Every marketer knows the challenge: a brand needs to be not just visible, but also relevant. But how do you uncover what truly moves your target audience? Which cultural and societal trends influence consumer decisions? And how can these insights be translated into a consistent, measurable 360° campaign?

Janina Jahns will demonstrate how marketers can leverage cultural insights through close collaboration between media, communication, and commercial teams. She will introduce effective tools that help gather data from social listening, AI-driven analysis, and other sources to make informed decisions. Using real-world examples, this session will illustrate how to bridge cultural relevance with measurable impact—creating campaigns that don’t just capture attention but drive real engagement.