We develop and realise individually tailored marketing strategies. Our themes can be directed precisely at the core audience thanks to a comprehensive media presence. Our goal is to make our personalities and themes as efficient, entertaining and as high impact as possible in their advertising and promotion activities. Endorsements, sponsorship, licensing, developing and producing creative product ideas are key components in our concept:

Endorsement

The benefits of using well-known people in advertising are undisputed. They are multipliers with the help of whom known brands can be emotionalised and new brands quickly made popular. According to the market research institute IMAS, TV commercials with celebrities generate eight percent more spontaneous brand recognition than the average. This effect is all the more important because the products themselves are often interchangeable – but a star is not. Here, the personality makes the difference between success and mediocrity, between unmistakable and indefinable.

Despite this indisputable effect, it is becoming ever more important to ensure the greatest possible congruence of the product's brand features with the core characteristics of the star giving the testimonial. It is also important that stars are not misused to praise product traits at the cost of their authenticity, because the advertised brand is automatically drawn into the public eye in the wake of the celebrity protagonist's movements on TV and in the popular press. A strong concurrence between the star and the brand image is thus of elemental importance for the credibility of testimonial advertising. Using personalities in advertising works when the selection criteria are the right ones and the partnership is built on credibility, timeliness, profile, success and image. But in return, that also means that the advertising has to underscore the star's brand values and help anchor them in the public's consciousness. Enormous added value can be achieved with the right media mix and cross-media communication concepts, that ensure the communication of the core attributes.