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January 16, 2023

Eventex in the spotlight with Laura Schwartz: Ulrike Tondorf

Eventex in the spotlight with Laura Schwartz: Ulrike Tondorf

The most recent episode of Eventex into the spotlight, the series that brings you conversations with event industry leaders, features Ulrike Tondorf, Head of Brand Activation and Engagement at Bayer AG and a jury president for the Eventex Awards. Ulrike tells us what keeps her inspired and shares insight on how to prepare a successful awards entry. 

Helping others find their role 

Ulrike took a non-traditional professional path, starting out an apprenticeship in retail while figuring out what she wanted to do, before proceeding to study engineering and interior design. She eventually joined Bayer as a classic project manager in exhibitions, subsequently taking on a more corporate and leadership role which, among other things, is now seeing her mentoring others. 

“That’s actually part of our role within the company, right, to try actually find others to help to find their role, and even if somebody is starting a new role, we do kind of these mentoring meetings and helping others.”

“Formats have to change fundamentally”

Throughout her professional career in the corporate world, Ulrike remains inspired by learning and staying open to new approaches. In the context of brand activation and experiences, Ulrike’s insight suggests that being creative should be complemented by new approaches to accommodate new challenges. 

“Talking about experiences, we have to realize that formats have to change fundamentally in order to meet the challenges of today, such as climate change and the energy crisis.”

Throughout her professional career in the corporate world, Ulrike remains inspired by learning and staying open to new approaches.

Learning from the best 

Ulrike also points to the Eventex Awards as another source of inspiration for her. She’s been part of the Eventex jury panel for 3 years now and this will be her second edition as a jury president. She’s also a judge in other awards in the events and communication industry. 

“Being a member of a jury at award ceremonies as this one is immensely inspiring too as you see a lot of diverse and creative solutions. There we can learn from the best.”

“Diversity and inclusion is the peak condition for innovations”

Ulrike urges those planning to submit entries in the Eventex Awards to not forget about diversity and inclusion. 

“I think it’s about you to share new diverse examples, to learn from each other, and gives also the opportunity to learn and I think what is also really important is to not forget that diversity and inclusion is the peak condition for innovations. So, please, think about that when sending in your projects and be as diverse as possible to actually give us a chance to learn.”

Tips for crafting an awards submission    

Ulrike, who on top of being a judge, also has experience as a participant in other awards further shares some tips on what matters when you create an entry for the Eventex Awards

“At the end of the day, what is really something that everybody has to think about is the ROI. So, what is the outcome? Why actually do we do that? What are the numbers behind? Because this also helps to get to a decision. The more people you reach, the better the solution and the result is.” 

About Ulrike 

Ulrike Tondorf is leading the Center of Excellence for Bayer’s live & experience branding as an integral part of Corporate Branding – from strategy development and implementation to conceptual design and realization of selected live and experience branding measures of communicative relevance.

About Laura 

Laura Schwartz is a professional Emcee and Keynote Speaker — one of the top 7 speakers in the US. She’s been the Director of Events for the Clinton Administration, where she created and executed more than 1,000 White House events. Laura is an Eventex jury president, host of Eventex in the Spotlight series, and partner. 

About Eventex in the Spotlight

Eventex in the Spotlight is a new series by Eventex which showcases prominent leaders from the world of events and experiential marketing. Watch all the episodes and get inspired.

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