[Applause]
[Music]
[Applause]
[Music]
[Applause]
I’ll see you bois and I’ll do it
so much passion and joy that
I even sit in the commercial breaks
stay so I just do not miss
for which coach the singer is
decides and in this commercial breaks
it works like that
why I am twice as tall as
my twin brother simply because
I with the check24 car insurance
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I never understood that but everything
finally it goes on, so I see
okay, it’s somehow the
Cormorants will get one again
new singer and is happy about it
that goes on again
then make a little bit more
in the show then comes the next
commercial interruption or runs then so
What
why I am twice as tall as
my twin brother simply because
me with the check24 car
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comparison portal exclusive discounts 47h
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check24 here every day everything so me
do not know how you are but me
I have not used in Japan now
to continue clicking and advertising the
that is exactly what we have there
can experience and indeed powerful and
for me as agent chief is a
almost shameful found
Thousands of creative work in
this industry and the attempts with
passion and heart such products too
develop promotional ads tv spots
Radiospot everything that belongs and theirs
work results when things are going well
they are ignored and if it is
badly, they load directly the
trouble there is a meaningless
employment with the one on the way
probably not many but it can be
at least that’s part of it and has me
the question was how could that
happen
that was not always so advertising needs
man culture and the eighties
I can still remember it darkly
but am looking for answers
I upset the briefing encountered
now for you not in the
advertising industry work is the briefing
So the document with the one
company being a service provider
instructed and said that he likes
If he had his thesis I would have it
because they are written very carefully
become these documents
There should be no source where the
wishes and dreams of the company what
Your advertising is better described
is and actually finds itself in all
these briefings are always different
always in the form shown
the same dream
that is easy to understand because
of course it is so well known and
popular sold better than
unknown is unpopular
that ‘s what it’s all about and when you do it like that
So go deeper into the briefings
pure dick then you will find again
always the same topics
namely as that is a requirement
or man I’ll come later
in addition I believe these are belief sentences
how the company believes how
this dream should become reality
and there are five of the first demo
occurs is formal consistency only if
we always look the same
you will look as unique as possible
remember us
that’s why logos must be written colors
always the same for tonal consistency only
if we always use the same language
speaking in the same tone
you remember us as we do
We would like to have that
there is such a nice russell brand
Staffing the brend character
that’s why they have to be
sound there you are so
then tonal consistent emotionality
also has to be just seen but
probably humor
There is a huge spectrum
Emotionality but comes in advertising
actually only pathos without humor in front of it
anger or anger is not there too
rattle buys worse so
Emotionality must be there but please
if then partners and humor
then we have the topic of penetration only
if my messages regularly the
reach target audiences she recalls
yes not in principle what you are so far away
have seen and regularly always
stopped again
so that you also remember and
that’s why we always switch the same
Advertising over and over again and the last one is
360 degrees is also such a password or
you can only sunscreen if we are the zurich
reach group on all channels though
you are almost with our messages
We have a chance to surround you
remember us and that’s why
Let’s turn our messages on
all channels at the same time and that is
if you like the success
formula of marketing communication or
brand communication
that sounds very plausible
if you look at what sequenced there
there is also enough investigation the
prove that everything works
then it is correct but with exact
it’s just a look
a bit harder than advertising acts
he into a complex system in one
social system of our society and
it just can not be over cause
control principles so easy
and therefore they are in influence
the briefings formulated or
the obedient looks nothing but
a confession of faith and if you like that
those are the five commandments of the
advertising industry and if we are all just
We’ll stick to it
advertising sky and the advertising sky
We know our products all
and also find our products
terribly desirable back again
to this dream we had
I am writing this lecture
I noticed that with 15 years
I’ll ask you the similar ones too
you have to know about this
I’m from the country so so from the
Black Forest in the countryside
Growing up and I was very late
but at the latest 15 I have this question
then also more busy and
if I’m so back to this time
I have a lot of formal goals
I experimented first and second
which then grad to mettler so there was
it’s just the hair that has become longer
I experimented a lot there and
to find at that time
i was from the atonal i was very
consistent i was super cool and
then emotionally was not much anymore
because super cool is clear and with the
At that time, girls were more like that
but my curiosity was aroused and me
wanted to find out now the question
make so few are maybe
we can learn something about ours
industry when we consider the advertising behavior of
Behave with the promotional behavior of
put people around each other in comparison
and I will like to introduce you
Martin Mark in Jungmann and Caroline
client Claudia and 19 years old she
studies bwl and in the first semester
martin is 21 industry buy if
Martin now formally consistent what will
is he doing
He puts on a unique style
with the hope that caroline in
one sees that one succeeds
he also becomes the style of course
Maintaining remains formally consistent
tonal consistent when martin has
somehow realized that it was better
runs in the approach when he is
empathetic, understanding gives
That’s why he talks all the time now
with a sensitive tone and gives
He is very understanding
but that remains as if
success factor
and so he remains totally consistent
martin already has that
experience made
humor is better than mourning so
the thigh throbbing after the
others out and how you look caroline
she does not find it unattractive
So look at her she perceives him
and finds Martin already very nice
not what you think because despite all
martin still has his best efforts
Caroline has an uncertainty
forget me again
and that that does not forget him
martin she now every day ten times to
home and rang the apartment door
and say let me find caroline
that rather strange and the 360
Degree
at martin is still uncertain whether
Caroline forgot him , he lurks
now calling her calls behind bushes
She writes the sms letters
on the phone etc it is at all
Channels permanently therefore they are quasi
with himself
this is somehow for caroline
then even more strange strange
I suspect when I was 15 at the time
behavior would have been very serious now
Discussed with my parents
probably even in the presence of the
local police but what martin
Caroline knows him well
now
unfortunately not as potential
part of life but in the
Best case as a boring spinner
Spindler would have to say too
and carolin is an attractive boy
Woman and that means she did not have
only one worshiper as a whole lot
and they all do the same and what
Caroline now makes her run screaming
from that
and this movement we can do today
we can see this path running away
see today if offers such as ad-free
offer like spotify or netflix
then have dramatic growth rates
It has something to do with it
there is no advertising or if over 50
percent of under 30 year olds in
Germany adblocker herself on her
to read computers because they do not advertise
So people want to see more
move away from it and because it sucks
so you can summarize that out
these beliefs arising
Behavior of brands is like one
gang crazed stalker
and everyone will follow
citizen annually with one
millions of advertising messages penetrated
a million thats 3000 a day or
117 unsolicited during the weekly hours
and we are wished to gelabert
and of course that’s annoying that’s completely
of course and what can you do
Now we can wait and see
the problem will solve itself as having
we already we can observe that
People get involved in these promotions
robbing mechanics for this promotional
push pull where there are no spectators
There is no advertising
that one possibility or us
can think of something new
the alternative is and maybe there
us the martin if you then again
briefly, however, gives us equal martin
your help
what could be the learning matthias
failed attempt what
could have done differently
he could caroline as gentleman eg
meet her and the water box after
wear home or too inexperienced on the
weekend because you pauli not a car yet
probably the caroline was that much
so much better like
advertising industry comes up with such ideas
it needs a substantial work the
You can even walk a walking baby
such ideas that advertising will help too
she might have to make it out of mine
view of the sandy mode in which you
today is in a listening mode too
Come look with your heart
look into the feeling of empathy
people you want to reach or with
which one wants to get in touch with and you
must stop seducing and
start to support
in Germany I said earlier been
30 billion in advertising
invested 30 billion euros in this
seduction and send mechanics and if
We only have five percent of this medium
withdraw this mechanics and help that
and to hear and with the empathic
listen and watch
then we would have in German only in
Germany 1.5 billion euros to
disposal for the lives of the people
easier to do and there are brands
I already do something like that
I have said that in games it is
no m
they have such a small tech
he who knows where I am can develop it
you go somewhere
a backpack and gives me tips as
guest in amsterdam for example
into the cinema lines taxi climb then says
me this thing this cache this
call it then say the ride in
The city should not be more than 45
cost euro
helping those arrive in amsterdam or
be like l’oréal have the genie
sap made perhaps accompanied by a
Maybe some young ladies day know
that even
So you can with the phone one
looping make up simulation
I can say that I want to be here tonight
I do not know what that means dark
shadow lipstick eyes and so on
and I like that and then I just get it
still tips how to get this style
This app has been 25 million times
downloaded
now is very successful for l’oreal
and creates a different kind
obviously from contact and the
English insurance direct line has
a system developed with the one on
the mobile phone a button presses on one
app and then come drones
and shine in the open country
where the dark the way home
I already found a great idea that became
but now also with with
help from direct line from british
Coast Guard and these drones are
Now on coast guard shift your
installed and if someone did wrong
if you are looking for someone in the water
Floats then press the button
then the drones fly out and
expand what the coastal guards
people are seeing 50 on their boat
at 500 meters and that helps live too
This is done by brands
already started this
to make a change of attitude thanks
digitization, we have the
chance the the abbé branche and the
people who work on it a new one
to give meaning to give again
to give meaning to people
to make life easier with what
They do this chance to use them
we need the attitude change
namely to empathize and also the
wanting to help develop the desire
This is not fast
go that belief system I’m there
tried to represent in front is in
The last 30 years, I think
originated and that will probably
Persuasions have gone so fast
not that one
that will be a while
accompany in a few weeks, it goes
go again
I am looking forward and I will
this time again sitting in the commercial breaks
stay
but not only because I’m curious
Crime , then the singer
the singer decides but also
because I know that advertising is changing
will and what I experience there finally
Thank you very much
[Applause]
”
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