It’s almost time: Experts from all over the world come together to present the newest products, solutions and innovations in smart and digital automation. Join us at SPS IPC Drives 2018 in Nuremberg from 27 – 29 November 2018 and experience the production of tomorrow. As an tech-oriented PR agency, we will of course also be present again this year! The key topics at this year's SPS IPC Drives will be on Industry 4.0 and digitization.

Neuer Call-to-Action

Take a look At the topics: Industry 4.0, Automation, CoBots and co.


For quite some time a certain term is appearing constantly in politics and the media: Industry 4.0. Some talk about the forth industrial revolution, but despite of the hype surrounding the term, lots of different ideas exist about its actual meaning. To put it briefly, the term is referring to an initiative of the German government targeting on the digitalization of the German industry. By means of digital applications in production, efficiency should be increased and products should be adapted individually.

So the topic also plays an important role for our clients and raises the question for us as a PR agency of how Industry 4.0 can be communicated in the best way.

How can you explain a topic which is not real everywhere yet, which is understood differently and where lots of prejudices and concerns exist?



The manufacturing industry is currently going through a revolution. First came automation, robotics and digitalization, and now collaborative robots, or cobots, and human-machine collaboration are the next big things.

But what do these innovations have to do with the manufacturing industry, and why are cobot developers experiencing an increasing demand?

In order to explain these developments in the manufacturing industry, it is important to know that production today needs to meet new demands. The market today demands client-specific production more than ever, not just mere mass production. At the same time, global competition puts manufacturers under pressure. In countries where the price of labor is high, it is important for manufacturers to automate complex procedures. This often holds true for unpleasant or dangerous procedures as well.


Affective computing broadly describes systems and gadgets that are capable of recognizing, interpreting, processing and simulating human emotions. Put more simply: it’s about technology that knows how we feel and how to respond accordingly. Hollywood has already been telling this story in movies redicting that computers will soon be able to recognize and show feelings. Currently, machines are mainly fulfilling their purpose – our smartphones remind us of appointments, Netflix analyzes our television viewing behavior and proactively suggests movies and TV shows that we might like. This already creates a feeling of a growing emotional interaction between us humans and our smart devices. We generally tend to personalize our everyday objects. However, there is still a decisive step missing – our smartphones and televisions still cannot identify our emotional state. Active computing is used here.



Think of a website that made something you do faster, more enjoyable or more convenient. Instead of looking something up in an encyclopedia, you type in your question on Google. Instead of searching local bookstores for the cookbook your mother wanted, you order it from Amazon. The speed, ease and convenience of these websites persuaded you to change your behaviour and to use their services. Convincing you to use a website’s services is only one way that computers and technology are persuasive.

The question is this: how have your digital devices rewired you? To answer that question, we must study persuasion—communicative rewiring—and why the most innocuous of details on our computers and mobile devices are actually persuasive tools.



Sales from the EuroShop 2017 have shown that the usual marketing themes of using emotions and storytelling in retail are no longer as important. The increasing trend of digitalization makes it possible to create multisensory experiences in-store. One of the greatest advantages of in-store shopping over online shopping is being able to experience an item beyond just an image. The new Weber Original Stores illustrate how the different senses can show consumers what makes an item worth buying. In this new concept, noise, smell and vision are all equally important in conveying the differences in barbecuing with a charcoal, gas or electric grill. For example, in selling a coal grill, a video of the grill is played, accompanied by the subtle smell of barbecue and the crackling of the coals.

But how do we integrate sensory elements into online shopping?


In the last few years, there have been spectacular achievements in the field of medicine. We have introduced you to various of these developments on our blog over the past year and have already written about Dr. Googlewearables in healthcare and Medicine 4.0.

However, major advancements of tomorrow’s medicine still lie ahead. Medicine and technology merge with one another more and more in the era of digitalization. The human is at the heart of it all – due to highly developed high-tech solutions not only as a patient, doctor or nursing staff but also as a part of the algorithms. Medicine is becoming more individual and precise, which still does not make it less complicated.

The following 5 current trends accompany us on the way to the medicine of the future.