Julian Leutgöb (Managing Director, Plan.Net Austria) & Ingwer Nicolas Petersen (Head of Digital Sales & Daily Banking, Raiffeisenlandesbank Niederösterreich-Wien AG)

What happens when customer centricity isn’t just a goal, but the starting point of every decision?

In this masterclass, we’ll show how Austrian bank Raiffeisenlandesbank Niederösterreich-Wien initiated a customer-centric transformation – from the inside out, driven by a new understanding of collaboration. And how one joint project helped accelerate this shift. In a cross-functional team of nine departments, external partners and service providers, we systematically put customers at the centre – data-driven, hypothesis-led and with measurable impact. The results speak for themselves: a rapid increase in sales within just a few weeks, a drastically reduced time-to-market and transferable learnings across the portfolio, processes, technology and organisation. But this was just the beginning: building on these learnings, we are now reshaping the organisation – around customer segments, structured in value streams and with customer journeys as the central blueprint. Based on this real-life example of transformation, we will show how an ambitious vision, translated into new ways of working, can unlock growth. Together Unlimited – not as a motto, but as a mindset.

Further information about the speakers of this Masterclass can be found here.

Julia Gröger (Senior Consultant Brand Management & Transformational Branding, Munich Airport) & Jörg Schmitt (Head of Design, Serviceplan München)

The challenge was to modernise a globally renowned brand without losing its strong identity. The airport needed a design that functions across digital and physical touchpoints, while also combining clarity, flexibility and emotional appeal.

The approach taken by Serviceplan Munich was to fine-tune rather than reinvent. The iconic ‘M’ logo was simplified, a nature-inspired colour palette was introduced and a striking typography developed that guarantees consistency and is easy to read. Each element was designed to ensure an equal balance of tradition and innovation.

The result is a brand identity that feels familiar and new at the same time. From the signage and staff uniforms to the merchandising and apps, the airport now has a consistent, modern image that reinforces its role as a Bavarian landmark and an international hub.

External guest: Julia Gröger, Senior Consultant Brand Management & Transformational Branding at Munich Airport.

Further information about the speakers of this Masterclass can be found here.

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Sophie von dem Bussche (Business Development Manager, hmmh AG) & Timo-Klaus Barthelmes (Director Marketing Transformation Processes & Solutions, B. Braun)

To achieve its vision of commercial excellence, B. Braun set out to transform its global marketing and sales operations – moving from many decentralised activities to a harmonised, data-driven ecosystem. Their goal: to empower international teams with relevant insights, maintain a consistent brand presence and create scalable structures for growth. Together with Plan.Net, B. Braun is on a strategic journey that goes far beyond rolling out new technology. It’s about building the connective tissue between data, processes, content and culture – always in alignment with customer needs and strategic business goals.

Further information about the speakers of this Masterclass can be found here.

Dr. Marc Egger (Senior Vice President Data & AI, RTL Germany) & Meiko Reissmann (General Director Ad + Concept Studio, Ad Alliance)

Artificial intelligence is changing all stages of media value creation – and not at some point in the future, but right now. Based on use cases from RTL Deutschland and Ad Alliance, this masterclass will show how media companies are shaping the transformation with innovation in mind – from the content creation and campaign planning to running ads – and the potential that this holds for content, brands and customers.

Further information about the speakers of this Masterclass can be found here.

OCEAN (Managing Partner, Serviceplan AMP) & Jens Steffen (Managing Partner, Serviceplan AMP) & Michael Fakesch (Elektromusiker, DESIGNING SOUNDS)

Is your campaign system built for today — or ready for tomorrow? AMP will show live how leading brands use modular systems, automation and procedural content creation to generate millions of content variants — scalable, on demand, relevant and with less waste. A new infrastructure is emerging in NODEPOLIS: relevance through personalisation, speed through procedural production, efficiency through automation and consistency through brand-controlled variation.

Further information about the speakers of this Masterclass can be found here.

Georg Klemm (General Manager Kreation, Plan.Net Journey) & Sandra Unterreiner (Senior Director Consulting, Plan.Net Journey) & Dr. Emma Haddi (General Manager Data & Analytics, Plan.Net Journey)

From campaign to moment:

Customer moments that matter and strategies for genuine brand experiences

In this masterclass, you will discover how data, creativity and journey logic can be combined to create impactful micro-moments. The experts from Plan.Net Journey will explain how the targeted management of moments, use cases and interactions can spark genuine enthusiasm among your customers – from strategic planning through to successful implementation. They will share not only best practices and tried-and-tested approaches from journey management, but also hands-on methods to help you achieve lasting brand differentiation – beyond the buzzwords. Look forward to specific examples, directly applicable solutions and inspiration for memorable brand experiences.

Further information about the speakers of this Masterclass can be found here.

Eva Sophie Vogelgesang (General Manager, Serviceplan PR & Content) & Jörg Forthmann (Member of the Executive Committee & Head of the Excellence Circle Management Circle Digital & AI, GPRA)

Artificial intelligence is reshaping the fabric of careers and culture within the communications industry, influencing how talent evolves, how organisations operate and how creative work is defined. This masterclass examines the shifting role of human expertise in an era of intelligent systems, the cultural transformations emerging from this convergence and the evolving skillsets that will define professional identity in the years to come.

Further information about the speakers of this Masterclass can be found here.

Benjamin Majeron (Head of Digital, Serviceplan PR & Content) & Daniel Hoffmann (Managing Partner, TACSY) & Manuel Kekeisen (Senior Agency Lead DACH, LinkedIn Deutschland)

Corporate voicing means turning employees into authentic ambassadors for their company on LinkedIn. By developing their own voice and sharing relevant content, they can contribute to the visibility, credibility and reach of the brand. LinkedIn continues to grow rapidly – but organic content from company pages now accounts for only around 1-2% of the feed. Employee posts achieve over 500% more reach and eight times more engagement than traditional company posts. Companies that develop a clear “voice” now will secure visibility before corporate voicing becomes the norm. Those that do nothing now will remain invisible – while competitors raise their voices and dominate the agenda. Without corporate voicing, companies lose reach and miss the opportunity to be perceived as opinion leaders. Instead of building trust, a dangerous void emerges that others will fill. And every missed voice means missed customers, talent and business opportunities.

Further information about the speakers of this Masterclass can be found here.

Anne von Loebbecke (VP Marketing & Strategy, SportScheck) & Louisa Mayer (Director Data Literacy, LAYA ) 

‘Cut the report, start the conversation’ – based on this model, SportScheck and LAYA will show you how to achieve faster business impact and reach the next level in data management with conversational AI. Move away from rigid reports and towards narratives – ask your data individual questions, easily calculate scenarios and receive ad hoc answers in real time. In a live demo, you will gain insights into how a chatbot accesses your company data and gives you direct access to complex information in Microsoft Teams – without technical know-how, but with instant feedback. In this masterclass, you will discover how you can accelerate decision-making processes, connect departments and bring new agility to your company with real data dialogue.

Further information about the speakers of this Masterclass can be found here.

Nina Matzat (General Manager, Plan.Net Studios) & Katrin Krall (Director Client Services Agentic AI, Plan.Net Studios)

The term ‘AI agent’ is the buzzword of 2025 – which is why it’s currently being overhyped. Here we will focus on what’s really important, explaining how AI agents differ from common tools such as ChatGPT (language models), and how you can use agents in your daily business to complete tasks and even entire processes better, faster and more efficiently. We will demonstrate their impact using specific customer use cases, providing you with hands-on guidance to supercharge your business with AI agents!

Further information about the speakers of this Masterclass can be found here.

Sven Holldorf (Unit Director Marketing Technologies, hmmh AG)

What if customer experience wasn’t just part of your business, but the core operating system driving it?

In today’s market, sales and marketing can no longer operate in silos. Businesses can only deliver the seamless experiences modern customers expect when they function as an interconnected system. This session will challenge conventional thinking and reveal why putting customer experience at the heart of your business is the key to lasting growth and winning over the customers of tomorrow.

Further information about the speaker of this Masterclass can be found here.

Eva Simone Lihotzky (General Manager, SP AI Lab) & Benno Blumoser (co-founder and head of Siemens AI Lab)

Join Eva Simone Lihotzky (Serviceplan AI Lab) and Benno Blumoser (Siemens AI Lab) for an insightful masterclass that tackles the intersection of AI, organisational culture and leadership transformation. We’ll start by confronting the concerns that keep decision-makers awake at night – from budget limitations to fear of obsolescence and conflicting media messages about AI’s impact. Our session maps the implementation velocity of AI technologies across industries, with special attention to how agent systems are reshaping enterprise processes. Through our comprehensive lifecycle model, we’ll deliver actionable frameworks for three distinct organisational profiles: infrastructure development strategies for innovation leaders, community engagement approaches for early technology adopters and practical implementation roadmaps for the mainstream. This masterclass will equip leaders with tools to navigate the tension between process efficiency and innovation culture, transform psychological barriers from fear to trust and champion a positive, forward-looking approach to AI integration.

Further information about the speakers of this Masterclass can be found here.

Alexander Turtschan (Director Innovation, Mediaplus Germany) & Sarah Hinderer (Director Influencer Marketing, Mediaplus Germany) & Maximilian Schöngen (Global Creative Lead, Mediaplus Germany)

Brands are increasingly turning to content creators and influencers to connect with Gen Z. But is this just a trend, or are we witnessing a real transformation in marketing? Perhaps communication hasn’t changed as radically as we assume and, for too long, our perspective has been shaped by the dominance of mass media.

In this masterclass, Mediaplus reveals the secret sauce: the powerful interplay between Innovation (cutting-edge insights and touchpoints), Creativity (breakthrough media ideas), and Creators (authentic influencer partnerships). We’ll dive deep into young consumer behaviour, showcase engaging creator activations and demonstrate how this three-pronged approach creates meaningful brand impact with the next generation of consumers. 

Further information about the speakers of this Masterclass can be found here

Timo Wolf (Managing Director, Serviceplan MAKE) & Lukas Paschke (General Manager Consulting, Plan.Net Journey) & Alexander Nagel (Managing Partner & Creative Lead, Serviceplan MAKE)

Generic content no longer resonates in a fragmented media world. In this masterclass, we’ll show how AI-supported workflows and data-driven journey logic transform asset production into a system that delivers personalised, brand-consistent content at speed. You’ll learn how dynamic templates, automation and real-time signals ensure every touchpoint becomes a relevant experience. Walk away with concrete tools and guidelines to turn your marketing organisation into an experience engine.

Further information about the speakers of this Masterclass can be found here.

Karin Immenroth (Global Chief Data Officer, Mediaplus Germany) & Enzo Ricciulli (Global Lead AI & Innovation, Mediaplus Germany)

As data becomes the backbone of marketing, CMOs need to scale AI-driven innovation without losing sight of brand strategy, creative excellence or team culture. This session offers a strategic roadmap for leading data transformation – from building scalable platforms to enabling effective human-machine collaboration. We also share a practical blueprint for AI ‘super teams’, including roles, workflows, risk guardrails and a rollout plan that turns visions into measurable growth.

Further information about the speakers of this Masterclass can be found here. 

Stephan Kopp (Managing Director, Mediaplus Performance) & Volker Petzsch-Kunze (Director Strategy, Mediaplus Performance)

We have reached a pivotal point in technology – the way we search and access information is fundamentally changing. Dominated by Google for over two decades, the era of algorithm-driven search engines is coming to an end. With the advent of artificial intelligence, new possibilities are emerging: voice assistants, visual recognition and multimodal inputs are transforming the search experience and requiring new brand communication strategies. We will provide a comprehensive outlook on the opportunities and risks of technological change for brands and advertisers.

Further information about the speakers of this Masterclass can be found here.