What the CMO of Goldbach says
WW The ADC will decide whether the Crossmedia Award will be included in Werbewoche's agency ranking: What's in favor, what's against?
WW The ADC will decide whether the Crossmedia Award will be included in Werbewoche's agency ranking: Paul Riesen We at Goldbach Media launched the Crossmedia Award not just as a marketing tool, but because we feel that such an award is the most comprehensive assessment of communication of all. It's not just about the creative idea or the success story. It shows how these different media and content interact and correspond with each other. The ADC should therefore also include such a comprehensive story in the ranking. are there already comparable competitions and awards abroad? there is a competition in Germany that was held for the first time last year at the Crossmedia trade fair in Dresden. However, the agencies had to work on a predefined case.
Are there typical Swiss circumstances or developments in crossmedia? Crossmedia emerged primarily with the advent of the newer electronic media, in which interactivity plays a major role. We are relatively advanced in Switzerland with the development of broadband. Where we are certainly not at the forefront is in terms of streaming and other developments. In some cases, people abroad are further ahead.
How do you assess the growth and future significance of crossmedia? You can't really talk about growth for crossmedia compared to conventional work. The work will always be conventional in some way. It's more the whole mindset that you no longer just find an idea on TV or on posters, but start to think more holistically right from the concept phase. In other words, the media are only determined afterwards. This will increasingly be the case because the possibilities are constantly expanding.
What specific examples of cross-media have Goldbach already used successfully? In addition to our "Nice Price" campaign for Radio Energy, we launched the Coke Light Man '04 with TV, website, radio and voting. The Blue youth card from American Express with the combination of all electronic media is also a successful example, as is of course the advertising for the film "Spiderman".
Are there typical Swiss circumstances or developments in crossmedia? Crossmedia emerged primarily with the advent of the newer electronic media, in which interactivity plays a major role. We are relatively advanced in Switzerland with the development of broadband. Where we are certainly not at the forefront is in terms of streaming and other developments. In some cases, people abroad are further ahead.
How do you assess the growth and future significance of crossmedia? You can't really talk about growth for crossmedia compared to conventional work. The work will always be conventional in some way. It's more the whole mindset that you no longer just find an idea on TV or on posters, but start to think more holistically right from the concept phase. In other words, the media are only determined afterwards. This will increasingly be the case because the possibilities are constantly expanding.
What specific examples of cross-media have Goldbach already used successfully? In addition to our "Nice Price" campaign for Radio Energy, we launched the Coke Light Man '04 with TV, website, radio and voting. The Blue youth card from American Express with the combination of all electronic media is also a successful example, as is of course the advertising for the film "Spiderman".
