Alumna Lea Kämpken (B.A. Media and Event Management, German only) was honored for one of the best theses at this year’s graduation ceremony. Congratulations! In her thesis, she took an in-depth look at street art and street art events in brand communication. After graduating, she was able to seamlessly tie in with her research topic: she is now working as a sales manager at the Cologne-based agency Perfectly Placed Media.
What is the first thing that comes to mind when you think of the Media University?
When I think of the Media University, I first think of my great course and the lectures with Mr. Bär. I learned a lot of exciting things in the modules Event Management and Event Economics. Participating in BrandEx and also my work as a research assistant motivated me a lot and showed me that I had chosen the right course of study for me. I also enjoyed attending the practical modules with Mr. Pöllmann and implementing the projects there. In general, I enjoyed writing the term papers almost without exception because I was allowed to choose the topics and deal with things that really interested me. I didn’t expect that to be the case at university.
You studied for a B.A. in Media and Event Management. What do you do now?
I work as a sales manager at Perfectly Placed Media in Cologne. We mainly deal with ambient advertising, but we also build bridges between the offline and online worlds and implement social media campaigns. Our core business is CityCards, the free postcards that are often available in bars and restaurants. I collected the postcards myself for a long time and I really enjoy planning the campaigns. We also plan all other media in restaurants, fitness studios and city centers. In my part-time jobs at the Späti and the gas station, I always had a lot to do with customers and I also feel very comfortable in sales management.
I really liked the fact that there was a good relationship between students and professors at the Media University, and that I was always being given new food for thought.
Lea Kämpken
Have you already gained further professional experience that you would like to tell us about?
I was able to do my internship in the 5th semester at the Berlin agency SPREEFREUNDE. I had a great time there, a great team and felt very comfortable. Because my 5th semester fell in the middle of the pandemic, I joined the agency at a time when mainly digital events were taking place. The agency has developed various concepts for implementing digital events in an emotional and multisensory way, and I was able to learn a lot. I was also able to attend some live events in September and was allowed to participate in concepts, prepare events, create briefings and support the project management on site.
At what point during your studies did you decide on your career aspiration? Did the internship play a role in your career choice?
During my studies, I realized relatively quickly that I wanted to work in the event industry. In the first two semesters, it was actually clear to me that I wanted to work in an event agency. I then got to know guerrilla marketing in event management and found the topic very exciting. In my current agency, I have the opportunity to work in this area and enjoy it a lot. However, at some point I would like to go back to working in the event industry. The internship showed me that I feel comfortable in the industry.
Why did you decide to study B.A. Media and Event Management back then? And why did you decide to study at the Media University?
I first studied biology in Potsdam and worked in Berlin. Through my work, I got to know some event organizers and got an insight into various projects. I really liked that and preferred it to studying biology. So I decided to study media and event management instead, and the Media University was the obvious choice. Thanks to my parents and grandparents, this course of study was also possible and it was the right decision.
Which of the course content is reflected in your work or helps you in your work?
In my work, I deal with ambient media and online advertising. During my studies, I was able to learn some basics about social media advertising, which definitely helps me now. I have written several papers on guerrilla marketing and gathered a lot of background information that is very useful when planning campaigns in order to implement them more effectively.
You were honored at this year’s graduation ceremony for one of the best theses. Congratulations again! Would you like to tell us a little more about it?
Thank you! My work was about street art and street art events in brand communication. In urban areas like Berlin-Kreuzberg or Cologne-Ehrenfeld, street art is everywhere. Traditional advertising media no longer reach people, and street art, as an alternative advertising strategy, presents a new way into people’s minds. Street art as a communication tool can be combined with event marketing and street art events can be created.
I have compared three examples of street art events with three examples of street art as urban hacking in a self-developed category system with regard to various points. It has been found that street art events tend to work with physically intense stimuli, while urban hacking works with surprise effects.
Street art events are staged in a more cross-media way and have a more event-like character than urban hacking measures. Urban hacking measures, on the other hand, have a stronger guerrilla effect.
Street art can be used in brand communication to rejuvenate brands, launch new products and build and strengthen brand images if there is a brand fit.
In my opinion, the university offers many opportunities to get a direct insight into the industry (lectures, etc.). If you have already networked with professors and lecturers here, you have the chance to get your foot in the door of large, interesting companies. In addition, as a newcomer to Berlin (like me from Cologne), you shouldn't get lost at the beginning and lose your focus.
Lea Kämpken
How did the job search and the subsequent application phase go?
After university, I sent four applications to agencies and received two acceptances. A third agency, which deals with street art in brand communication, offered me an internship because the Cologne office is just opening.
What are your plans for the future?
For the time being, I would like to stay at my current job. At some point, if possible, I would like to switch to the Cologne office of the agency that deals with street art events. I want to gain more experience there. After a few years of work experience, I can well imagine setting up my own agency with my brother (an event technician).
What advice would you give to new students?
During your studies, you should take a look at everything and take advantage of opportunities to meet people.
What qualities should students in your degree program have?
I think a certain spontaneity is important. There’s always a plan B. But I’ve noticed that even that often doesn’t go as planned. Sometimes you have to improvise spontaneously and be able to keep a cool head.
You should also be a team player, because I believe that you come up with the best ideas in a team and your own ideas can then grow best.
Thank you very much for the interview and the insights into your studies and your profession. All the best for the future!
