BRANDED ENTERTAINMENT 8th Product Placement Conference October 21st, 2010 in Literaturhaus, Stuttgart, Germany Regie Sebastian Linda und Chris Heck “Born to Skate“ eine Produktion der Fluchtpunkt Filmproduktion, SkwirralMedia und cine plus Filmproduktion in Koproduktion mit Grete Grote Speakers: Andreas Waldner, WALDNER.TV Entertainment Marketing • Prof. Stefan Mareien, Nürtingen- Geislingen University • Mike Hess, Aegis/Carat • Stefan Kastenmüller, UFA Brand Communication • Arnd Benninghoff, SevenOne Intermedia • Jan Sebastian Schmalz, LOCAVI • Ralph Kienle, media control GFK International • Dr. Stephan Leitgeb, Pießkalle & Leitgeb • Prof. Dr. Johannes Kreile, Noerr LLP • Britta Schewe, GRETE GROTE Internetproduktion • Claudia Pohlink, Deutsche Telekom 3min.de • Manfred Auer, Arrangement Group • Frank Zazza, iTVX, New York • Otto Kettmann, Kettmann & Partner • Christof Baron, Mindshare • Dr. Ferdinand Froning, LOCAVI • Prof. Dr. Oliver Castendyk, “Unterhaltung der Produzentenallianz” • Thomas Langheinrich, LFK • Claus Grewenig, VPRT Organizer: Kindly supported by: Media Partners: L i v i n g s to n e Communications Program (The conference is in german, except for the contributions of speakers from the USA) 9:30 am Greeting Andreas Waldner WALDNER.TV Entertainment Marketing Moderation / Presentation of the Results of the Product Placement Monitor 2010 Prof. Stefan Mareien Nürtingen-Geislingen University 9:45 am Branded Entertainment/Product Placement in the USA – role model for Germany Mike Hess, Executive Vice-President (english) Aegis/Carat, New York 10:15 am Content & Marken: The Impact of Digitalisation on Brand Management and Content Producers Stefan Kastenmüller, CEO UFA Brand Communication, Berlin 10:45 am TV and Internet – A Perfect Match Arnd Benninghoff, Chairman of the Board SevenOne Intermedia, München 11:15 am Branded Entertainment and Gaming – Exemplified by the Gran Turismo 5 Campaign Jan Sebastian Schmalz LOCAVI, Stuttgart 11:45 am Branded Entertainment and Charts – Exemplified by Perfume Charts (Müller) Ulrike Altig, CEO / Ralph Kienle, General Manager media control GFK International, Baden-Baden 12:00 am Lunch Break 12:45 pm Agency-Related Discounts and Kickback Commissions in Product Placement Dr. Stephan Leitgeb, Lawyer Pießkalle & Leitgeb, Munich 1:15 pm Legal Aspects of Advertising in Webisodes Prof. Dr. Johannes Kreile , Noerr LLP Munich 2:00 pm Characteristics of Successful Internet Formats Britta Schewe GRETE GROTE Internetproduktion, Berlin 2:30 pm ”Anybody there?” – Product Placement for Webisodes/ Web TV – A Challenge Claudia Pohlink Deutsche Telekom 3min.de, Berlin 3:00 pm Refinancing Web TV Content: Webisodes and Web TV Programs Manfred Auer, CEO Arrangement Group, Radolfzell 3:30 pm Measuring Web Videos Frank Zazza, CEO (english) iTVX, New York 4:00 pm Coffee Break 4:30 pm Panel Discussion – The Product Placement Business Model of the Future for Germany Moderation: Otto Kettmann, Kettmann & Partner Christof Baron, COO Mindshare Dr. Ferdinand Froning, CEO LOCAVI Prof. Dr. Oliver Castendyk, CEO ”Unterhaltung der Produzentenallianz” Thomas Langheinrich, President LFK Claus Grewenig, Vice President VPRT 5:30 pm End Speakers Andreas Waldner As the owner of the entertainment marketing agency WALDNER.TV he looks ment campaigns for these companies with proven success. He initiated and back on twenty years of practical experience regarding product placement and organizes the first german int. Conference on Branded Entertainment/Product branded entertainment. After studying marketing, he initially worked on the Placement, and publishes the periodic „Product Placement Monitor“ research industrial side and then switched to becoming an agency service provider. He paper. In his spare time, the native Swabian is a passionate sportsman and works on behalf of advertisers and conceives and arranges branded entertain- loves to play soccer. Stefan Mareien Stefan Mareien is guest professor for marketing at Nürtingen-Geislingen Uni- marketing consultant for small and medium-sized companies. versity. Prior to that, he headed the marketing and corporate strategy division of a Daimler AG subsidary for ten years. Today he is a corporate strategy and Mike Hess Mike joined Carat in New York as Executive VP Marketing Science and Consumer Mike has published numerous articles and conference papers on marketing and in February 2009. In this function he is responsible for market research tools and advertising themes and is active in the Advertising Research Foundation and the techniques involving marketing mix ROI, consumer segmentation/targeting and Ad Council. He is currently the chairman of the Council for Research Excellence, evaluation methods for branded entertainment/product placement. Currently an industry group of the 40 top media research professionals. he is involved with the rollout of a new global research project together with Mike is co-authoring a review of the history of quantitative methods in adver- Microsoft, which will be published in the Advertising Week in September 2010. tising research for the 75th anniversary edition of the Journal of Advertising Prior to that he was the Global Research Director of OMD, where he introduced Research. In addition he is also contributing to a chapter in a new book on the tools that linked psychographic segmentation with media consumption. He also future of social media. Mike earned his MBA from the Wharton school, a MA conducted a number of global studies with partners such as Yahoo! and AOL’s in experimental psychology from Columbia University and a BS in psychology Platform A. While at OMD he served on an industry committee that focused from Loyola University Chicago. Although living in the United States since grade evaluating product placement and branded entertainment. school, Mike has remained fluent in german and has also studied spanish. Stefan Kastenmüller Dipl.-Kfm. Stefan Kastenmüller is the CEO of the start-up UFA brand commu- with offices in London and Vienna. In 1999 he became managing partner of the nication GmbH. The eighth label of the UFA Group offers corporate media pro- brand agency argoBrand GmbH and CEO of the internet agency argonauten ductions, brand communication and branded entertainment for enterprises and GmbH in Munich, part of the Grey Group Middle Europe. brands. It includes product placement consulting, merchandising and licensing. After that he became director for marketing & adsales at JETIX EUROPE GmbH He started his career at Philip Morris in Munich. Kastenmüller switched to MTV (Walt Disney) and in April 2006 he was appointed as chairman of the manage- Networks in London in 1994. From 1995 he was responsible for all german ment. Thereby he was responsible for the pay-TV business, co-productions, pro- speaking countries for MTV and VH1 as Head of Marketing. In 1996 he co-foun- gram buying, licensing & merchandising, adsales and content syndication in the ded the advertising agency and film production company „Katze Productions“ german speaking countries. Arnd Benninghoff Arnd Benninghoff (40) is chairman of the management of SevenOne Intermedia responsiblty for seven companies as director at Holtzbrinck and was managing since since May 1st, 2010. Benninghoff is responsible for the core business of director of several associated companies. From 2000 to 2006 Benninghoff was the multimedia-company of the ProSiebenSat.1 group, in particular the online- with Tomorrow Focus, where he headed the business affairs of Tomorrow Focus business and other operative business units. Before joining SevenOne Interme- next media and managed the portal business. Benninghof studied business ad- dia, Arnd Benninghoff was CEO at Holtzbrinck eLab in Munich - responsible for ministration and journalism in Münster. the entire holding portfolio and its marketing. Prior to that he had the portofolio Jan Sebastian Schmalz Jan Sebastin Schmalz is a doctoral candidate at the Daimler AG, in the Branded Benz like „National Treasure: Book of Secrets“, „Sex and the City“ and „Gran Entertainment Department since 2007 and is primarily involved in the area of Turismo 5“. Enrolled in doctorate program in communication sciences and socio- product placement in film, TV, web and videogames. Since August 2010 he is a logy at Münster University since 2007. Currently writing his doctoral thesis with consultant for the branded entertainment agency LOCAVI. He gained formative the working title „Reception and Use of Branded Content in the Web“ under the experience with the implementation of international campaigns for Mercedes- supervision of Prof. Dr. Matthias Kohring and Prof. Dr. Volker Gehrau. Ulrike Altig • 1995-2003 CDO of music control, installation and direction of 17 european • Graduated in psychology with focus on business psychology and business ad- countries (company was sold to Nielsen Entertainment /USA in 2004) ministration at Mannheim University • CEO of the company media control GfK International GmbH, active in 29 • Working for media control since 1984 countries in Europe, Latin America and Asia in the entertainment fields: mu- • CEO of media control since 1993 sic, book, DVD/video, games since 2003. • 1999 - 2009 Chairman of chart-radio, first licensed internetradio Focus: chart-evaluation und market research Ralph Kienle General manager at media control GfK since 2000. Former board member the largest online musicstreamer Europa Charts Radio AG in 2000. Economist- specialising in the field of multimedia at the VPRT. Former board member of lawyer, 41 years old, married, one daughter. Dr. Stephan Leitgeb Dr. Stephan Leitgeb founded the law firm Pießkalla & Leitgeb in Munich in and competition law. The firm counts advertisers and advertising agencies to 2005. One focus of his legal work is the consultation and representation of its clients. Dr. Leitgeb publishes in advertising and EU law and on the subject medium-sized companies in advertising law, in particular with regard to civil of product placement. Prof. Dr. Johannes Kreile Prof. Dr. Kreile is a lawyer and partner of the Nörr Steifenhofer Lutz law firm Munich at the University of Television and Film and at the Bavarian Academy of in Munich and is considered one of the outstanding media lawyers in Germany. Advertising and Marketing. Prof. Dr. Kreile is co-publisher and author of „Kom- He is the director of the television section of the Allianz Deutscher Produzenten mentar zum Rundfunkstaatsvertrag and Jugendmedienschutzvertrag“. He also – Film und Fernsehen e.V. and CEO of VFF Verwertungsgesellschaft der Film has published several publications regarding media, copyright and communica- und Fernsehproduzenten. He also is the legal consultant for the Verband der tion law. He is also the Chairman of the „Richtlinienkommission der Filmförde- Deutschen Konzertdirektion. In addition to his work as a lawyer, he lectures in rungsanstalt“ and Vice-President of the European Association of Producers CEPI. Britta Schewe Britta Schewe has been involved in the film and entertainment branch for more In 2009 she founded the „gretegrote Internetproduktion UG“. „Grete Grote“ than ten years. She promoted international cinema releases and television for- (co-)produces and distributes formats created specially for the internet such mats in the field of crossmedia co-operations before she was hired by T-Online as fictional web series and „classic“ feature films, so treading new paths. The International AG in 2002. Since then she has specialized in purchasing and aim of the company is to develop and standardize new ways of distribution and distributing online movie and television rights (VoD) and in negotiating con- financing through the internet in combination with the tools of branded enter- tracts for the distribution of television channels via the IP network of Telekom tainment. Deutschland GmbH. Claudia Pohlink Claudia Pohlink, a graduated businesswoman, has worked in the world of in- clips. Here successful webisodes from different genres, like „Süper Tiger Show“ ternet and television for 11 years. She has held various positions in marketing (with the Super Tiger from Kreuzberg), „Pietshow“ (about the chaotic life of a and sales at infopark, I-D Media, Jamba! and MTV Networks before moving to student house), „After Hours“ (Documentary about the techno scene of Berlin), Telekom where she is now responsible for the „Products & Innovation“ sales „Blutsbrüder“ (first webcrime serie in a drug environment) or „Looki looki“ and co-operations division of the web TV portal www.3min.de. www.3min.de is (with the television enfant terrible Niels Ruf) are screened. the video portal of Deutsche Telekom for web series and exclusivly professional Manfred Auer Manfred Auer, born in 1959, Degree in economics from the University of Cons- „Marketing für neue Zielgruppen“, verlag moderne industrie, Landsberg am tance. Managing director of the Arrangement Group GmbH in Radolfzell, Lake Lech, 1989. Constance since 1985. Lecturer at the BAW in Munich. „Social Marketing“, verlag moderne industrie, Landsberg am Lech, 1991. Publications: „Werbung below the line“, verlag moderne industrie, Landsberg am Lech, 1993. „Product Placement – Die neue Kunst der geheimen Verführung“ ECON Verlag „Top oder Flop – Marketing für Film und TV“, Universitätsverlag Konstanz, 2000. Düsseldorf, 1988. Frank Zazza Frank Zazza is CEO and founder of iTVX and is responsibility for global market- ting over 100,000 television and film placements. He has received numerous ing, the development of strategic relationships and product leadership efforts prestigious awards for creative placements and captured the attention of the across the company. His primary goal is to foster the vision of making iTVX the press, having been widely quoted in over 500 national and international maga- global standard for measuring branded entertainment. Known as „the pioneer zines. In 1994, as the industry started to evolve, he appeared on „Dateline2 with of product placement“, his career has spanned over 25 years having orchestra Jane Pauley as the marketing expert on product placement. Otto Kettmann Studies at the Helmut Schmidt University, Hamburg and correspondence course ment and product placement at the agency „placement control“ at the Hagen University. 2010 Kettmann & Partner (Product placement, branded entertainment, content 1982 – 1995 German Navy, most recently public relations speaker marketing) 1995 – 2001 Marketing and sales in BtB/BtC 2010 Associated Partner Mediakraft (licensed) 2001 – 2010 Project manager and strategy consultant for branded entertain- Christof Baron Active in the media branch for 23 years and working for Mindshare since 21 nagement for electronic media. He was elected COO in 2005 and has been CEO years. After brief stops in a publishing house and a small local advertising agen- of Mindshare since 1.1.2009. In order to optimize the competence of the agency, cy, he started as media planner for Ogilvy & Mather, today Mindshare. After Christof Baron implemented the „New Mindshare“ concept in all german offices. planning and consulting for wellknown domestic and international automotive, His fascination: The evolution of media, new mediatechnology and innovation. FMCG and financial clients for some 10 years, he took over the purchasing ma- Dr. Ferdinand Froning Dipl.-Kfm., Dr. rer.pol. Ferdinand Froning is the CEO of the newly founded of Daimler AG/Mercedes-Benz USA LLC in Los Angeles and was responsible LOCAVI GmbH – Branded Entertainment in Stuttgart within the LEDAVITM for developing a „Branded Entertainment Liaison Office Hollywood“ for the Network GmbH, Berlin (www.ledavi-network.com). Against the background of Mercedes-Benz, Maybach and smart brands. This included the expansion of the changing circumstances, the concept of the LOCAVI agency is based on the incre- branded entertainment portfolio especially for film, televison, web and online ased complexity of the media, television, film and entertainment branch and the i.e. videogames. Special emphasis of his work is the national and international consequential significance for product placement and branded entertainment. products placement busines is the consequent activation/co-promotion of bran- Before that and since 2000, Dr. Froning was responsible for establishing and ded entertainment projects within the marketing communication as seen in „Sex expanding a branded entertainment unit at the Daimler AG in Stuttgart with and the City 2“ (2010) for Mercedes-Benz. Prior to working for the Daimler the emphasis on product placement within an international and national film AG, Dr. Froning worked in strategic communications consulting and as CEO of and television context for the global Mercedes-Benz brand. In 2007 Dr. Fro- UP 2000 GmbH, Berlin with the economic functional consulting of small and ning took over the newly established „Global Product Placemement““ division medium-sized companies. Prof. Dr. Oliver Castendyk „Allianz deutscher Produzenten Film & Fernsehen“ and is a board member of Prof. Dr. Oliver Castendyk, MSc. (London School of Economics) worked for the the X-Verleih-AG. KirchGruppe from 1991-1992, as corporate counsel for ProSieben Media AG Besides that he pursues his scientific interests. From 2001 to 2009 he was the from 1992-2000; he also managed the subsidiary SevenPictures Filmproduktion director of the Erich Pommer Institut for media law and media economics and since 1998 and the Verwertungsgesellschaft VG Media since 1999. As a lawy- from 2004 to 2009 he took over the foundation chair for public and private er he consults clients from film production, broadcasting and print since 2001. media law at the legal faculty of the University Potsdam. In 2010 he lectures at Amongst others, he is also the legal adviser for the „Verband der technischen the Bucerius Law School and does research at the Hamburg Media School. He is Betriebe Film & Fernsehen“ (VTFF), manages the entertainment section of the co-publisher of the legal magazine „Multimedia und Recht“ (MMR). Thomas Langheinrich • Born March, 23d 1953 in Berlin, raised in Karlsruhe • Office manager of the minister of media in state chancellery of Baden-Würt- • Studied law and political science at the Albert-Ludwigs-University, Freiburg temberg • Scholarship of the german-american Fulbright Trust at the Lyndon B. John- • Deputy spokesman of the federal state government son Graduate School of Public Affairs - University of Texas, Austin, USA • Head of the department for structural policy and rural development in the • State law examination in Baden-Württemberg ministry of economy • Active in different areas of the state administration of Baden-Württemberg • Since April 1st, 2005, president of the state communication commission • Graduate of the Leadership Academy of the state, employed abroad at the • Since January 1st, 2008, chairman of the board of directors of the state media Environmental Protection Agency (EPA) Washington, DC. USA authority (DLM) of the Federal Republic of Germany Claus Grewenig Born on August 28th, 1974 in Landau, Claus Grewenig completed his legal for several months and trained at several state communication commissions, clerkship at the district court of Dortmund after studying law in Heidelberg and a public broadcasting company and at the Bertelsmann Music Group (BMG) in Freiburg im Breisgau. In October 2001 he started working in the field of mul- Munich. Mr. Grewenig was appointed deputy CEO by the board of directors on timedia/law at the VPRT. Since January 2006 Grewenig is legal adviser of the February 14th, 2007. association. Prior to that he worked for a patent and legal office in Dortmund Target groups The registration desk opens at 8.30 am. Name tags serve as identification and Members of the board of directors, management as well as executives in the fields are handed out together with the documentation before the start. of marketing, communication, product and brand management, sales and media in industry, trade, film and media businesses. Furthermore students and lecturers Date of academies and universities. We also welcome participants from agencies, Thursday, October 21st, 2010 consulting and service companies that are related to this sector. Venue Registration Literaturhaus Stuttgart, Breitscheidstr. 4, 70174 Stuttgart, Germany By phone: +49 (0)7022 – 97 70 93 By fax: +49 (0)7022 – 90 58 06 Route Description By email: firstname.lastname@example.org http://www.literaturhaus-stuttgart.de/uploads/media/Anfahrt.pdf By internet: www.waldner.tv By post: WALDNER.TV, P.O.Box 1227, 72602 Nürtingen, Germany. Cancellation For cancellations received in writing by close of day October 7th, 2010, a The number of participants is limited – applications will be dealt with on a processing fee of 35,- Euro excl. VAT per person is due. first come, first serve basis. After registration you will receive an invoice as In case you do not attend or cancel after this date, the entire fee is due. You are confirmation. The fee for the one-day conference is 395,- EUR excluding VAT. welcome to appoint a substitute in case you cannot attend yourself. For two or more participants from one company we grant a discount of 10%. University staff are granted 20% discount and students 50% discount. The fee includes conference materials and refreshments during the breaks including lunch. Registration will only be valid once full payment has been received. The organizer accepts no liability for program changes, speakers not appearing or printing errors. By registering you accept our Terms and Conditions. Please cut out the coupon or copy it and send it via post or fax (++49(0)70 22-90 58 06) to: WALDNER.TV, Postfach 1227, 72602 Nürtingen, Germany. You can also register online at www.productplacementkongress.de Registration Form Herewith I register for the conference ”Product Placement” on October 21th, 2010 in Stuttgart (Germany). I accept your Terms and Conditions. Company/Institution _____________________________________________________________________________ Name _____________________________________________________________________________ Street _____________________________________________________________________________ Postal Code/City _____________________________________________________________________________ Country _____________________________________________________________________________ Phone _____________________________________________________________________________ Fax _____________________________________________________________________________ Email _____________________________________________________________________________ For cancellations received in writing to WALDNER.TV, P.O.Box 1227, 72602 Nürtingen (Germany) by clos of day October 7th, 2010, a processing fee of 35,- Euro excl. VAT per person will be invoiced. In case you do not attend or cancel after this date, the entire fee is due. You are welcome to appoint a substitute in case you cannot attend yourself. Partner Ihr Partner für Branded Entertainment Branded Entertainment med control dia Leading Entertainment nt Provider media control – The Leading Entertainmen Data Provider a contro ol media control ist seit 33 Jahren anerk kannter Abverkaufscharts und inzwischen Jahren anerkannter ofﬁzieller Ermittler von A en inzwische marktführend in der Datenanalyse im weltweiten Entertainmentbereich. Die Unternehmensgrupp führ marktf end m Entertainmentbereich. Unternehmensgruppe pe sich control GmbbH setzt sich aus der media control GmbH & Co. KG und dem Joint Venture media control GfK Inter- Venture e control er Inte - national GmbH zusammen, die in jew national jeweils unterschiedlichen Tätigkei weils Tätigkeitsfeldern aktiv sind. itsfeldern a control media control GfK International GmbH – in 29 Ländern in Europa, Asien, USA und Südamerika International G Ländern Europa, Südamerikka vertret ten Segmenten Musik (digital und physisch vertreten – beobachtet und analysiert das Geschehen in den Segmen nten h), physisch), DVD/Blu-ray,y DVD/Blu-ray, PC- und Konsolensoftwa e, Buch und Kino. Firmen und Verbände, die in diesen Bereichen Konsolensoftware, ar e Verbände, en Bereiche zu Hause sind, setzen auf die repräsentativen und 100 Prozent unabhängigen Marktforschungsdaten Hauuse ntativen repräsen Prozent unabhängigen Marktforschungsdaten. n. media control Charts wie beispiel Die meedia control lsweise beispielsweise die ofﬁziellen Top 100 M Top o Games-Chart Musik-Charts, die Games-Chartsts oder die Bestsellerlisten aus Focus und Stern sind der Gradmesser dafür, was bei Verbrauchern an- d un Stern nd dafür d r, e Verbrauchern ann- gesagt ist und welche Produkte am h t Produkte werden. häuﬁgsten verkauft werden. m contro ol KG Die media control GmbH & Co. KG vermarktet im Auftrag der A Fernsehfor- or Arbeitsgemeinschaft Fernsehfo - g TV- V-Quote schung (AGF) seit 1992 die TV-Quoten für Deutschland. Ein Hande en elspanel au uf Handelspanel für Sportartikel, das auf tatsäch hlichen basiert, ert Portfolio. tatsächlichen Abverkaufszahlen basie komplettiert das Portfolio Seit 1991 vergibt media control jährlich den Deutschen Medienpreis – eine der renommiertesten Auszeichnungen im Medienbereich. Preisträger waren bisher unter anderem Bill Clinton, Angela Merkel, Bono und der Dalai Lama.