Practical workshop in the WM-Content Lab
Data & Media Expert
(Photos and text: Marion Kisling)
At the practical workshop on Monday, 19 May 2025, the Content Lab team from the Werbung und Marktkommunikation course welcomed the Data & Media Experts from the agency Jung von Matt Neckar as guests. Franziska Roth (Junior Data Strategist), Jascha Fabian (Junior Media Strategist) and Robin Reinl (Intern Corporate Communications) took a morning to support the World Cup Social Media Team with their knowledge and practical tips.
Combining media and creation
How can creativity and media effectiveness be brought together in an ideal way to achieve the best possible results in social media communication? How can the approaches of traditional media agencies and creative agencies be optimally dovetailed? Answers to these questions were provided at the start of the theoretical part of the practical workshop. The principle of "evidence-based marketing" can combine media and creation in an innovative way and ensure measurable success. The areas of consulting, strategy, creation, media and data are viewed as a holistic system in which the individual components are seamlessly interlinked.
Social Infusion
How have social media channels developed? How have formats and content changed? The trio of experts also had valuable input here. There were interesting facts for the students on topics such as video content, the algorithm's approach, social listening, the tension between corporate identity and the characteristic vibe of the channels or sensible posting times.
In particular, the need to formulate clear goals in order to be able to make clear statements and derive actions was emphasised.
Exchange with the teams
In the subsequent direct dialogue with the social media teams, the guests were able to clarify individual questions.
The Tiktok, LinkedIn, Instagram and Digital Insights team members had the opportunity to ask their specific questions in the team and gain enriching practical impulses for their topics.
Thanks to the JvM experts!
The Werbung und Marktkommunikation degree programme would like to thank the data and media specialists from Jung von Matt for their great support. The programme's Content Lab team was able to gain valuable input for the further development of the World Cup social media channels during the joint exchange. Many thanks to Jascha Fabian, Franziska Roth and Robin Reinl for their time and expertise. It was a pleasure to welcome you as guests in the Content Lab.
Detailed information about the agency can be found on their website and on LinkedIn.