German marketing, consumers & brands


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 Japanese 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.

Volker Bilgram, Dorothée Stadler and Gabriele Stahl, ESOMAR, Qualitative, November 2014

This paper explains how online market research communities can be used by companies for product development into the often under-delivered post-processing phase.

Klaus Berkensträter and Christine Schaper, ESOMAR, Qualitative, November 2014

This paper explains how Deutsche Bahn (DB), the German national rail provider, developed focus groups in a scenario close to real life.

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.

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.

Warc News, 26 August 2014
PARIS/BERLIN: Leading German car marques have become victims of their own success, as the likes of BMW, Audi and Mercedes-Benz have been drawn into a sales war that could undermine their brand image and create opportunities for new challengers."The G.



Chill Out: Pencil Case

Raising awareness via a tightly-targeted DM pack


AUTO BILD barometer

Europe's biggest auto magazine on car connectivity


Letter from Berlin

Why being rational is key to marketing in Germany


Initiative Vermisste Kinder

Finding missing children – with help from Bayern Munich