. Put your money (and your data) where your mouth is and measure it.

Personality

Purpose

Marketing that makes a difference, reaches out and connects with your customers on a personal level. Show your customers who you are, one campaign at a time.

It‘s more than just campaigns and commercials. Marketing matters, so give your customers something they‘ll remember, from immersive experiences to robots.

OV E RV I E W

Day 1 Personality

THUR SDAY

Purpose

NOV E M BE R 1 5

2018

OVERVI EW

Performance

Day 2 Personality

Kase Study Affiliate Marketing 2.0: The lifetime revenue share

Kase Study Marketing Germany – the German Pavilion at EXPO 2020 in Dubai

Orville Clark, Time Inc.

Hagen Wolf Secret Escapes

Andreas Horbelt, facts and fiction Sebastian Rosito, German Pavilion

Kase Study Visual Storytelling

Kase Study Unlocking the data at the bottom of your funnel

Kase Study Dialog 4.0: Crossmedia.

Automatisiert. Rechtssicher.

Oktay Yaldiz K16 GmbH

Orhan Dayioglu Showpad

a + s DialogGroup

Kase Study Digital transformation: The art of turning yesterday into the day-after-tomorrow Bharat Madan Aperam

Kase Study Bringing data to the forefront of your marketing plan Antonio Gimeno Carpallido Santander

Kase Study Smart devices …

Are not that smart afterall

Kase Study Innovation is not just a campaign: Bringing real change to the food & drink industry

Kase Study eSports as a platform

08.30 09.30 09.45

Registration, Welcome Remarks Chairperson’s Opening Address

10.00

Opportunities are in the limitations: A focus on diversity

10.00

Listening to colour

KEYNOTE 1

Maral, Kalajian, Chief Marketing Officer, Watty

KEYNOTE 3

Neil Harbisson, Cyborg Artist

11.00

Break

11.30

Break

11.30

Kase Study Reviving and respecting heritage brands

Kase Study The ecosystem of the B2B customer

12.00

Jasper Krog Beiersdorf

Markus Czanta Merck

Kase Study Graphic design meets virtual reality: Exploring real-world possibilities

Kase Study Influencer Marketing Best Case

Kase Study Markenstolz: How European brands can win against Silicon Valley

12.00

Eugenia Lagemann FischerAppelt, relations

Achim Feige, Brand Trust

12.30

Lunch

14.00

Kase Study Impact of video on Facebook

Panel The evolving employee economy and employer branding

Jin Choi Facebook

Anita van de Velde, DeVelde International Abhinav Kumar, Tata Consulting Services Nanne Bos, ING

15.00

Break

15.45

Panel

Millennial marketing for the mundane: Turning the everyday into startup gold Trisha Jones, Head of Content, Casper DACH

16.30

Klosing Performance

KEYNOTE 2

Aja Monet, Spoken Word Poet

17.15

End of Day One

18.00

Kolour of Sound Afterparty

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Olga Sculpin FuxBlau

Susanna Dunham, Senior CRM Manager, HelloFresh

My mother was a freedom fighter

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12.30

13.00

2 01 8

Performance

Registration, Welcome Remarks Chairperson’s Opening Address

Join three startups for a two-hour intensive sprint on ideation, creation and prototyping, the startup way.

NOVEMBER 1 6

Purpose

08.30 09.30 09.45

Design Sprint

F R IDAY

13.30

Lunch

14.30

Kase Study How not to make crap video Rob Glass flotilla video training

Pascal Perrochon, Pernod Ricard

Burak Adali Ingenious

Christian Bayley Riot Games

15.00

Roundtables

15.30

Room change

16.00 CLOSING SESSION

Getting a seat at the C-suite: Making marketing matter

16.45

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In this session, our MMK speakers will sit down with you in small groups to answer your most burning questions about their respective topics. Get the chance to peak behind the curtain and find out how our experts really get it done.

Helena Norrman, Chief Marketing & Operations Officer, Ericsson

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S E SS I ON S YOU S H OU LD N ’T M ISS

THURSDAY 11.30–15.00

T H E H I G H L I G H T S

30 M INTRO 30 M IDEATION LUNCH 1 H PROTOTYPING

THINK LIKE A STARTUP

3 KOACHES

In this design sprint, break down a real-life critical business question by a startup to find the best solution. Join other attendees as you disect the issue, brainstorm potential possibilities, prototype, test and eventually pitch your solution. Together in working groups, move past the endless cycle of meetings and circular thinking to execute innovative ideas quickly and efficiently. This design sprint will show you how to set-aside old assumptions and traditional thinking and bring fresh ideas and agile-problem solving to your work.

FRIDAY THROUGHOUT

UNIQUE STARTUPS

TRISHA JONES CASPER

SUSANNA DUNHAM HELLOFRESH

BOTH DAYS LUNCH

KEEP KALM AND DANCE ON

THU 15.45–16.30

Provenance

Just because the MMK has gone English, doesn’t mean we’re not in touch with our German roots! This year, in addition to Personality, Performance and Purpose, we will also have Provenance: a track dedicated to the German market. Hear best cases, workshops and speakers from all across the DACH region who will break down what the largest market in Europe is getting up to in their marketing. Hosted by Andrea Kindermann, Professor at Quadriga University, break down trends in marketing organisation, blockchain and DSGVO.

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KREATIVE KOWORKING SPACES

INNOVATIVE LABS

Berlin is full of some of the most innovative and creative organisations across Europe and home to some seriously big brand successes over the years. Here, get a chance to visit some of Berlin‘s budding concepts, startups and coworking spaces.

Learn from speakers in their own setting as they walk you through their physical spaces and how they were developed.

See www.mmk-berlin.com for more information and signup.

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Millennial marketing for the mundane How does a mattress become the hottest millennial item out there? How does your grocery shopping suddenly become a statement? It would seem that the latest startup trend is to take what‘s old, tired and mundane, and turn it into a lifestyle. Apparently it doesn‘t take an avocado toast to turn a millennial‘s head afterall.

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Held in our Sound Sessions room, swing by and dance off that post-lunchlull with a silent disco. We provide the headphones and tunes, you provide the moves.

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HELENA NORRMAN FRI ERICSSON 16.00–16.45

DANIEL KRAMER INSTAGRAM

FRI 14.30–15.30

JIN CHOI FACEBOOK

THU 14.00–15.00

EXP ERTS YO U ’ L L GET I N TO U C H WI T H

S P E A K E R S I N C L U D E

Getting a seat at the C-Suite

IG Story School

Unlike finance or operations, which are always seen as imperative, marketing has to fight a little bit harder to be seen as a need-to-have in may organisations.

In this session, hear from Helena Norrman, the CMO of Ericsson, on how she keeps her marketing function on par with the rest of the C-suite.

Take a step-by-step and in-depth workshop on Instagram stories, led by Daniel Kramer, the Client Solutions Manager of eCommerce and Sports. You‘ll learn to show and test the possibilities of the function first-hand through this interactive, one hour class. Held in our Sound Sessions Room. Participants must have a phone with Instagram installed.

LISTEN BABY

BOTH DAYS 8.30–9.00

The impact of video on Facebook Today, video content is the fastest growing channel on the internet. But what about using it as a sales tool? Commercials were supposed to be a thing of the past … In this session, Jin Choi, the Director of CPG, Retail and Entertainment at Facebook will present the results of the German FMCG Video Study measuring the impact of good old-fashioned TV on sales.

MARAL KALAJIAN

CHIEF MARKETING OFFICER,

WATTY

OLGA SCULPIN

CO-FOUNDER & MD,

CMO/COO,

JASPER KROG

MARKUS CZANTA

BEIERSDORF

MERCK

ERICSSON

HEAD OF GLOBAL CONTENT MARKETING,

DANIEL KRAMER

ANITA VAN DE VELDE

TRISHA JONES CASPER DACH

FACEBOOK

INSTAGRAM

MANAGING DIRECTOR,

HEAD OF CONTENT,

HAGEN WOLF

SEBASTIAN ROSITO

ANDREAS HORBERT

BHARAT MADAN

JENS GRUNDEI

SECRET ESCAPES

THE GERMAN PAVILION

FACTS AND FICTION

APERAM

QUADRIGA UNIVERSITY

ORHAN DAYIOGLU

OKTAY YALDIZ

SHOWPAD

K16 GMBH

DIRECTOR, DIGITAL TRANSFORMATION,

ORVILLE CLARK

CREATIVE DIRECTOR, BRAND MARKETING, NEWS, BUSINESS & SPORTS,

TIME INC.

START THE DAY

ROB GLASS

FLOTILLA VIDEO TRAINING

MMK 2018: ABOVE T HE NO ISE

DIRECTOR, CPG, RETAIL & ENTERTINAMENT,

HELENA NORRMAN

DEVELDE INTERNATIONAL

FOUNDER,

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JIN CHOI

NEIL HARBISSON CYBORG ARTIST

CLIENT SOLUTIONS MANAGER, ECOMMERCE & SPORTS,

FUXBLAU

TEAM LEAD, STRATEGIC PARTNERSHIPS,

From the morning meditation to afternoon podcasts, come check out our Sound Sessions room for some non-stop noise.

Grab a pair of headphones and see what‘s on.

AJA MONET SPOKEN WORD POET

Start your morning off right with a relaxing meditation session.

Using sound and music to create a deep calm, clear your mind before you begin your day of learning and collaborating.

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SUSANNA DUNHAM SENIOR CRM MANAGER

HELLOFRESH

DIRECTOR,

PASCAL PERROCHON

TRENDS & COMPETITIVE INTELLIGENCE LEADER,

PERNOD RICARD

ACHIM FEIGE

PARTNER

BRANDTRUST

CREATIVE DIRECTOR,

CHRISTIAN BAYLEY

SENIOR BRAND MANAGER,

RIOT GAMES

ANDREA KINDERMANN

PROFESSOR, CORPORATE DIGITAL TRANSFORMATION

QUADRIGA UNIVERSITY

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GLOBAL HEAD OF INNOVATION & BUSINESS PARTNERSHIP,

DIRECTOR, BUSINESS DEVELOPMENT, DACH,

PROFESSOR OF CORPORATE MANAGEMENT

DIRECTOR, ACCOUNT MANAGEMENT,

BURAK ADALI FOUNDER,

INGENIOUS

DANIEL MUNDT

GESCHÄFTS­FÜHRUNG,

a + s DIALOGGROUP

ABHINAV KUMAR

NANNE BOS

EUGENIA LAGEMANN

TATA CONSULTANCY SERVICES

ING

FISCHERAPPELT, RELATIONS

CHIEF MARKETING & COMMUNIVATIONS OFFICER

HEAD OF GLOBAL BRAND MANAGEMENT

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MANAGING DIRECTOR

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DO ANDROIDS DREAM

IN RGB KOLOURS

WH AT EL S E?

G U I D E T O

Welcome to the Hauptstadt

A F T E R PA R T Y T H U R S D A Y 6 . 0 0

B E R L I N

P M E L L I N G T O N

A RT & K ULTUR E 1

3 4 5 2

HI STO R I CAL S I T ES

Bodestraße 1–3, 10178 Berlin Pergamon Museum Neues Museum Bodestraße 1–3, 10178 Berlin East Side Gallery Mühlenstraße 3–10, 10243 Berlin Gleimstraße 55, 10437 Berlin Mauerpark Herbert-von-Karajan-Straße 1, 10785 Berlin Berlin Philharmonic

1

3 4 5 2

FOOD SOUND PERFORMANCES

IMMERSIVE ART

BEST OF ELECTRONIC MUSIC

STREET FOOD MARKET

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3 4 5 2

Markthalle Neun Mustafas Gemüse Kebap Five Elephant Restaurant FACIL KaDeWe

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Platz der Republik 1, 11011 Berlin Deutscher Reichstag Pariser Platz, 10117 Berlin Brandenburger Tor Cora-Berliner-Straße 1, 10117 Berlin Holocaust Memorial Tempelhofer Feld Tempelhofer Damm, 12101 Berlin Olympiastadion Olympischer Platz 3, 14053 Berlin

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N I GH T L I FE 1

3 4 5

Eisenbahnstraße 42/43, 10997 Berlin

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Mehringdamm 32, 10961 Berlin Reichenberger Straße 101 10999 Berlin Potsdamer Straße 3, 10785 Berlin Tauentzienstraße 21–24, 10789 Berlin

Berghain Am Wriezener Bahnhof, 10243 Berlin Tresor Köpenicker Straße 70, 10117 Berlin ://About Blank Markgrafendamm 24c, 10117 Berlin Schwarze Traube Wrangelstraße 24, 10997 Berlin Monkey Bar Budapester Straße 40, 10787 Berlin

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T H E

LO C AT I O N

T H E

THE ELLINGTON HOTEL Housed in a converted 1931 Bauhaus theater, this modern hotel boasts minimalist rooms, a contemporary restaurant and seasonal terrace and gym. The hotel is located in the district of Charlottenburg. You can call +49 030 683150 and mention the MMK for a special room rate, starting at 118 € a night.

The ELLINGTON HOTEL BERLIN, Nürnberger Straße 50–55, 10789 Berlin

H O S T

QUADRIGA Quadriga is a Berlin based knowledge-Hub for excellent education, information, networking and business-IT-solutions. As an internationally oriented company we accompany professionals though their careers – currently in areas such as Human Resources, Public Relations, Politics and Public Affairs, IT-Governance, Marketing, Sales, and Compliance. In accomplishing this we are the contact point and offer thinking space for all topics and demands of professional development. Find out more at www.quadriga.eu

KO N TAC T

PROGRAMME Caroline Berger caroline.berger@quadriga.eu +49 30 84859-156

PARTICIPANTS Dennis Schultz dennis.schultz@­quadriga.eu +49 30 84859-198

T H E

PA R T N E R S

MARKETING MANAGEMENT KONGRESS 2018 15/16 NOVEMBER 2018 ELLINGTON HOTEL BERLIN

TICKETS AVAILABLE FROM 990 €.

REGISTER NOW WWW.MMK-BERLIN.COM

PARTNERSHIPS Felix Howes felix.howes@­quadriga.eu +49 30 84859-498