Where the worlds of advertising and airport meet

Heiko Maier, authorised signatory and head of HR at Media Frankfurt, has been accompanying the history of the airport marketer for over 13 years.  Here he presents another facet of Media Frankfurt - that of an employer which is internationally networked in every area.

What makes Media Frankfurt so exciting as an employer?

There is the shareholder structure alone: combining Fraport, JCDecaux and Ströer. Media Frankfurt is part of Fraport AG, the operator of Frankfurt Airport: a major international listed company, Germany's largest airport and additionally one of the most important hubs in Europe and worldwide.

Through our second major shareholder JCDecaux, also a listed public company and the No. 1 in OOH advertising worldwide, Media Frankfurt has an international network of more than 150 airports around the globe.

And that, from my point of view, is precisely what is so exciting: Media Frankfurt, with over 40 employees, combines the thinking of both the advertising and airport worlds. We work very closely with colleagues from the airport, but also with national and international global brands and their agencies.

How do you assess the developments of Frankfurt Airport as a location within the advertising world?

At Frankfurt Airport, we have developed around 2,000 advertising media inside and outside the terminals and manage them daily - also in close cooperation with the airport. The increasing digitalisation of our product portfolio and the networking of the digital with the analogue world is exciting. With the omnichannel solutions developed together with Fraport AG, we can accompany the passengers' customer journey from the very first moment.

The airport is characterised by constant change and long-term growth. For example, the new Terminal 3 is due to open by 2026 at the latest. We also want to make our specialist know-how and exceptional networking available to other locations. The first marketing packages together with other airports have already been created.

50 years of Media Frankfurt: How have the demands on the skills of the employees changed during this time? Also, the expectations as an employer?

Even 50 years ago, when it was spun off as the first subsidiary, Fraport AG was very far-sighted and recognised the potential of the airport as an advertising platform - back then as today we are unique in Germany!

Media Frankfurt has grown steadily over the years. Behind the company is an interdisciplinary team of currently over 40 committed and highly skilled employees.

In recent years, the requirements have changed a lot. Clients want to know much more about our passengers in order to target their audiences with advertising messages, for example: whether they are business or leisure travellers and what their itineraries and length of stay are. Accordingly, it requires more and more consulting services for clients on where and how they can best reach their target groups, across all channels. We have adapted to this in recent years. Over this time, we have not only strengthened our sales and marketing team in terms of personnel, but have also created a business development and project management team, which together constantly develop our product portfolio in close cooperation with the airport according to the needs of the market.

That said, as an employer, Media Frankfurt can certainly offer the advantages of a smaller company as well: responsibility, a broad spectrum of work, flat hierarchies, short decision-making processes and insights into the different working fields.