Dynamic audiences – dynamic brands? What young audiences want

Public broadcasters need to connect with young audiences – a tough challenge, now more than ever: fast changing consumption habits and tastes, a polymorphic digital environment, increasing competition. So what do you need to succeed? New technology? Personalisation? Or maybe something else? Rising to the challenge, SRF (Swiss Radio and Television) has created a specialised department headed by Stefano Semeria, who will share his key insights and learnings.

Stefano Semeria

Head of Young Audience Department

SRF – Schweizer Radio und Fernsehen, Zurich

Stefano holds a master’s degree from the Film and TV School in Potsdam-Babelsberg. He has worked as programme planner for ARD, and as Head of Programming for RBB – both German public broadcasters – before being appointed Head of International Format Research for ProSiebenSat.1, one of Europe’s leading commercial media groups. Later on, Stefano founded allscreenz, an R&D company specialising in online strategies and advising broadcasters across the world. He started working at SRF(Swiss Radio and Television) as Head of TV Programming and was later tasked with building a new department as Head of Young Audience Programmes.

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Strategic Planning – an absolute must for successful, future-oriented communication

Strategic Planning is a must for every big, international advertising agency – using the audience perspective to validate branding and communications, and ensuring real relevance in the target market. More than that, if applied in the early development stages of new products, formats or brand extensions, Strategic Planning can predict future success or necessary adjustments. Find out how ProSiebenSat.1 are using this process and why it is vital for modern and future-oriented communication approaches like multiplatform storytelling.

Bernhard Oberlechner

Vice President Concept and Strategic Planning

ProSiebenSat.1 TV Deutschland, Unterföhring

Bernhard studied sociology, social psychology and business management at LMU Munich and UC Berkeley, California. He started his career in the communications industry as a Copywriter/Conceptioner at DDB Berlin before moving into Creative Director and Brand Consultant roles at various major German and international agencies. His mission: bringing together strategy, creative expression and brand development. In 2012, he started working as Creative Director at Creative Solutions, the internal creative agency of ProSiebenSat.1, before becoming Vice President Concept and Strategic Planning in 2017. Bernhard is also a regular contributor and commentator in the press for different magazines such as Brand1, Mare and America Journal.

Stephan Fischer

Senior Strategic Planner

ProSiebenSat.1 TV Deutschland, Unterföhring

Stephan has a degree in media studies from TU Ilmenau with a focus on Marketing, Media Law, Strategic Corporate Management and Innovation Management. In 2006, he started his communications career in business development, working for Aimaq Rapp Stolle (today Aimaq von Lobenstein/Saint Elmo's). Between 2007 and 2016, Stephen held different planning positions at agencies like Heye/DDB, Kolle Rebbe and Jung von Matt. He also gained experience as Marketing Manager in the energy sector. He joined ProSiebenSat.1 in 2017 and is currently working as Senior Strategic Planner at the company’s internal creative agency, Creative Solutions.

How to use wit and creativity to create emotional connections

ARTE is Europe’s leading culture channel, broadcasting a diverse range of content. However, it was often perceived as niche, intellectual and “high brow”. This is the story of how brand agencies Lambie-Nairn and The Partners helped ARTE use wit and creativity to attract a new demographic without alienating its existing audience.

Graeme Haig

Design Director

Lambie-Nairn, London

Graeme graduated from Duncan of Jordanstone College of Art and Design in 2001, having won a D&AD Student Pencil and a year’s placement at the BBC. Soon after, he joined Lambie-Nairn, where he has worked since. Since joining Lambie-Nairn, Graeme has been responsible for a wide range of projects, including clients like Hotels.com, FIFA, JLL, Aviva and O2.His work on The Business Channel was awarded with the Gold Lion at Cannes. More recent awards include the BBC Story of Now, ARTE and the Olympic Channel.

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Smart disruption at scale

Can big, established brands really learn from start-ups and apply their ingredients for success? Do we have to reconsider how we are working with trends, our access to innovation management, and the ways we work with each other? The presentation uses industry examples to provide potential answers and solutions to these questions.

Franz Drack

Senior Consultant

diffferent, Munich

Franz Drack started his career at Coca-Cola and L'Oréal before joining Absolut Vodka in 2004 and becoming Global Marketing Director in 2013. During his time, the brand successfully put digital and experiential marketing at the core of its brand building model and launched impactful campaigns to attract millennials, among them 'Absolut Greyhound' and 'Transform Today'. After two years with LEGO as a Brand Director, Franz is now working for diffferent, helping companies with design thinking and strategy, as well as brand experience design.

TV meets social media – a case study: 'The Walking Dead' on RTL II

The hit series 'The Walking Dead' provides the free to air channel RTL II with a massive opportunity to reach out to the fans. To promote the 6th season, the channel wanted to do something different, increase awareness and credibility. The idea for “Apocalypse live” was born. Find out how RTL II combined the best of online gaming, TV and famous social influencers to create a campaign that exceeded all expectations, and what the channel learned about its audience in the process.

Kristina Wiesner

Head of Marketing, Creation & Advertising

RTL II, Grünwald

Kristina Wiesner has been Head of Marketing, Creation & Advertising at RTL II since 2015. She is responsible for the creation and management of all advertising, image promotion and design activities as well as for brand management for the stations RTL II and RTL II YOU. These activities include, among others, the conceptualisation and production of campaigns, trailers, graphics, print and online advertising, the strategic promotion planning as well as the implementation and monitoring of the corporate identity and corporate design. Wiesner is also in charge of the station’s image editing department, which takes care of production and procurement of all format shoot and event photo material. As a creative producer, director and copywriter, she was formerly responsible for advertising projects and campaigns for such companies as amazon, Gräfe und Unzer, TNT, Discovery, RTL, ServusTV, Disney and VOX. At VOX Wiesner completed her traineeship for On-Air-Promotion & Design in 2011.