Little sleep but lots of exciting conversations - it was DMEXCO in Cologne again. For two days, there were conferences, debates and networking at the digital trade fair. A special meeting place in the hustle and bustle of the trade fair: the green oasis of BurdaForward. In a relaxed atmosphere at the open-air stand, the colleagues on site showed the trade visitors the entire spectrum of BurdaForward, and were pleased about the even greater rush than last year.
Goodvertising written all over your face
"Bringing Germany into bloom" was not only written on the wall of the pavilion where visitors could meet, but also in the raised beds around the pavilion. With this, the marketing experts from BurdaForward drew attention to a special campaign: with every sustainability campaign in the publisher's brand network, 500 square metres of flowering meadow are planted. In keeping with this, there was homemade honey from our colleague Felicitas Heinecker and seedballs from FOCUS online Earth, which also make the home flower bed bloom. On site, people lent a hand: planting flowers, refilling drinks and greeting people who stopped by for a currywurst or jacket potato.
The teamwork on site was impressive. We managed to make Goodvertising a tangible experience - and that too with the good humour and fun of it all.“
Large agency networks, new faces and clients from A-Z
This year's fair attracted around 40,000 international trade visitors, bringing it back up to pre-Corona level. This was also reflected in the conversations that our team was pleased to have on site. We were able to show the important media agencies such as IPG Brands, GroupM, Pilot, OMD, add2, dentsu X and Co. directly on site what goodvertising at BurdaForward means. In around 150 appointments at the BurdaForward stand, concepts and ideas were shared, offers placed and connections made that will be valuable. But we were also able to arouse interest on the customer side and welcomed many old and new faces - from Henkel, Siemens and Union Investment to E.ON, Sky or Ärzte ohne Grenzen (Doctors without Borders), we were able to welcome representatives to our stand.
Goodvertising does not work without AI
In order for goodvertising and artificial intelligence to go together in the end, a publishing house like BurdaForward has to pull together - and develop strategies to get employees excited about the new technologies, explained Daniel Steil (CCO) in the opening panel of the DMEXCO Media Stage. Together with Michael Busch (BJV), Karin Immenroth (RTL), Stephan Heck (Sprylab) and Valerie Weber (Audiotainment Südwest), he discussed how organisations and processes are changing and how AI can be used in a scalable way without infringing copyrights or spreading false information. Over 800 speakers from Germany and abroad spoke on the two days of the fair about what are the trend topics in the industry. Of course, the topic of artificial intelligence was at the forefront.