Bea World Festival
Head of Brand Activation & Engagement

Ulrike Tondorf


Graduated Engineer – Interior Design
Head of Brand Activation & Engagement at Bayer

Ulrike started gathering operational experience in shop fitting and exhibition stand construction during her studies, in the beginning of her professional life. As Head of “Corporate Branding & Exhibition” in Bayer, she was in charge of the design, strategic planning, steering and implementation of all national and international congress participations, exhibitions and event realizations across all HealthCare brands. Her responsibilities were extended later with corporate branding management to increase visibility/recognition of the corporate Brand in direct association with the product Brands. Since 2017 Ulrike is leading the Center of Excellence for Bayer`s live & experience branding as integral part of Corporate Branding – from strategy development and implementation to conceptual design and realization of selected live and experience branding measures of communicative relevance. The scope includes all areas of branding which share the personal target audience approach.


Ulrike in a few tweet

An award-winning project in the new post-pandemic context must… "In the last 2 ½ years, the requirements for effective experience communication have changed and every day we have to ask ourselves the question of how we can make the values ​​of our corporate brand experienceable in the best possible way so that people can identify with them. This always requires new, creative experiences and productions that correspond to the current situation and needs. This was particularly challenging during the pandemic!"

My advice to the nominees is... "1.Diversity and Inclusion is the prerequisite for innovation! 2.Always focus on the user experience!"

Other jury members