Direct Day 2021: Between Purpose and Performance
Following last year’s COVID-19-related livestream, Direct Day 2021 took place in person once again at the Kursaal Bern. On Tuesday, around 500 participants accepted Swiss Post’s invitation to gain new insights and network. Johannes Hapig from m&k served as part of the moderation team and guided attendees through the event.
Swiss Post's 22nd Direct Day was dedicated to the topic "Prove your Value! Marketing between Purpose and Performance". Due to the cost pressure after Corona, many marketing teams are focusing on quick success and return on investment. At the same time, more and more companies are aligning their values to the long term, including marketing, and are asking themselves what their goal is - their "purpose". So how do you reconcile these conflicting priorities?
Speakers and panelists from Germany and abroad addressed this topic at Direct Day and presented various approaches to solving the problem. Statements such as "The big goal is not a number," "Knowledge costs 500 euros, goose bumps 10,000 euros," or "Don't pitch your brand as the hero, but turn each and everyone of us into the heroes of your own lives" provided plenty to talk about.
Guests at this year's Direct Day included entrepreneur and bestselling author Tijen Onaran, Purpose expert Frank Dopheide, bestselling authors Hermann Scherer and Thomas Kolster, media scientist Dr. Martin Andree, and former art forger Wolfgang Beltracchi, with whom Johannes Hapig from m&k had recently conducted an in-depth interview.
At the event, the eloquent three-person moderation team, consisting of Rainer Maria Salzgeber, Gülsha Adilji and our m&k editor-in-chief Johannes Hapig, through the day and provided some entertainment.
In the run-up to this year's edition, there was an m&k special issue on Direct Day with many exciting articles and interviews. Download here for free!
