What happens when shopping no longer starts on a website – but inside an AI conversation? 

In this episode of the DMEXCO Podcast, Verena Gründel speaks with Deann Evans, Managing Director EMEA at Shopify, about the radical shift from linear customer journeys to a world of retail everywhere. From social feeds and search to stores and AI-powered chats, commerce is becoming truly omnipresent – and brands must adapt fast. 

Deann explains why creativity is still a critical growth driver in an AI-driven world and why unified commerce has become a must-have rather than a nice-to-have. Customers expect brands to recognize them everywhere – and reward them with seamless, frictionless experiences. 

A central part of the conversation is agentic commerce: AI agents that don’t just recommend products, but actually complete purchases. Deann breaks down the difference between generative and agentic AI, shares real performance data from Shopify, and gives more detail on the Universal Commerce Protocol (UCP): a new infrastructure that allows brands to sell directly inside AI environments, that Shopify developed in cooperation with Google. 

Packed with concrete examples, bold numbers, and clear advice, this episode is a must-listen for anyone who wants to understand how AI is turning intent into revenue and what retailers should do now to stay ahead. 

Numbers in this episode that show how commerce is evolving: 

• 60% of shopping journeys start and end on different surfaces 

• 15% of Shopify sales are cross-border 

• Orders from AI-driven journeys are up 14x 

• Average order value from AI searches is 30% higher 

• 44% of global shoppers say discounts drive brand loyalty 

Curious how agentic AI will shape the future of commerce? Then listen to this episode of the DMEXCO Podcast now.  

And don’t forget: Join us at DMEXCO in Cologne on September 23 & 24, 2026 – where many of today’s AI commerce visions will already be reality. See you there! 🚀 

In this episode, Verena Gründel talks to Andrea Lederer, Chief Digital Officer at Weleda, the iconic natural cosmetics brand loved by Bella Hadid. 

Andrea shares her journey of digitally transforming a 105-year-old heritage company, building e-commerce structures from the ground up, and aligning digital goals with brand values like premiumization and sustainability. They discuss how Andrea restructured teams, harmonized global data, launched new digital campaigns, and what it takes to move fast without losing sight of brand identity. 

5 Data-Driven Takeaways from the Podcast: 

When Andrea joined, the digital team was "somewhere in marketing" — not linked to sales or customers. Reporting systems were disconnected. “As global CDO, I couldn’t even tell you how much we were selling digitally,” she says. That changed fast. 

She aligned her strategy with Weleda’s four corporate goals: internationalization, digitization, premiumization, and product innovation. “We asked: what role does digital play in each? Then we translated it into team and individual goals,” Andrea explains. 

She also brought in structure. “We clarified roles, cleaned up CRM, launched paid media, and set pricing rules.” Quick wins like Prime Day campaigns and social media boosts delivered instant ROI without compromising brand positioning. 

• Weleda’s first D2C-webshop launched in 2024.
• Today, 40% of webshop traffic comes from paid media. 
• Global sales achieved double-digit growth in 2025. Digital were outpacing traditional channels. 
• Andrea restructured and re-hired nearly the entire digital team. 
• In autumn 2025 Weleda launched it’s first social-first campaign ever: for the new product Booster Drops- 

When Andrea joined, the digital team was "somewhere in marketing" — not linked to sales or customers. Reporting systems were disconnected. “As global CDO, I couldn’t even tell you how much we were selling digitally,” she says. That changed fast. 

She aligned her strategy with Weleda’s four corporate goals: internationalization, digitization, premiumization, and product innovation. “We asked: what role does digital play in each? Then we translated it into team and individual goals,” Andrea explains. 

She also brought in structure. “We clarified roles, cleaned up CRM, launched paid media, and set pricing rules.” Quick wins like Prime Day campaigns and social media boosts delivered instant ROI without compromising brand positioning. 

“We didn’t go below the market. We just adjusted our pricing to become competitive,” she clarifies. 

+++ Stay up to date until then with Verena's newsletter, DMEXCO Digital Digest – the most important news from the world of digital marketing in Germany and internationally, delivered straight to your inbox.https://go.dmexco.com/digital-digest-current-edition 

Wie viel der Werbebudgets sind heute noch rausgeschmissenes Geld? Wenn man Steffen Braun, Executive Vice President Consulting bei Civey, fragt, ist der Anteil inzwischen im einstelligen Prozentbereich. Seine Mission ist es, Unternehmen dabei zu helfen, ihre Kampagnen nicht nur zu senden, sondern auch zu verstehen und auf Basis von Echtzeitanalysen kontinuierlich zu optimieren. So bringt er datenbasierte Klarheit in eine oft gefühlsgetriebene Marketingwelt. 

„Das Marketing hat sich in den letzten ein, zwei oder drei Jahren eindeutig in Richtung Absatz-Performance-Verkauf gedreht. Deshalb muss die Branding-Kampagne stärker als früher nachweisen, dass sie einen Wertbeitrag zum Unternehmenserfolg leistet”, sagt Steffen Braun. 

Mit diesem Satz bringt er die aktuelle Herausforderung im Marketing auf den Punkt. Es reicht nicht mehr, dass Branding nur für Image sorgt – es muss heute auch im unteren Teil des Funnels performen. Das macht Wirkungsmessung und datengetriebenes Marketing zur Pflicht. 

Warum Marktfoschungsunternehmen immer häufiger von Beginn an in die Kampagnenkonzeption eingebunden werden und welche KPIs heute für die Werbewirkungsmessung relevant sind, erzählt er im Podcast mit Verena Gründel.  

Außerdem geht es im Podcast um folgende Themen: 

• Wie sich die Werbeforschungs-Metriken verändert haben 

• Wie KI die Marktforschung beeinflusst 

• Welche Rolle synthetische Nutzer in der Marktforschung spielen könnten 

• Wieso es mutiger Zielgruppen-Definitionen bedarf 

Hör rein und finde heraus, warum Werbewirkung heute messbarer ist als je zuvor – und was das für dein Marketing bedeutet. 

Noch mehr spannende Insights aus Marketing, Tech und Digitalisierung bekommst du in unserem Newsletter DMEXCO Digital Digest abonniert. Klick hier und bekomm die wichtigsten Trends und spannendsten Entwicklungen direkt in dein Postfach: https://go.dmexco.com/digital-digest-current-edition 

In this episode, Verena Gründel speaks with Nickolas Rekeda, CMO of MGID, an international ad tech company with deep roots in Ukraine. They discuss how digital advertising is helping to support free journalism and democracy, even amidst war. Nickolas shares how Ukraine's ad market adapted in crisis, why CTV is booming, and how MGID supports the local industry through innovation, resilience, and collaboration.

What happens to advertising when a war breaks out?
Nickolas Rekeda, CMO of MGID, gives us an extraordinary look behind the scenes of the Ukrainian ad tech market.

• Ad spend dropped by 80% in 2022

• Local delivery services became vital for survival

• CTV usage surged as a new form of escapism

• Clean rooms and data innovation are now being exported globally

In this episode, Nickolas explains how his team kept going — and why ad tech can help protect democracy.

If you enjoyed the episode, you should definitely also watch Nickola’s keynote at DMEXCO CMO 2025. It’s full of sharp insights, personal stories, and actionable takeaways for marketing leaders: https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc5NzQ0Nw==

All DMEXCO 2025 sessions are available on demand for free. Simply register at and dive into the full treasure trove of digital marketing content.

Johannes Nagl sieht Social Media im Umbruch: Der CEO des Social-Media-Management-Tools Swat-io hat so tiefe Einblicke in die Zahlen wie kaum jemand. Instagram, TikTok und LinkedIn werden weiter wachsen, sagt er – während Twitter aka X im deutschsprachigen Raum praktisch irrelevant geworden ist und Threads Potenzial hat, X abzulösen. 

Die Zukunft liegt in der Fragmentierung: Unternehmen müssen genau wissen, wo ihre Zielgruppe aktiv ist. „In 2026 braucht jede Firma ihren eigenen Plattform-Mix“, erklärt Nagl. Von Strava über Reddit bis Pinterest – Nischenplattformen können enorme Wirkung entfalten, wenn man die richtige Community anspricht.

Auch KI verändert das Social-Media-Marketing radikal, ist er überzeugt. Immer mehr Inhalte werden maschinell generiert – mit unterschiedlicher Qualität. Johannes beobachtet eine „Klassengesellschaft”  zwischen lieblos erzeugten Texten und hochwertig trainierten Prompts. 

Trotzdem gilt: Qualität schlägt Quantität. Und er glaubt, dass komplett menschlich ersteller Content eine Nische finden wird. 

Virtuelle Influencer hält er für unausweichlich, „aber wahrscheinlich erst 2026“, sagt er. In den USA und Asien sei das Thema längst größer, während der deutschsprachige Markt noch zögert - Tourismus-Influencerin Emma sei dank.

Außerdem beantwortet er folgende Fragen: 

• Wird LinkedIn das neue Instagram? 

• Warum entwickelt sich Social Media so schnell wie noch nie? 

• Welche Chance hat das Social-Media-Netzwerk Sora von Open AI? 

• Warum sollte Social Media jetzt Algorithmic Media heißen?

• Und warum ist es nicht peinlich, auch 2025 noch keine Social-Media-Strategie zu haben?

Hör rein und erfahre, wie du dein Social-Media-Marketing fit für die Zukunft machst - und was Johannes’ “Super-low hanging Fruit” ist. 

In just five years, Mutti has doubled its international revenue. Rafael Narvaez, CMO of the iconic Italian tomato brand, shares with Verena Gründel how a family-owned company from Parma became a global player - without losing its soul.

After decades at PepsiCo and Mars, Rafael joined Mutti to lead the company’s international expansion from the marketing side.

“The starting point was actually understanding where we stand with the brand around the world and understanding that there are markets where we are a challenger. Where we are not a market leader. And in order to cut through and be noticed in a challenger market, you need to be bold. You just have to. So, it was really a cultural shift within Mutti.”

One of the bold moves Rafael initiated: The Great Tomato Challenge in the U.S. Instead of simply sampling products, Mutti challenged consumers to taste their tomatoes blind, compared to fresh ones from the grocery store. The results? Tune in!

But boldness also means cultural sensitivity. In Japan, where tomatoes aren’t a staple, Mutti started small, working with one retailer, testing SKUs, and adapting the approach to local consumption habits. “Being global in brand foundations and local in execution is the key,” Rafael explains.

Mutti’s four brand pillars - quality, communication, innovation, and consistency - are applied across all markets. From iconic packaging to premium positioning, everything is designed to reinforce the brand’s identity while adapting to local needs.

5 Facts from the Episode

1. Mutti produced 525,000 tons of tomatoes in 2023 - all harvested in Italy.

2. Mutti is now present in over 100 countries; 60% of its business comes from international markets.

3. Mutti doubled its international growth in just 5 years, from 30 to 60%.

4. New sustainable glass jars reduce CO₂ emissions by 7% - equal to 13,000 car trips between Rome and Milan.

5. Rafael’s top three KPIs: product velocity, brand top-of-mind, and digital engagement.

If you enjoyed the episode, you should definitely also watch Rafael Narvaez’s keynote at the DMEXCO CMO Summit 2025. It’s full of sharp insights, personal stories, and actionable takeaways for international brand leaders: 

https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc0MjEwOQ==

All DMEXCO 2025 sessions are available on demand for free. Simply register at dmexco.com and dive into the full treasure trove of digital marketing content.

“If I have to ask for permission, then it’s not Mini."

In this episode, Verena Gründel speaks with Jennifer Treiber-Ruckenbrod, Head of Brand & Marketing at Mini, about what it means to lead a brand with courage in a highly regulated and risk-averse automotive environment. 

Having worked across BMW, BMW Motorrad, Rolls-Royce, and now Mini, Jennifer shares how she’s bringing back Mini’s challenger spirit with creative risk-taking, campaigns that push boundaries, and an authentic commitment to diversity.

One of the most vivid stories in the episode is the guerrilla-style campaign involving British Airways. A bold creative on a Mini Convertible, referencing “Britishness,” was launched without any prior approval from the airline. The result? They had to take the billboards down - but not before the campaign sparked buzz, pride, and also applause internally. 

She reveals why Mini’s boldest moves come from staying true to its DNA. The two talk about building a real culture of failure, how AI plays a role in Mini’s transformation, and why great ideas don’t come from permission but from passion.

Discover:

• What happened when Mini spoofed British Airways without asking

• If “Don’t buy this car” might be Mini’s future slogan

• How her team used AI for campaigns and learned to love it

• Why trust, heritage and a clear brand core are the real enablers of boldness

• How Jennifer leads creative teams within a large corporation without losing agility

Get inspired by Mini’s unapologetically bold marketing - and by Jennifer’s fearless leadership.

And if you want to hear more from Jennifer: don’t miss her keynote “CTRL+ALT+MINI” at the CMO Summit on September 18 at 10:35 AM at DMEXCO. Expect bold insights, fresh perspectives and nothing ordinary: https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc0ODIyNQ==

Get ready for DMEXCO 2025! In this episode, Verena Gründel walks you through everything you need to know for two inspiring days in Cologne – from headline speakers and new formats to side events and insider tips.

If you don’t have much time, here are Verena’s three must-sees at DMEXCO 2025:

1. Discover fresh perspectives at the brand-new Thought Leaders Summit

2. Explore innovation at the Commerce Lounge

3. And don’t miss The Brands’ Trend Grand Jury, live at the CMO Summit. Bold ideas guaranteed!

Essentials & Organization

• Dates & Venue: September 17–18, 2025, Koelnmesse, Halls 6–8.

• Opening Hours: Wednesday 9:00–18:30 (booth parties run later), Thursday 9:00–17:30.

• Good to know: Your ticket doubles as a public transport pass and is automatically loaded in the DMEXCO app (hall plan, exhibitor list, full program, networking tools, and session recordings).

• Comfort upgrade: Additional restrooms, including unisex facilities, to avoid long queues.

 DMEXCO Summits 2025:

• DMEXCO Thought Leaders’ Summit

• DMEXCO CMO Summit - powered by Digiday and W&V

• DMEXCO  Commerce Summit in partnership with Shopify

• DMEXCO Creators’ Summit – supported by Social Match & VideoDays Festival

• DMEXCO Creativity Summit  – curated by DDA and empowered by Kantar

• DMEXCO AdTech Summit 

• DMEXCO MarTech Summit – system intelligence for modern marketing

• DMEXCO Retail Media Summit powered by BVDW

• Corporate Influencer Summit - co-curated by The People Branding Company

• NXTGEN Agency Summit  – empowered by awork, Weischer.JvB, Brainsuite

 Come and visit our DMEXCO Worlds

• World of Tech (Hall 6)

• World of E-Commerce (Hall 7)

• World of Media (Hall 8)

• World of Agencies (Hall 8)

• Start-up Area: StartupValley “Start-up of the Year” Award + brand-new Innovation Stage (Hall 7)

 More new and beloved Formats:

• CMO Lounge: VIP Masterclass Leadership Lab, pop-up photo studio with Raimar von Wienskowski, and a live ice roll experience.

• Commerce Lounge: Networking sessions like the E-Com Meet-up with Laura Kremer, and the Female Leaders in Commerce Breakfast. And don’t miss the E-Com Night celebration.

• Mobile.de bumper cars

• Tuesday Pre-Show events: Online Ad Summit, OVK Executive Dinner, AMPLIFY Audio Café, MMA Premexco Connect, DMEXCO Eve by DoubleVerify, Limelight’s Adtech Kick-Off Drinks, Global Media Leaders Dinner by Framen, DMEXCO Drinks from Via Nederland and more.

• Booth parties in Halls 6, 7 and 8 on Day 1 on Wednesday

• Wednesday night Side Events: Ströer OM Club, Brands & Bubbles, Videoweek Cologne or and the Uncoded Dinner.

• 30 years of BVDW celebration

• DMEXCO Guided Tours powered by BVDW

Two packed days of innovation, networking, bold impulses, and memorable nights in Cologne await you at DMEXCO 2025. Be Bold. Move Forward.

[Sponsored Episode] Verena Gründel speaks with Roger Williams, Head of the Loyalty Center of Excellence at Marigold, about the power and pitfalls of loyalty programs. Roger shares how brands harm themselves with excessive discounts, how to create golden moments that drive profit, and why onboarding is the most overlooked step in loyalty strategy. He also reveals the three key pillars of successful loyalty programs - and why redemption matters more than earning.

Roger Williams started his career at Air Jamaica and built up a first loyalty program with no budget. What began as a challenge turned into a passionToday, he advises major brands on loyalty strategy and builds award-winning programs at Marigold.

Roger is convinced: Discounts are a short-term solution with long-term consequences that even can destroy brands. Roger warns that overuse has created a "viral state of over-dependence," damaging not just profit margins but also brand equity - and it even enhances inflation.

The alternative? Loyalty done right. Roger defines three critical elements of a successful loyalty program:

1. A clear value proposition
2. Simple rules for accrual and redemption
3. A robust onboarding strategy, including 21 interactions in the first 60 days.

Also in this episode: Verena Gründel asks Roger:

• What makes a good onboarding journey?

• What are the biggest mistakes of loyalty programs?

• What makes a loyalty program truly profitable?

• What is the role of gamification in modern loyalty programs?

• Why does redemption matter more than point accumulation?

• Which KPIs are best to measure loyalty success?

If you want to build real customer loyalty, this episode is your blueprint. From onboarding frameworks like to advanced segmentation, Roger shares strategies that make loyalty measurable, profitable, and fun.

Tune in now – and don’t forget to meet Roger in person at DMEXCO on September 17–18, 2025 in Cologne. Don’t miss his masterclass:

https://community.dmexco.com/event/dmexco-2025/planning/UGxhbm5pbmdfMjc1MDY1MA==

See you there!

How do you lead with kindness—and still drive bold innovation? In this episode of the DMEXCO podcast, Verena Gründel sits down with Daniela Nyarko, Head of Strategic Sales EMEA at Canva, to explore how the world’s most valuable female-led startups is transforming visual communications.

The conversation dives deep into the power of visual communication and why design has become the universal language of work. Daniela explains how design can help enterprises to communicate more clearly and drive decisions. She also introduces Canva Sheets, the company’s new step into productivity, combining data, visuals, and collaboration on a single page.

Beyond business, Daniela opens up about her volunteering experience with a foundation, supporting survivors of human trafficking - and how it shaped her leadership philosophy around empathy, empowerment, and kindness.

This episode is packed with insights on how creativity and compassion can co-exist in business, and why the future of work is not just digital or visual, but also deeply human.

5 Fun Facts from the conversation:

• Every second, 420 designs are created on Canva.

• The human brain processes visuals 60,000 times faster than text, making design a key accelerator in decision-making.

• Visual content is 40 times more likely to be shared and remembered than non-visual content.

• Daniela co-leads the Women's Collective at Canva Europe, fostering a culture of empowerment and skill-building for women across newly acquired teams.

• Daniela believes design shouldn’t just inform - it should inspire and influence, helping decision-makers act faster and collaborate better.

Daniela’s book tip “Atomic habits” by James Clear: https://jamesclear.com/atomic-habits

Verena’s book tip “Radikale Freundlichkeit” von Nora Blum: https://www.norablum.com/

+++The DMEXCO agenda is now live.

Head over to dmexco.com or check out the DMEXCO app to start browsing the full program.

Have fun exploring - and let the countdown begin!