International Festival of Brand Experience
05 | Der Aufbruch 11.01.2023

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Detlef Altenbeck

Director Denkwerkstatt
marbet Marion & Bettina Würth GmbH & Co.KG

11:45 – 12:15 | Fresh Club Interactive
Tell Me Your Story – or: The new credibility
Detlef Altenbeck | Moritz Schmidt

Two speakers – two paths In a dialogue with the audience, we explore what drives us. Are we dutiful service providers or advisors, subjective and trustworthy? Is it passion that drives us, or rather the love of checklists? Storytelling or meeting minutes – what do clients need, and what do agencies want?

Detlef Altenbeck is an in-house theatre director and staged drama, musical and opera. Always based on the story, he has been working parallel to the theatre in the field of live communication for 20 years. For him, it makes no difference whether he is in charge of the content, staging and dramaturgical aspects of a major event, such as the Würth Congress for international executives and the company’s future strategy process, or whether he stages an opera by Mozart. Altenbeck has been with marbet, the agency for live communication, since April and heads the new Denkwerkstatt