Successful launch of the IU Research Centre for Sustainable Media and Marketing in Hamburg

The IU Research Center for Sustainable Media and Marketing (RCSMM) celebrated its launch in Hamburg with an inspiring kick-off event on 26 November 2024. Around 70 representatives from academia, business and the media came together to discuss forward-looking and transparent standards for responsible and sustainable media planning in the media industry.

Prof. Dr Lisa-Charlotte Wolter, Head of the IU RCSMM, and Alex Čaičics, Head of Sustainability and ESG Communication at IU Group, kicked off the event by jointly welcoming the guests and introducing the IU and the research project.

"The value chain in the media and advertising industry is becoming increasingly complex - characterised by global players, diverse media genres and new technologies such as artificial intelligence. In order to develop sustainable strategies that combine economic success with responsibility, a detailed analysis of the processes and the involvement of diverse stakeholders is essential", explains Wolter, adding: “With Bundesverband Digitale Wirtschaft (BVDW), NDR Media, IQ Digital, Radiozentrale, Wort & Bild Verlag, RMS Radio Marketing Service and Teads, we already have strong and representative stakeholders that reflect the media landscape in all its diversity - from associations and digital platforms to marketers and public sector players, which is crucial for the development of practical and sustainable strategies.”

A highlight was the keynote speech by Prof Dr Sylvia Chan-Olmsted (University of Florida), who spoke on the topic of "Value Media & AI That Enhances Human Value". Her remarks emphasised the opportunities that arise from the responsible use of artificial intelligence for sustainable and human-centric value creation.

Dr Moritz Holzgraefe (BVDW) then moderated a lively panel discussion on "Responsibility for a sustainable media landscape - what solutions does the industry provide and how do we take action?"

Experts from various initiatives and companies were involved:

• Nadja Schick (Group M) presented the "Back to News" initiative, which aims to strengthen trustworthy media through targeted advertising funds.
• Florian Ecker (Media Plus) presented the sustainability strategy of Mediaplus.
• Holger Thalheimer (Initiative18) spoke about the importance of education and empowerment in the media and introduced Initiative18, an association of committed experts from the media industry, journalism and research.
• Steffen Johann Hubert (Seven.One Media and IAB Europe) provided insights into Seven.One Media's sustainability standards and their European relevance.

Another highlight was the stage panel, where stakeholders emphasised the relevance and benefits of the new research centre.

Read more: https://www.iu.de/news/en/sustainable-impetus-for-media-and-marketing/