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Germany


Key reading

watching mobile

The reach and ROI of mobile and TV

German research from GfK, developing a cross-media measurement tool to compare the impact of TV and Facebook ads on sales. It suggests that cross-media channel planning is becoming the industry norm but media planners need better information to understand how to best optimize the mix between online and offline.

Understanding the digital consumer in Germany

Research on the differences between digital consumer behaviours in Germany, France and Great Britain.

International Ad Forecast

Predicted advertising expenditure across 12 key markets, including Germany, for the next two years.

EACA Euro Effies

The gold standard in marketing communications effectiveness across multiple European markets.


Latest case studies

Dell: Take it easy – win the hearts of the IT administrators to win the contracts from the IT decision-makers

This case study details how Dell, the computer manufacturer, needed to improve brand consideration among Germany's IT decision makers, overcoming prejudice that Dell only sold value laptops.

IKEA hej Community

This case study shows how Ikea, the homeware brand, engaged with German customers with its IKEA Hej co-creation platform to involve them in every stage of the journey from design to purchase.

IKEA: The Great Sleep

This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

Audi Service Mechanics

This case study describes how Audi positioned itself as the ultimate safe port of call for car servicing in Germany in order to convince people to spend more for a premium service.

Latest articles

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

Adstats: This Year, Next Year

This brief article rounds up some statistics on forecasts and predictions for 2016.

Warc International Ad Forecast 2015/16

This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com