Led by Daimler's CFO, Dr. Bodo Uebber, the top 120 managers in Daimler’s Finance & Controlling division convene once a year for two days to discuss strategic issues and the challenges ahead of them. In 2011 we were the lead agency coordinating this meeting. Together with the Daimler Corporate Academy and a small team of Daimler executives, we developed the overall format, including its visual appearance and interactive features such as a live digital Q&A tool. Furthermore, we conducted a preparatory workshop to select the trends and topics to be discussed and prepared a reader for the participants.