What do ballet dancers and concrete have in common? This question has been answered by the ad placed in trade journals for BetonMarketing Deutschland GmbH, the association of German cement and concrete manufacturers. These publications primarily target architects, engineers, the construction industry in general and regional construction planners. DIEMEDIAFABRIK started counseling BetonMarketing Deutschland GmbH in 2008. Their campaigns reflect the multitude of applications in which concrete can be used as a building material and communicate its importance in residential construction and infrastructure projects.