Scholz & Friends: Job title ironically overdone for Axel Springer
Axel Springer is launching an employer branding campaign. Eight ad designs will appear in the media company’s print and online publications starting October 19, 2011. The campaign was developed and implemented by Scholz & Friends.
In the campaign, job titles from the digital community are ironically exaggerated and transferred to the real job positions of the various employees. For example, the deputy editor-in-chief of Bild, Michael Paustian, can be seen as "Deputy Editor-in-Chief with Bling-Bling Expertise for In-Your-Face Journalistic Rioting". Simone Loesch, Senior Manager Digital Marketing, is presented as "Senior Manager Digital Marketing with Boyakasha Electronic Beats for Top-Strike Media Impacting".
The Media Entrepreneurs initiative, which was launched on September 16, 2011 and is aimed at the target group of the digital community, is already aligned with the employer brand. The broader campaign that now follows makes it clear that Axel Springer offers appropriate development opportunities for a wide range of professional fields, according to a press release. For the first time, the new image addresses all applicant target groups in a uniform manner. It was developed by Axel Springer's Human Resources and Corporate Communications departments. The idea for the campaign and the design implementation came from the agency Scholz & Friends.
