Interplay of data and emotions at the "Direct! By Post Advertising 2024"
On Wednesday afternoon, over 350 invited marketing and advertising experts accepted Post Advertising's invitation to Zurich's Kaufleuten. The specialist conference "Direct! by Post Advertising" provided valuable insights into the future of the advertising industry. m&k was there and conducted video interviews.
The newly designed specialist conference took place in a contemporary afternoon format and in a fresh location, the Kaufleuten Zurich. The program of "Direct! by Post Advertising" included a journey through current trends and forward-looking topics in the advertising industry.
m&k editor Beat Hürlimann was able to talk to the speakers of the exciting afternoon following their respective presentations. These included representatives from Post Advertising, an advertiser of the year and a member of the Oscar Academy.
In his presentation, computer graphics pioneer Prof. Dr. Markus Gross showed how artificial intelligence is revolutionizing storytelling and advertising. And emotion researcher Cornelia Krebs addressed the question of how companies can reach the hearts of their target groups through passionate advertising. Together with Andrea Bison, Co-CEO of Thjnk Zurich and "Advertiser of the Year" 2024, and Raphael Bratschi, Head of Product Management and Business Development at Post Advertising, she discussed in the panel discussion how brands can be developed into authentic "soul brands".
Ingo Barlovic, a child and youth researcher, then opened up a fascinating perspective: he explained how Generation Alpha, the future target group, actually ticks. He emphasized their sensitivity to authenticity and made a powerful plea for credible advertising.
Other personalities on stage included Nicolas Hugentobler, Head of Live Marketing at Rivella, Christoph Keiser, Co-Head of Fundraising and Marketing at Caritas, Esther Cahn, VP Strategy & Customer Growth at Exactag and Adriano Beti, CEO of Livesystems.
Speakers and panelists presented inspiring theses and illuminating insights. Statements such as: "In the coming years, the digital overlay of the real world will take hold - with a dual economy and numerous personalized services.", "Present your brands with rough edges. Be bold: Show who you really are.", "Your target group asks itself: Who are you really? And who will I become with you?", "Generation Alpha - born between 2010 and 2024 - finds itself caught between the old world and the digitalized world, with the old world still very much present.", provided plenty to talk about.
