CELUM
Customer
Conference
2025

Welcome to the CELUMsummit 25

The conference kicks off with an exclusive Insights session about the future of CELUM. In his keynote, Michael will reveal CELUM’s bold repositioning and product strategy – showing how the new platform enables marketing, brand and product teams to build a true content supply chain.

Attendees will learn how outstanding product content and consistent brand storytelling helps businesses win on the digital shelf, and why a structured content supply chain is key to scaling growth across channels and markets.

In this session, our colleagues from the Product Team will share exciting insights into the latest developments around CELUM Work, Content, and Experience.
You’ll discover which new features have been introduced in recent months, how they are being used in day-to-day workflows, and how customer use cases have been successfully implemented.

To round off the session, our CPO Alessandro will give you a concise outlook on our product roadmap – including the key highlights you can look forward to later this year.

As Content Creator at ÖBB Werbung GmbH, Michael Posch is at the heart of the digital content universe for Austria’s largest mobility provider. In this firsiside talk, he shares how ÖBB manages the flood of digital assets across departments and channels — from campaign visuals to platform content — using CELUM. Learn how structured processes, practical workflows and smart asset management help keep ÖBB’s content on track, ensuring efficiency, consistency and real impact at scale.

How can brand management remain consistent in a global multi-brand company? In this fireside chat, Manuela Walchshofer-Mandl from the Silhouette Group joins Alexandra Vetrovsky-Brychta to discuss the challenges, trends, and key success factors of modern brand management.

The two experts share valuable insights into strategies for different target groups across B2B and B2C environments, while exploring the role of emerging technologies and the future of brand management in a digital age. Manuela also reveals how Silhouette uses CELUM Portals to manage global content and copyright processes—supporting over 16,000 retailers worldwide.

What do bespoke furniture and digital brand management have in common? At TEAM 7 – quite a lot. The Austrian premium manufacturer of made-to-measure solid wood furniture combines traditional craftsmanship, sustainable materials and timeless design – while relying on a modern digital strategy powered by CELUM.

In this fireside chat, Ole Middendorf, Digital Business Coordinator at TEAM 7, joins Rudi Zelenka to offer a behind-the-scenes look: How do you maintain a consistent brand experience across more than 100,000 product configuration options – especially in international markets? What role do structured product data, digital assets and localised content play in collaborating with global retail partners? And how can digital transformation succeed in a business driven by both craftsmanship and high-tech innovation?

Look forward to fascinating insights into the content and brand strategy of a company that approaches digitalisation with the same level of precision and individuality as it does its furniture.

Better customer experience means better business – because it leads to happier, more loyal customers. But delivering an outstanding customer experience isn’t just a matter of technology. It also requires insights, analysis, and a clear vision supported by the right processes.

In their talk, Bojan and Alexandra will show how the combination of technology and consulting can successfully come together – illustrated with real-life examples.

Feel free to send us your questions in advance - we'll collect them and put them directly to the CELUM experts on site.