Site Visits (Agencies)

During our three weeks in Berlin we had to opportunity to visit various sites some of these included: McCann Erickson, Wall Agency, Meta Design, Mercedes Flagship store, amongst others. The first three agencies listed above seemed to be the most constructive to me. McCann Erikson gave the impression of a traditional advertising agency. The office was divided into working sections according to job title/description. Creatives were working on one side and executives on the other. To me this agency provided us with the most realistic setting of what we can expect to see and perhaps what it would be like to work with this type of company. They presented on one of their biggest accounts- Lufthansa. The most relevant point I took away from the presentation was the challenges that are present when marketing to different cultures. They discussed how they actually have to travel to India and China to find models to incorporate into the campaign. When dealing with aesthetic factors of campaigns they must take into consideration cultural values, which include roles of family members or the significance that various colors represent to different cultures. For example, for their campaign that was placed in India they actually ran two different commercials. One commercial depicted a grandfather and granddaughter reuniting after the granddaughter had been studying abroad. This commercial is representative of the importance of family in Indian culture. As an American this was interesting that they had to travel to the location to shoot the commercial, in the United States the population is so diverse that it would not be nearly as difficult to find models.

Another agency we visited was Meta Design and for me this presentation was amazing! They specialize in sound branding and spoke about how sound can actually create an experience for the consumer you are advertising to. After listening to various sounds it became apparent how sounds provide us with familiarity (burning fire/ city street sounds) and familiarity is important when establishing relevance in the mind of who are speaking with. This agency discussed how IBM’s signature sound has held a strong presence and how it has been able to keep the same signature sound but evolve over time. Towards the end of the presentation showed us their Lufthansa account as well. The music throughout the presentation demonstrated how sound sets the stage for various emotions that can be felt for example: joy, love, anticipation and then be associated with the brand.

The last agency we visited in Berlin was the Wall Agency. This presentation was also an incredible experience because of its interactivity. We took a virtual tool and saw the various mediums they work with to advertise. This agency specializes in street furniture that can be used by advertisers and really demonstrated their technological capabilities. We were shown models for dog waste bag receptacles, public toilets, newspaper stands, bicycles, and pay phones. During the virtual tour we were able to see real-life models and replicas of their street furniture concepts that you can see from the images below. At the end of the presentation we were shown an S-Bahn station — Friedrichstraße. The presentation demonstrated how a company can buy advertising time for a very reasonable cost that would incorporate the entire station. Using light and screen displays they can use the ground and walls of the station to grab the attention of people travelling through out the station.

The last two agencies discussed above really demonstrated the technological capabilities that are present in Berlin. It was a very good learning experience to see how international agencies are reaching out to consumers. From an IMC perspective any of the concepts were useful and something can be taken back to the United States and incorporated into advertising. Although in South Florida public transportation is not very common the street furniture concepts could be used. Also, the metro station advertising concepts could be very applicable in locations like Washington D.C., and New York City.

Reflections on working with IMK Students

Overall, I would have to say that my experience working with the students of the IMK was an eye opener and an experience that I am grateful for. I know that many of my classmates had tremendous difficulties and it was quite obvious during our Friday presentations. During the first week one of the students I was paired with had terminated her studies at the IMK, therefore, I was left to work with only one German student. Him and I got along quite well I would have to say. We had some difficulties keeping in touch due to our poor Internet situation at the hostel. However, once coming together I felt that we worked well with one another. I think a large part of this can be attributed to the fact that he was well spoken in English. He had the opportunity to study for one year in the states during his high school career and then through the IMK he had an internship in London. His ability to communicate in the same language placed less of a language barrier on our group and allowed us to work efficiently.

During my second week I had the opportunity to work with two German students. This group was a bit different than the first week. There were different personalities this time, I worked with a male and female-the male student was very laid back and the female was a bit abrasive and liked to take charge. A lot of the times I felt that I was not on the same page as them as far as ideas we were throwing out and brainstorming on. During this week we were given the task to create fundraising tactics for an existing campaign on Sabah Rhinos. Some of the ideas that I was mentioning were based on my experiences from residing in the United States. I think the German students felt that these ideas were far-fetched or not traditional, therefore, probably would not work. I will say that I felt both of these students were very intelligent, although they were very nervous about their English. I had mentioned to them that there English was fine and that they should not be so hesitant about making mistakes. For this group overall I think that these details that this assignment called for placed much stress on the group because of the short time we had to work on it. However, besides our initial brainstorming issues, once we had a strategy it was easier to understand on another and our final project came together. The image displayed above on the right hand was our presentation of this assignment.

The last week seemed to be the most stressful for me. Although the task did not seem as difficult as the past weeks, there were many language difficulties this time around. One of the girls I was paired with had moved to Germany from South America a few months prior and the other girl was a native German who was not well spoken in English. I felt that when working in this group much of the time was spent looking up translations from English to German. Again I felt both these students were intelligent and hard workers. Due to the fact that there were so many problems with understanding one another due to their lack of ability in English and my complete lack of ability in German, this caused problems structurally for our assignment. I did get along with both students, but, felt that overall our project this week was not strong in terms of the handout and power point. My team the last week was the most eye opening, I would have to say that I learned that sometimes there is no way to break the barrier but the assignment must get done. I realized that final week that you have to do the best you can with translations and spend the time as productively as possible.

Overall, again like I said earlier I am very grateful to have had the experience. It gave insight into what it would be like to work in another location outside the United States. It presented some of the issues that you would face working with clients of a different culture. Much of the feedback and structure of the Friday presentations were different than one would experience back in the States. The clients were very critical when it came to feedback and the German students were extremely serious and hesitant to express themselves in any way that was out of the norm. The differences were interesting to me and something that I would love to gain more experience working with. From an IMC perspective the friday presentations demonstrated the importance of having clear understanding of messages internally and externally. If there is an internal problem it will be obvious to the client you are presenting to. On an external level if there is message complications the presentation will not be effective in getting the message across to your consumer, which ultimately is your most important task as an advertiser/marketer.

Minorities in Advertising

My observation of minorities in advertising in Berlin is that it is very minimal and almost non-existent. After spending close to one month in Germany, I was surprised that the majority of advertising is not targeted towards any minority groups. Furthermore, the advertisements do not display minorities within the advertisements themselves. I found this to be very unusual due to several factors. First, Germany is an industrialized country known for its innovation and technology. It is very surprising to see that a country that is so advanced failing to recognize minorities. Secondly, there is a large immigrant population, consistent of Turks and other Middle Easterners that are not recognized through advertising either.

I chose the following advertisement to demonstrate that even when companies are advertising about a minority population in Germany it is not very obvious based on the visual images. In this particular advertisement for Turkish Airlines and Turkey the two models used in this advertisement are two Caucasian children that look very European. Given that much

of Turkey’s tourist population is probably streaming in from European countries, it understandable that they would show two European children on the beach in Turkey. However, it would make more sense to me to incorporate Turkish models or people who look more ethnic. Considering the large Turkish population in Germany I believe that this advertisement could be more effective if they recognized Turkish people and perhaps ignite interest for them to visit their home countries. From a different view point show a typical setting of the country with people from the country, to give a tourist a snapshot view of something they could see or experience.

The only other advertisement that I came across during my four weeks in Berlin that was targeted to a minority population was an advertisement for alcohol. I found this advertisement placed in a Mexican restaurant called, “Cancun”. This restaurant would be a popular tourist spot because it is located in a central S-Bahn station right outside Potsdamer Platz. The advertisement was in poster form placed towards the back of the restaurant. They were advertising for Havana Club—a dark Cuban rum. This advertisement did display a minority and the person look like they coincided with the product as far as ethnicity. My only problem with this advertisement is that it would not be completely noticeable unless the person was carefully observing their surroundings.

I think that in such a cosmopolitan city such as Berlin, which is the capital of the county the economy could benefit from acknowledging other populations other than Germans in their advertising. As a minority living in the United States I feel that advertisers do an extensive amount of research advertising to the diverse populations residing within each state. I think that this is important to consider when you stop and think about what factors people think about when choosing places to live. I think that as a minority I would think very carefully about locating in Berlin due to the simple fact that I would never be acknowledged or even advertised to. I do understand that in comparison to the United States the figures of minorities residing in Berlin are drastically lower. However, as companies become global it is important their brand image demonstrates that they acknowledge all types of people of various races, ethnicities, and skin colors.

Language Barriers

There are many aspects to Language that have been barriers since we have arrived in Germany. I had the impression that since English is considered a universal language more of the street signs and store signs would be in English. I had difficulty knowing the types of stores or what product/service they offered when no pictures were present. When ordering at restaurants I thought the process would be much easier. The majority of menus are in German, but you can ask for English menus. At most fast food chains or local to-go places English menus are not available, so again we have to go by the pictures on display.

Another language barrier that has presented itself occurs when asking for directions. The majority of Germans I have met or come in contact with have been able to speak English. However, they seem to be hesitant about speaking English in the case that they may be wrong or make a mistake. I think as Americans we are bolder and will try to say German words without worrying about wrong pronunciations. In the subway stations when I have been in a group of people and we were not sure about which direction we should be headed in or what train we need to get on, people were not very helpful when we tried approaching them. I chose the picture above because while at a subway station I could not read the posters because they were all in German, with no English translations available. Demonstrating the lack of directions and information available in English within the subways stations.

On a more personal level, when speaking to the students of the IMK institute in Berlin there have been a few language barriers as well. All of the students are well learned in English, however, we speak much faster and use slang which they have difficulty understanding. In one of our classes the professor used the term “geek culture” and the German students were very confused. She had to use the word nerd for them to understand the concept she was trying to relay. However, in this case I really believe that patience can eliminate a lot of the barriers that exist. If we make a conscious effort to slow down and enunciate our words it is much easier for them to understand our English.

The last language barrier I noticed has occurred at clubs. But, this barrier exists on the German’s part. The clubs that we have visited in Berlin play a variety of music ranging from Hispanic music, reggae, pop, hip-hop, and techno at one location. I observed that even when the Germans cannot speak English very well they still know almost all the lyrics to every song playing. This concept ties in with the Media System Dependency Theory, because the media is having effect on their feelings and behaviors. They are altering their behavior, which is to speak in their native language- German, to sing in a language that is unfamiliar to them-English. For example, One of my friends at the IMK Institute was singing along to a hip hop song, he knew the lyrics but stopped to ask me the meaning behind the lyrics were. It is interesting that music is something that we can all relate to even when we do not speak the same language.

Social Campaign

During the three weeks that I have stayed in Berlin there were a limited number of visible social campaigns. Just recently, I began to notice billboards for a campaign introduced by Wash United. The billboard was placed in the S-bahn station of Wollankstraße. which is the name of the nearest subway station I am currently residing at. The billboard read, “Wir sind Champions für WASH. Und Du?” translated into English this means, “We are Champions for Wash. And you? “. The “champions” on the billboard are dressed in green jerseys. I felt that the colors and theme were very relevant to the time considering that the World Cup is now being played. Even though I cannot read or speak German, I could understand the concept of the campaign due to the toilet and hand washing symbols present on the billboard. My guess was that this was a social campaign for water sanitation.

I took note of the web address that was present on the billboard and decided to find out more information. It turns out that my guess was pretty accurate. Wash United is a club that promotes access to (WASH): clean water, sanitation and hygiene. Wash United is comprised of African Civil Society Organizations, governments, United Nation Agencies, and various professional soccer players. The webpage publicizes that several known professional soccer players are a part of their organization including Didier Drogba, Nwankwo Kanu or Stephen Appiah.

According to background information provided on the website they are currently active in eight countries located in Sub-Saharan Africa, which include: Burkina Faso, Mali, Lesotho, Ghana, Kenya, South Africa, Uganda and Tanzania. However, the reason I was able to come across the billboard in Berlin, Germany is because they are currently reaching out to European cities so that political decision makers and the public in general will become aware of the importance of water and sanitation.

From a communications perspective I was curious to see what social media outlets were currently being used by this specific campaign and found that WASH is active on Facebook, Twitter, and YouTube. After visiting the Facebook page it was apparent that they only have a small fan base of 100 people. However, from a public relations perspective I felt that they were well organized. There were several events listed on their homepage as well as on the Facebook page, advertising their most recent fund-raisers. I believe that social media and outdoor advertising are the focus of their Integrated Marketing Communication plan that is currently in effect. Their call to action is demonstrated in two ways. First, on the billboard that I saw there was a web address listed for people passing by to gain more information. Secondly, on the webpage they have a tab (Take Action) that urges people to circulate materials and attend WASH events.

In my opinion, I really liked many aspects of this social campaign that is currently active in Germany. I find the colors of green and gold to be visually appealing. I think that because they are using professional soccer players as a face to their organization, the strategy to execute the campaign during the World Cup will be very effective in many countries. Overall, I think this campaign has the potential to reach many other countries outside Sub-Saharan Africa and Europe.

Music and Art in Berlin daily life

Since, I have been in Berlin I have enjoyed exploring the nightlife that this city has to offer. I have visited a variety of clubs in Potsdamer Platz and Alexander Platz including: Adagio, E4, Carambar, Palm Beach Bar and Rodeo. I do have to admit that the d.j.’s here play a vast variety of music in comparison to the clubs back home. But, from observation the trend in music here is mainly electronica, techno, and pop. It is very apparent that the two genres: hip-hop and R&B are less common than back in the United States. The environments within the clubs are very similar to the ambiance presented in clubs back in the United States as you can see from the picture on the left taken at E4. The only difference I have taken note of is “American” music takes longer to reach Germany, so the songs they play at the clubs here are dated and they tend to play “old school” songs regardless of the type of music they are playing. I have also noticed that there is more of fusion with Arab and Asian music within the clubs here, which is revitalizing. I am used to hearing less of a variety presented considering I have never heard Arab and/or Indian music played at the clubs in Miami.

When asked where we could find a club that plays more hip-hop and R&B, the response was that there are not a lot of clubs that play “Black Music”. At first, I thought to myself that was very offensive to identify a race with a certain type of music. But, I was told that here in Berlin “Black Music” is what Germans refer to when referencing hip-hop and R&B. Instead, of having clubs that only play a certain type of music, the clubs here have themed nights. For example, on Tuesdays one of the clubs here has a “Black Attack” night, meaning that is their hip-hop night.

On a different note, I have not yet ventured to any museums here in Berlin yet. However, as I have treaded throughout the various points I have taken note of some of the art that is displayed throughout. Most of the art throughout Berlin is a combination of the old and new, similar to the architecture. Many of the statues emulate images that you would expect to see in Rome. Even on the buildings the figurines resemble ancient Roman sculptures. Many of the figures and statues that you find through the city are images of symbolism. For example, one of the first statues that I encountered here in Berlin was the chariot and horses above the Brandenburg Gate. This is replication of the chariot and horses that Napoleon rode in on in the 1800’s. It was seized and taken from Paris to be displayed in Berlin as a symbol of victory and freedom.

My favorite piece of art I have come upon during my visit here was at the Parliament building. On the second floor, there is a painting on display representative of the Jews that lived in Germany during the Nazi regime. The black part towards the bottom symbolizes that backbone of Jews as they faced the many tortures presented by the Nazi’s. The red depicts flames that are also representative of the religious persecution they faced as they were forced into gas chambers, concentration camps and firing squads. I found the painting to be modern yet very powerful because of the colors and story behind it.

My Impression of Advertising in Berlin

My first impression of advertising in Berlin was different than I had expected it to be. I have always heard that Europeans are much more open about the subject of nudity and that it is frequently displayed in advertising in comparison to the United States. However, thus far I have not seen a single advertisement: billboard or poster showing nudity, I think that perhaps scandalous advertising is not shown in Germany, but in other European countries such as Paris and Italy.

Europe is also the home to many high-end fashion brands. However, within the city of Berlin specifically where the busy subway and rail stations are located—Potsdamer Platz and Alexander Platz I expected to see billboards from brands like Gucci, Versace, and Dolce and Gabbana. However, I am seeing advertisements from more affordable brands such as H&M and Espirit on display. It seems as though the higher end brands are not investing too much of their resources to advertise in Berlin.

Although, I cannot read German the advertisements seem to be pretty direct. I have not seen images of taboo such as the condom advertisements that you see within the United States. So far I have not seen any advertisements relating to the topic of sex. So my impression is that anything related to sex such as the condom industry does not make large investments for mass advertising in Berlin. The only advertisement I have seen thus far displaying at type of sexuality is presented by Vita Cola, as you can see from the picture above.The campaign is depicting a man who obviously is a consumer of the drink and he has two young females holding on to both his arms and there are lipstick stains on his cheek. Thus, inferring that drinking this cola makes you more attractive. However, this advertisement certainly would not be considered riské

I have noticed that on the subways many people still purchase and read newspapers, this includes both young and older people. It seems like other than newspapers advertising in Berlin is presented in less traditional mediums. I have not had the chance to watch too much television since I have been here. However, students at the IMK Institute have told us that most people who have immigrated to Berlin from other countries like Turkey subscribe to satellite television. Even, when you walk into the small shops or Turkish restaurants here they always have a television playing in the background with channels speaking in their native tongue.

Therefore, my impression is that the majority of these people who are subscribing to satellite television are influenced by advertisements from their native countries. The following picture was taken at a local Arab Restaurant that is located on the same street that I am living currently living on. Although it may not be completely clear from the picture, the people who work and own the store are watching an Arab station. This brings me to the conclusion that both television and print, specifically newspapers are an effective way to reach the German population here in Berlin.

Advertising through Non-traditional media

Advertisers in Berlin really utilize the technologies available to them. Walking through out the city I saw a significant variety of advertisements in comparison to Miami. In Miami you see billboards that change but I rarely see posters that rotate circularly or even change screens. The billboards and posters in Berlin are electronically controlled and the screens change frequently. These advertisements catch my eye because they are moving and as you stand waiting in traffic or walk by you see more than one advertisement at a time.

Berlin is a city that utilizes a vast transportation system using the S-bahn, U-bahn and a local bus system. With people constantly on-the-go advertisers in Berlin have taken advantage of nontraditional/street advertising. For example in Potsdamer Platz, Oakley, had used the steps to display the image of their model. I really liked this advertisement because it was unique and “in your face”. Directly across from the steps was an Oakley sign, so they were catching the attention of both people coming and going.

In New York and Washington D.C. back in the United States they also use transportation systems (Metro and Subway), but I do not feel advertisers take full advantage of the street advertising available. Within the Ubahn and stations there are also TV Screens through out that are constantly displaying advertisements. Within the stations people waiting for the trains were crowded around these screens to watch.

I noticed approximately five major advertisements that were ubiquitously placed throughout the entire city including: H&M, iPad, Vita Cola, Optical lens, and several others. At home I do not see the same advertisements as frequently as I have in Berlin. Therefore, my main impression is that consumers in Berlin are getting more exposure to brands/ advertisements because of the high frequency of advertisements. When creating IMC campaigns my impression is that advertisers in Berlin use the 3+ advertising rule with the belief that increasing frequency is more productive than reach.

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My First Impression of Culture differences

My first impression of Berlin was based on my experience in the airport. When I arrived at baggage claim my luggage had not yet reached my destination. I walked to the help desk with the assistance of another passenger. The woman at the desk was not rude however, she was not as friendly as I would have expected of someone who worked in customer service. When she asked me for my home address, she repeated the name of the street back and replied, “that’s strange”. Initially, I thought that making an outward remark like that with someone you are unfamiliar with was unusual.

After arriving at the hostel and taking some rest, my classmate Walter and I decided to take a walk and explore the street the hostel is located on-Prinzenallee. As I walked past parents with their children the first thing I did was smile. However, instead of smiling back most of the parents would look directly at me, expressionless. This occurred several times on our walk and was very surprising to me. The looks on the parents’ faces were almost like they were not sure why I was looking at their children or even smiling.

Although, countries in Europe are considered a low context culture-meaning that verbally conversations are very direct and people do not necessarily rely on body language or cues. In America, it is not usual to smile at a stranger. If I smile at someone back home and they do not return the gesture then I assume that person is unfriendly. In low-context cultures tone of voice or body language are taken into account. Due to the fact that Germany is considered a low context culture but their facial cues are different than other low context cultures, advertisers may gain a skewed perception. Although, they came across as unfriendly because they do not smile at the start the students at the IMK Institute were actually helpful and welcoming. Advertisers need to be cautious when targeting Germans because simply following the idea that they are a low context culture will not be sufficient. Further research such as ethnographies and focus groups would provide more in depth insight about communicating with these consumers.

I chose the following picture because it represents the facial expressions that I mentioned above. People show very little emotional on their faces. It seems that until you intervene in conversation, you cannot gauge factors such as friendliness. Most of the time they come across as very reserved and seem like they prefer not to communicate with strangers. After, a group discussion at the IMK institute and carrying out actual conversations the students did not seem as reserved as I initially thought. However, a difference is present between greeting people in the States and in Berlin. People in Berlin are less forward about expressing emotions initially.