Moderation: Wolfram Kons

9.30: Welcome

09.45 – 10.30: Slot 1 – Transforming Europe
Dr. Viviane Reding, former Vice President of the European Commission followed by a talk with the editor-in-chief of stern magazine, Anna-Beeke Gretemeier

10.30 – 11.30: Slot 2 – Transforming Business
Thorsten Scheib, Marketing Director Philipp Morris GmbH Germany
Susan Schramm, Vice President & CMO McDonald‘s
Robin Ruschke, Senior Vice President Global Brand & Communications SIXT

11.30 – 12.00: Slot 3 – Transforming the Customer Journey
Jeff Lunsford, CEO, Tealium

12.15– 13.15: Lunch

13.30 – 14.15: Slot 4 – Transforming Transatlantic Relationships
Friedrich Merz, long-standing Chairman of the Atlantik-Brücke followed by a talk with the editor-in-chief digital products Frankfurter Allgemeine Zeitung, Carsten Knop

14.30 – 15.30: Innovation Break
Innovation Lounge
Speaker Meet-Ups

16.00 – 16.30: Slot 5 – Transforming Sport
Ralf Reichert, CEO ESL

16:30 – 17:15: Slot 6 – Transforming Organizational Culture
Dr. Frederik G. Pferdt, Google’s Chief Innovation Evangelist & Adjunct Professor, Stanford University

17:15: Summary 


Dr. Viviane Reding

Anna-Beeke Gretemeier

Transforming Europe

former Vice-President of the European Commission Dr. Viviane Reding is convinced: as a counterpole to China and the USA, Europe has the innovative strength and the right values to play a decisive role in shaping the digital future. Followed by a talk with the editor-in-chief of stern magazine, Anna-Beeke Gretemeier.

Friedrich Merz

Carsten Knop

Transforming Relationships

Long-standing Chairman of the Atlantik-Brücke Friedrich Merz did outline the changes in transatlantic relations and their consequences for the future – as well as showing us what German companies can learn from the American players. Followed by a talk with the editor-in-chief Digital Products of Frankfurter Allgemeine Zeitung Carsten Knop.

Dr. Frederik G. Pferdt

Transforming Organizational Culture

Google’s Chief Innova­tion Evangelist and Adjunct Professor at Stanford University Dr. Frederik G. Pferdt explained how successful innovation cultures develop and function in companies, and which mindsets will be relevant in the future.

Ralf Reichert

Transforming Sport

Ralf Reichert, CEO and co-founder of ESL, the world’s largest Esports company, gave insights into the mega business of Esports and showed the potential that exists for brands.

Robin Ruschke

Susan Schramm

Thorsten Scheib

Transforming Business

Using their best cases as examples, successful leaders presented how the transformation of a company can succeed. With Susan Schramm, Vice President and Chief Marketing Officer McDonald’s, Robin Ruschke, Senior Vice President Global Brand & Communications SIXT and Thorsten Scheib, Managing Director Marketing Philip Morris GmbH.

Jeff Lunsford

Transforming Customer Journey

Based on exciting best cases, Jeff Lunsford CEO of Tealium, showed how the customer journey can be extended to smart home applications – and also how the efficient analysis of customer data can optimise the customer experience.


Masterclass: „Rituals for future change“
– Dr. Frederik G. Pferdt, Google’s Chief Innovation Evangelist

To remain successful in the market in the future, one needs a high level of innovative strength – and to ensure this in the long term, an adequate corporate culture. In the practical workshop of Google’s Chief Innovation Evangelist Dr. Frederik G. Pferdt you were able to decipher some of the most critical weak points in your company and develop strong rituals to create a sustainable corporate culture step by step.

Round Table: „Quo vadis, Europa?“
– Dr. Viviane Reding, former Vice-President of the European Commission

About a year ago, the Basic Data Protection Regulation (Datenschutz-Grundverordnung – DSGVO) came into force in Europe. However, the economy is still critical of it for fear of its competitiveness with non-European competitors. Here you had the chance to discuss with Dr Viviane Reding how European companies can remain on an equal footing with the players of the superpowers – and how they can possibly even use the DSGVO to their advantage.   – and how they could possibly even use the DSGVO to their advantage.

Round Table: „Zukunftsstrategie für Deutschland“
– Friedrich Merz, longstanding chairman of the Atlantik-Brücke and Vice-President of the CDU Economic Council

Prescribed trade embargoes, punitive tariffs, provocations and accusations from the White House – transatlantic relations seem to be in a very bad state. Here you could learn from Friedrich Merz, a proven expert on German-American relations, what German politics and business can expect from the United States – and discuss with him approaches to how democracy and a market economy can be led into a positive future.

Round Table: „Mit Esport gewinnen“
– Ralf Reichert, Co-Founder and CEO of ESL

The former nerd niche gaming has developed into a global media phenomenon under the title “Esport”. Sponsoring, the sale of broadcasting rights and subscription models generate millions in revenues and more and more companies are taking advantage of the gaming boom. Here you let the inventor of the professional Esports League, Ralf Reichert, introduce you to the peculiarities of this business and jointly determine the potential that can arise for your brands.


Purpose-Driven Marketing: Creating moments that count

Your hosts: Patricia Nassauer, General Manager Serviceplan Campaign Berlin and Christoph Kahlert, Managing Partner Serviceplan Reputation

Customer Journey:

Which path leads to the perfect customer experience?

Your host: Philipp König, Unit Director Consulting, hmmh

Cultural Change:

Why do companies need a cultural transformation?

Your hosts: Oliver Grüttemeier, Managing Director of Serviceplan Cologne and Matthias Breitschaft, Managing Director of Serviceplan Consulting

Voice Assistants:
Will voice assistants be the most important touchpoint for customers in the future? 

Your host: Stephan Enders, Head of Innovation Studio Plan.Net Group

Influencer Marketing for B2B and B2C Companies:

How can I make sure that my messages are actually reaching my target group?

Your host: Gerrit Grunert, Senior Advisor Serviceplan Public Relations & Content and Theresa Timnik Teamlead Customer Experience Plan.Net NEO

Artificial Intelligence:
How can we really put AI to use in marketing?

Your host: Michael Rau, Managing Director of Plan.Net Business Intelligence

Branded UX:
How is a brand perceived as being unique?

Your host: Christoph Mecke, Managing Partner of Plan.Net UX

Attention Economy:
Which strategies will help you win the fight for attention?

Your hosts: Alex Turtschan, Director of Digital Accelerator, Jens Hofmann, General Manager of Digital Accelerator and Jochen Lenhard, Managing Partner of the Mediaplus Group

Beyond Media:
How can we spread content better together?

Your hosts: Esther Busch, Managing Director of Geo Intelligence and Frank Behrendt, Senior Advisor of Serviceplan Public Relations & Content

© An initiative of Serviceplan, Mediengruppe RTL Deutschland, F.A.Z., G+J e|MS, Samsung and SpotCom.