Registration

	Hyper Brand Diversity – Opportunities for media, communications & dialogue companies
	25 & 26 March 2010 at the ORF in Vienna The digital context is putting ever increasing demands on media brands. Chiefly responsible are the technological innovations that are changing our media landscape and means of communication in ever shorter intervals. The preparation of relevant content and interaction design continue to be hotly debated topics. In the digital age, they represent the difference between the success and failure of media communications. The pressure on marketing departments is also rising, since 'Brand 2.0' no longer only has to communicate, but also to perform. For that reason, the established attention-driven campaigns are now being complemented by lead management: Efficiency is becoming the measure of successful communication. It is essential to sensibly combine these two target categories. In the context of this Eyes & Ears of Europe and ORF event in Vienna, target-oriented and effective brand communication in the areas described will be presented and analysed. The focus is on the parameters of success upon which brands must be measured in the digital context. Just as important are the interfaces and platforms with which brands interact in the digital environment. Target groups long ago ceased looking for brands; they now search for answers to satisfy their needs. Therefore, brands only have a chance in the digital age if they can be found in the appropriate information, entertainment and utilisation contexts. This event is primarily aimed at employees of media and communication companies, (post) production firms, design studios, agencies and consultancies. Persons interested in the media, students and trainees are also very welcome. Please note that the number of participants is limited to a maximum number of 30. The presentations will be held in German. Registration deadline: 19 March 2010 Any questions? Just give us a call: +49 (221) 60 60 57 10

	Speaker
		Stefan Wolters, Account Director LIQUID CAMPAIGN, Cologne
		Born in 1977 in Krefeld. Degree in media studies and media effects research at the rheingold-Akademie and marketing communications at the Westdeutsche Akademie für Kommunikation. More than 10 years’ experience in the digital communications branch: initially at Kabel New Media, then at the global BBDO network. Since 2009, account director at LIQUID CAMPAIGN in Cologne. Consultant to TV stations like ZDF, RTL and MTV during their migration in the Internet. Member of the "Innovation Authority" at Interone Worldwide, BBDO's future lab. Since 2008, working group head 'Internet/WebTV' at Eyes & Ears of Europe.

25 March 2010

Programme

			Time			Topic			Speaker
			11.30			Welcome			Gustav Lohrmann Wout Nierhoff
			11.45			Introduction of the participants
			12.00			The rules of digital communication – and why you should follow them
			13.00			Lunch break
			14.00			Complementary utilisation situations with 'Push' and 'Pull': How advertising and brand dialogue are intertwined
			15.30			Break
			16.00			Crowdsourcing in product design: How to
			17.00			Break
			17.30			Content is president – but not Chancellor: Why community building without content generates irrelevant offers
			19.00			Discussion & summary
			19.30			End of the first day

26 March 2010

Programme

			Time			Topic			Speaker
			09.00			Get together
			09.30			Search engines are more than input fields with lists of results: Contexts of digital media reception and derivations for brand communication
			11.00			Break
			11.30			"Seen on TV": Diversification of media brands via InVideo-Shopping
			12.30			Lunch break
			13.30			Performance marketing: Brands have to generate measurable achievements
			14.30			Break
			15.00			Hyper Brand Diversity – Opportunities for media, communications & dialogue companies
			16.00			Summary & evaluation
			16.30			End of the event

	pdf download