Carly Laurence
Stern
Head of Social Media
About the speaker
Carly Laurence is Head of Social Media at stern. Previously, she held various positions at DIE ZEIT / ZEIT ONLINE and BILD, among others.
Carly Laurence at OMR
K-Pop and e-sports are no longer niche phenomena, but multi-billion-dollar ecosystems—driven by passionate global communities that set their own rules. But a bit of Hangul in a marketing slogan or a gaming testimonial isn’t enough to reach them. Communities spot culture-washing instantly. In this panel, Steffi Kim and Phil Choi discuss why authenticity in community marketing isn’t a virtue, but a prerequisite for market entry—and why communities are not just a target audience for brands, but genuine drivers of growth.
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