November 8 + 9, 2023
Sustainable Media & Brand Management Symposium 2023

SUSTAINABLE MEDIA - Sustainable media strategies for valuable brand management

Sustainability has become one of the most important topics in all areas of our daily life and is therefore no longer a niche topic for companies. Brands can contribute significantly to change with their actions. Besides ecological aspects, sustainability also means responsible use of media and communication.

In keynote speeches, interviews, and panel discussions with key industry representatives (media, brand manufacturers, and academics), the following questions, among others, will be examined:

What does sustainable media mean from a marketing perspective?
How can sustainable media planning be established in the market?
To what extent do users/consumers appreciate the sustainable handling of media and information by brands?

Photos

Jörn Solfrian (Mediaplus)

Anna-Lena Mikoteit-Zerb (BAUER ADVANCE)

Dr. Tanja Boga (Mediaplus)

Prof. Dr. Bernhard Wecke (IU)

Dr. Martin Andree (Media Scientist)

Florian Ecker (Mediaplus)

Sönke Reimers (dfv Mediengruppe)

Norman Wagner (Utiq)

Panel discussion with Klaus-Peter Schulz (OMG), Prof. Dr. Tino Meitz (Uni Münster), Lisa Vieweg (Google Germany), Holger Thalheimer (Omnicom), and Roland Pimpl (Horizont) (from left to right)

Prof. Dr. Tino Meitz (Uni Münster)

Speakers group photo

Prof. Dr. Lisa-Charlotte Wolter (IU), Alex Caicics (IU)

Anna Tomfeah (Global Ethic Institute)

Jens Barczewski (Mediaplus) & Cornelia Krebs (September)

Ina von Holly (GWA-Sustainability)

Florian Schaar (Lichtblick)

Dr. Zoe Rost (DEKRA)

Prof. Dr. Sylvia Chan-Olmsted (University of Florida)

Manfred Kluge (Omnicom)

Prof. Dr. Karsten Hurrelmann (IU)

Panel discussion with Prof. Dr. Karsten Hurrelmann (IU), Manfred Kluge (Omnicom), Prof. Dr. Lisa-Charlotte Wolter (IU), and Sven Korndörffer (Wertekommission e.V.) (from left to right)

Sven Korndörffer (Wertekommission e.V.)

Ronja Böhlke (NDR) and Steffen Hubert (Seven.One)

Niclas Hübner (Media Pioneer Publishing AG)

Prof. Dr. Michael Fretschner (NAK)

Contents of the symposium

November 9, 2023 – Symposium at Ginn Hotel Hamburg Elbspeicher, Große Elbstraße 39, 22767 Hamburg

9:00 AM Welcome coffee and greeting with Prof. Dr. Bernhard Wecke (IU)

9:30 AM Opening of the symposium and keynote: GAME OVER 2029: The reign of digital corporations – Prof. Dr. Martin Andree (Media Scientist)

Track I: Sustainable Media

10:00 AM Sustainable Media – if not now, when? - Florian Ecker (Mediaplus)

10:30 AM Value Media as an opportunity for the communications industry? Why the dfv Mediengruppe is not climate-neutral but has always been sustainable. - Sönke Reimers (dfv Mediengruppe)

11:10 AM Data integrity - The invisible lever in the sustainable media landscape: Between power and abuse: Why handling consumer data decides the level of digital sustainability of brands and media. - Norman Wagner (Utiq)

11:40 AM Panel discussion: Advertising money only for value media? – When media strategy and social responsibility may conflict - Moderated by Roland Pimpl (Horizont), including Klaus-Peter Schulz (OMG), Holger Thalheimer (Omnicom), Prof. Dr. Tino Meitz (Uni Münster), and Lisa Vieweg (Google Germany)

12:20 – 1:20 PM Lunch / Networking

Track II: Sustainable Brand Management and Communication

1:30 PM Purpose, Brand, Trust: Why sustainable brands should focus on ethos - Anna Tomfeah (Global Ethic Institute)

2:05 PM Sustainability communication: How does it work properly? - Jens Barczewski (Mediaplus) & Cornelia Krebs (September)

2:40 PM Together is better: How can agencies and companies succeed together in transformation? - Ina von Holly (GWA-Sustainability) and Florian Schaar (Lichtblick)

3:15 PM With Radical Sustainability Innovations Towards Credible Purpose Orientation – Practical Tips for Internal and External Communication - Dr. Zoe Rost (DEKRA)

3:45 PM Coffee Break

Track III: Strategic Implications and Important Trends

4:00 PM Good and Valuable: The New Sustainability Paradigm for Media - Prof. Dr. Sylvia Chan-Olmsted (University of Florida)

4:35 PM Panel Discussion: Resilience & Appreciation - Catalysts for Successful Media and Brand Management in Times of Hate Speech and Fake News - With Sven Korndörffer (Wertekommission e.V.), Manfred Kluge (Omnicom), and Prof. Dr. Karsten Hurrelmann (IU)

5:30 PM Responsible Media Investment - Integration of ESG KPIs in Media Planning - Concepts and Approaches in Practice - Niclas Hübner (Media Pioneer Publishing AG), Steffen Hubert (Seven.One), Ronja Böhlke (NDR)

6:00 PM Trustworthy Environments for Sustainable Contextual Targeting - Prof. Dr. Michael Fretschner (NAK) & Prof. Dr. Lisa Wolter (IU)

6:30 PM End

Research Project

Increasingly, brand manufacturers evaluate not only the mere reach of media but also their societal contribution in terms of sustainability. Sustainability in the sense of responsible handling of information. Prof. Dr. Lisa Wolter (IU) and Prof. Dr. Sylvia Chan-Olmsted, University of Florida (College of Journalism & Communications), are to support Serviceplan/MediaPlus and Burda in the entire process of developing and establishing a sustainable media model as academic partners. The overarching goal of the project is to develop a practical AND scientifically sound model. Questions include:

What concepts/ methods/ definitions are present in the literature?
Is media planning with sustainable environments preferable to traditional planning strategies (e.g., by reach, classic target group achievement, or CPM logic)?
Does sustainable media lead to more impact for advertising brands (sales vs. branding)?
How is the topic already platform-specific? Are there differences between print/TV/digital/social?
What approaches and trends can be identified in the international market?

Learn more about the SuMM Research Project

Contact

Prof. Dr. Lisa-Charlotte Wolter

lisa-charlotte.wolter@iu.org

IU Sustainability

At IU International University of Applied Sciences, we take our responsibility as a sustainable institution very seriously. We aim to prepare our students for future challenges by promoting environmental awareness and social responsibility and supporting a sustainable lifestyle. As one of the first climate-neutral distance learning universities globally, we aim to align our activities and measures with the United Nations' 17 Sustainable Development Goals and integrate them into our curricula and research.

Here you will find more information about our commitment to sustainability.

About IU International University of Applied Sciences

With over 130,000 students, IU International University of Applied Sciences (IU) is the largest university in Germany. The private, state-recognised educational institution headquartered in Erfurt offers more than 250 study programmes at the bachelor’s and master’s levels, available in German or English. Students can choose between dual study programmes and distance learning, allowing them to structure their studies independently with a digitally supported learning environment. IU also enables further education and promotes the idea of lifelong learning. The university's aim is to provide as many people worldwide as possible with access to personalised education. IU began operations in 2000, and it is now present in more than 30 German cities. It collaborates with over 15,000 companies, actively supporting them in developing their employees. Among its partners are Motel One, VW Financial Services, and Deutsche Bahn. More information at: www.iu.de

November 8 + 9, 2023
Sustainable Media & Brand Management Symposium 2023

SUSTAINABLE MEDIA - Sustainable media strategies for valuable brand management

Video

Photos

Contents of the symposium

Program on November 8, 2023

Program on November 9, 2023

Research Project

IU Sustainability

About IU International University of Applied Sciences

Press Office

November 8 + 9, 2023Sustainable Media & Brand Management Symposium 2023

SUSTAINABLE MEDIA - Sustainable media strategies for valuable brand management

Video

Photos

Contents of the symposium

Program on November 8, 2023

Program on November 9, 2023

Research Project

IU Sustainability

About IU International University of Applied Sciences

Press Office

November 8 + 9, 2023
Sustainable Media & Brand Management Symposium 2023