OWM Summit 2023: Marketing at the turning point
Under the motto "Marketing at the turning point: people - markets - machines", the Organization of Advertisers in the German Brands Association (OWM) focused this year's summit on a visionary future. AI, the changing world of work and advertising regulations were the central topics at the annual congress of advertisers.
The coming years promise an era of change and numerous opportunities for marketing. The industry has been constantly evolving and adapting to the changing needs of consumers and businesses. In this ever-changing environment, marketers are faced with increasingly complex challenges, from integrating new technologies to meeting societal expectations and coping with increasing regulation.
These and other topics were discussed at the OWM Summit last Wednesday in Berlin. During his opening speech, OWM Chairman Uwe Storch called on the guests present to tackle the regulatory challenges in the advertising market as an entire industry. "Have the politicians thought about the possible consequences if around EUR 3 billion in advertising investment disappears from the market?" he asked, pointing out the serious consequences of an advertising ban in Germany.
The aim of the event was to bring together the various market partners to jointly analyze and discuss the far-reaching changes that are currently shaping the advertising market. More than 20 speakers provided insights to discuss the far-reaching effects of artificial intelligence (AI), political interventions and changes in the labor market from an advertising perspective.
"This year, we have deliberately focused on the change that goes hand in hand with these numerous changes in our environment. OWM sees itself as a driving force in the market," emphasized OWM Managing Director Susanne Kunz in her speech.
The OWM members surveyed share this attitude with a large majority (82%) and believe that companies have a social responsibility where they invest their media budget.
The agenda was varied with keynotes, interactive panels, practical best cases and master classes, which attracted numerous visitors to Berlin. With a record number of participants, the summit was reportedly the association's most successful event.
The next OWM Summit will take place on November 5 and 6, 2024 in Berlin.
