Frankfurt /Mannheim - The Saatchi & Saatchi Lovemarks Award was presented to Friederike Weißbach last Saturday during the graduation party at University of Mannheim.
Friederike Weißbach evaluated the impact of emotional and integrated advertising campaigns by using the example of a Saatchi & Saatchi's strategy for the German telecommunications company Deutsche Telekom. Her thesis focused on the verifying the assumption, that emotional and integrated advertising campaigns are more successful than campaigns that are either simply emotional or integrated or neither. The results of Weißbach's experimental investigations showed that an emotional and integrated advertising campaign has an exclusively positive effect on the impact of advertising. The analysis also demonstrated a significant advantage on the impact of these emotional and integrated campaigns as opposed to others.
"In her study Miss Weißbach proves impressively that next to emotionality, the integration of campaigns can achieve a significant competitive advantage for brands. Often proof of impact is derived by indirect means only because of the complexity of data and the difficulty in comparing campaigns. Even more impressive is the appraisal of results. After a large number of discount campaigns were introduced during the recession, we are looking forward to a broader range of emotional and integrated campaigns over the next few months," said Michael Samak, CEO Saatchi & Saatchi Germany and Switzerland.
Prof. Dr. Hans H. Bauer, chair of General Business Administration (ABWL) and Marketing II at the University of Mannheim and scientific director of the Institute of market-oriented management at University of Mannheim, said: "One of the ABWL and Marketing Chair's key focal points is communications policy, so we were particularly interested to implement this study in cooperation with our partner Saatchi & Saatchi. There are a lot of studies on the impact of emotion in advertising, but hardly any investigations about integrated advertising.
The strategy of emotional and integrated advertising is attracting more and more interest. But until now there has been no proof that this kind of advertising is particularly effective. Miss Weißbach's thesis helps to close this fascinating gap in research. Miss Weißbach's study has been greatly beneficial to us - similarly, the new insights create new interesting research questions."
Her thesis about the impact of emotional and integrated advertising campaigns was rated "very good" by Prof. Dr. Hans H. Bauer. Friederike Weißbach is the second laureate of the Lovemarks Award. The Award, given by Saatchi & Saatchi Frankfurt in cooperation with the University of Mannheim for excellent scientific research has been running since 2009.
Saatchi & Saatchi is cooperating with renowned national and international Universities such the University of Mannheim, which leads a large number of rankings, the Miami Ad School, the world´s most-honored creative school. As a result of their partnership with the University of Mannheim a volume on "Experiential communication - successful factors for marketing practice" will be released by end of this year, published by Prof. Dr. Hans H. Bauer, Daniel Heinrich and Michael Samak.
Photo (l to r): Michael Samak, Friederike Weißbach and Prof. Dr. Hans H. Bauer
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