Focus on eCommerce, podcasts and social media to sustainability, politics and mental health: This is the Blue Stage at OMR24
Here's a look at what's happening on this year's Blue Stage.
OMR Festival 2024 is set to kick off in just a few short days in Hamburg. Today, we’re excited to present to you the Blue Stage. From eCommerce to mental health, podcasts, gaming and sports, it’s all on this year’s Blue Stage.
Here’s a small sampling of who’s on the Blue Stage at OMR24: popstar Vanessa Mai, star photographer Paul Ripke, Lena Mantler (the Lena from Lisa & Lena), GetYourGuide founder Johannes Reck, Investor Janna Ensthaler, Ecoalf founder Javier Goyeneche, Tokio Hotel, 1Komma5Grad founder Philipp Schröder, Fiverr CMO Matti Yahav and World Cup winner Philipp Lahm, plus many more. The topics on stage will be just as diverse, with social media marketing, sustainability, eCommerce, streaming, mental health and podcasts.
Read on for a look at the entire Blue Stage program. If you want to see what’s on elsewhere, click here.
Tuesday, May 7
10:05 AM: RECIPE FOR SUCCESS: HOW VANESSA MAI BUILT HER PERSONAL BRAND
with Vanessa Mai (singer, actress, social media star)
Singer, actress, dancer, promotional darling, social media star: Vanessa Mai is an in-demand entertainer. With albums and singles, the 31-year-old is a permanent fixture in the charts and on the big stages. She has always confidently and consistently moved to the beat of her own drum, while eschewing labels and breaking boundaries—also when it comes to music, style and attitude. And she’s done so successfully, creating her very own niche and a successful personal brand over the years. On the Blue Stage, she reveals the advantages and disadvantages of her balancing act between genres—and which boundaries she wants to break next.
10:30 AM: LESS SOCIAL MEDIA: HOW SNAPCHAT MAKES A DIFFERENCE FOR CREATORS AND COMMUNITIES
with Julie Bogaert (Snap) and Lena Mantler (Creator)
The creator ecosystem has never been more competitive. Social media has become a popularity contest with users chasing likes, comments and followers. Little surprise that people have grown tired of the pressure to post perfect, polished content. We are now seeing a broader shift towards less curated and more real content. Learn from Snap’s Talent Partnerships Lead, Julie Bogaert and a Snap Star why this trend is driving more and more creators to Snapchat, what is different about the platform and how creators can build engaged communities and generate revenue.
10:55 AM: IT TASTES BEST WHEN THE COMMUNITY ENJOYS IT: RÜGENWALDER MÜHLE & PAUL RIPKE GO ON A SCAVENGER HUNT.
with Steffen Zeller (Rügenwalder Mühle) and Paul Ripke (Photographer, Content Creator, Digital Storyteller & Podcaster)
Delicious, light, and carefree: These were the focal points that Rügenwalder Mühle wanted to emphasize in their communication with their brand ambassador Paul Ripke. But the collaboration resulted in much more: a partnership on equal footing, an active community, and the Rügenwalder-Mühle-Gold Tooth. Steffen Zeller and Paul Ripke will share how to successfully create community entertainment with a vegan scavenger hunt.
11:20 AM: BOOKS GOING VIRAL? HOW #BOOKTOK IS DISRUPTING THE BUSINESS OF BOOKS
with Tabea Grunert (Creator), Ingo Kretzschmar (Thalia) and Jana Hoch (Author)
The hashtag #booktok has generated more than 190 billion impressions on TikTok—and has long since made its impact felt offline as a major booster of sales for certain segments. In fact, the big chains have sections dedicated to what's trending on #booktok—complete with a "booktok bestseller" sticker. Our esteemed panel at OMR24, will discuss just how booktok is changing the industry and what other industries can learn from it.
11:45 AM: BECAUSE THERE IS NO PLANET B - HOW THE SUSTAINABLE LIFESTYLE BRAND ECOALF IS TRANSFORMING FISHING WASTE INTO FASHION
with Javier Goyeneche (Ecoalf)
What others call trash, Ecoalf transforms into sustainable lifestyle fashion. How does the Spanish fashion brand do it? By collaborating with over 4,000 fishermen to fish tons of marine waste out of the oceans and produce innovative materials from it. On the OMR stage, founder and CEO Javier Goyeneche will explain what has been driving him for over 15 years to reduce the water footprint, become CO2-neutral and be part of the solution when it comes to sustainability in the fashion industry.
12:10 PM: GREEN MARKETING VS. GREENWASHING: WHAT YOU CAN SAY—AND WHAT NOT.
with Kerstin Erbe (dm), Felix Rohrbeck (Flip) and Harald Willenbrock (Sustainable Brand Stories)
As more and more companies strive to increase their sustainability, they are also looking for ways to effectively communicate their undertakings this in their marketing. But there are pitfalls. Several companies are facing accusations of greenwashing, like drugstore chain dm. Deutsche Umwelthilfe (DUH) has sued numerous companies for advertising products as "climate neutral," including dm. In this panel, dm Managing Director Kerstin Erbe, Felix Rohrbeck from the award-winning greenwashing research team "flip" and Harald Willenbrock from the "Sustainable Brand Stories" podcast discuss what brands need to look out for in sustainability communication, how to expose greenwashing and how companies' genuine commitment can stand out from the crowd.
12:35 PM: WHAT DOES THE FUTURE HOLD FOR MEDIAMARKTSATURN, KARSTEN WILDBERGER?
with Karo Junker de Neui (Etribes) and Karsten Wildberger (MediaMarktSaturn)
Times are tough for retailers, a fact that Ceconomy AG, operator of the Media Markt and Saturn electronics stores, knows first hand. While offline shops have shown impressive growth, its overall online business has fallen slightly. Further exacerbating matters was a value adjustment of its stake in French company Fnac Darty, which resulted in a loss of EUR 39m. Karo Junker de Neui, Managing Director of digital consultancy Etribes, and Dr. Karsten Wildberger, CEO of MediaMarktSaturn and Ceconomy AG, will take to the Blue Stage at OMR24 to offer up a frank assessment of the past year, the Group's two-brand strategy, the status of its digital transformation and if there's anything to the rumor that Chinese online giant JD.com has an interest in taking over the group.
1:00 PM: MILKMAN MARKETING: HOW PICNIC SEEKS TO WIN THE ONLINE SUPERMARKET RACE IN GERMANY
with Frederic Knaudt (Picnic)
Food delivery service Picnic is growing rapidly in Germany. By 2024, revenue is expected to almost double to around EUR 700m. The formula for success is decidedly down-to-earth: the milkman principle, instead of quick-commerce cash grabs. In this interview, Frederic Knaudt explains how the Dutch start-up has managed to break into the extremely price-sensitive German market, how the team is managing the current hypergrowth phase and which marketing tricks are used to attract regular customers at low cost.
1:25 PM: Tokio Hotel: NAVIGATING THE INTERSECTION OF ARTISTRY AND BRANDING: INSIGHTS FROM TOKIO HOTEL
with Ann-Katrin Schmitz (Baby Got Business, Novalanalove) and Tokio Hotel
Join Tokio Hotel, alongside host Ann-Katrin Schmitz, for an exclusive, behind-the-scenes journey as they unveil the intricacy between music, media, and branding. Dive into the heart of their chart-topping hits and innovative business strategies, exploring how they navigate the ever-evolving landscape of the music industry. From dissecting the economics of social media and streaming to unraveling the mysteries behind collaborative brand partnerships. With candid anecdotes and insider perspectives, Tokio Hotel offers a glimpse into their future projects, including an exciting endeavor with Vuse.
1:50 PM: FROM GRAND CANYON TO GREAT BARRIER REEF: HOW TO SCALE THE WORLDWIDE LEADING TRAVEL EXPERIENCE PLATFORM
with Johannes Reck (GetYourGuide)
With Getyourguide, Johannes Reck has built the world's leading travel experience platform. In this interview, the founder and CEO talks about the expansion of the Berlin unicorn, the development of the brand for the US market, the influence of AI on Getyourguide's business model and the question of whether he sees EU regulation of digital platforms as more of a hurdle or an accelerator of innovation in Europe.
2:15 PM: FROM BOOM TO BUST? THE CURRENT STATE OF THE GERMAN START-UP SCENE IN 2024
with Janna Ensthaler (Green Generation Fund) and Florian Heinemann (Project A)
For years, start-ups saw their valuations skyrocket. Billion-dollar unicorns, once a rarity—hence their name—suddenly no longer were. Money was no object and companies were shelling out millions to overpay for customers in the hopes of future profits. Growth was the name of the game. Then came the increased interest rates, which were soon followed by cuts. Venture capitalist experts Florian Heinemann and Janna Ensthaler will break down how the startup scene in Germany is fairing today and what it means for Germany.
2:40 PM: HYPE BRAND AS A TRADITIONAL BRAND: HOW BÖRLIND COMBINES MODERN MARKETING WITH TRADITION
with Alicia Lindner (Annemarie Börlind)
You know Annemarie Börlind for natural cosmetics with a modern feel. You've probably seen the eye pads - also in gold - on Instagram. Major influencers like Sally Özcan (Sallys Welt) or Farina Opoku (formerly Novalanalove) advertise the products. But the brand isn't just another influencer brand; it was founded back in 1959 by Annemarie Lindner. Her granddaughter, Alicia Lindner, is now Co-CEO and will be sharing on the OMR stage how even a traditional brand can trigger a hype with modern marketing strategies.
3:05 PM: LIVING ON WIND AND SUNLIGHT. FOREVER. FOR FREE. HOW 1KOMMA5° IS AIMING TO BECOME THE MARKET LEADER FOR RENEWABLE ENERGIES.
with Philipp Schröder (1Komma5°)
In less than two years, energy start-up 1KOMMA5° has seen a rapid rise to unicorn status. Founder Philipp Schröder, however, sees the potential to level up 1KOMMA5° even further and build it into a trillion-dollar company. The installation of solar systems, storage units, heat pumps and charging terminals is merely step one; the long-term vision for 1KOMMA5° is to evolve into a kind of energy Apple with an energy management system at its core. On stage, Schröder will give insights into the 1KOMMA5° master plan and divulge motivating strategies to increase engagement despite the ostensible boring subject matter of electricity.
3:30 PM: EMPOWERING OUR PEOPLE'S VOICES – HOW HUGO BOSS TURNS EMPLOYEES INTO FANS
with Carolin Westermann (HUGO BOSS) and Jan Philipp Wintjes (HUGO BOSS)
Explore how HUGO BOSS empowers its employees to act as ambassadors for the company, enhance their LinkedIn profiles, and amplify the corporate brand digitally. Through the Corporate Influencer Program, participants have the opportunity to share genuine insights into their daily work life and the company's efforts to drive change in alignment with its CLAIM 5 strategy. By sharing their unique perspectives, employees foster engagement within their communities and inspire followers with personal content.
3:55 PM: THE POWER OF CO-CREATIONS: HOW MRS. BELLA MADE BRANDS BIG IN THE GERMAN MARKET
with Mrs.Bella (Creator)
Firmly among the top tier of beauty content creators in Germany, Mrs. Bella is a make-up artist and hair stylist by trade, but no stranger to the content game, having uploaded her first video in 2014 and regularly publishing hair and makeup tutorial, vlogs and Q&As ever since. Her Instagram profile is followed by more than 2.6 million fans. She collaborates with well-known brands and has also leveraged her reach to launch products of her own in Germany. Hailing from Düsseldorf, she published her first book in 2018 titled “Contour & Confidence,” which became a Spiegel Bestseller.
4:20 PM: CRISIS TIME FOR D2C? HOW PURELEI SUCCESSFULLY NAVIGATED THE PAST YEAR
with Alisa Jahnke (Purelei)
While many a D2C brand struggled mightily in the Fatherland last year, Purelei thrived, growing profitably in 2023. At OMR24. co-founder Alisa Jahnke will present the brand's D2C playbook and highlight measures Purelei employs to sustainably generate new customers and inspire existing ones. In her keynote, she will provide valuable insights into how the beauty brand is building a second vertical, how corporate and content creators function as a D2C marketing channel and how Purelei successfully builds communities and expands marketplaces.
4:45 PM: CSR IS THE TRUE USP: WHAT BRANDS CAN LEARN FROM HIGH-FLYING SOCIAL START-UP SHARE
with Ben Unterkofler (Share)
Should brands continue to focus on sustainability in times of inflation and increasing political regulation? Ben Unterkofler, co-founder of Share, thinks so. However, he is quick to point out that only brands that view CSR as a truly unique selling point and are willing to integrate it holistically will succeed. In his keynote speech, Unterkofler will provide details on how to build products with genuine impact, and what many brands get wrong. In addition, he’ll reveal how a company can effectively integrate purpose into its business model—and how purpose can be leveraged to stand out from the crowd.
5:10 PM: SPOTLIGHT ON MENTAL HEALTH: FOUR INDUSTRIES, FOUR PERSPECTIVES
with Palina Rojinski, Bausa, Feli Videozeugs, Felix Neureuther and Celia Parbey
What's it like to have a community of over 6 million fans at the tender young age of 20? And your own fashion collection, live shows, a podcast and collabs with major brands? What do top athletes have to go through when they inevitably call it a career and are thus no longer able to pursue what was for years both profession and passion? What effect does it have on a person to spend a decade and a half in the spotlight, on TV, as a reality TV star? Is there a way to free yourself of the chains of celebrity? And lastly, is it possible to process and compartmentalize previous chart-topping hits so that the pressure to land an even bigger hit with follow-up projects isn't overwhelming? Obviously, not everyone has had to deal with such atypical realities. For Feli Videozeugs, Felix Neureuther and Palina Rojinski, however, these are realities that they had to cope with. At OMR24, they'll discuss just how they managed or how they're managing on the Blue Stage in a conversation with host Celia Parbey.
Wednesday, May 8
10:05 AM: FROM HYPE TO HATE: DAGIBEE ON SCANDALS, BUSINESS FAILS AND NEGATIVE PRESS ON THE ROAD TO SUCCESS
with Dagmara Kazakov (Dagi Bee, Creator) and Martin Wroblewski (Social Match)
Whether you want it or not, sooner or later creators get mixed up in scandals, business fails and all sorts of hate on the internet, which poses a challenge not only for the person concerned, but also for their career. So, how do you deal with the negative press and hate comments when you share your life online? That’s precisely what Martin Wroblewski, Managing Director of Social Match, will discuss on stage with one of the first successful female creators in Germany- Dagmara Kazakov a.k.a. Dagi Bee. She has managed to build several successful companies from her extensive platform, but it has been a rocky road. What were her biggest business fails? What did she learn from them? And did there ever come a time where she wanted give it all up and walk away? In this interview, she will provide exclusive insights into her public life and her business—and discuss a few spicy headlines.
10:30 AM: State of DTC 2024
with Katharina Decker (SuperStreusel), Daniela Sichting (SuperStreusel), Martin Murray (Waterdrop) and Hannah König (Stapelstein)
Direct to consumer—direct sales via your own online store—is still considered the supreme discipline in eCommerce. How do you get enough customers to your site? Where do you use your marketing budget wisely? And which DTC strategies are currently working particularly well? We'll discuss this with leading DTC founders on the OMR stage.
11:20 AM: REIMAGINING REACH - UNLOCKING THE POTENTIAL OF PREMIUM STREAMING CONTENT TO REACH AUDIENCES IN MOMENTS THAT MATTER
with Nadine Kamski (L'Oréal) and Nils Gräf (Amazon)
In today's dynamic media landscape, customer interactions span seamlessly across screens, channels, and devices. In response to that, advertisers seek more efficient ways to connect with their audience in moments that matter. And what better way to reach your customers than alongside the content they love? Join us at OMR and learn more about reaching relevant audiences at scale through the expansive entertainment universe of Amazon Ads which now includes ads on Prime Video. Hear from Amazon leaders and advertisers how to integrate your brand meaningfully into the daily life of your customers and optimize how you show up across your customers’ journey - driving business impact and excite your audience with relevant content.
11:45 AM: MORE THAN A GAME—HOW THE BUNDESLIGA APP IS REDEFINING THE FAN EXPERIENCE
with Bastian Zuber (DFL)
Live ticker, video shorts, match stats—and it’s all bolstered by AI and machine learning. Under the stewardship of Bastian Zuber, the official Bundesliga app has developed into a digital showpiece for the German Football League (DFL). At OMR24, Zuber will discuss the strategy behind the app and what’ll come next to ensure that the app evolves into the ultimate fan experience.
12:10 PM: State of Podcast
with Constantin Buer (Podstars) and Vincent Kittmann (Podstars)
Our Podstars by OMR team dives into the depths of the German and international podcast landscape every day. Today, it's time to give you an update and share what we've been observing. What are the trends? Which thematic niches are yet to be filled? Where is the podcast game heading?Podstars by OMR CEOs Constantin & Vincent break it down for you!
12:35 PM: THE FUTURE OF TV: HOW STREAMING, SMARTPHONES AND CREATORS ARE OVERHAULING TV
with Inga Leschek (RTL), Kai Gniffke (SWR), Markus Breitenecker (ProSiebenSat.1) and Marvin Schade (Medieninsider)
Legacy TV broadcasters have to rethink their strategy to find firm footing in the streamling landscape—a fact that has led German broadcasters to go on the offensive. Medieninsider Marvin Schade will discuss the topic with major TV players on stage at OMR24.
1:25 PM: HOW CAN WE UTILIZE SOCIAL MEDIA TO STRENGTHEN OUR DEMOCRACY?
with Karl-Theodor zu Guttenberg and Gregor Gysi
Social media is often said to have paved the way for the rise of Donald Trump, to be a vehicle for rapid radicalization and to be a place where fringe positions are rewarded with likes. In Germany, the right-wing AfD party has figured out how to use social media for its own gain. Therefore, the question must be asked: is social media a threat to democracy? In a live podcast session, Gregor Gysi and Karl-Theodor zu Guttenberg how to change the narrative and will discuss what can be done to strengthen democracy.
1:50 PM: INSTAGRAM IN 2024: WHAT WORKS, WHAT DOESN'T AND WHAT YOU ABSOLUTELY HAVE TO AVOID
with Marie Fe (Creator), Leonie Leoobalys (Creator) and Mathilde Burnecki (Meta)
Despite strong competition from other platforms, Instagram is still considered the place where creators and brands collaborate most closely. And where many brands also become creative on their own channels. But is it still worth starting from scratch on the platform now? What is currently working well on Instagram? And how should brands and creators collaborate? The answers will be provided in this discussion.
2:15 PM: The podcast marketing panel
with Stefanie Albrecht (SIMon Mobile), Christina Hengefeld (Spotify), Kia Hampel (Podstars) and Sascha Hellinger (UnsympathischTV, Creator)
Podcasts have taken off in popularity since the pandemic—something that also rings true for advertisers. In this panel, advertisers, marketers and creators will talk about best practices in podcast advertising, what you need to keep in mind when starting out, how effective the medium can be and how should ads be structured.
2:40 PM: BUILDING A COMPETITIVE ADVANTAGE WITH GOOGLE AI: A CLOUD & ADS LOVE STORY
with Emily J. Ryan (Google), Bernd Fauser (Google) and Yves Dupont (Douglas)
The marketing world is at an inflection point. Leading marketers are seizing this moment and using Google AI and their own data to build a competitive advantage. Discover how a 360-degree customer view developed on Google Cloud and Vertex AI revolutionize your data—for personalized customer experiences and optimized real-time campaigns to stay ahead of the competition. Gain deeper insights into how Douglas is already using this power to stay ahead.
3:30 PM: How AI's (not) gonna take your job
with Matti Yahav (Fiverr)
As the world of work quickly evolves with the rise of AI technologies, we have to redefine our jobs to adapt. Where does the use of AI fit in my job? How can I integrate AI into my work process? How can AI help take my job to the next level? In his speech, Fiverr CMO Matti Yahav will talk about this incredible moment of history that we are living in today and how we can boldly lead the way in spite of the challenges and obstacles ahead. Similar to previous paradigm shifts in the past – whether it be the Industrial Revolution or the Internet Boom in the 90s – the AI revolution presents a game-changing opportunity for the creation of new jobs, new products, and a new way to work. AI will take jobs – but not yours. If you’re bold enough to use your creativity and imagination to stand out from the crowd, AI can help you breakthrough and reach new heights. Matti’s speech will be enlightening on the how and why.
4:45 PM: SUPERCHARGE YOUR B2B: 9 ATYPICAL, EFFECTIVE LEAD-GEN STRATEGIES
with Benjamin Zaczek (Salesviewer)
From automation and generative AI to digital ads and first-party data, Benjamin Gregor Zaczek, founder and CEO of SalesViewer, a leading B2B lead generation company, will present nine extraordinary ideas, hacks and strategies that can be used to generate B2B leads in a cost-efficient, personalized & innovative manner.
5:35 PM: WHEN OMR24 WRAPS UP, ALL EYES WILL SHIFT TO EURO24: PHILIPP LAHM, CELIA ŠAŠIĆ AND THE FUTURE OF FOOTBALL
with Celia Šašić and Philipp Lahm
She is a two-time European champion, he’s a World Cup winner, both have won the Champions League and made major contributions to a World Championship in Germany: Celia Šašić and Philipp Lahm are two of international football’s most prominent faces. They are using their platform for good to promote positivity and inclusion in their game and are taking active roles in shaping EURO 2024 in Germany: Šašić as ambassador, Lahm as Tournament Director. At OMR24, Lahm and Šašić will discuss in no uncertain terms what needs to change in German soccer, why financial backing from suitable partners is badly needed and why fans should be a part of the process. And, of course, they will talk about what we can expect from EURO 2024 when the tournament kicks off on June 14.
