Programme
Impulses, insights and innovations:
The BRANDmate programme
Look forward to inspiring keynotes, panel discussions and talks by influential figures from a variety of industries. During three exciting sessions, you will discover the latest trends, gain practical knowledge and gain new perspectives on brands, collaborations and licensing. Gain valuable expertise, fresh ideas and genuine insights for your daily life, and draw inspiration from the most influential figures in the industry!
The programme on Wednesday, June 25
In the exhibitor area on the upper floor:
- 09:30 am – Opening parade
(vontz)
On the BRANDmate Stage:
- 09:45 am – Opening BRANDmate 2025
(Christian Ulrich, CEO BRANDmate & Katrin Störr, BRANDmate) - 10:00 am – When AI is suddenly here – What media companies need and how to find out
(Annie Reischmann, NEXTmdr) - 10:30 am – From Idea to successful Collab – KI as fastlane
(Viktoria Rode, Rode Consulting) - 11:00 am – Characters, Creators, Celebrities & Co: Successful storytelling for brands and retail with the right IP (Interview)
(Carla Scheunemann, VEMAG) - 11:30 am – BLINDmate – Co-operative game show
(die Markenkuppler) - 3:00 pm – Pandeltalk: Fandoms, Kidults and Collectors / Brand and (sub)culture
(Banijay, Yvolve CE Community Edition,
SPIEL Essen, Elbenwald) - 3:30 pm – Cultural marketing vs. generational target groups (study)
(Jessica Bühler, We are Family)
At stand B10:
- 4:00 pm – Stand party with live music, cocktails and ‘Dinomates’ price announcement
(vontz)
At stand C5:
- 4:00 pm – Happy Hour at stand
(VEMAG)
The programme on Thursday, June 26
On the BRANDmate Stage:
- From 09:45 am – Exciting presentations as part of the Retail Day
Your BRANDmate press dates
Are you a media professional who wants to take a look behind the scenes and talk directly to the organisers? If so, these are your dates at BRANDmate:
Wednesday, 25 June 2025
10:00 am – Welcome and news for media professionals
Christian and Katrin will welcome you personally and share the latest BRANDmate news.
Meeting point: Freikopf Bar
From 10:30 am: exclusive press tour
Discover the impressive backdrop of the coking plant on an exclusive guided tour for the press!
Meeting point: BRANDmate entrance/counter.
Duration: approx. 60 minutes
Important:
Please register by 18 June at the latest!
Fancy even more insights?
At MediaPoint, you will find the latest national and international magazines and newspapers, including LZ. Best of all, you can access lots of content directly in digital form using a QR code. Just drop by, browse, and get inspired!
All information about the presentations on the BRANDmate Stage
When AI is suddenly here – What media companies need and how to find out
Speaker: Annie Reischmann (Innovation Manager, NEXT mdr)
Time: Wednesday, 25 June 2025 – 10:00 am
How can media companies respond to the rapid advent of AI? What skills and tools are needed to drive innovation? Annie Reischmann will provide practical insights from the media industry and show how AI can be used specifically for new formats, content strategies and working methods.
Annie Reischmann is Innovation Manager at MDR next, the innovation team of Mitteldeutscher Rundfunk. She is intensively involved with AI in editorial working methods and is an expert in social media strategies and content planning. She has been moderating the MDR next talks on media change, digital trends and innovation since 2022.
Workshop: From prompt to idea to successful collabo – AI as fastlane
Speaker: Viktoria Rode (RODE Consulting)
Time: Wednesday, 25 June 2025 – 10:30 am (workshop, max. 14 participants)
In this interactive workshop, Viktoria Rode will show how AI can be used as a turbo from the initial idea to successful brand cooperation.
Characters, Creators, Celebrities & Co: Successful storytelling for brands and retail with the right IP (Interview)
Speaker: Carla Scheunemann (VEMAG), interview with Frederick Wettey
Time: Wednesday, 25 June 2025 – 11:00 am
How can promotional merchandise be used as a licence presence? Insights and practical examples from the publishing and licensing world.
BLINDmate – Co-operative game show
Speaker: MarkenKuppler
Time: Wednesday, 25 June 2025 – 11:30 am
Innovative show format: brands meet by chance and discover synergies live on stage. An entertaining look at new collaborations.
Pandeltalk: Fandoms, Kidults and Collectors / Brand and (sub)culture
Speakers: Annette Kunze (Banijay), Mikkel Robrahn (yvolve), Jonas Konrad (CE Community Edition), Carol Rapp (Merz Verlag)
Time: Wednesday, 25 June 2025 – 3:00 pm
The way we address customers is changing. Brands are increasingly targeting interest cohorts, (sub)cultures and fandoms. The panel will discuss what it means when the focus is no longer on the age cohort, but on community and culture.
Cultural marketing vs. generational target groups (study)
Speaker: Jessica Bühler (We Are Family)
Time: Wednesday, 25 June 2025 – 3:30 pm
Cultural marketing as the key to cross-generational relevance and genuine target group loyalty. Insights from current studies and practical projects.
Jessica Bühler is a brand strategist and target group expert focussing on young consumers and family markets. As Head of Audience Insights & Strategy at We Are Family, she develops insight-driven brand and marketing strategies.