Curious Minds: Our Trainees at the Mediale 2025

One thing Germany really does well: its vocational training system!
Take, for example, our trainees – future marketing communications professionals. Twice a week, they attend the Vocational School for Media and Communication (BS17), where they strengthen their theoretical foundation, find inspiration, and exchange ideas with other trainees before diving back into hands-on agency work.

A definite highlight: the annual Mediale, featuring numerous talks and panels on the latest trends in digital communication.

Our trainees Marten Reinecke, Freya Schöbel, and Henriette Schlüter have already shared their favorite topics from the first day:

• Emotions online – from sadbaiting to ragebaiting: how brands can use emotions strategically.
• Employer Branding – social media strategies for companies and the art of staying creative.
• Artificial Intelligence – how AI is transforming digital search and reshuffling the deck for PR.

Sounds inspiring? We bet you’d almost want to become a trainee again! Day two of the Mediale has just begun – let’s see what’s next.