Germany

German marketing, consumers & brands

Germany


Research on Warc, Ehrenberg-Bass Institute, February 2015

This report analyses how changes in lifestyle and media have changed how business executives access business and finance news content, suggesting that traditional targeting of working hours no longer holds true.


Warc News, 03 February 2015
COLOGNE: A German start-up that designs the software for Adblock Plus, the world's largest online ad blocking service, has been paid by Google and other major internet companies to unblock ads to their websites, it has been revealed. According to a r.

Fran Alberry, MRS Awards, Finalist, December 2014

This article explains how Knorr, the cooking and ingredients brand, defined authenticity as a universal term to internationalise its brand positioning.


Simon Stebbing, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Onglyza, a diabetes medication developer, targeted doctors with an immersive simulator experience to enable doctors to experience hypoglycaemic events.


Fiona Smith, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Korean car manufacturer Hyundai used a new method of synchronising TV and website activity to help reach the crucial 24-35 target market of second-screen viewers in Germany.


Nina Keller and Sebastian Prassek, ESOMAR, Qualitative, November 2014

This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.


Ruthie Brandman and Christiane Schmitz-Trebeljahr, ESOMAR, Qualitative, November 2014

This paper explains how Cognitive Interview (CI) can be applied to qualitative market research, using examples from Germany, Israel and the US which generated insights on the detailed perceptions of a retail environment.


Warc News, 16 September 2014
COLOGNE: Brands are not in the publishing business and those who believe that 'content is king' are missing the point, a leading industry executive has argued."Content is an enabler to what is king," said Tom Buday, global head of marketing at Nestlé.

Warc News, 10 September 2014
COLOGNE: Nearly 5% of all internet users now employ adblocking software, according to a new report which suggests it has become mainstream following a surge in installations over the past 12 months.Adblocking Goes Mainstream, a joint study from PageF.

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ARTICLE FOCUS

Letter from Berlin

Why being rational is key to marketing in Germany


CASE STUDY

Initiative Vermisste Kinder

Finding missing children – with help from Bayern Munich