Five Minutes With Jenny Stanley and Nina Kress

In regular a Q&A session, Jenny Stanley, Managing Director at Appetite Creative explores the key trends, around sustainability and regulation, facing experts from across the advertising and packaging industry.

This conversation is with Nina Kress, COO at OnlineMarketing.de.

1: What is one achievement from your career that you are most proud of?

On paper, and looking back at my career, one big achievement was definitely leading and establishing the d3con conference as the number one event for programmatic advertising and digital advertising in Germany and leading the company as CEO.

But what I am personally most proud of are the long-term relationships and the trust I’ve built during that time and over the following years. For me, it’s all about being a reliable partner, clear communication, and simply delivering on agreed goals. The fact that these deep partnerships still carry over into my work today, even beyond d3con, is what I am most proud of and very grateful for.

2: What are the questions you’re most often asked by clients?

‘How do you efficiently reach your ICP?’ Clients always want to know how to target their ideal customer profile without wasting budget, and how to create the right touchpoints to actually get through to them.

3: What are the biggest challenges your clients are facing today?

And that is exactly where the biggest challenge lies right now. With a limited budget and a highly focused ICP, the big question is: How do you use your budget optimally, transparently, and measurably to achieve your goals? How do you plan, measure, and scale your marketing campaigns and reach under these conditions?

4: What one improvement or change would you like to see in the wider industry over the next 12 months?

I think what we would all love to see first is a much more relaxed economic situation and, of course, bigger marketing budgets back on the table.

But looking beyond the money, I really want to see a shift away from just strictly focusing on target lists and hyper-focused Ideal Customer Profile (ICP) campaigns. Instead of only doing email campaigns to a small list of target accounts, we need to see the bigger picture again. I want to see a broader approach where companies focus on real market visibility – building a strong presence on relevant platforms and at key industry events. It’s about combining that precision with actually being seen in the wider market again.

5: What legacy would you like to leave the industry?

For me, it always comes down to two things: building real connections and delivering true value. Whether I’m consulting a client or putting together an event, I don’t believe in quick wins or shortcut tactics. I believe in creating long-term trust and visibility. If you focus on building long-term relationships and showing up consistently where it matters, the business results will follow naturally.

6: What is the one conversation, insight, or moment from Cannes Lions this year that has stayed with you most?

I had the chance to listen to an intimate interview with Sir Martin Sorrell at the Adtech Chill House by C Wire. When asked how ‘hands-on’ a founder should be versus staying purely strategic, his answer was crystal clear: ‘You have to know the details. I’m tired of people who don’t.’ As someone who believes in deep reliability and delivering on goals, this focus on execution over superficiality really resonated with me.

Source: Appetite Creative

  Agency, Appetite Creative, Interview, Jenny Stanley, Nina Kress, OnlineMarketing.de