The last few years have seen a spread of digitalization and a subsequent disruption of nearly every corner of the economy. However, vintage clothes and consumer products have been on the rise. As Western economies and professional mind-sets became increasingly future oriented, popular culture and trends simultaneously became more concerned with the styles of bygone eras. Furthermore, some consumer products that embodied this age of rapidly accelerating digitalization—arguably, Apple devices—were seemingly inspired by the simple elegance of consumer products from past eras.
In a time of rapid progress, simplicity is at the heart of this attraction to all things vintage. Professional lives are growing ever more demanding; industries are becoming more complex and are changing at an increasing pace; and the same is true of the skill sets required of workers, as well as the tools available to them. Even as the tech-driven post-crisis recovery saw unemployment eventually decline dramatically across the West, fears about job security were exacerbated, not alleviated.

While politicians grabbed the headlines, this nostalgia for simpler days was expressed in a primarily aesthetic manner. Individual items of retro clothing, including fedoras, were imbued in their day with controversial political meaning. Today, however, most consumers simply associate those bygone eras with personal style and culture, and they prefer to think of items from the past as culturally (rather than politically or socioeconomically) historical. Widespread interest in the social upheavals of the 1960s, for example, continues, but that interest is still mainly manifested through a fascination with the era’s music and fashion.
Adapting to this trend was easy even for the makers of high-tech consumer products, who simply had to cover their innovative technologies in vintage-looking cases. For service providers, such as marketing specialists, marrying a tech-based, innovative approach to vintage style proved more difficult. After all, advertising and marketing characters are more difficult to dissociate from their broader historical contexts than consumer products.
For these service providers, they soon found choosing an era to focus on was a delicate balancing act. A vintage approach to marketing events and campaigns required careful, detailed deliberation. As with consumer products, the idea is to use an appealing vintage look and feel that harks back to an earlier age but conceals the decades of development and insights gained under that veneer.
Such a concept has to be created from the ground up, as exemplified by the vintage “Lady Betty” brand from Chili Concept. Chili Concept is a blue-chip marketing company with an eye on digitalization and innovation, which was demonstrated by their 2018 Gold Stevie® Award for Best Product Launch Event and 2018 Bronze Stevie Award and Best Brand Experience Event in the German Stevie Awards. The company won for its work with celebrity chef Heston Blumenthal and the launch of his Shriro Everdure barbecue grill in Australia.

The company is future-oriented, and founder Christine Clemenz is aware of the significance of digitalization. Chili Concept is also evidently capable of contemporary direction and program management at the highest level. This makes their unique Lady Betty brand all the more noteworthy.
The brand places a heavy emphasis on sound, using primarily German swing and German-language pop music to evoke that country’s economic miracle era from the late 1940s and 1950s. The era is expertly chosen.
While the 1950s are remembered in the Anglosphere as the pre-60s era of social repression, those years are mostly remembered in Germany for a rapid ascendance from the country’s bleakest political and socioeconomic phase. Lady Betty encapsulates both the era’s style and entertainment while it conducts complex, tailored events, such as “Lady Betty’s Evening of Dance.” This included casino-like events and tastings of different foods considered treats during that time, including the obvious candidates, cheese and wine, as well as beer and lemonade.
All these items were recently marketed by their industries as fresh and interesting rather than staid and boring. With small-batch craft beers becoming increasingly popular in recent years, this approach exemplifies how marketing events can be both vintage in outlook and perfectly attuned to contemporary trends, as well as high-level corporate expectations and standards.

Viel Erfahrung in Sachen German Stevie Awards bringt Margrit Schumacher mit, die Juryvorsitzende in der Kategorie „Unternehmenskommunikation, Marketing & Kreative“. Bereits zwei von ihr begleitete Kampagnen wurden mit dem Gold Stevie Award ausgezeichnet: 2017 die „Marketing-Kampagne des Jahres – Finanzprodukte & Finanzdienstleistungen und Finanz-Karten“ sowie 2018 die „Marketing-Kampagne des Jahres – Finanz-Karten“ - jeweils für den Kunden American Express.
Die Jury in der Kategorie „Unternehmen/Organisationen & Kundenservice/Support“ leitet Carolin Buchardt, CEO und Founder der
Vorsitzende der Jury in der Kategorie „HR & Management“ ist Julia Münster, Chief Human Resources Officer bei der
In der Wettbewerbskategorie „Neue Produkte & IT“ ist Marc-Oliver Link der Juryvorsitzende. Der Diplom-Ingenieur (FH) ist Head of Software Development bei der 
50 executives from all over Germany were named as a part of the expert judging panel who determined the Stevie Award winners. They have reviewed over 400 nominations, selected the most innovative solutions, organizations, and individuals, and finally crowned the winners of the Gold, Silver, and Bronze Stevie Awards.
The special feature of the Stevie Awards: “They are not just another industry award for the big players,” says Michael Gallagher, president and founder of the Stevie Awards. “Certainly, many of the world’s largest and best known companies are among our winners. But most winners of the Stevie Awards are small and medium-sized companies that are still growing and are still building their brands.”
That was when the idea was born to revive the venue, formerly dubbed ‘Phoenix-Halle’, and transform it into ‘
It is much more likely, however, that Fauth Gundlach & Hübl impressed its customer, Deutsche Golf Sport GmbH, a subsidiary of the German Golf Association (DGV), with its core competency. Managing Director Lars Hübl explains: “We identify the subject matter and create suitable content for it, so that our customers can effectively communicate to their specific target groups. We provide consultation, bring ideas to life and implement them, and offer continuous support for communication-related questions. In doing so, we cover six competency fields: public relations, social media, content marketing, sponsoring communication, CSR communication and brand communication.” Among Fauth Gundlach & Hübl’s customers are international companies from various industries, companies from the Rhein-Main region and sports organizations.
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In their third year, the German Stevie Awards have already established a leading role in Germany. They are part of the
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