Zmg: ADS MEETS NEWS

Credits & Description:

Advertiser: ZMG (NEWSPAPER MARKETING ASSOCIATION)
Agency: OGILVY GERMANY
Category: Foods
Illustration: Asae Tanaka (Ogilvy Germany)
Account Management: Fabio Sanfilippo (Ogilvy Germany)
Creative Director: Lothar Mueller (Ogilvy Germany)
Copywriter: Lothar Mueller (Ogilvy Germany)
Creative Director: Nico Ammann (Ogilvy Germany)
Graphic: Lukas Bausch (Ogilvy Germany)
Art Buyer: Magdalena Ignatowski (Ogilvy Germany)
Advertiser's Supervisor: Markus Ruppe (Zmg)
Graphic: Peter Belz (Ogilvy Germany)
Art Director: Nico Ammann (Ogilvy Germany)
Account Management: Xenia Kern (Ogilvy Germany)
Post Production: Andreas Doria (Ogilvy Germany)
Graphic: Annette Schmitt (Ogilvy Germany)
Advertiser's Supervisor: Dr. Joachim Donnerstag (Zmg)
Creative Director: Helmut Meyer (Ogilvy Germany)
Executive Creative Director: Matthias Storath (Ogilvy Germany)
Chief Creative Officer: Dr. Stephan Vogel (Ogilvy Germany)

Brief Explanation
ZMG is the German Newspaper Marketing Association. The campaign had to show that in this traditional media, ads get more attention. The campaign had to appeal to potential clients and advertisers – from local to national level – to spend their advertising money on newspaper ads.

Implementation
We wanted to demonstrate that ads get more attention in the newspapers. That’s why we used powerful news photography and combined it with simple products that are being advertised in the newspapers every day. The news and the ad meet each other in one single image and the ad gets all the attention.

Client Brief Or Objective
To demonstrate the power of advertising in newspapers in a time where potential clients and advertisers are more and more spending their money on other media.

Outcome
The campaign is stiring 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.