In keeping with its annual tradition, the academic family “SALTY,” established by Professor Sönke Albers (KLU), convened to explore the latest frontiers in marketing. This year, the SALTY 2025 conference was graciously hosted by Siham El-Kihal and  Nils Wlömert in Vienna, at the prestigious Vienna University of Economics and Business (WU).

The WU campus provided a vibrant backdrop for inspiring talks and lively intellectual exchange. Living up to its reputation of being “tough but great,” as noted by the organizers, this year's gathering was no exception. The agenda featured a diverse range of cutting-edge research from both PhD students and professors. A notable highlight was the presentation on "Sensory Language" by Nadine Eckel (PhD student at IfM), which, like all sessions, sparked valuable discussions and constructive feedback.

Beyond the intensive academic schedule, a well-curated social program fostered a strong sense of community among participants, offering excellent opportunities to network and forge meaningful connections with colleagues from other universities.

A heartfelt thank you goes to Siham El-Kihal, Nils Wlömert, and their dedicated team for orchestrating such a memorable conference. They have set an impressive standard for KU Leuven in 2026, and we are already looking forward to reconnecting with the SALTY community.