DMEXCO: The Homebase for Marketing Decision-Makers
From 18–19 September, Cologne rolled out the welcome mat for the thousands of marketing decision-makers flocking to the city with one goal in mind: make the most out of DMEXCO 2024. More than 650 partner companies and a packed conference program attracted visitors to Cologne — marketing decision-makers, in particular, were addressed with new formats this year.
Marketing chiefs, TV managers, outdoor advertisers, creatives, and, of course, digital experts filled the DMEXCO conference halls and its agenda last week, making for one of the most diverse and comprehensive programmes to date.
“The interfaces between traditional disciplines and digital have long since become blurred,” says DMEXCO Host and Brand & Communications Director Verena Gründel. “Digital planning and booking mechanisms such as programmatic have found their way into TV and Out-of-Home. AI will accelerate this development exponentially.”
Finding the balance between the traditional and trending is a tight-rope walk but one that “affects everyone in the industry, from TV marketers to creative agencies,” Gründel says. “This also means that digital marketing stands for marketing as a whole. This is where marketing decision-makers are at home.”
Under the motto “Prompting the future”, DMEXCO focused on the diverse possibilities and opportunities of digital technologies in marketing and communication across disciplines and genres with new formats.
Here are some of the conference highlights:
The CMO Summit: International Marketing Decision Makers on Center Stage
On 19 September, Center Stage focused on the strategic challenges facing CMOs and their marketing departments. Presentations, fireside chats, and panel discussions featured top international marketing decision-makers discussing key industry topics ranging from AI in marketing to sustainability, data analytics, and corporate branding. Speakers included:
- Jenny Treiber-Ruckenbrod, Head of Marketing Germany, BMW Germany, BMW AG
- Kerstin Köder, Regional CMO Central and Eastern Europe, SAP SE
- Nadine Bartenschlager and Catherine Niebuhr, CMO NIVEA Germany/Switzerland (Jobshare), NIVEA
- Maike Abel, Director Online and Corporate Marketing, Nestlé
- Rik Stubel, CMO, Westwing Group SE
In order to promote the community and exchange between CMOs and CXOs, DMEXCO also created a CMO Lounge next to the Center Stage for the first time, to which selected visitors gained access. Here, they retreated from conference chaos, held meetings, and simply relaxed over a coffee or lunch.
The Creativity Summit: Digital Creativity in All Its Facets
Together with the BVDW and the German Digital Award, DMEXCO explored the topic of digital creativity on the Agency Stage on 19 September — from use cases that underlined the importance of AI for creation to an assessment of its importance for successful brand management and entry into cultural marketing. Speakers included:
- Matthias Maurer, GF and founder, la red
- Marjorieth Sanmartin, CCO, Philipp and Keuntje; fischerAppelt
- Robert Andersen MD Creators; Jung von Matt
- Dora Osinde Chief Creative Officer, Ogilvy
Screenforce Days: The Future of Television
Screenforce Days took place at DMEXCO all day on 18 September. Keynotes, sessions, and best-case presentations on topics such as ATV, CTV, advertising impact, and sustainability covered the full spectrum of what will shape the future of moving images. Speakers included:
- Malte Hildebrandt, Marketing Director, Screenforce Germany
- Marco Kunze, SVP Multichannel Strategy & Marketing, RTL2
- Martin Wendler, Vice President Cross Media and Cooperation, El Cartel Media
- Katharina Frömsdorf, Chief Platforms and Growth Officer, CEO Joyn (ProSiebenSat.1 Media SE)
“The Future TV Stage with the Screenforce Days shows that media genres develop greater clout when they join forces,” says Verena Gründel.
DMEXCO: Prompting the Future!
DMEXCO 2024 was defined by media convergence, a trend that has long been transforming the industry but is about to advance to the next level with the help of AI. AI will enable marketers to make a technological leap that is “digital only”, running through all segments — from retail media to search and programmatic to influencer marketing.
DMEXCO enabled visitors to recognise the potential of disruptive technologies, test and evaluate concrete applications, and successfully apply them to the future of their own business.
If you’re passionate about digital marketing, tech, and business and want to learn about the trends that will shape the digital community in the years to come, DMEXCO isn’t your last stop! Mark your calendars now for SMARTIES™ NEXT!, where major international brands and national thought leaders will come together to discuss winning strategies in AI, data, attribution, and marketing organisation. Arm your brand with insights from the finest marketers, and after the conference, gear up for the glamorous SMARTIES™ DACH and Europe Awards Gala. Save the date for December 4th — it’s a double event you won’t want to miss!
