More output, less effort:
How automation is transforming marketing production at R+V 

Tim Ende-Styra (MPP.360 GmbH): 
Mr Kämmerer, what prompted R+V Versicherung to start looking into automating its marketing production? 

Sascha Kämmerer (R+V Versicherung): 
Our main challenge lay in the sheer diversity of our communications landscape. R+V is one of Germany’s largest insurers, with around nine million customers and nearly 400 marketing staff in Germany alone. We serve a wide range of sales channels – our own field sales force, e-commerce, broker distribution and, in particular, the cooperative banking network of Volks- and Raiffeisenbanken. 
This means we have very different requirements for our communication content. Around five years ago, when we began fundamentally modernising our marketing technology stack, it quickly became clear that if we continued to work with conventional content processes, we would soon hit a bottleneck – simply because of the sheer volume of products, channels and stakeholders involved. 

Tim Ende-Styra (MPP.360): 
So was this an early strategic decision or was it driven by urgent pressure? 

Sascha Kämmerer (R+V): 
Both. We recognised early on that we would need to take a different approach to content production in the future – particularly in terms of personalisation, scaling and interaction. The real pain point wasn’t an immediate crisis, but a strategic realisation: we needed to fundamentally transform our processes to remain fit for the future. Many people underestimate how complex and resource-intensive content creation is – involving specialist departments, marketing, agencies, legal teams, and more. We wanted to tackle this proactively. 

Tim Ende-Styra (MPP.360): 
How did the project develop internally? Was the push driven by IT? 

Sascha Kämmerer (R+V): 
The initiative came from marketing. At the same time, we were building a centralised customer interaction management system for the entire group. It became apparent that we needed greater flexibility in workflows, automation and content processes.
We started with a classic DAM system. But it quickly became clear that we needed more than just that – we needed a platform capable of orchestration. That’s when we decided on MPP.360. Today, it’s our central control system for automated content creation and distribution. We started ith a classic DAM system. But it quickly became clear that we needed more than just that – we needed a platform capable of orchestration. That’s when we decided on MPP.360. Today, it’s our central control system for automated content creation and distribution. 

Tim Ende-Styra (MPP.360): 
How did you come across MPP.360 as a platform? 

Sascha Kämmerer (R+V): 
I come from a marketing background, but I also have a technical focus. So it was clear to me early on that no single, isolated tool would meet our needs. There are countless specialist applications – for example, for text editing or print design – but there’s a lack of solutions that can orchestrate complex processes across multiple channels and systems. 
We follow a best-of-breed approach: selecting solutions that fit our business model and can be flexibly integrated. MPP.360 was a perfect fit in this context. 

Tim Ende-Styra (MPP.360): 
So you started small? 

Sascha Kämmerer (R+V): 
Exactly. We work in a very use-case-driven way. Instead of designing a grand five-year target vision, we start with specific, measurable applications. If they prove successful, we roll them out. This step-by-step approach allows us to learn quickly and scale efficiently. 

Tim Ende-Styra (MPP.360): 
Have you already been able to measure concrete efficiency gains? 

Sascha Kämmerer (R+V): 
Absolutely. We continuously analyse how our content production volumes are developing. By now, around 30 per cent of our total marketing production runs through MPP.360.
We’ve seen significant efficiency gains – whether through time savings, reduced costs or increased production capacity with the same resources. This is especially important for personalised content, where the leverage effect is huge. And we’re still only at the start of scaling.  

Tim Ende-Styra (MPP.360): 
Can you give a concrete example of a use case? 

Sascha Kämmerer (R+V): 
One key use case is content for our banking distribution channel. Each Volks- and Raiffeisenbank has its own portals, apps and intranets. In the past, our content team had to manually adapt each graphic into up to 70 different formats – an enormous effort.
Today, that process is about 90 per cent automated. The team provides templates, oversees the workflow – and has freed up capacity to tackle new channels, such as TikTok. It’s a genuine efficiency booster.  

Tim Ende-Styra (MPP.360): 
What’s another example from practice? 

Sascha Kämmerer (R+V): 
A loyalty programme for our general agencies. The challenge: providing personalised advertising materials for hundreds of sales partners – with limited resources. 
The solution: an automated self-service. Once registered, partners receive a complete package of marketing materials – both digital and in some cases printed – within an hour. The entire process runs fully automatically, something that would have been impossible before.

Tim Ende-Styra (MPP.360): 
And how are you using AI in automated marketing production? 

Sascha Kämmerer (R+V): 
For us, AI is an accelerator of automation – particularly for personalisation. Through MPP.360 we can specifically trigger different AI models. We’ve built our own AI layer, which is already integrated into content production. 
Marketing teams can generate text suggestions directly in the workflow – tailored to target audiences, product information and our brand voice. Crucially, control always remains with the user. We see huge potential here, which we plan to scale further. 

Tim Ende-Styra (MPP.360): 
Mr Kämmerer, thank you for the conversation and the fascinating insights. 

Sascha Kämmerer (R+V): 
My pleasure.