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.