CRAWINKEL. A REAL CHRISTMAS STORY
Several brands fulfilled Christmas wishes in December. But which brand has ever been able to turn a village into a tourist magnet in the pre-Christmas season? We are proud of the fact that we were able to give the small village of Crawinkel an influx of visitors, unique in it's history. With our customer eBay and a huge Christmas tree. Showtime!
WE EXTEND LOTTERY COMMITMENT
LOTTO Schleswig-Holstein assigned its advertising budget to achtung! after a pitch. The team headed by Management Supervisor Robert Hoyer was able to convince in the pitch with a solid strategy and a creation based on it. The range of services include the continued development of the brand, the optimization of the digital distribution channels and the bearing of responsibility for out-of-home campaigns, POS activities, direct marketing campaigns and online campaigns, as well as the social media presence – universally for all lottery and betting products.
Robert Hoyer: “On the one hand, Lotto is an absolute people’s product. However on the other hand, the communication is a challenge due to market regulation, advertising guidelines and federal structures. Under these conditions, we are excited to develop resounding communication concepts.” In addition to this new advertising budget, achtung! has been the responsible PR agency for WestLotto, the state-licensed lottery company in North Rhine-Westphalia since 2012.
achtung! has won the MINI Germany social media budget
We are the new social media agency alongside MINI Germany. Our task: the entire strategy as well as content management and responsibility for social media channels such as Facebook, Instagram and YouTube. This also includes supporting the German MINI dealers.
The team is, of course, very happy that it could convince in the pitch. Our agency set-up is ideal for the task because achtung! can assemble a team of different disciplines and diverse trades such as analysis, strategy, data expertise, production, real-time communication and community management.
More at HORIZONT.net.
Together with our clients RTL II and FOX, we conducted an extraordinary experiment. For the launch of the current season of “The Walking Dead” in Germany we staged the world’s first interactive live game on Facebook.
The plot: two YouTube stars, abandoned in a barren wasteland, surrounded by zombies. Their fate is streamed live on Facebook. The premiere: the fans are not only close to the action, but are also able to have an influence on the decisions of the protagonists. This was made possible by using the Facebook reaction buttons as navigation tools for the very first time as well as by having a very well planned production logistic. In real time and within a matter of seconds, a 50-member team consisting of a director, camera people, technicians, etc. changed the scenario depending on how the fans voted. The main characters also responded to Facebook comments in real time.
The live game exceeded all expectations and the feedback on Facebook was overwhelming. But the best part was: „The Walking Dead“ continued to captivate audiences on RTL II and broke viewing records again for FOX.
SLIGHT DROP IN THE PR CREATIVE RANKING. THAT’S A GOOD THING!
Of course, we are proud to be among the top 5 agencies in the PR-Journal’s Creative Ranking.
When we launched the ranking in conjunction with PR-Journal, our aim was to provide an alternative to the advertising creative rankings. We wanted to draw attention to the ingenuity of agencies with a PR background. And this has been successful. An increasing number of agencies with PR DNA are producing creative materials that reach out to and move people.
achtung! is again at the forefront of this. Good! We may have dropped two spots in the rankings, but what does that matter if our industry has gained as a whole?! Mirko Kaminski hopes that many other PR agencies will undertake even bolder, more creative projects and submit them to the awards.
RENA ALFONSI MAKES THE MOVE FROM CONTENT FLEET TO JOIN ACHTUNG! AS CONTENT DIRECTOR
We are very pleased to welcome Rena Alfonsi as our new Content Director! Rena has joined achtung! from Content Fleet. There, she was most recently responsible for a 70-person team of editors, project managers, and media designers.
At achtung!, Rena is now leading the content marketing team. Her team includes consultants, content strategists, editors, artists, video professionals, SEO specialists, and Community Managers. As Content Director, Rena is also a member of the management board, the extended management of achtung!
“At achtung!, the topic of Content Marketing is not treated simply as a matter of figures used to achieve abstract click rates, but rather is understood as a holistic instrument intended not only to reach users, but also to retain them, to entertain them, and to maintain their enthusiasm,” said Rena. Precisely! That’s what we mean by good content.
BODYCHANGE DECIDES ON ACHTUNG!
We are very pleased to have a new client, BodyChange. The successful lifestyle brand has decided on achtung! after a pitch. We were able to convince the client with a sound strategy and surprising ideas. The extensive package of tasks now includes national work with media and influencers as well as social media and community management.
Bianca Davies, Marketing Director, BodyChange: “For us, it is all about a healthy, fit, and slim lifestyle. We want to work with achtung! to get even more people excited about this new, unique 'WOW' feeling. achtung! is exactly the right agency for this. In the pitch, they proved that they are able to stage the BodyChange lifestyle emotionally on social media and also use PR work to convey our message in an optimum manner.“
WE LOVE #ELPHI!
Months of preparation, intensive cooperation with more than 10 agencies around the world, which we handpicked for the #Elbphilharmonie project, weeks without sleep, and then the payoff: the Elbphilharmonie is shining and hundreds of journalists, photographers, TV reporters from around the world are on site to report about the opening. Newspapers, news portals, television broadcasters, and blogs from around the world reported on the event. The social web was tripping over itself. We would like to thank Hamburg Musik, Hamburg Marketing, the cultural authorities, and our partner Jung von Matt for the trust they placed in us and for the excellent cooperation.
ALMOST TOO SWEET TO BE REAL
The specialized portal OnlineMarketing.de chose the top 10 most viral online commercials of the past year. They include the 60-second light-hearted video with fluffy chicks, racing tortoises, and beloved hamsters for the premium program eBay PLUS. Well deserved, in our opinion!
ACHTUNG! IS “AGENCY OF THE YEAR“
achtung! was selected as “Agency of the Year” at the European Excellence Awards. The special award was handed out during a gala event in Berlin yesterday. At the European Excellence Awards, a top-class jury recognized the best PR and communications campaigns and agencies in Europe. What convinced the jury was the way in which achtung! has transformed itself from a pure PR agency into a "creative digital agency with earned media DNA.” We are all prouder than we can say of this award!
A PIECE OF NEW YORK IN THURINGIA
A huge Christmas tree like the one at the Rockefeller Center in New York – that was the greatest wish of the kindergartners from the small town of Crawinkel in Thuringia. As part of the “Genau dein Weihnachtsgeschenk“ (“Just the Right Christmas Gift for You”) campaign, our client eBay has now turned this wish into reality. The result: a 21-meter high Christmas tree, 2,800 decorations, 600 meters of fairy lights, 800 meters of garlands. And the most beautiful thing: the gleaming eyes of the children.
We love this project! And we didn't have to wait long for the media echo.
BRONZE AT EUROBEST
What a nice surprise! achtung! has won one of the most sought-after prizes at the Eurobest Festival of Creativity. The international jury singled out the project “Praxis Dr. Internet“ for an award in the category “PR” for a bronze award. achtung! realized the project together with the agency thjnk and for our client Central Versicherung.
And we have obviously hit a nerve here: For an increasing number of Germans, Google is replacing a visit to the doctor’s office. The quality of health information that is found varies considerably, however. There is a risk of dramatically incorrect self-diagnoses. For the first time, someone is looking into the issue: Central Krankenversicherung. It has analyzed 42 million search queries on the topic of health. Its findings: health information is often incorrect. For this reason, Central is now developing the first quality standards for health information online.
ACHTUNG! AND EBAY WIN PR REPORT AWARD
We are all so excited! The prominent members of the PR REPORT AWARDS jury recognized the ideas and implementation of the eBay campaign “Germany´s First Sneakers Art Gallery” yesterday.
Sneakers have become a huge market, from which eBay would like to profit. But eBay has hardly any credibility among sneaker fans. They like to be individual and prefer to shop in niche shops. eBay, on the other hand, is considered mainstream. How can the marketplace become of interest to them? Our idea: eBay provides a stage for influential sneaker collectors and enables them to become gallery owners. For the first time, sneakers are being presented as art and sneakers fans are being treated as art collectors.
CLAUDIA RIENHOFF JOINS ACHTUNG!
We are very excited about our new Account Director Claudia Rienhoff, who was previously a director at segmenta communications. There, she was responsible for advising clients from the food & beverages and lifestyle & living sectors with a focus on brand communications.
At achtung!, Claudia will lead the Lifestyle & Living team with the clients Elbphilharmonie, Swiss, and Kaldewei, and will therefore be a member of the extended business management of achtung! – the management board. “I am particularly looking forward to the international campaigns and the opening of the Elbphi in January. The kind of project that you only get the chance to work on once in a lifetime!“
Welcome to the team, Claudia!
DOUBLE POWER FOR OUR CONTENT TEAM
We welcome Verena Klimkeit as the new Senior Content Manager. She joins us from web analyst etracker. “I decided on achtung! because I have recently been missing the feeling of an agency. The wide range of clients and requirements, the cooperation and working with experts from a wide range of disciplines – these are the things that inspire me,” said Verena.
We would also like to congratulate Ann-Katrin Weis, who has been actively supporting the content team since August. She was so convincing in her work for our clients ADVOCARD, Airbnb, BSH, and Barclaycard that we quickly promoted her to Senior Content Manager.
Both of them have many years of experience as online editors and have a great feel for good content. We are glad they are on board!
WE DID IT!
We are all watching on our screens while our colleagues performed the interactive Facebook Live game for the start of “The Walking Dead“ series with our clients RTL II and FOX.
Fans were able to follow live as YouTube stars Jarow and Kurono were attacked by biters. But even more: users were able to influence the decisions of the two stars of the show in real time. This was made possible by the first-time use of Facebook Reaction buttons as a navigation tool.
The resonance had exceeded all of our expectations. More about this on HORIZONT.net.
SOCIAL CRIME SHOPPING
TATORT is Germany’s most popular TV format. On Twitter, it is one of the most commented TV events. How can a brand like eBay play a role here? Our idea and probably a world premiere: real-time shopping-tips in parallel with the crime drama. For this, we have also added several top Twitter users to the team.
If a particular item, a special product, or an original gadget was used in TATORT, the top influencers create a link to the eBay offering with entertaining tweets to the corresponding eBay offering - live and within seconds. An experiment whose success has far exceeded our expectations in terms of coverage.
Find out more at HORIZONT.
THE FIRST ACHTUNG! CIRCLE WAS A FULL SUCCESS
It is our impetus that gets things going. This is our promise and that is also how the idea of our achtung! Circle came about. We want to both inspire and create a network for influencers, journalists, brands, and their representatives. We want to do this not just in theory, but quite practically and personally.
In order to do this, we quickly changed the agency into a large presentation space and allowed our lifestyle clients to provide an insight into their world. From live cooking to photo shoots and a fashion showroom to a gadget desk, we had everything. In addition to what was on offer in the twelve presentation rooms used by our clients, visitors were invited to experience keynote presentations and exchange information on the most recent communications trends. 130 clients, journalists, bloggers, and friends of the agency responded to our invitation. It was a great success!
MARCIA MAIBACH IS OUR NEW DIGITAL DIRECTOR
After seven years in leading positions in digital agencies and as a freelance consultant, Marcia Maibach has now made the move to join us at our Straßenbahnring office and from now on will be leading the digital communications teams at the Hamburg and Munich offices. Welcome Marcia! We are pleased to have you on board.
Hans Albers, CCO of achtung!, said: “Marcia is an excellent and perfect addition to our team in every respect. Someone fully committed to digital communications, who doesn’t just look at what is possible, driven by the hype, but who shows passion and inspiring experience in concentrating on what is really right as part of the overall image of a brand.“
WHAT ELSE CAN THE HOLOLENS DO?
At achtung! LAB, we are probably one of the first agencies in Europe to be able to experiment with the HoloLens. Using the amusing games, Mirko and Mariano are testing how augmented reality can become a communications tool. For example, to turn on webcams, hold Skype meetings, etc.
EVEN GOOD THINGS CAN OFTEN BE SWISSED
Our successful cooperation with Swiss International Air Lines (SWISS) is entering its next stage. Together, we are now beginning on the Europe-wide project “SWISSED.” SWISS is taking the cultural assets and national characteristics of its European neighbors that the Swiss may not have discovered, but which could make the guest-friendly, attentive airline even better. This is new: the combination of storydoing, branded content, and branded entertainment will place the brand far away from airports and planes.
To get the campaign going, achtung! and SWISS are using the way that Germans typically reserve their sun loungers in Mallorca. Facebook users love the video – and so do we!
DIGITAL COMMUNICATION AWARD FOR ACHTUNG! AND THJNK
Congratulations to Stephie and Jana! They won this year’s Digital Communication Award in the category “Associations & NGOs” for the project “Check-In for Refugees,” which we completed in collaboration with the thjnk agency. The prize is awarded to outstanding campaigns from around Europe.
The aid organization morethanshelters wants to help refugees by integrating them into society. But in times of controversial discussions, it isn’t possible to make Germans more sensitive to the issues by shouting loudly at them. The best way is to let them experience first-hand what it means to be a refugee. morethanshelters invites people to spend the night at a very special hotel room: a refugee tent called DOMO. Just after getting started, the refugee tents were completely booked up. More than EUR 150,000 in donations has been received. The most important thing though is that people have been given a new insight about refugees.
WHAT OPPORTUNITIES CAN SNAPCHAT OFFER GERMAN BRANDS?
Our digital trend scout Daniel provided the answer in an interview with PR-Journal. “Germany likes to hang back behind the USA for two or three years in case of online developments. We would rather wait than throw ourselves into everything new,” is his opinion. In this process, with increasing user numbers, the app can be very effective in the sought-after generation of 18 to 34-year olds for brands in the areas of consumer goods, lifestyle, sports, and events.
HOW BRANDS SUCCESSFULLY BUILD UP AN INSTAGRAM COMMUNITY
Instagram is becoming increasingly important for digital marketing because the app increasingly influences the purchase decisions of its users. In addition, the commitment rate of the visually driven platform is around 10 times higher than on Facebook, but what rules should brands adhere to in order to be successful on the platform? Our Lisa, Content Manager, and Instagram Specialist gives HORIZONT readers five tips.
NEW CLIENT PENNY: ACHTUNG! IS GOING TO MAKE IT HOT
We are happy that PENNY decided on achtung! for its new own brand “penny heat & eat“ after our pitch. We will now make a significant contribution to announce the product line nationally. In particular, communications stunts and ideas that become a public topic should create an appetite for the new products.
The “More Time for More" campaign has begun our first project. It consists of six scripted reality webisodes. The cinematic before and after story brings the basic thought “More Time for More” into everyday life with affectionate irony. “The result is television-style videos that approach the topic without looking for a laugh in a way that is typical in advertising and are simply wonderfully entertaining,” explains our CCO Hans Albers.
More about the idea and the first episode can be found at W&V.
ANN-KATHRIN HINRICHSEN BECOMES HEAD OF OUR “BEAUTY CARE AND LIFESTYLE“ TEAM
Ann-Kathrin Hinrichsen is now head of our “Beauty Care and Lifestyle“ team. She has been promoted to Director and is now a member of the extended business management of achtung! – the management board. As a result of her many years of activity in the sector, Ann-Kathrin knows Beauty Care like the back of her hand. We are really pleased to have her. Many congratulations to Ann-Kathrin!
ASTRONAUT AND FIRE IN ACHTUNG! LAB
We are probably one of the first agencies in Europe to have the HoloLens and now Mirko and Mariano are “playing” augmented reality. It’s amazing what is now becoming possible – far beyond amusing games.
KATRIN KILIANSKI BECOMES SOCIAL MEDIA DIRECTOR
She has just represented the new German creative generation as a young lion in Cannes and now we congratulate Katrin Kilianski on her new role as Social Media Director.
Katrin has been a part of the team for five years now. In line with achtung! LAB, her new position bundles social media competencies and will support sector experts with regard to design and to provide advice. Katrin actually comes from the traditional advertising sector, but discovered her passion for the dynamism of social networks. Good to have you on board, Katrin!
EVA MARIA PANKALLA MOVES FROM BAUER MEDIA GROUP TO ACHTUNG!
As text manager, Eva Pankalla is strengthening the top of the Content Marketing Team at achtung!. She is joining the communications agency from Bauer Media Group. Eva worked at Bauer Media for more than ten years, most recently as the manager of the in-house agency, who is responsible for all titles and brands. The Content Marketing Team at achtung! includes, among other things, content strategists, editors, artists, video professionals, SEO specialists, and community managers.
Great to have you!
WE MOVE FORWARD: FALKEN TYRE EUROPE BECOMES A NEW CLIENT
FALKEN Tyre Europe is ready to overtake – and we are supporting it. After a new claim, new ads, and a sponsoring commitment with a new focus, we are now on board with the Japanese tire brand as an agency for both social media and internal and external communications. Our task: helping FALKEN to gain new market share in Europe.
Stephan Cimbal, Head of Marketing Europe at FALKEN: "Enthusiasm and mastery are becoming central drivers of our brands. This is the current focus of our entire sponsoring commitment, as well as the resulting brand communications. achtung! repeatedly shows how much PS the agency is able to get out there and impresses with unconventional and at the same time relevant content approaches. This is exactly the mix we want.“
Mirko Kaminski, achtung! CEO: "The new FALKEN claim “On The Pulse” and the new marketing focus include a lot of dynamism and forward progress. We like that! We want to hit the accelerator."
WOW!: BEST AGENCY IN GERMANY, AUSTRIA, SWITZERLAND
achtung! has now been selected as the best agency of 2016 in Germany, Austria, and Switzerland by the high-level jury of SABRE Awards EMEA. The decisive factors for the jury were our "innovative power, creativity, and our growth in 2015.” The trophy was awarded during a gala with 500 guests in Berlin. We really didn’t expect this. Great! The award is hosted by the well-known international industry magazine "Holmes Report.”
FROM CONTENT, CHINOS, AND THE PLACE IN THE DISPLAY WINDOW
What does good content have to do with chinos? And why is so much of your good content not hanging in the display window? Romina explains in detail in her guest article for LEAD digital why we always think about content and SEO together from the beginning.
RANKING OF INTERNET AGENCIES: ACHTUNG! IN TOP 40
The beginning of the year is rankings season: after good showings in the revenue rankings published by PR Journal (8th place), as well as in HORIZONT’s rankings of owner-managed advertising agencies (16th place), ibusiness.de has now published the list of the largest internet agencies in 2016. At 38th place, we were already in the top 40 of over 200 agencies last year. Bits & Bytes for all!
You can find the full rankings list at ibusiness.de.
ADC FESTIVAL 2016: DOUBLE AWARD FOR “DR. INTERNET PRACTICE”
Last week, we were guests at the ADC Festival in Hamburg and once more awarded the coveted “Nail” award for Germany’s most creative work. We would like to congratulate all of the winners again and at the same time are also very pleased with our own two awards. Our client, Central Krankenversicherung, managed two entries on the shortlist with “Dr. Internet Practice.” We would like to say two thank you’s: firstly to the jury and secondly to our clients for their trust.
RANKINGS: ACHTUNG! GOES FURTHER
2015 was a good year: our fee revenues increased by 18.6%. Our teams, our clients, who put their trust in us, and new clients such as Acer, Airbnb, Intel, and Bonduelle, have made this possible for us. We are very proud of this. And we say: thank you!
The nice side effect: achtung! has jumped from 10th to 8th place in the PR Journal revenue ranking of 136 agencies. And in the HORIZONT rankings for owner-managed advertising agencies, we rose from 24th place to 16th place. Prior to that, we were very pleased to make it to 2nd place in the PR creative rankings – as one of the agencies in Germany that has received the most awards.
The rankings were as follows:
EUROPEAN CORPORATE EXCELLENCE AWARD FOR ACHTUNG!
We are pleased and proud to receive this award! achtung!’s corporate vision has now led to it being chosen as the “Best Communication Agency Germany.” The jury uses the “European Corporate Excellence Award" to honor companies who show a high level of commitment to clients, create regular innovations and play a leading and driving role in the relevant market.
Our CEO Mirko: “We are really happy about this award because it confirms that we are on our way. We want to be an inspiring powerhouse, which clients, talent, and partners are happy to plug into.”
OUR NEW CCO HANS ALBERS HAS ARRIVED
Welcome on board, Hans! But he’s not getting to work right away. Like every new arrival, he will be completing an induction week with all of the teams, consultancy, and the LAB to get to know them better.
The 57-year old was most recently General Manager for Design at Jung von Matt/365 and prior to that worked as CCO at both Fischer-Appelt and DDB Tribal in Hamburg.
From waffles to "Franzbrötchen"
We’d like to welcome Roxane, our international intern from Brussels who joins us for the next six months. Roxane is Belgian, has completed a Bachelor degree in Communication and has now started a Master’s degree in “Marketing & Commercial Communication” in Brussels.
“It’s very nice here, everyone is so welcoming! I get to meet a lot of different teams and departments. People really take the time to show me everything and explain more about the business. I feel incredibly fortunate – not all of my other friends doing internships have the same opportunities,” she told us after her first few days at achtung!.
achtung! is actively involved in a pan-European internship programme at more than forty universities, for example in Finland, Norway, Sweden, Denmark, the Netherlands and Belgium.
Support for the Corporate & Crisis Communication Team
Since the start of the year, Julian Wörner and Karl Stubbe have been providing support to the areas tackling Task Force Issue Management, Crisis Prevention, and Crisis & Change Communication. Previously, Julian and Karl both worked at Burson-Marsteller in Frankfurt for companies from the financial, automotive, energy and service industries.
“We’re excited about teaming our expertise with the creativity and innovation achtung! is renowned for. We want to see top quality from the initial idea right through to pan-disciplinarian implementation,” Julian explains. “This applies in particular to crisis prevention and crisis management. Growing levels of digital revolt are challenging companies and demand extremely quick reaction times.”
Welcome aboard, guys!
achtung! expands its service portfolio with new products for its customers
Just in time to get prepared for 2016, LAB is all set to open its brand spanking new tool box! Our experts at the heart of achtung! have developed a range of new support tools that customers can now access. The focus is on practical workshops (“Speed Dating”), basic analyses (“Quick Checks”) and concrete consulting support in the form of new applications (“Smart Solution Tools”). Sound interesting? Visit achtung.de/eng/services or drop us a mail at email@example.com for more information.
INSPIRING IDEAS FOR THE TOM TAILOR GROUP
achtung! are delighted to welcome the TOM TAILOR GROUP as a new client. We are now supporting the brands TOM TAILOR and BONITA with their social media channels, the planning and production of exciting online content, as well as community management. To grab users’ attention and stand out from the crowd, we’re using some innovative, new collages with moving imagery. “The ideas achtung! has about visuals, imagery and themes, plus their trail-blazing concepts convinced us they were right for the job. Today, more than ever, brands like ours need to inspire people, so we’re thrilled to have achtung! as our partner,” said Harriet Weiler, Head of Marketing at the TOM TAILOR GROUP. Visit the TOM TAILOR and BONITA facebook pages here.
TIGHTS, BED SHEETS & THE WEB OF THINGS
Exclusively for webmag LEAD Digital, our Head of Digital & Innovation Britta Heer discussed how the “Internet of Things” is set to change the landscape of marketing forever. Britta believes there’s a massive shake-up in store for agencies too. Laddered tights and silk sheets are just two of the things she touches on. Read the article here.
DIGITAL COMMUNICATION AWARD FOR ACHTUNG!
Brilliant entries from all over Europe, an incredibly tough jury, a shortlist of the crème de la crème – and yet we still pulled it off. This year, achtung! picked up a Digital Communication Award in the prestigious “Public Affairs” category. Wowzers. We’re really proud of this one. Nice work Nora and Sofia!
SHORTLISTED FOR AN EFFIE
Our Planning Team are buzzing at the moment. For the first time ever, achtung! has been shortlisted for an Effie Award for our “Save Fehmarn!” project. With the majority of awards celebrating creativity, the prominent Effie jury of senior industry executives examines ROI and efficiency instead – one reason customers are often more impressed by this accolade than others.
And we’re way more excited than our Strategy Team believes!
PR KLAPPE AWARD – GOOOOOAL!
We are absolutely delighted to announce that achtung! picked up a PR KLAPPE award for our “McCain Fries Final” campaign. Using fries, potato croquettes, ketchup and mayonnaise, we created a real-time visual commentary for the FIFA World Cup 2014. Within seconds, the videos and images were shared on Facebook for our customer McCain. And they spread like wildfire! Campaign reach was an impressive 20 million with an interaction rate of 20%. Watch the case film here.
“Attentive Eyes”, our campaign for the airline SWISS, was also nominated. Although we didn’t pick up an accolade for this one, we’re still proud of our work. Watch the case film here.
“Our Freya” has just returned from this year’s Burning Man Festival. Camping, art, music, anarchy – all in the middle of Nevada’s hot desert. Freya still feels inspired. Hear all about her trip and the parts that left a lasting impression here.
“CAMERAS AT THE READY – HERE COME THE STATS!”
Fabian Schieren (24) joined achtung! in Munich as an apprentice in May. His team decided to surprise him and sent him to his first ever Dmexco conference. Read about what left him reeling in the article he penned for digital marketing magazine LEAD Digital.
EBAY MAKES BERLIN EVEN BRIGHTER
eBay is celebrating its 20th birthday and the already colourful Berlin has just become that little bit brighter. To mark eBay’s anniversary, we lit up a number of the city’s buildings in spectacular fashion. International light artist Gerry Hofstetter projected a range of artistic images onto large-scale building facades from a ship on the river Spree. Bloggers and journalists in other boats photographed the striking motifs and camera teams filmed them. All as a gift to the people of Berlin. From the birthday child eBay.
The Swiss light artist rose to international fame after a number of high profile stunts, such as illuminating icebergs in the Arctic and lighting up the pyramids in Giza.
Congratulations eBay. And thank you. Thank you for putting your trust in us for almost ten years now.
ONE MONTH. FIVE NOMINATIONS.
Nothing warms the cockles of our hearts more than when our hard work and our ideas are recognised. So we’re delighted to announce that we’ve been nominated for a whopping five awards – and all in a single month!
These are our four nominations for the Digital Communication Awards 2015:
“McCain – Fries Final”, in the “Online Event und Live Communication” category
“McCain – Fries Final” in the “Viral Communication” category
“BSH – Germany’s Honest Facebook Page” in the “Recruiting” category
“Save Fehmarn!” in the “Public Affair” category
And there’s another nomination for the Swiss Award for Corporate Communications for our “SWISS – Attentive Eyes” project.
BECAUSE WE’RE ALL HUMAN
The initiative “Every Human Has A Right To Human Rights” is very close to our hearts at achtung! Our agency has been collecting clothing, shoes, toys, books and paper for all the refugees – and moreover the refugee children – arriving in Germany.
Our employees have also been busy in Germany’s refugee arrival centres too. It’s one way of helping. But there’s more to it than just helping. This initiative aims to ensure that EVERY human being is afforded the same basic rights that we often take for granted.
More about the initiative (in German) here: http://www.recht-auf-menschenrecht.de/
SALAD, SWEETCORN, PETIT POIS, BABY CARROTS - BONDUELLE CHOOSES ACHTUNG!
This news couldn’t be any fresher: achtung! is delighted to welcome their latest client BONDUELLE. The salad and vegetable specialist has decided that as earned media farmers, the team at achtung! are ready to sow the seeds of success in Germany too. Pushh and Pahnke Markenmacherei (lead agency) will act as collaborative partners.
“We love how fresh and innovative working with achtung! feels", says Nadja Ohlendorf, Marketing Director at BONDUELLE. “BONDUELLE is set for a freshness makeover and we’re here to help,” adds achtung!’s CEO Mirko Kaminski.
As part of the onboarding process, our colleagues have already been lending a hand on-site in the vegetable fields, and seeing how things are done in the processing plant.
MORE SUPPORT AT SENIOR CONSULTANCY LEVEL
We are delighted to welcome Nadine Gabriel as our new Senior Consultant. Her in-depth expertise in strategic brand management will provide invaluable support to our “Lifestyle” team. Nadine previously worked at ad agency heller & partner and fischerAppelt in Munich. Her track record includes a range of high-profile brands such as Sky, Wrigley’s and Disney. She will now concentrate on new projects at achtung! including eBay and brands4friends.
Welcome to the team!
AS FAMILY FRIENDLY AS EVER!
Hamburg’s Senate has just awarded us with its coveted “Family Seal” for another two years. The title is bestowed on companies who support a healthy work-life balance to create more time for employees to spend with their families. We’re delighted and are heading straight for our bouncy castle...
“COME TO CANNES!”
In late March, achtung! donated a ticket for the Cannes Lions Festival as a prize for #ThePitch competition at Hannover’s University of Applied Sciences & Arts. The winner was Katalin Genius, a second semester Public Relations student. She was bowled over by the whole festival and was heard saying, “It’s time our professors came to Cannes too!” Watch the interview with Katalin and our CEO Mirko Kaminski here.
CANNES TV BROUGHT TO YOU BY ACHTUNG! AND W&V
He’s hardly had time to grab the obligatory glass of rosé yet. Our CEO Mirko Kaminski is rushed off his feet at the Cannes Festival. He’s interviewing people whose opinions really matter for the magazine Werben & Verkaufen. They include Jonathan Mildenhall – global CMO of Airbnb, Marianne Dölz – the new Facebook boss for German speaking Europe, Peter Figge – executive officer at ad agency Jung von Matt, and Wolf Ingomar Faecks – president of GWA (German Association of Communication Agencies) and Managing Director at SapientNitro. Watch the video interviews here.
A CLASS TRIP TO THE HEART OF GERMANY’S MEDIA POWER HOUSE
As part of our interns’ training, we sent them to Berlin to visit BILD’s editorial office. For a whole day, they were able to soak up the atmosphere, contribute to the critique and see exactly how Germany’s biggest tabloid newspaper is run.
Lisa, one of our interns, said afterwards “What an amazing experience! It’s not every day you get to see what goes on behind the scenes at BILD!”
ACHTUNG! EXPANDS THEIR TEAM OF SENIOR CONSULTANTS
We’re excited to welcome two new colleagues to achtung! Ann-Kathrin Hinrichsen and Markus Bell will now be working with us as Senior Consultants. Previously, Ann-Kathrin headed up Beauty & Lifestyle at Nicole Weber communications, and now brings her extensive expertise to our own in-house Beauty & Lifestyle team. Markus will be part of our Logistics & Technology crew. Over the last 15 years he has worked in a range of agencies, most recently as Senior PR Consultant at Havas PR before joining achtung!
A very warm welcome to both of them!
2X ONLINE COMMUNICATION PRIZE FOR ACHTUNG!
We’re super excited for our teams who picked up not one, but two #DPOK awards in Berlin recently! For those unfamiliar with the abbreviation, DPOK stands for the German Prize for Online Communication.
achtung! romped home in the category “Viral Communication” with their “Fries Final” campaign. Watch the case film here. We also picked up first prize in the “Digital Public Affairs” group with our “Bewahrt Fehmarn!” project. Watch that case film here.
IN THE WORDS OF BRITTA HEER: “A ROUGH DIAMOND”
We are delighted to welcome Britta Heer, former Head of Digital at Edelman Deutschland, who now takes on the role of Chief Digital Officer and CEO Digital & Innovation at achtung! Together with Mirko Kaminski (CEO), Thorsten Beckmann (CFO/COO) and Max Ströbel (CSO) she completes the agency’s executive team. In a video interview she talks about her first impressions and explains why she regards achtung! as a “rough diamond”.
MIRKO KAMINSKI ON THE PR JURY AT THE NEW YORK FESTIVALS
For a second year running, our CEO Mirko Kaminski has been appointed a member of the PUBLIC AND MEDIA RELATIONS jury at the NEW YORK FESTIVALS INTERNATIONAL ADVERTISING AWARDS. Next to the highly respected judges from Germany (Cannes Festival, Eurobest, PR Report Awards, Neptun Award), the New York Festivals’ PR jury counts professionals from a host of other countries, including agencies in Canada, Japan, Australia, the US and Greece. German jurors Alexander Schill (Serviceplan) and Armin Jochum (thjnk) will be assessing entries from around the globe in other categories. The prestigious accolades will be presented at a gala in New York on 21 May.
GERMAN DIGITAL AWARD FOR ACHTUNG!
Hurrah! achtung! has picked up another accolade – this time at the German Digital Awards. The “Deutschlands Lieblingsstücke” (Germany’s Favourite Items) (eBay) campaign won bronze. So what did we do? Well, it seems online shops are favoured by the hunters among us. Seek. Find. Buy! But research shows women prefer to “browse” online. So ebay.de designed something new – a tool to make a collage of different products, all with one motto or theme. The resulting pinboards can then be shared with the online community. Other members can follow collections they like and use them as a source of inspiration for shopping on eBay. Some 200,000 collections were created following the tool’s launch, with a further 60,000 now being added every month.
TOP OF THE LEAGUE IN A RANGE OF DISCIPLINES
We already count among Germany’s top 10 PR agencies, the top 25 owner-managed ad agencies, not to mention being number 1 in the PR creative rankings. And now we can add another jewel to our crown, because achtung! has made it into the top 35 German digital agencies. These rankings are regarded as an industry barometer of Germany’s internet agency landscape. The results are compiled annually by the Bundesverband Digitale Wirtschaft e.V. in collaboration with HighText iBusiness, and marketing magazines Horizont and Werben & Verkaufen. However, although we’re top of the league across a range of disciplines, the ones that matter most remain those focussing on original ideas.
3 x BOB
“Why only one when I can hold three?” is clearly the motto of achtung! employee Robert. He came back from the BoB Awards Gala with not one, not two, but three awards in total! Two were for the project “Realtime Congratulation Stunt” (Salesforce) and the third was presented for “Deutschlands großer Streitatlas” (Germany's Dispute Atlas) (ADVOCARD). BoB stands for best of "business-to-business” communication and is the only platform for interdisciplinary B2B communication across Germany, Austria and Switzerland.
ACHTUNG! HOTS THINGS UP FOR OUTDOORCHEF
We are delighted to welcome our latest client OUTDOORCHEF, a Swiss brand aiming to up its popularity in Germany. We’ve been asked to design and implement a multichannel range of concepts to boost awareness of the company’s expertise in gas, charcoal and electric barbeques. “When it comes to unique ideas, achtung! is on fire!” says André Franz from OUTDOORCHEF. “Their team were so excited about our brand and completely understood our passion for barbequing. It was an easy choice for us to make. We’ve always preferred an unconventional approach, and achtung! was one of the few agencies that got that.” Mirko Kaminski, CEO at achtung! added “Our job now is to turn up the heat for Weber & Co. We love this type of challenge!”
WOW - AGENCY OF THE YEAR
We’re over the moon. achtung! has been awarded the title AGENCY OF THE YEAR by the prestigious PR REPORT AWARDS jury. Basically, the PR REPORTS AWARDS are like the Oscars within Germany’s PR sector. What’s more, we scooped three further accolades in other categories like “Digital Public Affairs”. And as the most-awarded PR agency in 2014, we’re now number one in Germany’s PR creative rankings. The magazine brand eins also has us in its top three. It feels great!
Britta Heer, Director of Digital Consulting at Edelman Germany is joining the Executive Board at achtung!
And we’re super proud she chose us!
Britta Heer, formerly head of Digital Consulting for German agency Edelman, will be appointed as a Managing Director at achtung! from 1 May. The 47-year-old’s extensive digital expertise will add to the strengths of the existing executive trio, comprising Mirko Kaminski (CEO), Thorsten Beckmann (CFO/COO) and Chief Strategy Officer Max Ströbel.
Mirko says: “Britta is a no-nonsense, straight thinker who works quickly. She has a proven track record for a high pace of innovation and growth, as well as understanding how to involve customers and employees in the process. I’m really pleased she chose to join the team at achtung!”
“Over the last decade achtung! has repeatedly reinvented itself in a highly successful manner, “ says Britta Heer about her new position. “Its success is rooted in a strong commitment to innovation, pioneering spirit and originality. These are the best conditions to ensure a trailblazing role within the communication market for the next decade’s post-digital era. I can’t wait to be a part of it.”
We feel the same Britta. Welcome aboard!
achtung! appoints Max Ströbel as CSO
We’re excited to have him on board!
Max Ströbel (42) has been appointed Chief Strategy Officer, completing a new executive trio that comprises Max (CSO), Thorsten Beckmann (COO and CFO) and Mirko Kaminski (CEO). Max worked as Brand Engagement Director for two years and is responsible for securing achtung! a range of high-profile customers including SWISS and SALESFORCE. He has also designed and created a whole host of award-winning communication projects and campaigns.
Mirko: “There are two key skills that are central in ensuring exceptional communication and marketing: strategy and creativity. We’re delighted to have found such a qualified expert in Max. He will now concentrate on expanding our Planning division, as well as providing creative support.”
Max added, “My roots are in Advertising. But in this digital era the future belongs to brands who understand the unique benefits of Earned Media. These are the stories that keep us hooked and leave a lasting impression. And for me, achtung! is one of Germany’s most exciting agencies when it come to these brands.”
Before joining achtung! Ströbel was Creative Director at Economia/BBDO and then Unit Leader at RAPP Germany. Scholz & Friends and Leagas Delaney also number among his previous stations.
achtung!: Lars Hinrichs opens “The Lab” for business
Our LAB is up and running! Now it has gone online. And it was inaugurated by Lars Hinrichs, founder of Xing, start-up investor and member of the Supervisory Board of Deutsche Telekom. Lars is intensively involved in future-related ideas and collaboration. So we think it’s great that he likes our LAB and the underlying idea. At the LAB everything revolves around the creative and content-producing core of achtung!.
Here all the disciplines work side-by-side to support our sector-focused consultancy teams, who operate one floor up. The specialists are no longer trapped in silos with labels like “Creative”, “Moving Images” or “Digital Team”. In the LAB they all come together: artists, copywriters, editors, video specialists, content marketers, SEO professionals, community managers... And how does this benefit the clients? Better ideas. Content with greater activating power. And at the end of the day, greater effect. And besides this, there’s something else special happening in the LAB: it's a place where marketing and communication decision-makers can drop by for a powerful know-how and inspiration download. You can learn more here: PDF or link to the website achtung! Transfusion.
A fool is a fool is a fool.
“The fool is a fool is a fool” – that’s how Wolfgang Lünenbürger-Reidenbach, our digital communications management supervisor, described Saatchi & Saatchi boss Kevin Roberts, following his recent prophesy that the social network Facebook had only three years left to live. Here is his response to Kevin Roberts:
A fool is a fool is a fool.
I know, I'm always good for a forceful claim. And at the same time, it borders on naivety to assume that Facebook will always be the leading social network. I, for one, have often enthusiastically claimed that it won't survive in its current form. Nevertheless, Kevin Roberts' forecast is incorrect. And the conditions on which it is based are even more so.
Perhaps my position can be basically summarised as follows: I am not at all concerned regarding the future of Facebook as a company. Even though I regard the future of Facebook, the network, very critically.
Indeed, the speed at which Facebook, the network, is losing young people is impressive. The Piper Jaffray study speaks an unambiguous language which can surely be confirmed by anyone involved with young people. But young people leave Facebook to go to - Facebook, the company. After all, only nstagram is really growing, and this very fast.
Back when Facebook acquired Instagram, I called it a bargain. And over the years, it has increasingly proven to be one. The fact that the acquisition of Whats App is now finally in the can will also have a part to play. Likewise, the fact that Facebook has extracted chatting and messaging on mobile devices from the main App is a step that makes me so optimistic in terms of the future of the company. In the throes of App-isation of the next generation's communication requirements, Facebook as a company has got it right big times.
Nor will this be affected by the fact that many users feel the Facebook network is increasingly becoming kind of QVC. In fact, my team and I no longer regard it as a social medium – but rather as a high-performance performance channel. And (to get back to Kevin's other foolish point) it's obvious that creativity works differently there than in colourful brand communication.
Many but definitely not all users are increasingly dissatisfied with the Facebook network – true. That they can't get a grip on their algorithm, at least for heavy users. That they are losing style-setting groups (e.g. from the gay community). That they define freedom in a Steve Jobs way and how they do it ("Freedom is freedom from porn"). That they ignore distinctions between "anonymous" and "pseudonym" which are of importance for many members of the digital elite. All of these are certain to endanger the acceptance of the network over the medium term. But the way in which the company has handled the changes in communication requirements to date (especially those of the next generation) means that I still can't write it off entirely.
Early in the year, I forcefully claimed that Facebook would implode. It goes without saying that that wasn't even really true back then. Although it is in fact currently in the process of imploding in some areas of my peer group, this does not represent the mass market. And for me as a communicator and strategist, Facebook will surely remain an ideal channel for reaching adults with strong purchasing power by means of very precise targeting and retargeting. Even if it is no longer social media.
As for social media and creativity – there's Instagram, blogs, Snapchat, YouTube and whatever else is on the way and which I will keep to myself for now.
Djure Meinen joins achtung! as Micro Audiences Specialist
We are pleased to announce a fine new addition to our team: Djure Meinen (43) is now working at achtung! as our Micro Audiences Specialist. Micro audiences are chiefly comprised of bloggers. Djure previously worked for us as a freelancer and also helped to write our widely acclaimed Bloggers’ Code of Conduct . This Code now forms the basis for achtung!’s collaboration with micro audiences: http://bit.ly/1rt6CHa
“Djure’s task is to manage our excellent relations with bloggers and to improve them even further. As part of this work, he is representing achtung! in a highly visible manner at important conferences and BarCamps. We are delighted that Djure Meinen is contributing his expertise to help strengthen our Lab, which is currently taking shape,” says Wolfgang Lünenbürger-Reidenbach, Management Supervisor Digital & Innovations at achtung!.
8 places on the shortlist of the International German PR Award
achtung! does it again. And we’re mighty proud! We have gained no less than 8 (!) places on the shortlist of the International German PR Award – as the only agency to do so. Wow! The nominations are distributed across our clients eBay with the campaign “Germany’s favourite items”, ADVOCARD with "Angry Germans”, Trusted Shops with “Party Raid” and mobile.de with “From Polo to Porsche”.
Mirko Kaminski comments: “As always, we’re focusing on just one goal: to become even more inspiring, even more international. So far in 2014 we’ve won a total of 8 awards, including an ADC Nail and three PR REPORT AWARDS. What’s more we were nominated in Cannes. That’s exactly the direction we aim to go. I’m really proud of my team!”
Creative operations nucleus “The Lab” almost complete
We are happy to announce that we will soon be completing “The Lab”. The unit known as “The Lab” will open at the end of October and will become our creative and content-producing “operations nucleus” of the agency. In this way we aim to cluster all our communication disciplines, letting them work together even more closely and providing mutual inspiration. The interior architecture of the new rooms is derived from the interior design of the Hasso Plattner Institute of Design at Stanford University in Palo Alto: sliding glass walls create independence from project norms and standards, and simultaneously serve as project boards. Large video displays reveal which themes are currently appearing in the social web, or are expected in the coming days. Similar to large media newsrooms, real-time communication and marketing are realized flexibly by task-focused project groups at one “global desk”.
Two Digital Communication Awards for achtung! client Advocard
achtung! has won the Digital Communication Award – not once but twice, with its production “Angry Germans”. The client is Advocard, Hamburg. This makes achtung! the only German agency to carry off the trophy as a double in Berlin, also being nominated no less than three times. Immediately before the award show a team from achtung! was required to make presentations to international juries. The result: one award in the category “Product Campaign” and one in the category “Companies”. Moreover, achtung! was nominated in the category “Public Affairs” with “Trust Alert” (client: Trusted Shops).
(Photo Credits: Julia Nimke/Helios Media)
achtung! is one of the world’s top 125 PR agencies
In the world ranking of the top 125 PR agencies, achtung! now holds 107th place. In Germany we are already among the top 3 social media agencies, the top 15 PR agencies and the top 25 owner-managed advertising agencies. So far, so good: but the most important thing for us is that, in the latest customer satisfaction survey, our clients have awarded us an average mark of between good and outstanding. Now that’s great!
achtung! for Towers Watson
We are delighted to welcome our new client Towers Watson, one of the world’s leading management consultancies. Haven’t heard of them? Well, until now it has mostly been executive boards, CEOs and personnel managers who are familiar with Towers Watson. But in the coming period we’re going to change that, because we are now working for Towers Watson in the role of earned-media agency in Germany. “achtung! won us over with an excellently researched analysis and, above all, with a clear strategy for strengthening the media profile of Towers Watson. We’re looking forward to working together – we can sense that achtung! has a passion for communication,” says Reiner Schwinger, Managing Director at Towers Watson. And we’ll put this passion to use in positioning the consulting segments of company pensions and HR management.
achtung! premieres on Cannes shortlist
The team is extremely proud: for the first time, achtung! features on the shortlist for the Cannes Lions (37,000 entries this year). Together with the agency thjnk, achtung! ranks amongst the nominees in the category ‘Media’ with its LOOK TWICE project. (http://8ng.me/8h).
Mirko Kaminski, achtung! CEO: ‘At the start of the year, we made a promise to be more inspiring and international. Initial awards such as an ADC Nagel, three PR REPORT AWARDS, eight nominations and two awards at the ‘Deutscher Preis für Onlinekommunikation’ (German Prize for Online Communication), this shortlist ranking in Cannes and major new international accounts such as SWISS and Schwarzkopf Professional prove that we are on the right track. I am extremely proud of my people!’
3, 2, 1 – ACHTUNG
3, 2, 1 – this number series reminiscent of our eBay client is now complete. Up until recently, we were still missing the "2". But now we've got it: after three PR REPORT AWARDS and an ADC Nail, achtung! has been awarded two trophies in the German Prize for Online Communication in Berlin. And the entire agency is thrilled! Both "Deutschlands großer Streitatlas" (Germany's Dispute Atlas) (Advocard) received an award in the "Product Campaign" category as well as the "Parteien-Razzia" (Party Raid) (Trusted Shops) in the "Digital Public Affairs" category.
ACHTUNG! AWARDED SILVER NAIL FOR ADVOCARDS LITIGATION ATLAS
achtung! has won one of the coveted nails at the ADC Creative Festival. The jury awarded a silver pin to the "Deutschlands Großer Streitatlas" (Germany's Dispute Atlas) in the category of "PR / Branded Content". achtung! created this project in cooperation with the thjnk agency. The project involved achtung! evaluating millions of disputes, thereby innovatively mapping how Germans disagree in the form of an interactive atlas. Members of the German population are thus given the opportunity to establish their own personal risk of being involved in a dispute.
The result: a lot of buzz. 110 million contacts generated, 3.1 billion online visits. This data has been requested by Ministries of Justice, universities and the Deutsches Institut für Wirtschaftsforschung. But even more importantly: The atlas has become an effective sales instrument for Advocard as well as the most successful campaign in the company's history. The project has already received the PR REPORT AWARD and has also been nominated for the German Online Communication Prize.
ACHTUNG! IS BREAKING DISCIPLINARY BOUNDARIES
According to the new agency rankings just out, achtung! is one of the top 3 social media agencies, one of the top 15 PR agencies and one of the top 25 owner-run advertising agencies in Germany – despite the fact that it no longer uses traditional disciplinary labels such as ‘advertising’, ‘PR’ or ‘digital’.
Mirko Kaminski, achtung! CEO, on the matter: ‘Amidst today’s hype of information and news, the only thing that seems to capture people’s attention is what’s important to them, personally. It makes no difference whatsoever whether it’s through paid, owned or earned media. We, in any case, have decided to leave this type of disciplinary thinking behind.’
The agency achtung! aims to go above and beyond these categories to create exciting ideas that trigger a response and set something in motion.
ACHTUNG! LEADS EUROPEAN AGENCY NETWORK FOR SWISS
As Switzerland’s national airline, global quality airline and part of the Lufthansa Group, Swiss International Air Lines has named Hamburg- and Munich-based communications agency achtung! its European lead agency for earned media and PR. The decision came after an extensive multi-stage pitch was launched with a number of agencies – including network agencies.
Markus Binkert, Chief Commercial Officer at SWISS: ‘This decision marks a new direction in that we will no longer be solely focusing on communicating business-like corporate news, but much more on content that is relevant to and makes an impact on individual markets and people. For the only thing that seems to capture people’s attention nowadays is what’s really interesting or at best, fascinating.’
In addition to setting up a European network of independent owner agencies especially for SWISS, achtung! is also taking care of communications in Germany and Austria. ‘We believe in the power of a customer-centric agency network and in the strength of ideas that are relevant to the individual. We are extremely proud to now be able to work for SWISS on such a large scale’, says Mirko Kaminski, founder and CEO of achtung!
Triple: Three PR REPORT AWARDS for achtung!
achtung! has become the first agency ever to win not one but three trophies at the PR REPORT AWARDS – the Oscars of the German PR industry.
A hat trick never before achieved in the 11-year history of the awards! An all-star jury awarded the trophies for three ideas and campaigns submitted by achtung!: ‘From Polo to Porsche’ for mobile.de, ‘Germany’s Great Dispute Atlas’ for ADVOCARD and ‘The Party Check’ for Trusted Shops.
Mirko Kaminski, CEO and founder of the agency, which meanwhile has 120 employees in Hamburg and Munich, said: ‘Our aim is to win over and inspire customers with ever more unorthodox ideas. These awards prove that we are obviously on the right track. I’m really proud of our teams.’