The newly designed conference Direct! By Post Advertising took place in a modern afternoon format and presented current topics and future-oriented perspectives of the industry. A central highlight was the presentation by Markus Gross, a recognized pioneer in the field of computer graphics. In his lecture, he addressed the role of artificial intelligence in storytelling and its influence on advertising, according to a press release.
Another important item on the program was the panel discussion, which was attended by emotion researcher Cornelia Krebs, “Advertiser of the Year 2024” Andrea Bison and Raphael Bratschi, Head of Product Management and Business Development at Post Advertising. The panel discussed how companies can develop their brands into so-called “soul brands” in order to create a more emotional connection with their target group.
Ingo Barlovic, an expert in child and youth research, gave insights into the behavior of Generation Alpha, the target group of the future. He emphasized that this generation has a high need for authenticity and expects credible advertising. Other experts also appeared, including Nicolas Hugentobler from Rivella, Christoph Keiser from Caritas and Esther Cahn from Exactag. Their contributions stimulated discussions about the changing advertising landscape.
Oliver Egger, Managing Director of Post Advertising and host of the event, spoke positively about the exchange among the participants. He announced the next event on September 17, 2025 and confirmed the importance of these meetings for promoting the industry. (pd/cbe)
