LEANER IS MEANER / BY MARTIN OETTING
Issue 3, 1 June 2005
In 2003, the UK and France knocked Germany from its position as Europe’s largest advertising market. Ever since the gap has been growing. In 2004, the most talked about advertisement in Germany was consumer electronics outlet Saturn's ‘Geiz ist geil’ campaign, which translates inadequately as ‘stingness is cool’. In the German media there is constant talk of crisis; self-flagellation seems to top everybody's To-Do list. So why would any company bother with innovative advertising? Well, maybe because there is no other way...
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