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Mannheim, 31. January 2018

New brand strategy and global alliance

spring Messe Management unites human resources exhibitions under one name: “Zukunft Personal”

The exhibition organiser spring Messe Management GmbH based in Mannheim is rebranding its exhibitions. A single brand name, “Zukunft Personal”, will now be used to combine all the HR specialist exhibitions in the group. This new name will be used this year to brand the events in Stuttgart, Hamburg, Budapest and Vienna. It will be backed by a corresponding new exhibition concept. The name of the leading HR exhibition in Cologne will now reflect its European orientation.

The new brand strategy’s objective is to showcase the broad spectrum of HR management trends such as digitalisation and leadership during a range of varied formats, spread throughout the year and with a shared commitment to quality, benefiting visitors and exhibitors alike. “With our series of events we are able to be trendsetters, developing and reflecting new topics and industry trends quickly and with the required flexibility. “This is especially important as over the past years many tasks, responsibilities and roles have been transformed as a result of the growing digitalisation of the corporate- and working world, meaning that those responsible for HR are faced with dramatic changes. “We offer the opportunity to keep a year-round finger on the pulse of the market to exhibitors and visitors”, says Ralf Hocke, CEO of spring Messe Management. That’s also why spring Messe Management already added the interactive, target-group-specific and practically-relevant ‘Zukunft Personal Conferences’ to its portfolio last year. This year, three conferences are scheduled.

“The Zukunft Personal has been firmly anchored in the market for over 15 years now as a leading event covering all aspects of HR management. It has always had a reputation for quality as a forward-looking trade fair for the HR industry, keeping pace with the latest developments. The new name of “Zukunft Personal Europe” will add weight to the trade fair in Cologne and reinforce its role as the largest flagship event of the industry in Europe. It will also enhance its value and create a greater presence abroad,” explained Ralf Hocke, CEO of spring Messe Management. A new feature of the trade fairs will be a broader focus.  The events will not just concentrate on human resources but will become a Think Tank for the digital transformation of the workplace.

Establishing an Euro-American alliance
Hocke added: “The dynamics of HR and the digitalisation of the workplace mean that they are increasingly gaining in international importance in a globalised world. We want to adopt a strategic approach in driving this forward and make it easier for our exhibitors to access the US markets. That is why we are establishing a strategic alliance with HR Technology Conference & Exposition in Las Vegas.”

Kenneth Kahn, President of LRP Conferences and LRP Publications, the organiser of HR Technology Conference, added: “We are looking forward to working closely with spring Messe Management. This alliance means that the leading organisers of HR specialist events in the USA and Europe are joining forces. Our events will now be forming an industry platform for 20,000 HR professionals from the US and also 25,000 HR managers from the European markets.”

Strengthening the European HR hub
To build up the European HR hub and create closer links between the respective country markets, the national HR specialist exhibitions of spring Messe Management, “Personal Austria” and “Personal Hungary”, will also be rebranded. “Personal Austria” will become “Zukunft Personal Austria” and our biggest specialist exhibition in Hungary will now take place under the name “Zukunft Personal Hungary”.

Anticipating market needs
The regional industry exhibitions, Zukunft Personal Süd (formerly PERSONAL Süd) in Stuttgart and Zukunft Personal Nord (formerly PERSONAL Nord) in Hamburg, will also benefit from the brand strength of Zukunft Personal – and gain even more coverage, a greater presence in the market and more brand awareness. Both focus on the market needs of their respective regions. For example, this year’s Spotlight in Stuttgart is entitled “Data-driven HR – focus on medium-sized enterprises”. The Hamburg edition is dedicated to the subject of “Disruptive Leadership” and explores the question of how managers can successfully tackle the challenges of team management in our digital age.

The rebranding will not affect the Corporate Health Convention taking place at the same time as the Zukunft Personal Süd in Stuttgart from 24 to 25 April 2018.


Press Contact:
Linda Dommes
PR Manager
phone: +49 621 70019-205