DMEXCO Podcast by Verena Gründel

Wie viel der Werbebudgets sind heute noch rausgeschmissenes Geld? Wenn man Steffen Braun, Executive Vice President Consulting bei Civey, fragt, ist der Anteil inzwischen im einstelligen Prozentbereich. Seine Mission ist es, Unternehmen dabei zu helfen, ihre Kampagnen nicht nur zu senden, sondern auch zu verstehen und auf Basis von Echtzeitanalysen kontinuierlich zu optimieren. So bringt er datenbasierte Klarheit in eine oft gefühlsgetriebene Marketingwelt. „Das Marketing hat sich in den letzten ein, zwei oder drei Jahren eindeutig in Richtung Absatz-Performance-Verkauf gedreht. Deshalb muss die Branding-Kampagne stärker als früher nachweisen, dass sie einen Wertbeitrag zum Unternehmenserfolg leistet”, sagt Steffen Braun. Mit diesem Satz bringt er die aktuelle Herausforderung im Marketing auf den Punkt. Es reicht nicht mehr, dass Branding nur für Image sorgt – es muss heute auch im unteren Teil des Funnels performen. Das macht Wirkungsmessung und datengetriebenes Marketing zur Pflicht. Warum Marktfoschungsunternehmen immer häufiger von Beginn an in die Kampagnenkonzeption eingebunden werden und welche KPIs heute für die Werbewirkungsmessung relevant sind, erzählt er im Podcast mit Verena Gründel.  Außerdem geht es im Podcast um folgende Themen: Wie sich die Werbeforschungs-Metriken verändert haben Wie KI die Marktforschung beeinflusst Welche Rolle synthetische Nutzer in der Marktforschung spielen könnten Wieso es mutiger Zielgruppen-Definitionen bedarf Hör rein und finde heraus, warum Werbewirkung heute messbarer ist als je zuvor – und was das für dein Marketing bedeutet. Noch mehr spannende Insights aus Marketing, Tech und Digitalisierung bekommst du in unserem Newsletter DMEXCO Digital Digest abonniert. Klick hier und bekomm die wichtigsten Trends und spannendsten Entwicklungen direkt in dein Postfach: https://go.dmexco.com/digital-digest-current-edition 

In this episode, Verena Gründel speaks with Nickolas Rekeda, CMO of MGID, an international ad tech company with deep roots in Ukraine. They discuss how digital advertising is helping to support free journalism and democracy, even amidst war. Nickolas shares how Ukraine's ad market adapted in crisis, why CTV is booming, and how MGID supports the local industry through innovation, resilience, and collaboration.What happens to advertising when a war breaks out?Nickolas Rekeda, CMO of MGID, gives us an extraordinary look behind the scenes of the Ukrainian ad tech market.Ad spend dropped by 80% in 2022Local delivery services became vital for survivalCTV usage surged as a new form of escapismClean rooms and data innovation are now being exported globallyIn this episode, Nickolas explains how his team kept going — and why ad tech can help protect democracy.If you enjoyed the episode, you should definitely also watch Nickola’s keynote at DMEXCO CMO 2025. It’s full of sharp insights, personal stories, and actionable takeaways for marketing leaders: https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc5NzQ0Nw==All DMEXCO 2025 sessions are available on demand for free. Simply register at and dive into the full treasure trove of digital marketing content.

Johannes Nagl sieht Social Media im Umbruch: Der CEO des Social-Media-Management-Tools Swat-io hat so tiefe Einblicke in die Zahlen wie kaum jemand. Instagram, TikTok und LinkedIn werden weiter wachsen, sagt er – während Twitter aka X im deutschsprachigen Raum praktisch irrelevant geworden ist und Threads Potenzial hat, X abzulösen. Die Zukunft liegt in der Fragmentierung: Unternehmen müssen genau wissen, wo ihre Zielgruppe aktiv ist. „In 2026 braucht jede Firma ihren eigenen Plattform-Mix“, erklärt Nagl. Von Strava über Reddit bis Pinterest – Nischenplattformen können enorme Wirkung entfalten, wenn man die richtige Community anspricht.Auch KI verändert das Social-Media-Marketing radikal, ist er überzeugt. Immer mehr Inhalte werden maschinell generiert – mit unterschiedlicher Qualität. Johannes beobachtet eine „Klassengesellschaft”  zwischen lieblos erzeugten Texten und hochwertig trainierten Prompts. Trotzdem gilt: Qualität schlägt Quantität. Und er glaubt, dass komplett menschlich ersteller Content eine Nische finden wird. Virtuelle Influencer hält er für unausweichlich, „aber wahrscheinlich erst 2026“, sagt er. In den USA und Asien sei das Thema längst größer, während der deutschsprachige Markt noch zögert - Tourismus-Influencerin Emma sei dank.Außerdem beantwortet er folgende Fragen: Wird LinkedIn das neue Instagram? Warum entwickelt sich Social Media so schnell wie noch nie? Welche Chance hat das Social-Media-Netzwerk Sora von Open AI? Warum sollte Social Media jetzt Algorithmic Media heißen?Und warum ist es nicht peinlich, auch 2025 noch keine Social-Media-Strategie zu haben?Hör rein und erfahre, wie du dein Social-Media-Marketing fit für die Zukunft machst - und was Johannes’ “Super-low hanging Fruit” ist. 

In just five years, Mutti has doubled its international revenue. Rafael Narvaez, CMO of the iconic Italian tomato brand, shares with Verena Gründel how a family-owned company from Parma became a global player - without losing its soul.After decades at PepsiCo and Mars, Rafael joined Mutti to lead the company’s international expansion from the marketing side.“The starting point was actually understanding where we stand with the brand around the world and understanding that there are markets where we are a challenger. Where we are not a market leader. And in order to cut through and be noticed in a challenger market, you need to be bold. You just have to. So, it was really a cultural shift within Mutti.”One of the bold moves Rafael initiated: The Great Tomato Challenge in the U.S. Instead of simply sampling products, Mutti challenged consumers to taste their tomatoes blind, compared to fresh ones from the grocery store. The results? Tune in!But boldness also means cultural sensitivity. In Japan, where tomatoes aren’t a staple, Mutti started small, working with one retailer, testing SKUs, and adapting the approach to local consumption habits. “Being global in brand foundations and local in execution is the key,” Rafael explains.Mutti’s four brand pillars - quality, communication, innovation, and consistency - are applied across all markets. From iconic packaging to premium positioning, everything is designed to reinforce the brand’s identity while adapting to local needs.5 Facts from the EpisodeMutti produced 525,000 tons of tomatoes in 2023 - all harvested in Italy.Mutti is now present in over 100 countries; 60% of its business comes from international markets.Mutti doubled its international growth in just 5 years, from 30 to 60%.New sustainable glass jars reduce CO₂ emissions by 7% - equal to 13,000 car trips between Rome and Milan.Rafael’s top three KPIs: product velocity, brand top-of-mind, and digital engagement.If you enjoyed the episode, you should definitely also watch Rafael Narvaez’s keynote at the DMEXCO CMO Summit 2025. It’s full of sharp insights, personal stories, and actionable takeaways for international brand leaders: https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc0MjEwOQ==All DMEXCO 2025 sessions are available on demand for free. Simply register at dmexco.com and dive into the full treasure trove of digital marketing content.

“If I have to ask for permission, then it’s not Mini."In this episode, Verena Gründel speaks with Jennifer Treiber-Ruckenbrod, Head of Brand & Marketing at Mini, about what it means to lead a brand with courage in a highly regulated and risk-averse automotive environment. Having worked across BMW, BMW Motorrad, Rolls-Royce, and now Mini, Jennifer shares how she’s bringing back Mini’s challenger spirit with creative risk-taking, campaigns that push boundaries, and an authentic commitment to diversity.One of the most vivid stories in the episode is the guerrilla-style campaign involving British Airways. A bold creative on a Mini Convertible, referencing “Britishness,” was launched without any prior approval from the airline. The result? They had to take the billboards down - but not before the campaign sparked buzz, pride, and also applause internally. She reveals why Mini’s boldest moves come from staying true to its DNA. The two talk about building a real culture of failure, how AI plays a role in Mini’s transformation, and why great ideas don’t come from permission but from passion.Discover:What happened when Mini spoofed British Airways without askingIf “Don’t buy this car” might be Mini’s future sloganHow her team used AI for campaigns and learned to love itWhy trust, heritage and a clear brand core are the real enablers of boldnessHow Jennifer leads creative teams within a large corporation without losing agilityGet inspired by Mini’s unapologetically bold marketing - and by Jennifer’s fearless leadership.And if you want to hear more from Jennifer: don’t miss her keynote “CTRL+ALT+MINI” at the CMO Summit on September 18 at 10:35 AM at DMEXCO. Expect bold insights, fresh perspectives and nothing ordinary: https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc0ODIyNQ==

Get ready for DMEXCO 2025! In this episode, Verena Gründel walks you through everything you need to know for two inspiring days in Cologne – from headline speakers and new formats to side events and insider tips.If you don’t have much time, here are Verena’s three must-sees at DMEXCO 2025:Discover fresh perspectives at the brand-new Thought Leaders SummitExplore innovation at the Commerce LoungeAnd don’t miss The Brands’ Trend Grand Jury, live at the CMO Summit. Bold ideas guaranteed!Essentials & OrganizationDates & Venue: September 17–18, 2025, Koelnmesse, Halls 6–8.Opening Hours: Wednesday 9:00–18:30 (booth parties run later), Thursday 9:00–17:30.Good to know: Your ticket doubles as a public transport pass and is automatically loaded in the DMEXCO app (hall plan, exhibitor list, full program, networking tools, and session recordings).Comfort upgrade: Additional restrooms, including unisex facilities, to avoid long queues. DMEXCO Summits 2025:DMEXCO Thought Leaders’ SummitDMEXCO CMO Summit - powered by Digiday and W&VDMEXCO  Commerce Summit in partnership with ShopifyDMEXCO Creators’ Summit – supported by Social Match & VideoDays FestivalDMEXCO Creativity Summit  – curated by DDA and empowered by KantarDMEXCO AdTech Summit DMEXCO MarTech Summit – system intelligence for modern marketingDMEXCO Retail Media Summit powered by BVDWCorporate Influencer Summit - co-curated by The People Branding CompanyNXTGEN Agency Summit  – empowered by awork, Weischer.JvB, Brainsuite Come and visit our DMEXCO WorldsWorld of Tech (Hall 6)World of E-Commerce (Hall 7)World of Media (Hall 8)World of Agencies (Hall 8)Start-up Area: StartupValley “Start-up of the Year” Award + brand-new Innovation Stage (Hall 7) More new and beloved Formats:CMO Lounge: VIP Masterclass Leadership Lab, pop-up photo studio with Raimar von Wienskowski, and a live ice roll experience.Commerce Lounge: Networking sessions like the E-Com Meet-up with Laura Kremer, and the Female Leaders in Commerce Breakfast. And don’t miss the E-Com Night celebration.Mobile.de bumper carsTuesday Pre-Show events: Online Ad Summit, OVK Executive Dinner, AMPLIFY Audio Café, MMA Premexco Connect, DMEXCO Eve by DoubleVerify, Limelight’s Adtech Kick-Off Drinks, Global Media Leaders Dinner by Framen, DMEXCO Drinks from Via Nederland and more.Booth parties in Halls 6, 7 and 8 on Day 1 on WednesdayWednesday night Side Events: Ströer OM Club, Brands & Bubbles, Videoweek Cologne or and the Uncoded Dinner.30 years of BVDW celebrationDMEXCO Guided Tours powered by BVDWTwo packed days of innovation, networking, bold impulses, and memorable nights in Cologne await you at DMEXCO 2025. Be Bold. Move Forward.

[Sponsored Episode] Verena Gründel speaks with Roger Williams, Head of the Loyalty Center of Excellence at Marigold, about the power and pitfalls of loyalty programs. Roger shares how brands harm themselves with excessive discounts, how to create golden moments that drive profit, and why onboarding is the most overlooked step in loyalty strategy. He also reveals the three key pillars of successful loyalty programs - and why redemption matters more than earning.Roger Williams started his career at Air Jamaica and built up a first loyalty program with no budget. What began as a challenge turned into a passionToday, he advises major brands on loyalty strategy and builds award-winning programs at Marigold.Roger is convinced: Discounts are a short-term solution with long-term consequences that even can destroy brands. Roger warns that overuse has created a "viral state of over-dependence," damaging not just profit margins but also brand equity - and it even enhances inflation.The alternative? Loyalty done right. Roger defines three critical elements of a successful loyalty program:1. A clear value proposition2. Simple rules for accrual and redemption3. A robust onboarding strategy, including 21 interactions in the first 60 days. Also in this episode: Verena Gründel asks Roger:What makes a good onboarding journey?What are the biggest mistakes of loyalty programs?What makes a loyalty program truly profitable?What is the role of gamification in modern loyalty programs?Why does redemption matter more than point accumulation?Which KPIs are best to measure loyalty success?If you want to build real customer loyalty, this episode is your blueprint. From onboarding frameworks like to advanced segmentation, Roger shares strategies that make loyalty measurable, profitable, and fun.Tune in now – and don’t forget to meet Roger in person at DMEXCO on September 17–18, 2025 in Cologne. Don’t miss his masterclass:https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc1MDY1MA==See you there!

How do you lead with kindness—and still drive bold innovation? In this episode of the DMEXCO podcast, Verena Gründel sits down with Daniela Nyarko, Head of Strategic Sales EMEA at Canva, to explore how the world’s most valuable female-led startups is transforming visual communications.The conversation dives deep into the power of visual communication and why design has become the universal language of work. Daniela explains how design can help enterprises to communicate more clearly and drive decisions. She also introduces Canva Sheets, the company’s new step into productivity, combining data, visuals, and collaboration on a single page.Beyond business, Daniela opens up about her volunteering experience with a foundation, supporting survivors of human trafficking - and how it shaped her leadership philosophy around empathy, empowerment, and kindness.This episode is packed with insights on how creativity and compassion can co-exist in business, and why the future of work is not just digital or visual, but also deeply human.5 Fun Facts from the conversation:Every second, 420 designs are created on Canva.The human brain processes visuals 60,000 times faster than text, making design a key accelerator in decision-making.Visual content is 40 times more likely to be shared and remembered than non-visual content.Daniela co-leads the Women's Collective at Canva Europe, fostering a culture of empowerment and skill-building for women across newly acquired teams.Daniela believes design shouldn’t just inform - it should inspire and influence, helping decision-makers act faster and collaborate better.Daniela’s book tip “Atomic habits” by James Clear: https://jamesclear.com/atomic-habitsVerena’s book tip “Radikale Freundlichkeit” von Nora Blum: https://www.norablum.com/+++The DMEXCO agenda is now live.Head over to dmexco.com or check out the DMEXCO app to start browsing the full program.Have fun exploring - and let the countdown begin!

Mit KI erleben wir ”eine Revolution, die größer ist als die Erfindung des Internets”, sagt Handelsblatt-Chefredakteur Sebastian Matthes im Podcast-Interview mit Verena Gründel. “Wir fokussieren uns aber im Moment bei KI sehr auf die Anwendung, die wir im Alltag nutzen können”, bemerkt er. Dabei werde im Moment die nächste Welle der KI angestoßen: die Automatisierung von Geschäftsprozessen oder von Produktionsanlagen. Also im weiteren Sinne - die industrielle KI. “Und wo in aller Welt soll die beste industrielle KI entstehen, wenn nicht in Europa, wo die meisten und die erfolgreichsten Industriebetriebe sind?”Wie wir die Weichen dafür schaffen, dazu hat er klare Vorstellungen. Ein wichtiger Baustein sei es, aus Lehre, Forschung und Entwicklung vermehrt skalierfähige Geschäftsmodelle zu entwickeln. Seine drei Erfolgsstrategien:Wir müssen verstehen, in welchen Feldern wir als Land in den nächsten zehn Jahren eine Rolle spielen wollen. Für diese Industrien müssten die besten Rahmenbedingungen geschaffen werden.Wir müssen die momentan große Chance nutzen, Wissenschaftlerinnen und Wissenschaftler aus den USA anzuziehen, mit entsprechenden Programmen oder hochdotierten Professorenstellen.Wir müssen verstehen, dass die Zukunft Deutschlands nur Europa lauten kann und wir alles dafür tun müssen, dass dieser Binnenmarkt endlich vollendet wird.5 Fun Facts aus dem Gespräch:Ein “Blatt ohne Blätter: 85 Prozent der Handelsblatt-Abos sind bereits digital.In wenigen Jahren könnte schon ein Drittel des deutschen Risikokapitals in das erfolgreiche Münchener UnternehmerTUM-Cluster fließen, prognostiziert er und fragt sich, warum nicht alle anderen Exzellenz-Universitätsstandorte dieses System einfach kopieren.Um Geld für Start-ups macht er sich keine Sorgen: „Wir haben ein Mindset-Problem – kein Geldproblem.“ Denn in Deutschland liege viel Kapital brach. Es fehlt vor allem an Strukturen und dem unternehmerischen Selbstverständnis, um das Geld in das Wachstum der Wirtschaft zu investieren.Matthes sieht enorm viel Wachstumspotenzial für Deutschland in der Biotech- und Medizin-Branche. “In den nächsten zehn Jahren könnte sie die Autoindustrie an Relevanz, was Wertschöpfung angeht, übertrumpfen.”Matthes prognostiziert 1 bis 2 Prozent Wachstum für Deutschland in zwei Jahren – aber nur, wenn jetzt die passenden Reformen von der Politik umgesetzt werden.Hör jetzt rein und lass dich inspirieren.Und komm am 17. und 18. September 2025 zur DMEXCO nach Köln - sichere dir hier dein Ticket: https://dmexco.com/de/tickets/

In this episode, Verena Gründel speaks with Jaime Teevan, Chief Scientist and Technical Fellow at Microsoft. Jaime is shaping the future of work through AI, developing features like Copilot, and has served as technical advisor to Satya Nadella. She shares her first encounter with GPT-4 (spoiler: it made her pull over and scream), talks about how AI is transforming productivity, what skills the next generation should learn, and why business leaders value AI expertise more than experience. A deep dive into the human side of tech innovation.+++ The DMEXCO ticket shop is now open! Go to https://dmexco.com/tickets/ and  get your ticket for DMEXCO on September 17 and 18. +++