The marketing landscape is undergoing a fundamental shift. Fragmented audiences, declining attention spans and the growing commoditisation of digital channels are challenging traditional communication models. Reach alone is no longer enough. Brands need to be experienced. In this environment, Brand Activation is rapidly gaining importance, evolving from a tactical tool into a strategic cornerstone of modern marketing architectures.
ST-PROMOTIONS is deliberately positioning itself within this transformation. The conversion into a GmbH & Co. KG, combined with the opening of an additional office in Berlin, reflects a clear response to rising expectations of Brand Activation partners. Today, clients demand scalability, operational precision and organisational structures capable of reliably delivering complex activations. Brand Activations are no longer treated as isolated creative ideas, but as a professionally managed discipline, defined by clear processes, accountability and quality standards.
Activations are no longer stand-alone initiatives. They are integral to holistic campaigns, required to translate brand values into tangible experiences, generate data and demonstrate measurable impact. This significantly increases complexity in both planning and execution. ST-PROMOTIONS addresses this reality through a targeted strengthening of leadership and people management. With Melanie Gerner joining the management board, the agency reinforces its commitment to professionally led project and promotion teams – a critical lever for quality and brand consistency at the point of experience.
Operationally, the same philosophy applies. With Jan Mötting as Senior Project Manager, additional expertise has been added in managing complex, fast-moving projects. Achim Schäfer strengthens the team with commercial steering capabilities and advertising expertise. This enables ST-PROMOTIONS to combine executional strength with strategic brand understanding and commercial clarity – a combination that is increasingly critical to success in the activation market.
Marketing transformation is also inherently international. With Carmen Tang, an expert in Chinese business and cultural dynamics, ST-PROMOTIONS is purposefully expanding its intercultural competence. This is complemented by Nataliia Hluchshenko, an experienced management consultant and specialist in social media management, supporting the strategic integration of Brand Activation with digital brand ecosystems. Today, physical brand experiences only reach their full potential when intelligently embedded within digital environments.
The new Berlin office is a tangible expression of this mindset. It brings ST-PROMOTIONS closer to brands, agency networks, media and decision-making hubs, enabling a tighter connection between strategy, creation and execution in a market that increasingly demands speed and proximity.
“We are currently witnessing a fundamental shift in marketing, with real brand experiences returning to the centre of attention,” says Birgit Sander, Managing Director of ST-PROMOTIONS. “Brand Activation plays a key role in this. With our new structure, expanded leadership team and Berlin presence, we are creating the conditions to meet this growing relevance in a professional, scalable and future-proof way.”
With this repositioning, ST-PROMOTIONS sees itself not as a bystander to change, but as an active shaper of it, a Brand Activation agency that views marketing not as a question of channels, but as the interplay of experience, leadership and structure, and builds sustainable brand impact from exactly that.
