The current crisis is changing the advertising market like no other crisis before and the digitalisation of all areas of life seems to be accelerating even more. Companies have to decide quickly how to deal with these changes and create opportunities, keep pace or even move forward. At the same time, cost pressure is increasing and marketing departments are instructed to make savings.

In this area of conflict between budget cuts and change, methods are required that increase efficiency and thus create free capacities and at the same time promote change processes.