On October 28th, 2016, the 5th GWA HR Management Expert Group took place in Berlin, concept and moderation by Dagmar Hübner/The People Business. Most impressing: the keynote by Johannes Burr, Head of HR Marketing & Change Marketing at Axel Springer SE, Winner of the HR Excellence Award 2014. In face of the transformation process from traditional to digital media companies, since 2013 Johannes is responsible for Change Management of the concern. Together with his team he established agile processes and collaborative strucutres and brought HR Management as strategic tool for the company’s digital transition the focus. HR at it’s best, in a communicative way, experience-oriented and hands-on.