Review Best Brands College 2024
In order to underline the informative aspect of Best Brands, prior to the evening's award ceremony is a congress during the day. During the Best Brands College 2024 on 27 February 2024 from 9.30 am high-profile speakers discussed the overriding topic of "Best Brands and the power of momentum: On course for success with strong brand dynamics and Al".
How can brands build the right kind of momentum at the right time? What constitutes strong brand momentum? Which strategies do successful brands follow to develop resilience to crises and what kind of a role will Al play in that in the future? At the Best Brands College in our Munich House of Communication during the day, high profile speakers will be answering all these questions and more with their exciting insights and extensive practical Know-how.
Host: Daniel Boschmann
Florian Haller, CEO Serviceplan Group
Ana von Hutten
Join Ana von Hutten on a captivating journey and learn how Mattel’s iconic Barbie confronted gender stereotypes with bold moves and a willingness to challenge our perceptions. Explore Mattel’s journey and the evolution of this cultural icon in her quest to remain relevant in a thought-provoking keynote.
Robert Wucher
Consumers are rewarding brands that are differentiating themselves in positive ways. This is a fundamental truth of brand management, which applies more than ever in times of polycrisis, looming recession and increasingly discerning consumers. How are these brands standing out? With brand momentum. Unlike their competitors, certain companies are even managing to achieve long-lasting growth in a difficult climate. Among the deluge, these companies are making their brands stand out from the crowd and generating high relevance among consumers. But how exactly are they managing to build up and manage Best Momentum Brands in a crisis-resilient way?
Livia von Mitschke-Collande
Google is advancing its mission by “Making AI useful for everyone”, further emphasising its commitment to the responsible development and use of artificial intelligence. The company aims to achieve this by making the benefits of AI accessible to everyone and shaping the world in a positive way. Livia von Mitschke-Collande, Industry Leader Retail at Google, will present use cases demonstrating how the Google brand is taking people on the AI journey and making their daily lives easier and more efficient with smart solutions. From the Magic Editor to a forest fire detector, Google’s AI commitment covers an incredibly wide spectrum.
Christian Köhler
Best brands have the ability to leave an indelible mark on consumers’ hearts and minds. And to do this, they need to be visible and present on communication and distribution channels. Current challenges, particularly when it comes to distribution and communication, are threatening this presence and therefore also the brands as a construct of trust. Here it is necessary to correct undesirable developments and prudently weigh up the opportunities and risks of artificial intelligence. At the Best Brands College, Markenverband Director Christian Köhler will be telling us what is needed and how this can be achieved.
Julia Zimmermann
Sebastian Küpers
One of the most important areas of expertise for marketing decision-makers is artificial intelligence.
Find out how brands and organisations can not only become scalable, resilient and adaptable through the targeted use of AI, but also how they can use these challenges as opportunities.The focus is on new customer experiences that can be created to give brands a lasting competitive edge on the market.
Which AI use cases are already working in entertainment – and which ones aren’t?
Maximilian Klopsch
AI promises a world of new and unprecedented possibilities. But we all need a reality check. At the Best Brands College, Seven.One Media and Seven.One AdFactory Managing Director Maximilian Klopsch will tell us where the Seven.One Entertainment Group is already successfully using artificial intelligence in their entertainment business and where they are not, which role the new technology plays in the integration of brands on the major TV, streaming and audio formats and how artificial intelligence processes can be made even more efficient.
AI moves Handelsblatt Media Group
Christian Herp
The digital transformation and the repercussions of artificial intelligence are impacting the German economy and therefore also the Handelsblatt Media Group. The possibilities of AI are manifold. From a content perspective, they are exciting for the group’s readers, but also for its products, organisation and processes. This talk will provide an overview of the Handelsblatt Media Group’s strategy and show how AI is influencing this. It will also highlight the parts of the company in which AI is being deployed and which opportunities are resulting from this for the Handelsblatt Media Group.
The future of audio marketing: How AI is revolutionising the genre of audio
Cord Hollender
Exciting insights into the future of audio marketing, both for FM radio as well as online audio – with RMS, the audio marketer. AI is already in the process of fundamentally transforming the creation, distribution and consumption of audio contents. Sounds like a revolution? That’s because it is! In their talk, RMS will be putting the spotlight on how quickly audio and generative AI are currently merging, presenting innovative examples and showing how AI is even transforming the simultaneous interpretation of audio contents. A glimpse into the future of radio and its digitalisation synergies.
Backstage at Axel Springer – How the AI revolution is being embraced
Alexandra-Irina Nicolae
Alexandra-Irina Nicolae will be showing us behind the scenes of the AI revolution at Axel Springer. Are you curious how Axel Springer is tackling internal workflows, scalability and the search for AI-centred business cases with the help of AI? At the focus is the AI-based personalisation of media offers and innovative experiences for different target groups and advertisers. Find out more about empirical values and gain insights into the challenges, successes and experiments. Let’s embark on this AI journey together!
Panel Diskussion
Participants:
Maximilian Klopsch, Seven.One Media + Seven.One AdFactory
Christian Herp, Handelsblatt Media Group
Cord Hollender, RMS Radio Marketing Service
Alexandra Nicolae, Axel Springer
Host:
Daniel Boschmann
Oliver Bierhoff
Oliver Bierhoff, Germany’s most well-known sports manager and former professional football player will show us why sporting events are an ideal advertising environment and how your company can profit from the power of sport. Equipped with unique insights gained during his time as manager of national teams and the DFB Academy and his current role as Business Advisor at top NFL club the New England Patriots, Bierhoff will present his vision for effectively harnessing sporting moments in marketing.
