accadis Business Lounge
A field report by Denise Waßkowiak, a Business Communication Management student, on four guest lectures by renowned
companies.
CHEIL
“Nothing
remains as it is" said Jacob De Bock at the very beginning of his
presentation. Together with his colleagues Ann-Katrin Anderer and accadis
alumnus Jonas Niedling from the communications group CHEIL, he gave us an
unexpectedly critical view of the latest trends and developments with regard to
smartphones and the advertising world (a very central issue, considering that
92 % of Germans surveyed can no longer imagine a life without their smartphone
and that companies naturally want to use this effectively.)
After
the exciting lecture the networking started - a lot of questions were asked and
some business cards were exchanged: -).
FASTEN
UR SEATBELTS
“Just
upload a few holiday pictures and you'll become a successful blogger..." No
way!
Annika
Bayer took us on a journey through the world of influencers, bloggers and Insta-stars
in an exciting guest lecture. It soon became clear to all of us that a lot of
strategy, planning and creativity is needed for the pictures that appeal to
more than 33,000 of her followers.
Although
there is a lot of work to be done on her own initiative and a busy schedule
behind the blog "Fasten Ur Seatbelts", she showed a real passion for
her job. And for those who wanted to make a name for themselves on Instagram,
there were a few tips:
- "The
right time doesn't exist - just get going!"
- "Don't
give up, even if it's hard sometimes!"
- "Be
different!"
- "Have
courage!"
VIZEUM
Have
you ever wondered who is behind the great marketing campaigns of companies like
Ferrero, Burger King or H&M? Well, the media agency Vizeum Deutschland GmbH
has already worked with these three customers and many other well-known
companies. In the German agency landscape, Vizeum can maintain its strong
strategic focus in second position. Angelique Kappler and Nadja Maibus
presented the current situation and media landscape trends in an entertaining
presentation with many exciting videos. While TV coverage is decreasing,
companies can now access millennials and Generation Z via chat bots, artificial
intelligence, voice interaction and real-time communication. With tools such as
t the study they developed on media
usage and consumer behavior, Viceum will definitely continue to inspire us with
great campaigns in the future!
KANTAR
MILLWARD BROWN
Can
advertising effectiveness be measured and researched? Yes! Thomas Deneke from
KANTAR MILLWARD BROWN showed us in his interesting guest lecture how this
works.
In
2016, 20 large companies alone spent 5,480,000,000 Euros for advertising
purposes. Hence it would of course be nice to know whether the campaign will
also trigger the desired response from customers. This is possible with KANTAR
MILLARD BROWN's copy test "LINK", which takes only 20 days, even in
its most extensive form. This identifies the factors of successful campaigns
for predicting performance, whereby the measures are constantly updated. The
respondents fill out questionnaires on the one hand and are also
"observed" when seeing the advertisement on the other. As emotions
are probably the most important measure, facial recognition is becoming more
and more central. A volunteer student was then also able to show in a
demonstration how efficient facial recognition already is on the smartphone.
At
the end of the presentation and before the round of questions, we learned the
five most important points for advertisers:
- Leave a lasting impression!
- Work with the brain - not against it!
- Good storytelling gets stuck!
- No brand, no impact!
- Get the channel right!