11th Local Branding Day: Record turnout in Bonn—Bamberg is next in 2027
Over 300 participants: a new record in Bonn
On September 29, the Kameha Grand in Bonn became the gathering place for the local branding community. Over 300 local branding professionals registered —more than ever before.
Once again, the event showcased what makes Local Branding Day so special: genuine insights into the marketing practices of major brands.
HUK-COBURG, BarmeniaGothaer, Vodafone, and Bosch Share Insights
On stage, well-known brands demonstrated how they put local branding into practice.
- Jörg Quehl spoke with Niklas Storch from HUK-COBURG about regional strengths in the context of POSTAKTUELL and AI-driven advertising planning. They shared their successes since the introduction of the Campaign Cockpit, which includes analytical AI.
- Heike Niggemann of BarmeniaGothaer offered candid insights into the merger process and the first local campaign following the joint brand launch. Bottom line: It was a complete success, but she wouldn't want to do it again.
- After a truly playful start, Frank Pelzer and his team at Vodafone demonstrated how local activation and centralized campaign management go hand in hand.
- Oliver Schneider and Steffen Dufhaus from Bosch discussed how partners can become active users of a marketing platform—and do so in record time.
Workshops and masterclasses explored topics such as AI, digital out-of-home, addressable TV, social media, WhatsApp, and data-driven marketing optimization.
Two panel discussions offered additional perspectives on key questions:
How much central control does local branding require?
And how can the actual value of local marketing initiatives be demonstrated?
To wrap things up, Sven Göth, founder, curator, and CEO of 500, looked to the future in his keynote address on AI and disruption.
Local branding thrives on exchange
As important as the program was, Local Branding Day thrives just as much on what happens in between. Between keynotes, workshops, and panel discussions, plenty of time was intentionally set aside for conversations, making new connections, and sharing experiences.
Because one thing became clear once again in Bonn: Local branding is becoming more technological, data-driven, and automated, but it remains a people business.
marcapo Brings Local Branding Day Home
Following our record-breaking performance in Bonn, we're starting a new chapter in 2027.
The 12th Local Branding Day will take place on September 30, 2027, at the Welcome Kongresshotel in Bamberg.
With this, we’re consciously taking a new direction and bringing Local Branding Day to where marcapo is based. Together with the Local Branding Alliance, we want to continue developing the event—with strong brands, relevant topics, honest insights, and plenty of opportunities for discussion.
Save the Date: September 30, 2027. See you in Bamberg!
