The consumer electronics trade show is beginning a new chapter with new management, an expanded team, and a new digital and media hub.
Berlin’s IFA 2023 is now the responsibility of IFA Management – a new joint venture founded by gfu Consumer and Home Electronics, together with Clarion Events, an independent event organiser.
Under the new partnership, IFA plans to continue growing the event internationally and reamin a leading home appliance and consumer electronics show. It also plans to build on its success by expanding its digital offering with a particular focus on adding more innovative products and experiences to the event.
The new joint venture will invest in additional features, new experiences, meeting opportunities and entertainment, to generate more value for attendees, sponsors and exhibitors.
From a team of four last year, the new IFA 2023 team has grown to 32 people working internationally.
The organisers said: “We have colleagues from across the world, including London, Amsterdam, Canada, Spain, Hong Kong, etc. This, we believe, will help us to internationalise the event as well. We have also integrated the expertise within our management team of previous members of the Messe Berlin and IFA Berlin, whilst working closely with gfu every step of the way.”
In addition to the organisational changes, IFA is investing in the level and quality of content at the show. The event has overhauled the look and content of its website, with the aim of making it easier to navigate, while providing a comprehensive outlook on all activities. The company has also revamped the press and newsroom.
The new content and media hub section centralises all information related to partner content and press releases to make them easily accessible to the media.
IFA organisers say the goal is to engage all year round with its clients and provide insights through focused content. The new head of digital content, Callum Booth, is a writer, journalist and editor and he will lead the new hub.
Sara Warneke, md of gfu Consumer and Home Electronics, commented: “I am delighted that with IFA Management wehave been able to establish a dynamic company that will ensure IFA remains a leading trade show and innovation platform focussed on the future.
“Our wish, and that of our shareholders, is that IFA becomes a brand that peaks with the event in Berlin in September and provides momentum for the industry sectors involved throughout the year.”
