Basics of On- & Off-Air Texts

22.05. – 23.05.2014 / Eyes & Ears Academy, Munich

Everybody has something to say – but how can we make sure it really reaches the listener? That question is the central focus of this two-day Eyes & Ears Academy.

With clear examples and practical guidance, participants will follow the trail of successful speech patterns. At the end, participants should have a feeling for what makes a good text and be able to make their mark with strong headlines, claims and trailer concepts.

In the end, everyone should get their own sense of good writing and leave with strong headlines, claims and trailer concepts.

This event from Eyes & Ears of Europe and the Disney Channel in Munich is aimed primarily at employees of media and communication companies, (post) production firms, design studios, consultancies, marketing, advertising and dialogue agencies who want to learn more about advertising spot conception and viral marketing. Persons interested in the media, students and trainees are also very welcome.


Susanne Mikulski, Copywriter RTL CREATION, Cologne

Born in 1969. Studied theatre, film and television at Ruhruniversität in Bochum (M.A.). Active in the area of text and conception at RTL CREATION for more than 10 years.

Program: Thursday, 22 May 2014


Lars Wagner, General Manager Disney Channels The Walt Disney Company, Munich

Corinna Kamphausen, CEO Eyes & Ears of Europe, Cologne


Introduction of the participants

​11.30Introduction: A closer look at texts



The basics of successful claims


Lunch break


The basics of successful on-air texts

​15.30The good old vocabulary:

As good as new


The deliberate change in style:



​18.00Texting with the rule of three, scissors, and with Aida
​18.45​End of day one

Program: Friday, 23 May 2014

09.00​Get together​
​09.30The ABCs of texting
​11.00How style determines content
​12.30Lunch break
​13.30Imagery and figures of speech

On- and off-air texts from a single source


Summary & evaluation


End of the event



Susanne Mikulski
Susanne Mikulski

Registration deadline: 16 May 2014

Number of participants: max. of 12


Eyes & Ears of Europe
Mozartstr. 3-5
D-50674 Köln

How to register

For your binding registration, please send your registration form by 16 May 2014 via eMail to or Fax to +49 221 60605711.


  • € 350,- Eyes & Ears members
  • € 75,- Eyes & Ears members / pupils, students, trainees who are personally members of EEofE

    or pupils, students, trainees of an institutional member of EEofE Europe

  • € 990,- non-members
  • € 150,- non-members / pupils, students, trainees

The fees must be paid within a period of one week after receiving the invoice by means of bank transfer. Accommodation and catering costs are not included in the participation fees.