German brands adapt campaign messages

04 October 2010

BERLIN: Brand owners in Germany are boosting expenditure levels on advertising campaigns based around improving their image, rather than promoting functional or price-based messages.

Figures from Nielsen Media Research suggest that German companies spent €570m ($782m; £495m) in this area during the first eight months of 2010, a €101m increase year-on-year.

Automakers, on €139m, heightened their collective outlay by €44m, totals standing at €166m and €29m respectively for the financial sector.

The Düsseldorf Ergo Insurance Group alone directed €15m to strengthening corporate perceptions, posting the largest uptick overall.

Elsewhere, the services industry took third, as category spending reached €41m, equivalent to a surge of €22m.

In contrast, telecoms providers cut back by €14m to €82m, indicating that this trend is not yet universal.

Data sourced froM Horizon; additional content by Warc staff