International Festival of Brand Experience
03 | Die Kraft 19-01-2021

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Karla Juegel

Messe Marketing

The BrandEx Award is one of the most important platforms to show professionalism within live-communication and to increase awareness for conceptual solutions combined with precise planning and in-time execution especially in the competitive environment of Trade Fairs & Exhibitions.

Karla Juegel is an experienced Exhibition & Marketing Expert with more than 35 years of practice in the international exhibition industry. As Consultant, Coach and Trainer she combines strategical marketing with operative exhibition and event know-how. Her interdisciplinary knowledge within many fields of ‘live communication’ characterizes her as specialist and generalist.
She gained her expertise as international exhibitor, as concept writer at advertising- & eventagencies and as project manager at fair construction companies. More than a decade she was employed by Daimler. Responsible for the international trade fair participations of Mercedes-Benz on the continents of America & Africa. After consolidation of the German Aviation & Space Industry by Daimler she became head of the exhibition department of the German Aerospace (today named Airbus) responsible for the entire trade fair activities worldwide. In 1999 she started her own business: Messe | Marketing in Munich specialized in strategyconsulting – coaching – training for exhibition organisers and exhibitors around the world. Karla is an active member and partner of the associations in the international exhibition industry such as: UFI, AUMA, CEFA, FAMAB, IFES. She has teaching assignments at several academies and universities e.g. in China, Germany and Italy, became an advisor to the German Ministry of Education in the field of live communication and was recently appointed ambassador to the convention and exhibition industry of Qingdao, China.