It’s one of the worst kept secrets of the advertising industry that we are in the middle of a massive paradigm shift. This paradigm shift is not only a result of changed behaviour in media reception, but also a direct result of new opportunities the internet has to offer. On the one hand we see a plethora of ways to gather data, on the other hand we see the challenge to use that data for creative work.

Scholz & Friends is once again sponsoring the NEXT Conference, because we believe that it is important to foster the dialogue about creativity and branding in the digital age. Our track “Branding” is curated by our own Luise Hübbe, Senior Strategy Consultant, and we think it will be fantastic.

We will discuss a wide range of topics presented by fantastic speakers. We start out with “Is This the End of Classic Advertising? Not yet, but There are Other Media Waiting in the Wings”, lead over to “Data vs Creativity? Bullshit! Data as Inspiration for Creativity” and conclude our track with “Excite but don’t Ambush: Advertising that engages people instead of torturing them to listen”.

Among our speakers will be Garett Graff, Editor-in-Chief Washingtonian Magazine, an avid insider of the Washington, D.C. political scene, who will talk about “Inventing an Online Persona: How to Balance Authenticity and Your Online Brand”. Robert Gaal, CEO of dutch startup Wakoopa, will present “Five Ways to Make Data Drive Creativity” and Glyn Briton will talk about the apparent contradiction “Using Data to Make Advertising More Human”.

In conclusion, this is what the track “Branding” at NEXT11 will offer: Excitement.

 

The original version of this post appeared at Lummaland (in German).