How does a long-established brand manage to constantly reinvent itself while remaining relevant? Steffen Zeller, Head of Marketing at Rügenwalder Mühle, discusses this in the DMEXCO podcast with Verena Gründel.
He also offers candid insights into the marketing strategy behind one of the best-known brands in the German food retail sector and explains why transformation today goes far beyond new campaigns or channels.
For Steffen Zeller, one thing is clear: successful marketing stems from the interplay between long-term brand-building and short-term performance. Especially in times of shrinking budgets and growing complexity, he advocates placing a stronger emphasis on creativity and brand strength.
“I believe that 50 percent of marketing success comes from the creative work and 50 percent from media planning.”
Marketing: The Balance Between Performance and Branding
In the podcast, you’ll learn how Steffen Zeller realigned Rügenwalder’s media mix: moving away from a heavy focus on linear TV toward a balanced combination of branding, performance, and new digital channels.
He also discusses why brands today must rely more than ever on emotional appeal to remain relevant. At the same time, he offers insights into how campaigns need to be designed today: social-first, cross-channel, and with a clear focus on relevant target audiences.
The podcast also covers topics such as Gen Z, always-on communication, and innovative media strategies. Marketing expert Steffen Zeller explains how brands can build communities over the long term, test new channels, and efficiently expand their reach with creative ideas.
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