You can like dmexco or deem it completely unnecessary – at least in the social media channels both voices can be heard. And in the halls of exhibitors you almost get the feeling you are at the refrigerated isles of a supermarket: 1 product from 50 providers. Finding your way around wasn’t easy. In stark contrast, the seminars were a lot more interesting:
"Brand Management in the Digital Era - practical examples", led by the GWA (association of communications agencies), gave some very fascinating insights. Saatchi & Saatchi CEO Christian Rätsch showed completed projects on how and where you can start as a brand. The central issue, is the added value of the offer. They point out that marketers first priority should be to facilitate the daily life of consumers. In another lecture an inspirational Melanie Wagner, from the social media agency elbkind, reported on how to establish an absolutely unusual product with a comprehensive listing and authentic images.