Invitation to the launch event of the IU Research Centre for Sustainable Media & Marketing in Hamburg
The kick-off event "Shaping the Future: Sustainable Media and Marketing Strategies Through Innovative Integration of ESG, AI, and Value Media" will take place in Hamburg on 26 November 2024
The kick-off event "Shaping the Future: Sustainable Media and Marketing Strategies Through Innovative Integration of ESG, AI, and Value Media" will take place in Hamburg on 26 November 2024.
- In cooperation with the German Digital Economy Association (BVDW) and the Consortium on Trust in Media & Technology (CTMT), leading experts will organise the day with presentations and discussion panels.
- Prof. Dr Sylvia Chan-Olmsted from the University of Florida will be speaking in her keynote speech on "Value Media & AI that Enhances Human Value".
- Dr Moritz Holzgraefe from BVDW will lead the panel discussion "Responsibility for a sustainable media landscape - what solutions does the industry provide and how do we take action?"
Hamburg, Germany, 7 November 2024: The IU Research Center for Sustainable Media & Marketing (RCSMM) and the German Digital Industry Association (BVDW) are pooling their expertise to research and develop a "Value Media" standard. This new cooperation between research and practice is intended to establish transparent and well-founded standards in the media industry that support responsible media planning.
"Through the cooperation with the BVDW and the scientific expertise of the IU Research Center, we ensure that the scale development is based on neutral, fact-based research and that the requirements of various stakeholders are taken into account," says Prof. Dr Lisa-Charlotte Wolter, Head of the IU RCSMM and Professor and Head of the Online Marketing programme at IU International University of Applied Sciences (IU).
Dr Moritz Holzgraefe, Vice President of the BVDW, emphasises: "At the BVDW, we are already working on the topic of sustainable digital advertising across all segments of the digital economy. We are all united by the goal of strengthening sustainability in all its facets. Together with IU and through independent research, we are now taking the next necessary steps to create standards that build long-term trust and promote sustainability in media planning. The aim of our collaboration is to pave the way for fact-based and fair market approaches."
About the IU Research Centre for Sustainable Media & Marketing
The IU Research Centre for Sustainable Media & Marketing (RCSMM) arose from the growing need for transparent framework conditions and standards in the media and communications industry to make responsible decisions in media planning measurable and support them. RCSMM studies show that such standards must be scientifically sound, especially in the case of a socially relevant evaluation object such as media. The establishment of these standards is seen as a joint task that should be realised in close cooperation with practitioners - including media companies, marketers, media agencies and advertisers as well as associations such as the BVDW. Cooperation with these stakeholders ensures that the "Value Media" standards developed meet with broad acceptance and can be integrated into media planning programmes in a practice-oriented manner.
The RCSMM also works with international research partners such as the University of Florida, which is one of the leading research institutions in the media sector. "Globally oriented standard development is essential in order to meet the requirements of internationally operating companies and our media reality with global players such as Google or Meta," says Prof. Dr Lisa-Charlotte Wolter.
Programme and event information
You are cordially invited to the kick-off event "Shaping the Future: Sustainable Media and Marketing Strategies Through Innovative Integration of ESG, AI, and Value Media" on 26 November 2024 at the IU International University of Applied Sciences campus in Hamburg, Waterloohain 9, 22769 Hamburg. Starting at 2 pm, you can expect four hours of inspiring discussions and insights into the latest developments on sustainable and transparent standards in the media industry - presented by leading experts from research and practice.
Programme highlights:
- Welcome & Opening by Alex Čaičics, ESG Manager at IU, and Prof. Dr Lisa-Charlotte Wolter, Head of the IU RCSMM
- Keynote speech by Prof. Dr Sylvia Chan-Olmsted (University of Florida) on "Value Media & AI that Enhances Human Value"
- Panel discussion, moderated by Dr Moritz Holzgraefe (BVDW) on "Responsibility for a sustainable media landscape - what solutions does the industry provide and how do we take action?"
- Presentation of the IU Research Centre for Sustainable Media & Marketing
- Opportunity to network with scientists and industry experts
Secure your place now
The number of participants is limited, so make sure you secure your place in good time.
Participation is free of charge.
For further information or questions please contact:
Prof. Dr Lisa-Charlotte Wolter
IU Research Centre for Sustainable Media & Marketing
lisa-charlotte.wolter@iu.org
We look forward to welcoming you on 26 November.
Information on the IU Research Centre for Sustainable Media & Marketing can be found here.
With nearly 130,000 students, IU International University of Applied Sciences (IU) is the largest university in Germany. The private, state-recognised educational institution, based in Erfurt, began teaching in 2000 and now has 37 campuses. IU stands for maximum flexibility in study: whether through dual study, distance learning or on campus – students from over 160 nations tailor their educational path to suit their individual circumstances. With more than 200 degree programmes at bachelor’s, master’s and MBA level, IU imparts practical skills. Innovative learning concepts foster targeted, future-proof skills for an increasingly AI-driven world of work. A modern, digitally supported learning environment and the use of artificial intelligence enable effective, personalised learning. As a pioneer in this field, IU has developed its own digital learning companion, ‘Syntea’, which has been in use since 2023. A network of over 15,000 companies – including Motel One, Vodafone, AWO and Deutsche Bahn – makes IU a strong partner in the training of skilled workers and consistently links academic teaching with practical experience. Further information at: iu.org
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