Marketing Talks: MK and Werbewoche invite to Kosmos
The first event in the new "Marketing Talks" series, which MK and Werbewoche launched together, was a success: More than 80 marketeers, agency professionals and advertisers made their way to Kosmos on Europaallee. There they experienced, among other things, a discussion between Blick editor-in-chief Andreas Dietrich and Sir Mary strategist Nicolas Hostettler.
MK and Werbewoche successfully staged the first event in their new "Marketing Talks" series. Titled "Let's make the news! How brands get into the media." the two trade magazines invited guests to Kosmos on Europaallee. More than 80 marketeers, agency professionals and advertisers came and experienced an inspiring evening.
The concept is both simple and innovative: starting at 5 p.m., followed by about an hour of intellectual input - not dry marketing cases, but meta-topics that make you think. Again and again live music. And finally an apéro riche, where the focus is on talking to each other.
Strategy legend Cary Steinmann (formerly of Scholz&Friends, TBWA and Wirz, among others) gave the input speech and urged those present to distance themselves from the omnipresent push mentality in advertising. It's not about aiming a fire hose at customers, he said, but building them a pool (with a pull mentality) into which they voluntarily jump. Steinmann used entertaining examples to show which Swiss brands have successfully demonstrated this - and thus made it into the media.
After that discussed ViewEditor-in-Chief Andreas Dietrich and Sir Mary's Strategy Director Nicolas Hostettler discussed the relationship between media and marketing in an extremely open and relaxed manner. With editor Johannes Hapig as moderator, they talked about topics such as the economy of attention and the opportunities and dangers of native advertising.
The "thread" of the event was formed by the appearances of Anna Kohler, the journalistic director of MK and Advertising Week. Charmingly she welcomed the guests, introduced the speakers and the Scottish musician Argyle Singh (who delivered impressive intermezzi!).
At the subsequent aperitif in the Kosmos Club, an exchange took place over drinks and catering that lasted until late in the evening. So we can already look forward to June 25, 2019 - when the second "Marketing Talk" will take place on the topic "Mensch? Brand! Brand? Mensch!" will take place. You will find all the information online in a few days. A photo gallery of the event will appear in the next issue of MK Marketing & Communication.
Photos: Thomas Häusermann
