| Title | THE NEWSPAPER EFFECT |
| Brand | ZMG (NEWSPAPER MARKETING ASSOCIATION) |
| Product/Service | ZMG (NEWSPAPER MARKETING ASSOCIATION) |
| Category |
A01. POSTERS |
|
Entrant Company
|
OGILVY GERMANY Frankfurt, GERMANY
|
|
Advertising Agency
|
OGILVY GERMANY Frankfurt, GERMANY
|
Credits
| Dr. Stephan Vogel |
Ogilvy Germany |
Chief Creative Officer |
| Matthias Storath |
Ogilvy Germany |
Executive Creative Director |
| Nico Ammann |
Ogilvy Germany |
Creative Director/Art Director |
| Lothar Mueller |
Ogilvy Germany |
Creative Director/Copywriter |
| Helmut Meyer |
Ogilvy Germany |
Creative Director |
| Jawad Saleem |
Ogilvy Germany |
Art Director |
| Esra Bueyuekdoganay |
Ogilvy Germany |
Art Director |
| Joerg Schrod |
Ogilvy Germany |
Copywriter |
| Giuseppe Migliaccio |
Ogilvy Germany |
Graphic |
| Nicole Niedziela |
Ogilvy Germany |
Graphic |
| Christopher Bueers |
Ogilvy Germany |
Graphic |
| Annette Schmitt |
Ogilvy Germany |
Graphic |
| Constantin Camesasca |
Ogilvy Germany |
Graphic |
| Nadine Bartsch |
Ogilvy Germany |
Graphic |
| Thorsten Buesser |
Ogilvy Germany |
Graphic |
| Lorenzo Petrantoni |
Freelancer |
Illustrator |
| Xenia Kern/Fabio Sanfilippo |
Ogilvy Germany |
Account Management |
| Magdalena Ignatowski |
Ogilvy Germany |
Art Buyer |
| Production |
Redworks |
Peter Belz |
| Markus Ruppe |
ZMG |
Advertiser Supervisor |
Brief Explanation
To convince media and marketing decision makers that the good old newspaper is still relevant
for advertising we directed their attention to a unique ability of newspapers: directing the
attention!
The Brief
ZMG, the Newspaper Marketing Association of German newspapers, wanted to show in an
integrated campaign that advertising in newspapers is better than its reputation.
How the final design was conceived
Newspapers deliver information that we need everyday, information that captivates us. All the
stories and exciting news produced by world affairs draw our undivided attention to the
newspaper. Of course ads have an easier job when we are really focused on a medium. Like in
the newspaper. The graphical idea of the campaign is to make this mechanism visible: All the
stories and headlines in the newspaper direct attention the ads. And thereby help them work.
What happens in the world, happens for your ad.
Indication of how successful the outcome was in the market
The campaign is stirring up a lot of conversation in the target market: media buyers, advertisers
and potential clients are realising that ads in newspapers are still powerful and effective.