Thursday, October 25, 2018 - Radialsystem V - Berlin, Germany








The Conference for Growth Marketing Innovators.

Break with the past. Look to the future. SCALE18 explores today’s innovations and tomorrow’s possibilities in marketing, media and more.

Hear from digital businesses and startups that are bridging the gap between old approaches and the new. Get inspired with visionary talks and concrete insights from brands, media houses and tech companies.

Exploring the future of marketing, adtech, creativity and work, SCALE18 is the go-to conference for marketers looking to expand their horizons.


SCALE18 will feature a diverse mix of technical insights and visionary talks from founders, marketers and advertisers from around the world. See below for more details about this year’s speakers.





















This year’s program will explore the future of marketing, adtech, creativity and work. Hear from digital businesses and startups from Europe and beyond as they share how they’ve bridged the gap between old approaches and new in marketing, media and technology.

The Hall

8:30 - 9:30
Doors open and registration
9:30 - 9:40
Matthias Riedl, Co-Founder & Chief Growth Officer, DCMNOpening address
9:40 - 10:10
Ali Hanan, Founder and CEO, Creative EqualsYour bias is bad for business: Diversity as a driver of innovation, productivity and profit
The future of marketing
Research shows a diverse workforce creates better ideas, more profit and more productive, happier teams. Yet, many of our current creative, tech and innovation teams are all the same type of people. In the UK, just 16% of creative directors are women. Is this holding us back? And what can we do to make change happen? The data tells us everything. And from data, we can drive action.
10:10 - 10:35
Ralph Pighin, Vice President CEE, DeezerGlocal Hero: How Deezer takes a personalised approach to reach music fans around the world
The future of marketing
In a competitive landscape, music streaming services that want to reach new users must be creative and understand the needs of their local market. Ralph Pighin, VP Central Eastern Europe at Deezer, will share insights on how Deezer is using its challenger position to reach new music fans with meaningful campaigns that focused on long-term growth strategy for sustainable success.
10:35 - 11:05
Brian Norris, SVP Ad Sales, NBCUniversal
Stephane Coruble, CEO, RTL AdConnect
Programmatic TV: Challenges and learnings from across the Atlantic
The future of tech
The US is largely seen as the most advanced market in the programmatic TV space. What can Europe learn from the US experience, and vice versa? Join Brian Norris of NBCUniversal and Stephane Coruble of RTL AdConnect for a discussion that explores the future of TV.
11:05 - 11:35
Morning tea
11:35 - 12:10
Manuel Koser, Co-Founder & MD, Silvertree Internet Holdings
Manan Shah, Director of Marketing India, Truecaller
Henrik Jensen, Director of International Expansion, Taxify
Moderated by Liz Osterloh, Tech Communications Lead, DCMN
Scaling in emerging markets: Lessons from Africa, Asia and beyond
The future of marketing
From rate of uptake of new technologies, to which marketing techniques work best where, every market has its differences. India's Paytm Mall, South African venture builder Silvertree Internet Holdings and Europe’s Taxify share insights and tips on what to look out for when growing a business in Africa, Asia and other emerging markets.
12:10 - 12:35
Antonia Bonello, Associate Creative Director, BuzzFeed UKBranded content for short attention spans: How BuzzFeed stays agile in the platform space
The future of creativity
Associate Creative Director of BuzzFeed UK, Antonia Bonello, talks about how brands must remain agile and nimble in the ever-changing platform space. From Facebook’s algorithm change, to the importance of shareable, engaging content; BuzzFeed leans into the benefits of creating data-driven, innovative content to create and grow the biggest media brands, which include Tasty and Bring Me!
12:35 - 13:00
Markus Düttmann, Director of Product, DCMNOur job, 20 years from now: Automation, AI and the changing face of marketing
The future of tech
How will our jobs look in a future where everything is automated and artificial intelligence is the norm? DCMN’s data science expert Dr Markus Düttmann peers into our not-too-distant future to give three predictions for the changing role of the marketer. Take a tour through marketing land – from the release of the very first display ad up to now – to find out why the future might not be quite as scary as we think.
13:00 - 14:00
14:00 - 14:35
Marc-Olivier Lücke, Venture Partner, Atlantic Labs
Christian Szymanski, Co-Founder & COO, Stryking Entertainment
Thorsten Voss, Partner, fieldfisher
Moderated by Tom Braegelmann, BBL
The future of startup funding and growth: Token-based offerings
The future of tech
Token-based offerings, where startups offer tokens in exchange for money, have emerged as a new way of venture financing. However, there have also been many failures and scams in this fast-growing space, which has led to regulators worldwide looking at ways to address investor protection. Hear from a VC, an ex-regulator (BaFIN) and a founder with ICO experience to get a better understanding of token-based offerings and its implications for startup growth.
14:35 - 15:00
Melanie Schlegel, Head of Paid Search, OTTOOTTO’s retail (r)evolution: Transitioning your business for a digital future
The future of marketing
Founded in 1949, the first hand-bound OTTO catalogue was mailed out 1950: it presented 28 pairs of shoes on 14 pages. Today the Otto Group no longer exists solely offline: is the only ‘big book’ company which made the jump into the digital world, facing new competitors such as Amazon and Zalando in a highly dynamic competitive environment that is developing faster than ever. This talk will provide an overview of the company’s digital transformation – and the tools OTTO used to get there.
15:00 - 15:25
Rachel Ginsberg, Creative StrategistThe art of emergent storytelling: Strategies for work, art and life
The future of creativity
One of the basic rules of our shared universe is this: everything in it is constantly changing. What does that mean for us as professionals, and as humans? How can we navigate the state of emergence that surrounds us? Emergent storytelling can help make sense of the rapidly shifting world around us, expand our understanding of the possible, and help our audiences think beyond the boundaries of what they "know" to be true.
15:25 - 16:00
Afternoon tea
16:00 - 16:40
Pierre-Alain Guillou, Head of B2B Products, AirHelpBreaking windows, climbing chimneys, and lighting fires to find growth
The future of work
Associate Creative Director of BuzzFeed UK, Antonia Bonello, talks about how brands must remain agile and nimble in the ever-changing platform space. From Facebook’s algorithm change, to the importance of shareable, engaging content; BuzzFeed leans into the benefits of creating data-driven, innovative content to create and grow the biggest media brands, which include Tasty and Bring Me!
16:40 - 17:20
Felix Pace, Director of Marketing DACH, NetflixBehind the streams: Culture at Netflix
The future of work
At Netflix we believe in freedom and responsibility. In people over process. In context not control. We believe a successful organisation is a flexible, fun, stimulative, creative and collaborative one. This keynote aims to shed some more light on our employee culture.
17:20 - 17:30
Matthias Riedl, Co-Founder & Chief Growth Officer, DCMNClosing remarks
17:30 - late
Dinner, networking & after party

The Boat

10:10 - 10:30
Matthäus Michalik, Co-Founder & Managing Director, CLANEOReinventing SEO: How to grow in a competitive market
Tech talks
Search is still one of the most important and cheapest channels in a digital marketing strategy and we still see, that companies don't fully take advantage of their search potentials. If you implement SEO strategies correctly, you can profit from it for a long time and assert yourself against long-established companies. Digital brands and start-ups especially can use this opportunity to gain relevance and reach their customers where they search - with Google.
10:30 - 10:50
Christoph Lange, CPO & Co-Founder, IDAGIODavid vs. Goliath in music streaming: Why ‘classical only’ is the key to winning the battle against Spotify and Apple Music
Brand talks
Christoph Lange, Co-founder and CPO of IDAGIO, shares insights from his journey growing a subscription business inside a global niche market.
10:50 - 11:40
Morning tea
11:40 - 12:00
Christian Szymanski, Co-Founder & COO, Stryking EntertainmentFrom hype to market crash: Valuable lessons from an ICO
Tech talks
12:00 - 12:20
Saskia Appelhoff, CMO, WeltSparenUnleashing the true power of 360° campaigns
Brand talks
12:20 - 12:50
Tina Jürgens, Managing Director,
Vincent Kittmann, Head of Podstars, OMR
Florian Kiener, Founder, happybrush
The new radio: Are podcasts the future of audio advertising?
Future talks
12:50 - 14:00
14:00 - 14:20
Aneta Nowobilska, Director of Advertising, upday for Samsung3 key tech drivers to monetise a premium news app
Tech talks
14.20 - 14.50
Magdalena Flick, Director Performance Sales, Outbrain
David Sumner, Snr Programmatic Marketing Manager, Babbel
The art of native discovery: A use case by Babbel and Outbrain
Tech talks
Native discovery is a cornerstone in Babbel’s content marketing strategy and the foundation of Outbrain’s success. Unlike other marketing channels, native discovery is a field that still offers huge untapped potential for marketers and startups to create quality content that drives international performance and attracts global attention. After partnering 4 years ago, Outbrain has helped Babbel successfully generate scalable traffic, retain and attract new subscribers worldwide, and produce high reach media capable of bringing in over 7 million views. In this workshop, Maggie Flick (Outbrain) and David Sumner (Babbel) will offer an insight into how native discovery benefits marketers and boosts user acquisition.
14.50 - 15.10
Frédéric Olivennes, President, IAB France7 things every digital marketer needs to know
Future talks
Digital marketing makes a lot of promises: automation, ROI, performance and consumer knowledge. Yet the sector still faces important challenges, including:
  • What is the role of human vs automation?
  • Is it even possible to match digital advertising and privacy?
  • Does a choice need to be made between data performance and data independence?
  • Should we make marketing more “citizen”?
Frederic Olivennes, IAB France’s President and Country Manager of the leading European data company Weborama, offers seven key topics that digital marketers should consider carefully without making compromises.
15:10 - 16:00
Afternoon tea
16.00 - 16.20
Philipp Koecke, CFO, deinSchrank.deGoing public – blessing or curse? Stories from behind the scenes
Brand talks
What does it really mean to be an publicly listed company? What does it cost and what pressure does it create both for founders and their staff? In the course for 15 years as CFO at a publicly listed company, Philipp Koecke (now on the management team at navigated all stages of the stock market. In this talk, he looks at the ups and downs encountered along the way and offers a cautionary tale for any startup founders looking to make the same move.
16.20 - 16.50
Laurent Lasserre, Country Director France, Wibbitz
Hendrik Baumann, Corporate Communications Editor, Bertelsmann
How automation technology is revolutionising video storytelling
Tech talks


Join us at SCALE18 this October as we explore today’s innovations and tomorrow’s possibilities in marketing, media and more.


Holzmarktstraße 33
10243 Berlin


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