The fourth BALTIC BRAND CONFERENCE is centred on branding and marketing strategies designed to conquer German markets. Strategists and brand specialists from around the world and successful businesses from the Baltic States will share their ideas and experience to help you launch and promote your product in Germany.
The conference lectures are divided into the three main tracks that are needed to successfully envision and launch your product in Germany. From inspiration to create a breakthrough idea to down-to-earth practical advice, we aim to provide you with a toolkit that can serve any project geared to conquer the tricky German market.
In the INSPIRATIONAL THEORY TRACK, you will hear our headliners, Rupert Millington (UK), Uwe Melichar (DE) and Kristaps Siliņš (LV) who will discuss successful ideas and strategies to consider before product launch (or re-launch) in the German market, while Ēriks Šulcs (LV) will inspire you to use your Baltic strengths in Western market. This track will pay extra attention to the media environment in Germany.
The MARKET SPECIFICS TRACK will outline the differences and commonalities between the Baltic and German markets. Are there any pitfalls – or hidden resources – that you weren’t aware of yet? How to navigate the legal environment and business relationships in Germany?
Finally, the third track – REAL LIFE EXPERIENCE – will be accounts of product launches in the German market by Baltic business leaders. What worked well, what failed, what surprises did they encounter – and how did they manage to win over German customers? Listen to real life accounts from various industries, and make sure to ask questions!
In the Inspirational Theory track, you will hear our headliners discussing successful ideas and strategies to consider before product launch (or re-launch) in the German market. You will also learn important specifics about the media environment in Germany and how can you use your specific Baltic strengths in Western markets.
9.00 - 9.30
9.30 - 9.35
9.35 - 10.05
Uwe Melichar, FACTOR (DE)
Translating your brand for westbound trades
Ēriks Šulcs, BRANDBOX (LV)
Levelling the way to the West with our Baltic strengths
10.05 - 10.25
Kristaps Siliņš, WHITE LABEL (LV)
Calculated risk. How to brand for export
10.25 - 10.55
Rupert Millington, CURIOUS INDUSTRY (UK)
Deep Insight. Getting to know customers and consumers better than your competitors do
10.55 - 11.15
Natalja Piiskoppel, DENTSU AEGIS MEDIA, HEAD OF STRATEGY & BUSINESS DEVELOPMENT (BALTICS, NORDIC & CENTRAL EASTERN EUROPE) (LV)
The dynamics and future of the German media
11.15 - 11.35
Arnis Jēkabsons, BRANDBOX DIGITAL (LV)
To go or not to go digital?
11.35 - 12.55
DISCUSSION PANEL (INSPIRATIONAL THEORY TRACK)
MODERATED BY UWE MELICHAR
11.55 - 12.10
The Market Specifics track will outline the differences and commonalities between the Baltic and German markets. Are there any pitfalls – or hidden resources – that you weren’t aware of yet? How to navigate legal environment and business relationships in Germany?
12.10 - 12.30
Dr. Lars Gutheil, Deputy CEO German-Baltic Chamber of Commerce in Latvia (DE, LT)
Long-lasting German-Baltic relations at a glance
12.30 - 12.50
Helmuts Salnājs, Deputy Head of the LIAA Representative Office in Germany (LV, DE)
Export to Germany – do you actually need this?
12.50 - 13.10
Theis Klauberg, Rechtsanwalt/attorney at law, bnt attorneys-at-law (Riga, Tallinn, Vilnius)
All you need to know about intellectual property when building your brand in Germany
13.10 - 14.10
The third track – Real Life Experience – will be accounts of product launches in German market by Baltic business leaders. What worked well, what failed, what surprises did they encounter – and how did they manage to win over German customers? Listen to real life accounts from various industries, and make sure to ask questions!
14.10 - 14.30
Ieva Johnsson, Orkla Confectionary & Snacks Latvia (LV)
Five ants is more than one elephant
14.30 - 14.50
Aigars Ruņģis, Valmiermuiža brewery (LV)
Real experience of entering the German market
14.50 - 15.10
15.10 - 15.30
Kaspars Pacēvičs, SAKRET (LV)
The German market from a different perspective
15.30 - 15.50
Valērija Lieģe, LIDO (LV)
The inside story of turning LIDO into KIRSONS
15.50 - 16.10
DISCUSSION PANEL (MARKET SPECIFICS & REAL LIFE EXPERIENCE TRACKS)
16.10 - 16.15
16.15 - 17.00
NETWORKING. COFFEE & REFRESHMENTS SPONSORED BY VALMIERMUIŽA BREWERY
A commercially successful inventor, lecturing on insight, strategy and innovation at Insead business school, Rupert Millington is a director at Curious Industry, a small strategy and innovation consultancy with big ideas.
A partner at the FACTOR agency in Hamburg, Uwe Melichar has worked for notable clients such as Adidas, AM.PM, C&A, Gardena and Omron. He will share first-hand knowledge of German culture, desires and needs, as well as providing expert advice on branding and packaging.
One of the most notable strategists in the Baltic region, Kristaps Siliņš is a partner and strategist at White Label. He will share experience gained from working with more than 75 brands across Europe, and advertising projects that have brought him more than 20 awards.
An award-winning brand and packaging desiner, Ēriks Šulcs is one of the most prominent experts in the field. As CEO of Brandbox, one of the leading brand design and packaging companies in Latvia, he is the best person from whom you can learn about the strengths of Baltic design.
Arnis has helped many local and international brands to navigate through the ever changing digital landscape and gained a couple of awards along the way. His speech will cover essential questions to ask yourself before going digital, as well as how to prioritize digital operations and budget.
For 12 years, Ieva has worked on business relationships from Sweden, and now for more than 10 years she has worked on export sales for Latvian goods. At OCS Latvia, she is responsible for export outside the Baltic States, selling delicious treats to more than 25 countries, and can share her energetic and practical view on conquering foreign markets.
Natalja has been leading strategic communication planning work in Dentsu Aegis Group for the last 13 years, working across the EMEA region for clients such as BMW Group, FERRERO, and VF Corporation with a big focus on the German market. Now she is back in Estonia, and can share her experience with the German communication landscape and changing consumer behaviour.
Theis Klauberg is an attorney-at- law, and a partner at bnt in Riga, Tallinn and Vilnius. He has been exclusively recommended by Who’s Who Legal as an expert in litigation, as well as in life sciences/transactional in Latvia. An expert on EU Trademark and Copyright Law, he will share his insight into intellectual property protection when exporting your brand to Germany.
Aigars Ruņģis is the owner and driving force behind Valmiermuižas craft brewery, which is one of the most successful Latvian premium beer brands locally. How did they manage to translate their brand for the discerning German audience?
Kaspars Pacēvičs is a highly energetic marketing leader with over 10 years’ experience in the FMCG sector. He gained extensive international and multi-functional experience at Philip Morris, Japan Tobacco International and Royal Unibrew. After working with such brands as Marlboro, Winston and Lāčplēsis beer, he is now working for building materials manufacturer Sakret.
Valērija is a change management professional and a founder of Behrens M&A International Baltics. Valērija has led top Baltic companies through operational and financial restructuring, and her M&A and refinancing projects have a total value of over EUR 200m. She started working with LIDO in 2011, helping to turn around the company and implement its international growth strategy.
Helmuts Salnājs is the representative of LIAA (the Latvian Investment and Development Agency) in Berlin, Germany. For over ten years, he has been responsible for export and investment between Latvia and Germany. In his career Helmuts has accompanied numerous Latvian companies in their export activities, as well as German companies looking for investment possibilities in Latvia.
With background both in law and journalism, Lars Gutheil has extensive expertise in marketing, public relations and international investing and partnership projects. After more than ten years of experience working at the German Chambers Abroad (AHK), he knows in detail what obstacles entrepreneurs need to overcome when entering new markets.
To register, please complete and submit the online form below. You will receive confirmation of your registration.
Once their registration form has been received, participants will be sent confirmation and invoice. By registering, the participant acknowledges that he/she has read the terms and conditions for the Baltic Brand Conference 2016.
After receiving confirmation and invoice, each participant should pay the fee of € 99.00 plus applicable value-added tax. Complete and timely payment is required for admission to the event. The fee includes participation at the conference plus lunch and coffee breaks.
Each participant will receive all the necessary organizational information for the event before the conference date. In case of non-attendance, participants are not entitled to a refund of their fees. The event organizer reserves the right to change the programme at any time if required. Each registered participant may be represented by a substitute at any time.
Cancellations are only possible in writing.
For cancellations received by August 31 2016, 100% of the admission fee will be refunded.
For cancellation received by September 9 2016, 50% of the admission fee will be refunded.
Later cancellation does not entitle participants to any refund of the fee, which must be paid in full.