MARKETING MANAGEMENT KONGRESS 2018
A BOV E THE E T H E N OI S E BUILDING ENGAGED AND EXCITED CUSTOMERS THROUGH MARKETING THAT MATTERS.
15/16 NOVEMBER 2018 ELLINGTON HOTEL BERLIN W W W. MM K-B ERLIN .COM
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M M K 2018: A BOV E THE NO ISE
WELC O M E
W E LC O M E
T O
M M K
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The customer comes first. We’ve all heard this. We all know this.
40+
2 Days in Berlin
400+ Marketing  Professionals
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MMK 2018: ABOVE T HE NO ISE
But!
International Speakers
in an increasingly cluttered world saturated with videos, billboards, pop-ups and likes, it can be hard to cut through the noise. MMK 2018 brings together leading marketers and executives all across Europe for two days of collaboration. Join us for innovative talks, hands-on workshops and more as we help you build engaged and excited customers through marketing that matters. Rise above the noise.
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Keynotes
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K E Y N OT E S
THU 10.00–11.00
MARAL KALAJIAN OPPORTUNITIES ARE IN LIMITATIONS
KEYNOTE 1
An influencer and strong voice for the Stockholm startup community, Maral is the CMO of Watty, an AI energy startup fighting climate change and named one of Europe‘s hottest startups by WIRED 2017. Currently serving as the Director for Stockholm‘s Startup Grind, founder of Peppy Pals and moderator of the SUP46 Femtech forum, Maral is a well-known, leading voice in the Scandinavian startup scene.
MARAL KALAJIAN CMO, WATTY
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K EY N OT ES
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Aja Monet, NAACP Image Award nominee, is an internationally established poet, educator and human rights activist of Cuban-Jamaican descent. In her poetry Monet poses questions about the power of the imagination and metaphor in how we engage with local and global issues like racism, colonialism and sexism. Hear and see one of her incredible performances.
AJA MONET MY MOTHER WAS A FREEDOM FIGHTER WWW. M M K- B ER L I N . C O M
THU 16.30–17.15 AJA MONET SPOKEN WORD POET
KEYNOTE 2
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K E Y N OT E S
Catalan-raised and British born, Neil is a contemporary artist and cyborg activist best known for having an antenna implanted in his skull and being recognized as the first human cyborg by a government. We are constantly evolving and Neil is proof that we can take an active role in our own evolution. We can be inspired by nature and other animal species about what senses and organs we want to have. Suddenly marketing through VR goggles doesn‘t seem like such a feat...
NEIL HARBISSON LISTENING TO COLOUR 6
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FRI 10.00–11.30
O U R M AI N TO P I C S 2 0 1 8
NEIL HARBISSON CYBORG ARTIST
KEYNOTE 3
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Performance
T H E T R AC K S
Don‘t get lost in the many shiny bells and whistles your marketing can do. Put your money (and your data) where your mouth is and measure it.
Personality
Purpose
Marketing that makes a difference, reaches out and connects with your customers on a personal level. Show your customers who you are, one campaign at a time.
It‘s more than just campaigns and commercials. Marketing matters, so give your customers something they‘ll remember, from immersive experiences to robots.
OV E RV I E W
Day 1 Personality
THUR SDAY
Purpose
NOV E M BE R 1 5
2018
OVERVI EW
Performance
Day 2 Personality
Kase Study Affiliate Marketing 2.0: The lifetime revenue share
Kase Study Marketing Germany – the German Pavilion at EXPO 2020 in Dubai
Orville Clark, Time Inc.
Hagen Wolf Secret Escapes
Andreas Horbelt, facts and fiction Sebastian Rosito, German Pavilion
Kase Study Visual Storytelling
Kase Study Unlocking the data at the bottom of your funnel
Kase Study Dialog 4.0: Crossmedia. Automatisiert. Rechtssicher.
Oktay Yaldiz K16 GmbH
Orhan Dayioglu Showpad
a + s DialogGroup
Kase Study Digital transformation: The art of turning yesterday into the day-after-tomorrow Bharat Madan Aperam
Kase Study Bringing data to the forefront of your marketing plan Antonio Gimeno Carpallido Santander
Kase Study Smart devices … Are not that smart afterall
Kase Study Innovation is not just a campaign: Bringing real change to the food & drink industry
Kase Study eSports as a platform
08.30 09.30 09.45
Registration, Welcome Remarks Chairperson’s Opening Address
10.00
Opportunities are in the limitations: A focus on diversity
10.00
Listening to colour
KEYNOTE 1
Maral, Kalajian, Chief Marketing Officer, Watty
KEYNOTE 3
Neil Harbisson, Cyborg Artist
11.00
Break
11.30
Break
11.30
Kase Study Reviving and respecting heritage brands
Kase Study The ecosystem of the B2B customer
12.00
Jasper Krog Beiersdorf
Markus Czanta Merck
Kase Study Graphic design meets virtual reality: Exploring real-world possibilities
Kase Study Influencer Marketing Best Case
Kase Study Markenstolz: How European brands can win against Silicon Valley
12.00
Eugenia Lagemann FischerAppelt, relations
Achim Feige, Brand Trust
12.30
Lunch
14.00
Kase Study Impact of video on Facebook
Panel The evolving employee economy and employer branding
Jin Choi Facebook
Anita van de Velde, DeVelde International Abhinav Kumar, Tata Consulting Services Nanne Bos, ING
15.00
Break
15.45
Panel
Millennial marketing for the mundane: Turning the everyday into startup gold Trisha Jones, Head of Content, Casper DACH
16.30
Klosing Performance
KEYNOTE 2
Aja Monet, Spoken Word Poet
17.15
End of Day One
18.00
Kolour of Sound Afterparty
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Olga Sculpin FuxBlau
Susanna Dunham, Senior CRM Manager, HelloFresh
My mother was a freedom fighter
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12.30
13.00
2 01 8
Performance
Registration, Welcome Remarks Chairperson’s Opening Address
Join three startups for a two-hour intensive sprint on ideation, creation and prototyping, the startup way.
NOVEMBER 1 6
Purpose
08.30 09.30 09.45
Design Sprint
F R IDAY
13.30
Lunch
14.30
Kase Study How not to make crap video Rob Glass flotilla video training
Pascal Perrochon, Pernod Ricard
Burak Adali Ingenious
Christian Bayley Riot Games
15.00
Roundtables
15.30
Room change
16.00 CLOSING SESSION
Getting a seat at the C-suite: Making marketing matter
16.45
End of Kongress
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In this session, our MMK speakers will sit down with you in small groups to answer your most burning questions about their respective topics. Get the chance to peak behind the curtain and find out how our experts really get it done.
Helena Norrman, Chief Marketing & Operations Officer, Ericsson
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S E SS I ON S YOU S H OU LD N ’T M ISS
THURSDAY 11.30–15.00
T H E H I G H L I G H T S
30 M INTRO 30 M IDEATION LUNCH 1 H PROTOTYPING
THINK LIKE A STARTUP
3 KOACHES
In this design sprint, break down a real-life critical business question by a startup to find the best solution. Join other attendees as you disect the issue, brainstorm potential possibilities, prototype, test and eventually pitch your solution. Together in working groups, move past the endless cycle of meetings and circular thinking to execute innovative ideas quickly and efficiently. This design sprint will show you how to set-aside old assumptions and traditional thinking and bring fresh ideas and agile-problem solving to your work.
FRIDAY THROUGHOUT
UNIQUE STARTUPS
TRISHA JONES CASPER
SUSANNA DUNHAM HELLOFRESH
BOTH DAYS LUNCH
KEEP KALM AND DANCE ON
THU 15.45–16.30
Provenance
Just because the MMK has gone English, doesn’t mean we’re not in touch with our German roots! This year, in addition to Personality, Performance and Purpose, we will also have Provenance: a track dedicated to the German market. Hear best cases, workshops and speakers from all across the DACH region who will break down what the largest market in Europe is getting up to in their marketing. Hosted by Andrea Kindermann, Professor at Quadriga University, break down trends in marketing organisation, blockchain and DSGVO.
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KREATIVE KOWORKING SPACES
INNOVATIVE LABS
Berlin is full of some of the most innovative and creative organisations across Europe and home to some seriously big brand successes over the years. Here, get a chance to visit some of Berlin‘s budding concepts, startups and coworking spaces. Learn from speakers in their own setting as they walk you through their physical spaces and how they were developed. See www.mmk-berlin.com for more information and signup.
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Millennial marketing for the mundane How does a mattress become the hottest millennial item out there? How does your grocery shopping suddenly become a statement? It would seem that the latest startup trend is to take what‘s old, tired and mundane, and turn it into a lifestyle. Apparently it doesn‘t take an avocado toast to turn a millennial‘s head afterall.
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Held in our Sound Sessions room, swing by and dance off that post-lunchlull with a silent disco. We provide the headphones and tunes, you provide the moves.
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HELENA NORRMAN FRI ERICSSON 16.00–16.45
DANIEL KRAMER INSTAGRAM
FRI 14.30–15.30
JIN CHOI FACEBOOK
THU 14.00–15.00
EXP ERTS YO U ’ L L GET I N TO U C H WI T H
S P E A K E R S I N C L U D E
Getting a seat at the C-Suite
IG Story School
Unlike finance or operations, which are always seen as imperative, marketing has to fight a little bit harder to be seen as a need-to-have in may organisations. In this session, hear from Helena Norrman, the CMO of Ericsson, on how she keeps her marketing function on par with the rest of the C-suite.
Take a step-by-step and in-depth workshop on Instagram stories, led by Daniel Kramer, the Client Solutions Manager of eCommerce and Sports. You‘ll learn to show and test the possibilities of the function first-hand through this interactive, one hour class. Held in our Sound Sessions Room. Participants must have a phone with Instagram installed.
LISTEN BABY
BOTH DAYS 8.30–9.00
The impact of video on Facebook Today, video content is the fastest growing channel on the internet. But what about using it as a sales tool? Commercials were supposed to be a thing of the past … In this session, Jin Choi, the Director of CPG, Retail and Entertainment at Facebook will present the results of the German FMCG Video Study measuring the impact of good old-fashioned TV on sales.
MARAL KALAJIAN
CHIEF MARKETING OFFICER,
WATTY
OLGA SCULPIN
CO-FOUNDER & MD,
CMO/COO,
JASPER KROG
MARKUS CZANTA
BEIERSDORF
MERCK
ERICSSON
HEAD OF GLOBAL CONTENT MARKETING,
DANIEL KRAMER
ANITA VAN DE VELDE
TRISHA JONES CASPER DACH
MANAGING DIRECTOR,
HEAD OF CONTENT,
HAGEN WOLF
SEBASTIAN ROSITO
ANDREAS HORBERT
BHARAT MADAN
JENS GRUNDEI
SECRET ESCAPES
THE GERMAN PAVILION
FACTS AND FICTION
APERAM
QUADRIGA UNIVERSITY
ORHAN DAYIOGLU
OKTAY YALDIZ
SHOWPAD
K16 GMBH
DIRECTOR, DIGITAL TRANSFORMATION,
ORVILLE CLARK
CREATIVE DIRECTOR, BRAND MARKETING, NEWS, BUSINESS & SPORTS,
TIME INC.
START THE DAY
ROB GLASS
FLOTILLA VIDEO TRAINING
MMK 2018: ABOVE T HE NO ISE
DIRECTOR, CPG, RETAIL & ENTERTINAMENT,
HELENA NORRMAN
DEVELDE INTERNATIONAL
FOUNDER,
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JIN CHOI
NEIL HARBISSON CYBORG ARTIST
CLIENT SOLUTIONS MANAGER, ECOMMERCE & SPORTS,
FUXBLAU
TEAM LEAD, STRATEGIC PARTNERSHIPS,
From the morning meditation to afternoon podcasts, come check out our Sound Sessions room for some non-stop noise. Grab a pair of headphones and see what‘s on.
AJA MONET SPOKEN WORD POET
Start your morning off right with a relaxing meditation session. Using sound and music to create a deep calm, clear your mind before you begin your day of learning and collaborating.
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SUSANNA DUNHAM SENIOR CRM MANAGER
HELLOFRESH
DIRECTOR,
PASCAL PERROCHON
TRENDS & COMPETITIVE INTELLIGENCE LEADER,
PERNOD RICARD
ACHIM FEIGE
PARTNER
BRANDTRUST
CREATIVE DIRECTOR,
CHRISTIAN BAYLEY
SENIOR BRAND MANAGER,
RIOT GAMES
ANDREA KINDERMANN
PROFESSOR, CORPORATE DIGITAL TRANSFORMATION
QUADRIGA UNIVERSITY
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GLOBAL HEAD OF INNOVATION & BUSINESS PARTNERSHIP,
DIRECTOR, BUSINESS DEVELOPMENT, DACH,
PROFESSOR OF CORPORATE MANAGEMENT
DIRECTOR, ACCOUNT MANAGEMENT,
BURAK ADALI FOUNDER,
INGENIOUS
DANIEL MUNDT
GESCHÄFTSFÜHRUNG,
a + s DIALOGGROUP
ABHINAV KUMAR
NANNE BOS
EUGENIA LAGEMANN
TATA CONSULTANCY SERVICES
ING
FISCHERAPPELT, RELATIONS
CHIEF MARKETING & COMMUNIVATIONS OFFICER
HEAD OF GLOBAL BRAND MANAGEMENT
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MANAGING DIRECTOR
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DO ANDROIDS DREAM
IN RGB KOLOURS
WH AT EL S E?
G U I D E T O
Welcome to the Hauptstadt
A F T E R PA R T Y T H U R S D A Y 6 . 0 0
B E R L I N
P M E L L I N G T O N
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HI STO R I CAL S I T ES
Bodestraße 1–3, 10178 Berlin Pergamon Museum Neues Museum Bodestraße 1–3, 10178 Berlin East Side Gallery Mühlenstraße 3–10, 10243 Berlin Gleimstraße 55, 10437 Berlin Mauerpark Herbert-von-Karajan-Straße 1, 10785 Berlin Berlin Philharmonic
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FOOD SOUND PERFORMANCES
IMMERSIVE ART
BEST OF ELECTRONIC MUSIC
STREET FOOD MARKET
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Markthalle Neun Mustafas Gemüse Kebap Five Elephant Restaurant FACIL KaDeWe
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MMK MMK 2018: 2018: ABOVE ABOVE T HE T HE NOIS NOEISE
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Platz der Republik 1, 11011 Berlin Deutscher Reichstag Pariser Platz, 10117 Berlin Brandenburger Tor Cora-Berliner-Straße 1, 10117 Berlin Holocaust Memorial Tempelhofer Feld Tempelhofer Damm, 12101 Berlin Olympiastadion Olympischer Platz 3, 14053 Berlin
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N I GH T L I FE 1
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Eisenbahnstraße 42/43, 10997 Berlin
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Mehringdamm 32, 10961 Berlin Reichenberger Straße 101 10999 Berlin Potsdamer Straße 3, 10785 Berlin Tauentzienstraße 21–24, 10789 Berlin
Berghain Am Wriezener Bahnhof, 10243 Berlin Tresor Köpenicker Straße 70, 10117 Berlin ://About Blank Markgrafendamm 24c, 10117 Berlin Schwarze Traube Wrangelstraße 24, 10997 Berlin Monkey Bar Budapester Straße 40, 10787 Berlin
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T H E
LO C AT I O N
T H E
THE ELLINGTON HOTEL Housed in a converted 1931 Bauhaus theater, this modern hotel boasts minimalist rooms, a contemporary restaurant and seasonal terrace and gym. The hotel is located in the district of Charlottenburg. You can call +49 030 683150 and mention the MMK for a special room rate, starting at 118 € a night. The ELLINGTON HOTEL BERLIN, Nürnberger Straße 50–55, 10789 Berlin
H O S T
QUADRIGA Quadriga is a Berlin based knowledge-Hub for excellent education, information, networking and business-IT-solutions. As an internationally oriented company we accompany professionals though their careers – currently in areas such as Human Resources, Public Relations, Politics and Public Affairs, IT-Governance, Marketing, Sales, and Compliance. In accomplishing this we are the contact point and offer thinking space for all topics and demands of professional development. Find out more at www.quadriga.eu
KO N TAC T
PROGRAMME Caroline Berger caroline.berger@quadriga.eu +49 30 84859-156
PARTICIPANTS Dennis Schultz dennis.schultz@quadriga.eu +49 30 84859-198
T H E
PA R T N E R S
MARKETING MANAGEMENT KONGRESS 2018 15/16 NOVEMBER 2018 ELLINGTON HOTEL BERLIN
TICKETS AVAILABLE FROM 990 €. REGISTER NOW WWW.MMK-BERLIN.COM
PARTNERSHIPS Felix Howes felix.howes@quadriga.eu +49 30 84859-498