The webpage for cultural marketing & cultural sponsoring

M. Expert Forum CSR & CCR

November 12, 2021, 10 am - 1 pm, tjg. theater junge generation (small stage)

Since 2017, corporate social responsibility has no longer been a voluntary service provided by companies, but is now enshrined in law in Germany. Consumers are also attaching increasing importance to the social and cultural commitment of the companies from which the goods are purchased. International companies in particular have an increasing obligation to get involved locally and are increasingly in the public spotlight when it comes to sustainability and responsibility. How does a good CSR strategy succeed and what should be paid attention to? What opportunities are there for cultural percentages and actors in financing to generate a win-win situation?

10 am - 10:45 am

Corporate cultural sponsorship in Germany (WT)
Rodger Masou 
Kulturkreis der Deutschen Wirtschaft, CEO

10:45 am - 11 am



Coffee Break & Networking


11 am - 11:30 am


Siemens' Social Commitment and the Siemens Arts Program (WT)
Jens Häußler
Siemens AG
Team Lead Corporate Sponsoring & Donations

How Siemens uses its corporate commitment as an active element in transformative times to achieve sustainable impact for both society and the company.

11:30 am - 11:45 am



Coffee Break & Networking

11:45 am- 12:15 pm

100 years of cultural commitment at BASF - a review and eventually a preview
Klaus Gasteiger
Social Engagement BASF SE, Winner of the German Government CSR Award 2020

When a company's cultural commitment turns 100, it is a reason to celebrate. But it is also an occasion to reflect. Why did a company like BASF start this commitment so many years ago and what do we learn from it for a contemporary commitment? Wasn't the year1921 a time of crisis? The First World War had not long ended, inflation, political unrest, and in the midst of it all, a company committed to culture... and today ... don´t we have a crisis too ... but different. What does that mean for commitment to culture, which in its self-image should better be called “commitment to society”? The lecture: an attempt to find an answer.


12:15 pm - 12:30 pm



Coffee Break & Networking

12:30 pm - 1 pm


Discrepancies and Alliances: Culture in Post-Pandemic Times
Prof. Dr. Thomas Girst
BMW Group, Corporate Communications and Policy, Head of Cultural Commitment
European Cultural Manager of the Year 2016

The cultural sector has taken a substantial hit during Covid-19. Will it get back on its feet? How can the creative class base its endeavors on a business case that will finally sustain it? At best, the pandemic has been a catalyst for digitalization, with many turning to the arts for answers with renewed interest and a craving for culture after the prolonged lockdown has proven the importance of this sector for humankind positioning itself in solidarity to each other rather than closing itself off through nationalism.

1 pm - 2 pm



Lunch Break


2 pm - 3.30 pm





Subject to change.
A transfer to the other topic forums are possible during breaks.

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