Sep 6, 2010 Gepostet von Martin Albrecht

Warum CSR das Schimpfwort 2013 wird

Rewe fällt immer wieder auf durch eher medienwirksame Nachhaltigkeit, statt durch nachhaltige Medienwirksamkeit. Niemand würde dem Händler absprechen, ernstgemeinte Verantwortungsmaßnahmen einzuleiten. Aber regelmäßig wirkt es so, als wäre der kommunikative Effekt der eigentliche Grund für die Initiative. Das ist problematisch, denn letztendlich geht es um Glaubwürdigkeit. Ein allzu beredtes... mehr

Feb 9, 2010 Gepostet von Martin Albrecht

Who’s the Giant?

Source: http://www.roumazeilles.net/ When Irwin Gotlieb took the helm at the newly founded Mindshare a little over 10 years ago, the  – somewhat unfortunate – motto of the enterprise became: “Standing toe to toe with the giants”. Given that communications planning was barely invented, media agencies focused on one thing only: the money stream. In refreshing honesty,... mehr

Dez 16, 2009 Gepostet von Martin Albrecht

New Year’s Resolution

Long before most people announce their New Year’s resolution, Germanys iconic women’s magazine “Brigitte” has announced that as of 2010, they will ban all models from the editorial pages of the magazine. Because the modern woman is less in need of an ideal role model, but rather is looking for a source of inspiration in the unusual, all fashion (and other pieces) will be... mehr

Dez 3, 2009 Gepostet von Martin Albrecht

Democratizing Celebrities

If you have not been awed by the Internet today, here is something surprising: this digital consulting firm named to assume no lack in self esteem is consulting professional athletes on how to make the most of their ‘brand’ in the social media space. I can imagine that demand is soaring: if you thought that the paparazzi were uncontrollable, how in the world are you going to deal with social... mehr

Dez 3, 2009 Gepostet von Martin Albrecht

The oldest Trick in the Viral Book

Entertain, people! Just be funny. How hard is that? Happy Holidays. mehr