News//Budgets
New Business: DEMNER, MERLICEK & BERGMANN wins HEUTE (today)
In early summer, the daily newspaper ‘Heute’ (Today) invited agencies to join their pitch presentation. DEMNER, MERLICEK & BERGMANN clearly prevailed in this competition against account holder Lowe/GGK and Jung von Matt.
Both, the repositioning of the brand, as well as the campaign itself convinced the jury, since it brings the USP of the newspaper – concise, well researched articles, which pinpoint the issues precisely – right to the point. The new slogan ‘Heute (Today) brings it straight to the point’ clearly demarcates the newspaper from its competitors.
This point can also be found in the newspaper now: At the end of each article there is a clear and visible sign that the report brought the issue straight to the point.
‘This campaign constitutes modern communication for us, whether that is advertising, PR or journalism. Our principle of densification is not only portrayed in the campaigned, but lived. Furthermore it shows what modern quality journalism – interpreted by Heute -, can accomplish nowadays. In a charming manner and with the obligatory wink. A mixture that satisfies nearly one million satisfied readers daily.’ said Dr. Eva Dichand, Publisher, enthused by the campaign.
For starters, a focus campaign has been started, which pointedly satirizes the election and the campaigners on TV, cinema, print, billboards, radio and online.