New - Zum goldenen Hirschen
New - Zum goldenen Hirschen
New - Zum goldenen Hirschen
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Overview<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
cAses<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
THe GOLdeN deer iNC., <strong>New</strong> YOrk<br />
ZUm GOLdeNeN HirSCHeN HAmBUrG<br />
ZUm GOLdeNeN HirSCHeN COLOGNe<br />
ZUm GOLdeNeN HirSCHeN BerLiN<br />
ZUm GOLdeNeN HirSCHeN STUTTGArT<br />
ZUm GOLdeNeN HirSCHeN mUNiCH<br />
HirSCHeN GrOUP STAFF<br />
355<br />
eQUivALeNT BiLLiNGS<br />
210 Mio. €<br />
CLieNTS<br />
62<br />
rANkiNG<br />
· Germany’s second most creative<br />
agency (handelsblatt ranking)<br />
· Fifth-largest owner-managed<br />
agency in Germany<br />
· ‘Agency heads of the Year’<br />
(<strong>New</strong> business)<br />
PArTNer AGeNCieS<br />
wiTHiN THe HirSCHeN GrOUP<br />
· My Deer – Data, Dialog + Design<br />
· Deer hunter – strategy consulting<br />
· ressourcenmangel – Agency for convergent<br />
communication<br />
BOArd OF direCTOrS<br />
· Martin blach, ceo<br />
· bernd heusinger, Founder / cco<br />
· Marcel loko, Founder / cco
overvIew<br />
APPrOACH<br />
cAMpAIGNING<br />
clIeNts<br />
cAses<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
mAde BY deerS, FOr PeOPLe<br />
since 1995, <strong>Zum</strong> <strong>goldenen</strong> <strong>Hirschen</strong> has stood for unusual<br />
ideas, public awareness and for understandable and effective<br />
communications for quite normal people.<br />
At present, over 350 staff are working for the hirschen Group at<br />
our berlin, hamburg, cologne, stuttgart, Munich and <strong>New</strong> York<br />
locations, making hirschen the fifth-largest owner-managed<br />
agency in Germany. handelsblatt ranks us as one of the best<br />
and most creative agencies in the country.<br />
Integrated campaigning teams made up of strategy, advertising,<br />
pr and online specialists cover the entire field of communications,<br />
developing targeted, creative solutions with a<br />
high level of personal and public relevance. the variety of over<br />
60 clients ranges from consumer goods manufacturers such<br />
as beiersdorf and Ferrero, retail chains such as Metro/real,-,<br />
financial services such as bank of scotland, media clients<br />
such as Axel springer verlag, utilities such as rheinenergie<br />
and hamburg energie, to associations such as GDv (‘General<br />
Association of Insurers’) and institutional clients such as the<br />
state Ministry of baden-württemberg and the Federal Ministry<br />
of labour and social Affairs.
overvIew<br />
ApproAch<br />
CAmPAiGNiNG<br />
clIeNts<br />
cAses<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
what is the most important thing to be said<br />
about <strong>Zum</strong> <strong>goldenen</strong> <strong>Hirschen</strong>?<br />
we believe there are too many campaigns<br />
that are simply placed in the media. we create<br />
campaigns that get talked about.<br />
that’s what we call Campaigning.<br />
campaigning<br />
Campaigning means being at the right place<br />
with the right story at the right time.<br />
Good Campaigning emerges from the topics that<br />
really interest people, and places them at the<br />
centre of communications.<br />
modern Campaigning thinks in terms of 365<br />
days and not just 360 degrees. today, our clients<br />
are faced with the challenge of needing to<br />
communicate with their customers around the<br />
clock. we help them meet this challenge with<br />
intelligent staging and relevant content.<br />
Successful Campaigning generates added value<br />
over and beyond simple placement in the media.<br />
which is why our teams aren’t just made up of<br />
advertising experts, but also bring strategic,<br />
creative, pr and online specialists together.
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
CLieNTS<br />
cAses<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
HiRScHEn cLiEnTS
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
CASeS<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
eiNmAL HiN. ALLeS driN. (ONe STOP. ALL YOU Need.)<br />
shopping at real,- means first and foremost excellent products at<br />
excellent prices. with the claim “einmal hin. Alles drin.”, coupled<br />
with its associated campaigns, <strong>Zum</strong> <strong>goldenen</strong> <strong>Hirschen</strong> has contributed<br />
to a sustained strengthening of the retailer’s profitability<br />
and image since 2008.<br />
currently real,- is targeting the internet and social networks with<br />
the promotion “Das beste Jahr Ihres lebens” (the best year of your<br />
life). And what is there to win? everything one could wish for. true<br />
to the motto “one stop. All you need.”<br />
eNerGY iS NOw A mATTer OF TASTe<br />
how does one launch a new energy drink in an apparently saturated<br />
market? our answer: with style, poise and reduction.<br />
Away from the red bulls’ world of experience, to a market launch<br />
that hasn’t been seen previously in the energy-drinks market.<br />
Focusing on the essentials – 28 black and its unique taste. In all<br />
the channels: classic advertising, pr, social media and online.<br />
result: 5 million cans sold already in the 1st quarter of 2011.<br />
iCH HAB eiN kiNd im OHr (i’ve GOT A ‘CHiLd’ iN mY eAr)<br />
what is special, is that the testimonials talk without a pre-agreed<br />
text about their personal experiences with hearing protection and<br />
hearing aids, and about how being able to hear properly has enriched<br />
their lives. KIND, Germany’s leading hearing-aid specialists,<br />
raises awareness for the meaning of good hearing with a campaign<br />
and a completely new visual identity, promotes the importance of<br />
hearing protection, demonstrates the benefits of modern hearing<br />
aids and thus firmly establishes its market leadership.
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
CASeS<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
HAmBUrG eNerGie<br />
the city of hamburg has its own energy utility again. citizens are<br />
to be won back as customers with ecologically clean electricity<br />
from sustainable sources at affordable prices, plus a special<br />
involvement in the interests of the city. our campaigning concept<br />
involved the new communal energy utility becoming a citizens’<br />
movement themed “I’m joining in!”. In the current campaign<br />
phase, hamburg’s citizens are demanding an immediate chan-<br />
geover to green electricity following Fukushima.<br />
SIE<br />
ENTSCHEIDEN<br />
ÜBER<br />
HAMBURGS<br />
ZUKUNFT!<br />
www.hamburgenergie.de<br />
wHAT A GOOd THiNG THAT we HAve iNSUrANCeS<br />
Klaus-Günter J., Schiffsingenieur<br />
Most Germans are happy with their insurer, bur very rarely convey this<br />
positive image to the sector as a whole. the GDv (‘General Association<br />
of Insurers’) wanted to change that by talking directly to its consumers.<br />
closer to people? No problem.<br />
under the umbrella concept of “Your German insurers oN tour”, <strong>Zum</strong><br />
<strong>goldenen</strong> <strong>Hirschen</strong> re-branded an old english double-decker bus and<br />
made sure that the sector really got close to the German consumers. A<br />
team made up of film crew, photographers and independent insurance<br />
advisers visited over 25 German towns in 238 days and carried out<br />
571 interviews around the insurance subject. spontaneously, genuine<br />
and without scripts.<br />
And the result of the campaign approach consisting of classic and<br />
online advertising plus a special focus on regional publicity? More than<br />
50 spots, over 4 million readers reached via press articles, more than<br />
300 million banner ad-impressions and 357,347 views on Youtube. In<br />
the end it all came down to: “It’s good to be insured”.
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
CASeS<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
THe reiNveNTiON OF A STrONG BrANd –<br />
CLASSiCAL, diGiTAL ANd virAL<br />
how can one create awareness in the German election<br />
landscape for the politics of the Green party, and significantly<br />
improve their election results?<br />
easy: by promoting the programme and the leaders of<br />
the Green party to an intelligent, critical, humorous, selfconfident<br />
and positively-minded target group in just the<br />
way they deserve it - intelligently, critically, humorously,<br />
self-confidently and positively!<br />
the result: election advertising in a form never seen before;<br />
and since <strong>Zum</strong> <strong>goldenen</strong> <strong>Hirschen</strong> took over the<br />
account in 2001, gains in votes have supported the Green<br />
party on their way up into the top rank of German political<br />
parties.<br />
THe FirST TOrTOiSe TO HAve SUCCeSSFULLY SOLd FiNANCiAL PrOdUCTS<br />
Federal securities are seen as being reliable, safe and long-lasting. And that’s<br />
how the financial expert Günther schild has been seen since 2009. like no<br />
other expert, ‘tortoise’ stands for the brand values of the product portfolio of<br />
the German Finance Agency: safety, transparency, guaranteed returns – and<br />
the possibility of earning money in the most relaxed way. No wonder then,<br />
that Günther schild does a perfect job as an advertising medium.<br />
thanks to his unique character, the relevance of his message and his perfect<br />
timing, he generates awareness and increased demand in various channels<br />
for Federal securities. perfectly coordinated, our measures turned an apparently<br />
outdated product into a number one topic in all consumer classes. A<br />
prime example of successful campaigning: so successful in fact, that more<br />
and more investors opt for Federal securities – just as the German Finance<br />
agency opts for Günther schild.
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
CASeS<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
THe mOST SUCCeSSFUL mAGAZi-<br />
Ne LAUNCH iN THe LAST 30 YeArS<br />
since the launch in 2004 of tv DI-<br />
GItAl, <strong>Zum</strong> <strong>goldenen</strong> hirschen and<br />
Axel springer verlag have created<br />
a success story, which hasn’t been<br />
seen in the German press for a long<br />
time: After only three years, tv DIGItAl<br />
had overtaken the previous top dogs<br />
tv spielfilm and tv Movie and has by<br />
now achieved the highest circulation<br />
in the segment of higher-priced fortnightly<br />
programme magazines.<br />
mOvie PirACY iS A Crime<br />
the story of how apparently harmless copiers became movie pirates. A real classic. Already<br />
a provocation for three years: a chuckle for some, an extreme annoyance for others. but<br />
all in all a prime example of how maximum impact can be achieved in the population and<br />
the media with a minimum of media deployment. At the cinema, in the internet and with<br />
lots of real-life promotions.
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
cAses<br />
BerLiN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
BERLin<br />
staff: 90<br />
Managing Director, consulting: Julian scholl<br />
Managing Director, creative: bernd heusinger<br />
Managing Director, pr + political Affairs: hans-h. langguth<br />
clients include:<br />
For many, berlin is perhaps not the nicest, but certainly the most creative city. our<br />
staff enjoy a noble view of the river spree, which on some days tempts one to forget<br />
that this city is not situated in tuscany – an inspiration for freedom of thought and<br />
action. this creates campaigns that are closely aligned and coordinated, creating<br />
relevance throughout all channels, reaching and touching people.<br />
· Federal Ministry of labour and social Affairs<br />
· eins – energie in sachsen<br />
· GDv – Gesamtverband der Deutschen versicherungswirtschaft<br />
· lightcycle<br />
· 28black<br />
· census 2011<br />
· veolia<br />
<strong>Zum</strong> <strong>goldenen</strong> hirschen berlin Gmbh<br />
schlesische str. 26 · 10997 berlin<br />
phone: +49 30 / 6 10 02-0<br />
e-mail: berlin@hirschen.de
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
cAses<br />
berlIN<br />
HAmBUrG<br />
coloGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
the gateway to the world, the sinful mile, Zur ritze, <strong>Zum</strong><br />
<strong>goldenen</strong> <strong>Hirschen</strong>: hamburg. this is where it all started.<br />
we’ve been working here since 1995 for a variety of clients<br />
and institutions, delighting them with extraordinary ideas and<br />
campaigns, and successfully treading new ground with them.<br />
staff: 85<br />
Managing Director, consulting: Klaus sielker<br />
Managing Director, creative: Marcel loko<br />
clients include:<br />
· ArD Fernsehlotterie<br />
· Axel springer verlag<br />
· bank of scotland<br />
· beiersdorf AG<br />
· hamburg energie<br />
· hvv (hamburger verkehrsbetriebe)<br />
· KIND hörgeräte<br />
· Nutella<br />
HamBuRg<br />
<strong>Zum</strong> <strong>goldenen</strong> hirschen hamburg Gmbh<br />
An der Alster 85 · 20099 hamburg<br />
phone: +49 40 / 2 84 55-0<br />
e-mail: hamburg@hirschen.de
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
cAses<br />
berlIN<br />
hAMburG<br />
COLOGNe<br />
MuNIch<br />
stuttGArt / NYc<br />
cOLOgnE<br />
staff: 68<br />
Managing Director, consulting: Jost Köllner<br />
Managing Director, creative: philipp Keller<br />
clients include:<br />
cologne. Art and media metropolis. Italy’s northernmost city. home of cheerful<br />
souls. A natural counterbalance to Düsseldorf. Germany’s only town with an alter-<br />
native concept to proper beer. but with the right agency since 2003: <strong>Zum</strong> <strong>goldenen</strong><br />
<strong>Hirschen</strong> cologne. the modernisation of the rhenish communications scene.<br />
· Asb<br />
· central Krankenversicherung<br />
· Deutsche Finanzagentur<br />
· Ip Deutschland<br />
· homann<br />
· real supermärkte<br />
· rheinenergie<br />
<strong>Zum</strong> <strong>goldenen</strong> hirschen cologne Gmbh<br />
lichtstraße 43 c · 50825 cologne<br />
phone: +49 221 / 33 77 19-0<br />
e-mail: koeln@hirschen.de
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
cAses<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
mUNiCH<br />
stuttGArt / NYc<br />
Munich. Isar metropolis, capital with a heart, and successful hirschen<br />
location since the beginning of 2011, from which time the southern part<br />
of the republic has gained its rightful status with its favourite agency.<br />
let’s get going!<br />
staff: 15<br />
Managing Director, consulting: thomas lissner<br />
Managing Director, creative: stefan rappel<br />
Managing Director, Internet: Marcus Kikisch<br />
clients include:<br />
· bMw<br />
· campari<br />
· Glen Grant<br />
· Mini<br />
· sportscheck<br />
municH<br />
<strong>Zum</strong> <strong>goldenen</strong> hirschen Munich Gmbh<br />
landwehrstr. 60 – 62 · 80336 Munich<br />
phone: +49 89 / 767 563-0<br />
e-mail: muenchen@hirschen.de
overvIew<br />
ApproAch<br />
cAMpAIGNING<br />
clIeNts<br />
cAses<br />
berlIN<br />
hAMburG<br />
coloGNe<br />
MuNIch<br />
STUTTGArT / NYC<br />
STuTTgaRT<br />
stuttgart. here, where the river Neckar flows, where one enjoys<br />
lunches of Maultaschen with trollinger wine, where one prefers to<br />
gossip rather than just talk – this is where one can find the newest<br />
hirschen location: <strong>Zum</strong> <strong>goldenen</strong> <strong>Hirschen</strong> stuttgart.<br />
<strong>Zum</strong> <strong>goldenen</strong> hirschen stuttgart<br />
theodor-heuss-straße 10 · 70174 stuttgart<br />
phone: +49 711 / 88 88 86-0<br />
e-mail: stuttgart@hirschen.de<br />
<strong>New</strong><br />
since November 2011<br />
nEw yORk<br />
the world’s most exciting city. the city that never sleeps.<br />
the world capital for creatives, artistes, musicians,<br />
painters and drinkers. A generous loft in east village is<br />
hirschen’s trendy <strong>New</strong> York office.<br />
the Golden Deer Inc.<br />
29 e 19th street · <strong>New</strong> York, <strong>New</strong> York 10003<br />
e-mail: new-york@hirschen.de
ZuM GolDeNeN hIrscheN berlIN GMbh<br />
schlesische str. 26 · 10997 berlin<br />
phone: +49 30 / 6 10 02-0 · e-mail: berlin@hirschen.de<br />
ZuM GolDeNeN hIrscheN coloGNe GMbh<br />
lichtstraße 43c · 50825 cologne<br />
phone: +49 221 / 33 77 19-0 · e-mail: koeln@hirschen.de<br />
ZuM GolDeNeN hIrscheN stuttGArt<br />
theodor-heuss-straße 10 · 70174 stuttgart<br />
phone: +49 711 / 888886-0 · e-mail: stuttgart@hirschen.de<br />
ZuM GolDeNeN hIrscheN hAMburG GMbh<br />
An der Alster 85 · 20099 hamburg<br />
phone: +49 40 / 2 84 55-0 · e-mail: hamburg@hirschen.de<br />
ZuM GolDeNeN hIrscheN MuNIch GMbh<br />
landwehrstr. 60 – 62 · 80336 Munich<br />
phone: +49 89 / 767 563-0 · e-mail: muenchen@hirschen.de<br />
the GolDeN Deer INc.<br />
29 e 19th street · <strong>New</strong> York, <strong>New</strong> York 10003<br />
e-mail: new-york@hirschen.de
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