Program(The conference is held in German, except where indicated otherwise) Top
10.00 am
Welcome Andreas Waldner
WALDNER.TV Entertainment Marketing
Moderation / Introductions
The Effect of Product Placement
Peggy Rathmann
TU Bergakademie Freiberg
10.15 am
Using Branded Integration for Global Promotion: A Case Study and Current Industry Survey
Alison E. McManus, CEO Branded Marketing Group, New York (English)
11.00 am
Google.tv and Co - New Chance for Product Placement?
Florian Heister (Associate) and Christian Hofbauer (CEO)
Branded Entertainment Online
11.30 am
Relevance of Product Placement
Otto Kettmann
Kettmann & Partner
12.00 am
Lunch Break
01.00 pm
N.N
01:30 pm
Re-Regulation of Product Placement – A First Review Dr. Stephan Leitgeb, LL.M.Eur.
Bendler Leitgeb Pießkalla Lawyer, Munich
02:00 pm
Austria’s Next Topmodel – Feh Tissues Sandra Freisinger-Heinl MA Media GmbH
Executive Key Account Management
02:30 pm
Product Placement and Media Cooperations in Austria Exemplified with the Cannes Award film "Atmen" by Oscar winner Karl Markovics.
Prof. Wolfgang H. Pappler, CEO
Product Placement International, Vienna
03.00 pm
Coffee Break
03:30 pm
Panel Discussion
After the Deregulation – What is the Status of the Industry? Prof. Dr. Iris Ramme, Nürtingen-Geislingen University (Moderation)
Prof. Dr. Oliver Castendyk, Producers' Alliance
Jürgen Doetz, President VPRT
Matthias M. Alefeld, CEO MA Media GmbH
Volker Nickel, Zentralverband der deutschen Werbewirtschaft
Johannes Schultz, formerly BMW Group
Peggy Rathmann works as an academic assistant at the Chair for Marketing and International Trade at the University TU Bergakademie Freiberg since June 2008. Her scientific focus is brands and communication. She has already conducted several surveys on the impact of Product Placement and presented the findings at international conferences. Within the scope of her dissertation project she investigates the impact of Product Placement on the brand image. She studied business administration at the University TU Bergakademie Freiberg with a focus on marketing, research and development management, english and statistics. During her studies she analysed the consumer insights for the brand Florena and then developed new product ideas for this brand.
Alison E. McManus
Alison E. McManus is a skilled practitioner in the field of product placement, branded content, integrative marketing and consumer promotions in the entertainment industry with nearly ten years of experience.
She began her career in Hollywood at United Talent Agency and most recently worked at Norm Marshall & Associates (NMA) as the Senior Vice President, International Client Services and Head of NMA International. During her tenure at NMA she developed numerous unique and innovative branded entertainment opportunities and concepts in film, television and digital for her clients. She created entertainment promotions and strategic brand integrations and placements for clients including Heineken, Lenovo, Diageo, Smirnoff, Double A Paper, Capital One, AMC Entertainment, Royal Purple, Disaronno, GM, and Yamaha. In her role as SVP, she also oversaw new business acquisition, project analysis, entertainment marketing strategy, budget updates, contract negotiations and event planning.
Alison has worked closely with filmmakers, producers, studios and industry executives to develop brand integration and global consumer promotions on notable blockbuster films including Casino Royale, Quantum of Solace, Iron Man, GI Joe, Salt, Wall Street 2, Transformers, Transformers: Revenge of the Fallen, Transformers: Dark Side of the Moon, The Bourne Ultimatum, Wanted, Wanted 2, The Bourne Legacy and Top Gun 2. She has also implemented integration and placement opportunities on countless network and cable television shows.
Prior to joining the entertainment business, Alison worked as an investment banker in the Equity Capital Markets and Equity Research Groups at Bear, Stearns & Co., Inc. and as a sell-side Equity Analyst in the financial services and insurance sectors at Keefe, Bruyette & Woods, LLC in New York City. Alison recently started her own venture, Branded Marketing Group that is a full-service agency providing global branded integration and promotion in film, television and entertainment. She has an BA in economics from Harvard University and an MBA from the Stern School of Business at New York University.
Florian Heister
Florian Heister is a business graduate and the author of the blog BrandedEntertainmentOnline.de, Director Sales of the online-technology specialist AdCloud, which belongs to the Deutsche Post/DHL and an associate of the Branded Entertainment UG. Hence the focus of his work is in the fields digital, marketing and sales. This is also reflected by previous stages: the digital agency Neue Digitale / Razorfish, the advertising agency Scholz & Friends and Germany´s leading special interest magazine for marketing and media "Horizont".
Christian Hofbauer
Christian Hofbauer, founder and CEO of Branded Entertainment UG, currently works as Director Sales at the owner-managed performance network ADCELL. Christian Hofbauer also writes for BrandedEntertainmentOnline.de since the publication of his thesis "Business Models Quadruple Play" in Gabler Edition Sciences (in cooperation with the Digital Institut Deutschland).
Otto Kettmann
After several positions in marketing and sales, Otto Kettmann has been active in the Product Placement business since 2001. He strategically and conceptually developed this tool for an automobile group. This was complemented by the project management of international campaigns, which based on the incorporation of film – for example "The mystery Revealed" for the brand smart in the film "The DaVinci Code". Since 2011 he freelances and consults clients comprehensively regarding Product Placement – from implementation processes, the strategic development to operational support. As a significant ambassador of integrated communication he looks for collaberation with further marketing tools, offering them the opportunity to consequently exploit successful brand appearance in films. In addition he is an author and speaker.
Stephan Leitgeb
Dr. Stephan Leitgeb is a lawyer in the lawyer´s office Bendler Leitgeb Pießkalla in Munich. One focus of his legal work is consulting and the professional representation of medium-sized enterprises in advertising law, particularly regarding civil and competition law aspects. Advertisers and agencies also count to the clients of the office. Additionally he is an author and speaker in media, advertising and EU law. His academic qualifications are also in these legal fields: Master of European and International Business Law (LL.M.Eur.) and PhD in Media Law (Product Placement) in a public and european law context.
Sandra Freisinger-Heinl
Sandra Freisinger-Heinl is an Account Director at the MA Media GmbH responsibel for Key Account Management and strategic business development. She deals with Product Placement and public relations in TV as well as special forms of advertising in TV, cinema and internet. "Each Product Placement has to be individually organised. One does not get standard product placement. It always has to fulfil the requirement of the brand and the film equally." With a degree in business administration, a journalism training and more than ten years of professional experience in TV communication she possesses comprehensive know-how of Branded Entertainment in close coordination within a network of productions, broadcasters, celebrities and clients.
Univ.-Prof. Ing. Wolfgang H. Pappler
Wolfgang Pappler founded the company Product Placement International in 1985, which was the first german speaking placement agency operating internationally. In addition to several academic educations, Pappler gained his practical skills in an international advertising and marketing agency after which he was active in a leading position in a merchandising agency. Furthermore he is intensely devoted to the image of Product Placement amongst the general population, has academic teaching assignments and is an acknowledged and sought-after expert on this topic.
His opinion was also heard in the lawmaking process regarding the new european TV guideline in Brussels.
With his company Product Placement International he supervised international film projects like (amongst others) "James Bond", "Bockerer" with Franz Antel, "Up in the Air" with George Clooney and the film "Atmen" (which recently won an award in Cannes) of Oscar winner Karl Markovics, who celebrated his debut as director with this film.
Prof. Dr. Iris Ramme
Professor Dr. Iris Ramme graduated from the University of Dortmund with a degree in economics and social sciences. After her studies in 1989 she started her career in Stuttgart working for a german book club. She worked there as the head of marketing research and direct marketing. From 1992 to 1997 she worked as the director of the marketing department for the federal bank of Bank of Württemberg. Her responsibilities included product marketing, market analysis and market planning. Since 1997 she also lectures at the University of Applied Sciences in Nürtingen-Geislingen. Her lectures focus on marketing and market research. Guest professor at the California State University, Fullerton/Los Angeles (USA). In 2004 she was awarded the "Teacher`s Award" by the state of Baden-Württemberg. She continues to manage numerous practice-oriented research projects, including the "Product Placement Monitor," which she has published in co-operation with Mr. Andreas Waldner since 1998.
Prof. Dr. Oliver Castendyk
Prof. Dr. Oliver Castendyk, MSc. (London School of Economics) worked for the KirchGruppe from 1991-1992, as corporate counsel for ProSieben Media AG from 1992-2000; he also managed the subsidiary SevenPictures Filmproduktion since 1998 and the Verwertungsgesellschaft VG Media since 1999. As a lawyer he consults clients from film production, broadcasting and print since 2001. Amongst others, he is also the legal adviser of the "Verband der technischen Betriebe Film & Fernsehen" (VTFF), manages the entertainment section of the "Allianz deutscher Produzenten Film & Fernsehen" and is a board member of the X-Verleih-AG. Besides that he pursues his scientific interests. From 2001 to 2009 he was the director of the Erich Pommer Institut for media law and media economics and from 2004 to 2009 he took over the foundation chair for public and private media law at the legal faculty of the University Potsdam. In 2010 he lectured at the Bucerius Law School and did research at the Hamburg Media School. He is co-publisher of the legal magazine "Multimedia und Recht" (MMR).
Jürgen Doetz
After studying politics, history and sociology Jürgen Doetz, born in Heidelberg in 1944, was active in the state policy of the federal state Rheinland-Pfalz from 1971 to 1982, initially as spokesperson and later as deputy government spokesman. In 1982 he became managing director of the PKS GmbH, from which the TV broadcaster SAT.1 emerged in 1985,where he was the managing director until 2004. From 2000 to 2004 he was also on the board of directors responsible for "Media Policy and Regulation" at ProSiebenSat.1 Media AG. Since 1985 Jürgen Doetz represents the interests of the privately-owned broadcasters. For five years he was the president of the Federal Association Cable and Satellite (BKS) and is the president of the VPRT (Association of Privately Owned Broadcasters) since 1996.
Matthias M. Alefeld
The CEO of the MA Media, Matthias M. Alefeld (Diploma in Business Management), is active in the field of special forms of advertising TV since 1982. 1992 Matthias M. Alefeld, as director marketing at the former Kirch/Springer subsidiary ISPR, developed and distributed the innovative sponsoring concept of the soccer show "ran" at SAT.1. Since 1993 Matthias M. Alefeld is responsible for the MA Media GmbH. MA Media is a media agency for innovative and editorial communication in TV, focusing on Product Placement. The MA Media currently has 11 employees and 20 freelancers. According to the CEO MA Media was and is one of the leading german Product Placement agencies serving national and international clients.
Volker Nickel
Volker Nickel, born 1943, journalist, is spokesperson of the Zentralverbands der deutschen Werbewirtschaft (ZAW - german advertising association) with 41 members from all areas of advertising. At the same time Nickel acts for the self-disciplinary German Advertising Board and he is CEO of the ZAW Join Project "Freiheit für die Werbung e.V" (Society for Freedom for Advertising). This society was founded in 1972 and Nickel established it as a society that leads the dialogue with politics, industry and society as a central communication centre. Beyond this activity Nickel is also known as an analyst of the advertising industry and of the social interrelations regarding advertising through surveys and journalistic research. Nickel learned the journalistic trade in Berlin and moved to Bonn in 1968. From 1970 to 1972 he was deputy head of information of the central marketing organisation of the german agricultural economy.
Johannes Schultz
After more than thirty years in the public relations division of the BMW Group where he established, among other, the department for Product Placement, he retired in 2003. Initiator of the famous placement projects with Metro Goldwyn Mayer: James Bond, which counts as the most successful placement in automobile history. Also known as the co-founder of the term Branded Entertainment through the internet shortfilms of the "Hire" series, which where released by BMW at the beginning of 2003 and which so-doing established a new genre. He is one of the most experienced and prominent movers in the Product Placement business.
The 8th Product Placement Conference in Stuttgart has evolved to an
important industry event in the field of Branded Entertainment –
an event where all the latest developments, regulatory approaches
and best cases could be presented and discussed. Due to converging
media, entirely new possibilities have been developed in digital brand
management. With each presentation, the potential for development
became more evident. In addition, Mike Hess of Aegis/Carat and Frank
Zazza of iTVX from New York provided for a thrilling transatlantic
dialogue during the entire conference.
Dr. Angela Frank,
Representative of the President „Landesanstalt Kommunikation
Baden-Württemberg“
Dear Mr. Waldner,
thank you very much for organising the Product Placement Conference
which I attended with great interest.
Besides the diverse and internationally orientated presentations,
I found particularly those very informative and educational, that
dealt with handling, findings and performance measurement in the current
and future field of branded entertainment, product integration and
product placement.
The key questions: which possibilities exist for integrating products
into moving pictures, how can I cooperate with the broadcaster, the
production company and other partners and which possibilities do I
have to assess the project and budget costs with regard to the benefits
and also the legal consequences – all these can often not be
answered adequately in advance. Several presentations in this year’s
conference provided interesting approaches and were helpful. My wish
for the next conference would be, that the presentations contain less
self-advertising and instead consequently encourage an exchange of
information – comparisons between prerolls and midrolls, advertising
options on website XY or other publications can readily be found in
other sources. For me the exchange between advertisers, production
companies, market research institutes, legal offices, state institutions
etc. during the conference would be very important.
Yours sincerely
Katharina Bahn, Costa Cruises subsidiary of Costa Crociere S.p.A.
Attending the Product Placement Conference 2010 was useful and worthwhile
in every respect. Some highly interesting speakers and the concluding
panel discussion provided insights, affirmations but also raised well-known
questions, which were voiced and discussed by the qualified participants.
A good mix of representatives from agencies, marketers and brands
provided for excellent possibilities for discussion about the current
state of affairs in Product Placement in Germany and a perspective
into the future.
