rheingold congress : Timetable

9.30 Welcome

9.45 a.m. Talk: Stephan Urlings

Touchy Trends?

We all want to be trendy – whether it’s scouts incessantly looking for something new, marketing and its dream, leveraging lethargic shoppers through trendy products. Trends diversify markets but also trivialise them and make them less interesting. Jumping on the trend bandwagon is just too passive for innovative marketing! It takes courage to herald the transition from one trend to the next. The courage to swim against the flow.

Stephan Urlings provides some insights into the psychology of trends and reveals some ideas for really innovative marketing.

Stephan Urlings has an MSc in Psychology and is a Managing Partner at rheingold.

10.15 a.m. Talk: Claudia Willvonseder, IKEA

You Do Your Bit and We’ll Do Ours – and Together We’ll Build a Strong Brand

Ideally the DNA of a high-involvement brand is born with the business concept. The IKEA principle of incorporating consumers into product assembly and other processes impacts positively on more than just price.

Claudia Willvonseder is Head of Marketing at IKEA Deutschland.

Coffee Break

11.15 a.m. Talk: Jens Lönneker

The Way to the Future is through the Stomach

Food has become a cult. People believe increasingly in the magic of food. The credo being: “what you eat, is what you are!” The psychology of this new ‘natural religion’ determines which brands and products possess a future.

Jens Lönneker has an MSc in Psychology and is a Managing Partner at rheingold.

12.00 a.m. Discussion: Axel Dahm, Gerolsteiner

Food as a Badge

The cultural significance of food has changed dramatically in recent years. Seen psychologically, food and drink are coming under increased pressure from the cult of the physical and the aesthetics of success. As part of this process, both are losing their significance for fostering togetherness and inter-personal bonds. ‘What’ and not ‘how’ you are is becoming increasingly important.

Panel members: Axel Dahm and Jens Lönneker.
Moderation: Gabi Bauer.

Axel Dahm is Head of the Board at Gerolsteiner Brunnen GmbH & Co. KG.

Lunch

2.00 p.m. Talk: Stephan Grünewald

Sex sells!?

Sex, so the saying goes, sells since sexuality touches and animates us. But the essence and form sexuality take have changed. The erotic desires which Freud saw as being part of the subconscious are now touted as commonplace media content. But this media stage-magic also conceals the secret and embarrassing forms of sexuality that nowadays define our everyday lives. It’s time, therefore, to re-explore and analyse the power and impact of sex to reveal how contemporary sexuality can be revealed and exposed.

Stephan Grünewald has an MSc in Psychology and is a Managing Partner at rheingold.

2.40 p.m. Talk: Ines Imdahl

Ads and the City

Understanding, reaching and touching women emotionally is tough, and not just for men. Since advertisers covet women just as much as men do, like men they too need to succeed in meeting this challenge. So how do advertisers best go about reaching women? Via which media - billboards, TV or the Net? How should advertising address women; what do women indentify themselves with; what really appeals to them?

Ines Imdahl provides some insights into the secretive world of women – and reveals some central criteria for different types of advertising format.

Ines Imdahl has an MSc in psychology and is Managing Partner at rheingold.

3.20 p.m. Discussion: Rolf Gilgen, BBDO

Advertising – Intrusive or Touching?

How can advertising continue to reach and touch people today? How can advertising’s frequently-unconscious impact on consumers be researched? And what influence do research findings have on creatives, agencies and marketing?

Panel members: Rolf Gilgen, Ines Imdahl and Stephan Grünewald.
Moderation: Gabi Bauer.

Rolf Gilgen is Chief Strategy Officer at BBDO Düsseldorf.

Coffee Break

4.30 p.m. Talk: Heinz Grüne

The Zest to Save Energy

Our civilisation is a ‘combustion civilisation’ for which energy constitutes the motor of life. Staying enthusiastic about saving energy is hard. A new type of enthusiasm needs to supplant the joyful relish with which we ‘consume’ energy. Saving and sacrifice need to be transformed into success and achievement with the help of a new sense of accomplishment.

Here the focus is on successful marketing and good advertising in terms of energy consumption, saving, sacrifice and rethinking. It’s sacrifice we’ll be demonstrating to you first hand. Let us entertain you!

Heinz Grüne has an MSc in psychology and is Managing Partner at rheingold.

Supported by

Exclusive media partner

rheingold cares!