The Advertising Industry in Berlin

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1 The Advertising Industry in Berlin

2 Why Berlin? Creative workforce available Affordable office space Investment incentive Outstanding choice of cultural activities Huge IT potential Extensive telecom and traffic infrastructure Support by Berlin Partner GmbH 2

3 Capital Berlin The Capital factor: Vicinity to political and federal institutions International community Presence of the mass media Huge variety of trade fairs and big events Berlin appeals to the young and to the young at heart Strategic hub between Eastern and Western Europe 3

4 The German Advertising Industry International comparison: Germany has one of the strongest advertising industries of the world Germany is No. 5 of the world rankings, right after the USA, Japan, China, and Great Britain Within Europe, Germany ranks No. 2 after the U.K., followed by France, Italy, and Spain Source: ZAW

5 The German Advertising Industry European comparison: Expenditures for advertising in million US $ - Great Britain: Germany: France: Italy: Spain: Netherlands: of the 10 largest German advertising agencies have their HQ or a branch in Berlin Internetauftritt Wall AG Source: ZAW

6 Advertising Industry Market Observation Berlin s advertising agencies are inventive: Almost 25 % of them received one or more awards, a sure indication for the creativity and quality of Berlin s advertising industry Source: W&V No , 2005 Ranking: Germany's most creative Advertising Agencies 2005 Rank Agency Seat Score 1 Springer & Jacoby Hamburg DDB Germany Berlin/Dusseldorf/Hamburg Jung von Matt Group (5 agencies) 510 3a Jung von Matt Spree Berlin 80 4 Scholz & Friends Group (3 agencies) 476 4a Scholz & Friends Berlin BBDO Group (5 agencies) 444 5a BBDO Group Berlin/Dusseldorf Neue Digitale Frankfurt Ogilvy & Mather Group (4 agencies) Nordpol Hamburg Kolle Rebbe Hamburg Grabarz & Partner Hamburg KNSK Hamburg TBWA Berlin/Frankfurt Heimat Berlin Publicis Group (5 agencies) 110 6

7 Agencies in Berlin Heymann & Schnell Werbeargentur GmbH National and international Advertising Agencies BBDO, DDB, McCann Erickson (M.E.C.H), Heimat, TBWA\, Jung von Matt Headquarters in Berlin Scholz&Friends, Dorland/Grey, WEDO, Media Consulta, GKM, APCO, Heymann Schnell, Wall, New Sign, Die Brandenburgs Public Relations und Public Affairs PLEON KohtesKlewes, Fleishman-Hillard, Burson-Marsteller, Rugo Komm., CNC Communication Agencies Publicis, Fork Unstable Media, Pixelpark, Index, I-D Media, Meta Design, Aperto, ART+COM, Jamba! Event Marketing Flaskamp, Multitask, Zander & Partner 7

8 Capital of Talent DDB Campaign of the Year 2005 VW Golf GTI Agency follows talent Berlin is Germany s greatest university city with - 4 Universities - 4 Art universities - 11 Universities of applied sciences and academies 44 study courses related to media and communications, with more than 22,000 enrolled students Specialists: - Communications Design - Media Consultancy - Media Informatics - Communication Sciences 8

9 Suppliers Industry Presse- und Informationsamt des Landes Berlin / Thie Presse- und Informationsamt des Landes Berlin / Thie Germany s largest variety of papers: 2.5 million newspaper readers can choose from 11 Daily newspapers 1 Weekly journal 4 Sunday papers 13 Advertising papers 15 City magazines many national magazines and trade journals The 2nd largest cluster of publishers with 800 Publishing firms ca. 6,600 Published titles p/a ca. 1,000 Printing shops 9

10 Consumer Market Large end consumer market 3.4 million residents in Berlin 6.0 million people in the region Communication platforms in Berlin International Green Week Intl. Consumer Electronics Trade Fair IFA Berlinale Film Festival FIFA 2006 Soccer Worldcup Berlin Marathon Carnival of Cultures Christopher Street Day YOU Berlin Trade Fair 10

11 Branch Meetings in Berlin Effie Awards Germany Gala evening and prize giving Art Directors Club prize giving International Film Festival Berlinale International Design Conference Berlin Advertising Congress Extensive seminar schedule Effie Awards Europe 2001 Social Effie: Art and Culture 2005, Bronze, Scholz & Friends Berlin Associations: Art Directors Club HQ HQ of the Main Association of the German Advertising Industry (ZAW) and International Design Center IDZ 11

12 Award 2006 Berlin: UNESCO City of Design UNESCO has appointed Berlin as the first city in continental Europe to the Creative Cities Network under the framework of UNESCO s Global Alliance for Cultural Diversity. In January 2006, the United Nations organization for education, science, culture, and communication awarded Berlin the title of City of Design. Along with Berlin, the global network of creative cities includes Buenos Aires as a City of Design, Edinburgh as a City of Literature as well as Santa Fe and Aswan as Cities of Folk Art. The network aims to promote pluralism and creativity as aspects of economic development. Source: Deutsche UNESCO-Kommission e.v.,

13 UNESCO City of Design Berlin is up-and-coming in many different design sectors: Hardly any other major European city offers students as many options for design-oriented study: ca. 5,000 students are enrolled here in fashion, product, graphic, and communication design, photography, or visual arts programs Ca. 11,700 Berliners work in fashion, product and furniture design, architecture, photography, and the visual arts Some 6,700 design companies generate annual sales of 1.5 billion The surroundings, space, and excellent basic conditions here lay the foundation for creative work and the development of innovative products Designers, fashion designers, photographers, and architects find artistic freedom, affordable office space and living costs, networks, and a public interested in design Source: Deutsche UNESCO-Kommission e.v.,