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Christian Hanke

Creative Director and Partner of Edenspiekermann’s Berlin office

Christian Hanke is a Creative Director and Partner of Edenspiekermann’s Berlin office. He has built a reputation in the fields of media and brand  experiences, innovating products and teams. His clients ranges from media outlets like The Economist, Zeit Online, NZZ and ProSiebenSat.1 to global brands like Mercedes, Red Bull and their Red Bull Media House. He has won several funding from Google’s DNI Innovation program. Christian also regularly talks, writes, and teaches on how to bring innovation to brand and product teams.

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Natalie Erdmann

Head of Corporate Communications and marketing at Helios (Germany)

Natalie Erdmann has headed up the corporate communications and marketing division at Helios since 2015. Helios is Europe’s leading medical facilities operator; it has more than 100,000 employees, and serves some 15 million patients annually at its locations in Germany and Spain. Erdmann has been with Helios since 2008, during which time she was responsible for communications and marketing for the Helios Berlin-Brandenburg and later, the central-north regions. Before that Erdmann was project director for “Germany – Land of Ideas”, a joint initiative of Germany’s federal government and industry sector, under the aegis of the German president. She previously worked in management posts at the ad agencies Ammirati Puris Lintas and Lowe, where she advised on strategic communications for the consumer goods and pharmaceutical divisions.

 

How to change a brand digital and content first

Brands are shaped in UX, Content and Service – which is especially relevant for Helios, Europe’s leading private hospital operator, with more than 100,000 employees, serving patients in over 150 hospitals in Germany and Spain. This approach on Brand requires different triggers for the team, design tools and the way they work. Helios and Edenspiekermann reinvented the Brand at scale launching e.g over 300 websites with more then 60.000 pages in only 6 months.

Brand Talks

Brand Talks is the new rapid talk format on the second conference day. After the keynote by London-based branding expert Michael Johnson (johnson banks), talks change in a 30-minute cycle. The final talk gives Thomas Müller, Head of Design and Innovation at Fjord with his summary “The End of Branding As We’ve Known It”. Moderator of the Brand Talks: TYPO programme director Jürgen Siebert.

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