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Wednesday, 26-05-2021

Steven @ PSI Digital 2021

For the first time in its history Europe's largest advertising trade fair was this time held digitally. In the PSI TV studio Steven Baumgärtner was able to take part in two live discussions on the topics of digitalisation and Innovator of the Year.

"It's strange to go to the PSI trade fair in Düsseldorf and to see most of your discussion partners only digitally instead of live. It's something quite different from the usual trade show atmosphere," said Steven Baumgärtner during the discussion on the topic of "Digitalisation: hope or spectre?"

 

As to whether the topic of sustainability has been pushed into the background by the Corona pandemic, Steven Baumgärtner says that although urgent concerns have intervened, sustainability is and remains an absolutely present and important issue. The best example that the subject has not receded into the background is shown by the many applications for the PSI Sustainability Awards and the response to the new category "Innovator of the Year".

 

The Innovator of the Year was originally planned as a separate award and then ultimately implemented as part of the PSI Sustainability Awards. The idea and the concept behind it are quite simple. We take our suppliers and our customers on a journey together and jointly develop sustainable promotional products and merchandise that are useful, that have a purpose and offer a real benefit. After all, our ideas are only sustainable if they are also used. In 2020 we implemented more than 20 sustainable projects with our suppliers and customers.

 

20 projects, concepts, articles and entire collections, all of which, with the exception of a few, have been consistently implemented and put to use. Projects that have achieved wide coverage and have effectively communicated brands, even in these difficult Corona times. Projects that have generated an impact on the end consumer, but also internally with our customers. This should not and cannot be the sole impetus for more sustainability, but the subject is omnipresent and doesn't give way even to a pandemic, nor will it lose its importance. 

 

"The fact is that haptic advertising is, as the word suggests, a tangible product. It lives from interaction, feelings, the five senses, from experiencing, from trying things out, and digitally that is of course difficult. All the same, digitalisation is omnipresent and has its own raison d'être. For all the optimism we bring to the current situation, we will again - typically human - fall back into old patterns. Digitalisation promotes efficiency in many areas. For example, you don't have to fly across the world for every product and every team meeting. But especially when it comes to the product that makes up our business, we need to be physically together.

 

I think the format is excellent. It has become a complete package in a great setup. Especially on the part of the PSI trade fair it is currently important to send a clear signal. The pandemic has hit the trade fair companies the hardest, so new approaches have to be adopted. PSI is making an important difference in this respect. This is a good sign for January", says Steven Baumgärtner.

 

Watch the discussions in full length at CGTV on our website.