Wolfsbier enters serial production on 10th anniversary

Berlin-based MEDIAFABRIK and Naturschutzbund Deutschland e.V. (NABU) have been collaborating on the nationwide „Welcome Wolf“-project for ten years. On the occasion of this anniversary, the agencys own „Isegrim Berliner Pils“ now becomes a standard production item. NABU-chief executive Leif Miller was so fond of the concept and content of MEDIAFABRIKs beer, that he decided to add it to the drinks menu at „Lina“, the NABU restaurant.

Berlins organic brewery BrewBaker produces the „Isegrim Berliner Pils”. An electric cargo bike from „Distribute“ was used to deliver the first batch of beer to „Lina“ in the government district. The delivery service is a project funded by the Federal Ministry of Education and Research and in which Technische Universität Berlin and the sustainability-oriented „Inselprojekt Berlin“ are also participating.

About 20 years ago, the first wolves returned to Germany via Poland. About 73 packs and 30 couples now live here again. In many places, there is still skepticism. After more than 150 years without wolves, people first have to learn to view them as normal, native wildlife like foxes or beavers again. With the „Wolfsstärke“-project, DIEMEDIAFABRIK promotes this process. „This is our contribution to nature preservation“, explains CEO Peter Peschel.

Well connected in Europe with CapitaMedia

For more than 20 years MEDIAFABRIK has developed media strategies and concepts for domestic and international use. The support of two sister agencies in Berlin and a branch in Stuttgart is always available – as well as a pan-European network of partners.

The MEDIAFABRIK Group has launched CapitaMedia in order to be more competitive internationally. „This is a network of media agencies from twelve countries, including Sweden, the Netherlands, the UK and the Czech Republic”, explains MEDIAFABRIK co-owner Peter Peschel. The most important criterion was that the agencies are owner-operated, as are the media professionals in the German capital.

The CapitaMedia website launched in July 2017 showcasing partners and campaigns. The Europe-wide network is very helpful for DIEMEDIAFABRIK in its work for IDM Südtirol and has also proven itself in other projects. „For international planning it is important to have reliable partners and expertise in each country”, says Peschel. The network agencies deliver useful studies and market information and in some cases also provide planning. For example, Abovo Media in Hoorn, the Netherlands, helped out with an out-of-home campaign for South Tyrol that ran in big cities like Amsterdam or Rotterdam. Conversely in Germany MEDIAFABRIK worked for an Abovo client from the e-commerce industry.

UN Refugee Aid Christmas campaign provides a roof over the head

Just one minute – and you can help and save lives, says the UN Refugee Aid. For many of the currently 65 million refugees worldwide, this is especially important right now. The upcoming winter months are an additional threat to them. Give the gift of protection!, is how the UN Refugee Aid calls for donations nationwide and we support their fund-raising campaign.

It addresses first-time and repeat donors, multipliers from politics and the media as well as large companies. Since the beginning of November, we’ve been communicating the message, along with our sister agencies DIEONLINEFABRIK and DIEPOSTERFABRIK. We show the powerful motifs on billboards all over Germany. This way, as well as precisely placed on the web and with ads in magazines and national newspapers, they point out who needs help, and how easy it is to give help. Anyone who’d like to take action right away will find inserts with donation forms in various print media or a donation button online.

The UN Refugee Aid is a partner of the United Nations Refugee Agency (UNHCR). For many of the nearly 15 million Syrian and Iraqi refugees in the crisis regions alone, this seventh consecutive winter will be a struggle for survival, explains Peter Ruhenstroth-Bauer, Managing Director of the UN Refugee Aid: „Because of the extreme cold, snow and heavy rains they have to live in tents and emergency shelters (…).“ The UN and UNHCR can not handle the cost of 42 Euros per tent by themselves and need help. If everyone donates a little, many are helped. It doesn’t take more than a minute.
(November 17, 2017)

DIEMEDIAFABRIK looks back on a successful year

2015 has been a great year for owner-operated DIEMEDIAFABRIK. We are seeing numerous projects for existing and new customers.

Among others Deutsche Automatenwirtschaft has been added to our customer base. Last fall the umbrella association launched its third nationwide information campaign, for which we developed the media strategy. We place „Legal does matter“ and other bold messages featuring the campaigns typical slot machine-reel design on taxi advertising, video screens in airports, in print ads, business networks, as well as the online and mobile channels of news and executive magazines.

In 2015 our colleagues in Stuttgart have counseled Frankfurter Rundschau for the first time. „Work. Our religion.“ has been one of three multi-week special editions of the national newspaper, which were advertised during the year. We brought the Hessian readership base and people of the Rhine-Main area, from students to retirement age, face to face with the „tie-motif“ of this campaign, in buses and suburban trains, on billboards and using online and mobile advertising.

Operating across national borders DIEMEDIAFABRIK provides classic destination marketing to the tourism region of South Tyrol last year. We bring alpine-mediterranen lifestyle to nature lovers throughout Europe online and offline, starting autumn 2015. The campaign was launched by a cinema spot on the subject of winter holidays in the UK, followed by print ads, radio campaigns and Google and Facebook advertising. At the same time a print-, online- and info screen-campaign in Italy and Southern Germany attracted visitors to the Christmas markets in South Tyrol.

A lot of work calls for more employees. We have expanded our digital department to 16 colleagues. This represents a growth of about 40 percent. Plans for further recruitment have been made. The client list sets the pace.
(January 8, 2016)

GASAGs new brand presence can be seen in the streets of Berlin

On the occasion of its 170th birthday energy service provider GASAG surprises with an updated brand presence. Using the tagline „NEU DENKEN. MIT VOLLER ENERGIE“ or „NEW THINKING. FULL OF ENERGY“ and with a refreshed logo, a new visual language and tonality, the Berlin-based company is taking a new approach in the competition for customers and publicity. The relaunch will be accompanied by an integrated image and sales campaign, which will be implemented by DIEMEDIAFABRIK. The design work was done by advertising and PR agency Peperoni.

Challenging media planning

The campaign has been shown in the streets of the capital since the end of September. Headlines on posters without an advertiser name were causing initial curiosity. The revealing motifs appeared in outdoor advertising one week later. These are everyday situations, positioning GASAG as a broad-based energy service provider. „In terms of planning, the strong visibility and coverage of the campaign were challenging. We want GASAGs new brand image to reach all Berliners and stick in their minds“, says Peter Peschel, CEO of MEDIAFABRIK.

Regional media-mix

An extensive CLP-network was booked, in combination with selected mega billboards. Working closely with sister agency DIEPOSTERFABRIK the Mediafabrik solved the complex task of having the seven matching motifs of the teaser-revelation mechanism appear at the same poster location. A bus stop in front of Berlins central station features the new GASAG look with a CLP showcase and built-in cell phone charging station. It is powered by solar panels on the roof. Beer coasters printed on both sides, branded bakery bags, other ambient media as well as online advertising and print bookings complement the media mix. To bridge the gap between image and sales campaigns, the powerful motifs will travel all over Berlin on buses and trams starting mid-October.
(October 19, 2016)

MONDO furniture launches its first TV-campaign

„Really beautiful furniture“, actress Annette Frier marvels in the current TV commercial for furnishing brand MONDO. This is the first time that the premium furnishing brand of BEGROS, a home furniture purchasing association and wholesale company headquartered in Oberhausen, steps into the television world. We have been serving this customer since last year. Starting in January 2017 we have the 30-second-ad promoting its premium furniture brand running on ARD and private TV stations in three versions and over several weeks. The commercial was produced by Palladium in Cologne, directed by Sönke Wortmann.

In print or at the movies too

The entire MONDO furniture world is featured in the commercials – from the kitchen, through the hallway and the bedroom to the dining and living areas. The commercial is the centerpiece of the campaign. It was created by the Bonn-based agency Kreativ Konzept, that also created a cross-medial campaign concept in collaboration with the marketing department at MONDO. Print, online, radio and cinema bookings, as well as social media activities complement and extend the TV campaign.
In the furnishing world the MONDO name stands for quality, function and design. With actress Annette Frier, who is well-known from film and television („Danni Lowinski“, „Die Patin“ or „Schillerstraße“), the furniture label brings a congenial celebrity brand ambassador on board.
(January 9, 2017)

Housing industry trainee campaign wins award

Since 2009 the agencies BACHLER. Werbeagentur GmbH, DIEMEDIAFABRIK and, since its founding in 2010, DIEONLINEFABRIK, have been planning and implementing the „trainee campaigns of the housing industry“ for GdW and its regional organizations. Last December BACHLER. Werbeagentur GmbH as the lead agency of the „trainee campaign“ has submitted this very campaign for the „Immobilienmanager Award 2017“. With great success: The trainee campaign won the Immobilienmanager-Verlags „Immobilienmanager Award“ in the „Communication“-category in Cologne on 2 March 2017. Immobilien-Manager-Verlag has honored projects, campaigns and people in a total of 14 categories for the ninth time.

Successful with the trainee campaign 3.0.

The trainee campaign uses appealing imagery, entertaining videos, smart slogans and the motto „More valu(es)able than you think“, to draw attention to itself as well as the advantages and the attractiveness of being a professional real estate agent. With great success: The campaign has increased awareness for the profession by 200 percent.
(March 03, 2017)


With Agenda 2010 came economic recovery. To this day, not every social democrat is enthusiastic about the effects of the modernization program for the German social system, which was initiated by former chancellor Gerhard Schröder. For MEDIAFABRIK Schröders agenda was a breakthrough. The Berlin-based media agency will be 20 years old this year – and the fact, that the company with its 54 employees is still able to successfully position itself against much larger competitors is not least due to its location. „In 1997 we were the first media agency in Berlin. For agencies this was difficult terrain back then. Potential customers – brand manufacturers and large Dax companies – were rare and still are today“, says Peter Peschel, who founded the agency with Andreas Kinsky two decades ago. But Berlin is the administrative center for numerous large organizations and since 1999, the city is also the seat of Germany’s federal government.

Planning nationally, from within the region

DIEMEDIAFABRIK has drummed up business for Bundespresseamt, the Federal Press Office and the „Agenda 2010“ all over the country back in 2003. The SPD chancellor was probably voted out of office because of the program, but the Mediafabrik remained in business with the government. And independent of any party. For example, Peschels team supported Ursula von der Leyen while she held several ministerial offices. Bündnis 90/Die Grünen are also part of the customer base. „The Berlin location and the affinity to politics have paid off for us,“ says Peschel, who has been interested in German domestic politics ever since his teenage days. „Dialog partners realize quickly when you’re at home in this subject.“ This understanding of politics and local proximity have also given him access to customers such as the Kassenärztliche Bundesvereinigung (KBV) and IG Metall. The agency plans nationally for both clients. „One thing should not be confused,“ emphasizes Peschel, „although most of our customers are from Berlin and from eastern and northern Germany. Except for just a few customers, such as Berlins Gasag, we don’t work for them locally but countrywide.“ The agency generates 70 percent of the 40 million euros in sales nationally. In 2015 the first international customer was added with IDM Südtirol. IDMs Bolzano office promotes the South Tyrol region in terms of export, innovation, tourism marketing and agricultural marketing.

International expansion not at any price

DIEMEDIAFABRIK has won the budget in a bidding consortium with agency „Zum goldenen Hirschen“ – a European tender, which according to Peschel, has been won in the final round and against six competitors. There has been a very friendly and mutual relationship with „the golden stags“ for years. The two agencies had already cooperated for „Agenda 2010“. In addition, DIEMEDIAFABRIK teamed up with the Berlin creative agency in 2012 to pitch for the budget of AOK Baden-Württemberg and was awarded the contract. This is how the Stuttgart office was born and it has grown with every new customer. Besides AOK, this includes the Frankfurter Rundschau newspaper and BEGROS, a furniture purchasing association. The team of six employees in Stuttgart is soon to be expanded. Currently, Peschel is looking for a managing director, who operates from the state capital of Baden-Württemberg. Local presence matters a lot to the Mediafabrik boss. One reason why he initiated Capita Media. The association of owner-operated agencies in twelve European countries such as Sweden, the Netherlands, Poland and Switzerland is to support DIEMEDIAFABRIK with their work for IDM Südtirol. „It is important for international planning to have reliable partners and expertise in each country“, Peschel says. Of course, the partners should possibly also cooperate on other projects. An international expansion on a large scale is not planned, however. „This would be too much“, says the agency founder. „If things evolve in that direction, that’s great – but we’re not pushing anything.“ At least, one is prepared for all possible scenarios. All in all, he focusses on mid-sized clients: „We don’t have customers spending more than six million euros a year on media.“ Budgets above this number mean that the purchasing orientation of customers is usually so strong that the networks can display their size. Below, according to Peschels experience, the customer often places more emphasis on personalized consulting, on executive level contact, on highly dedicated employees. These criteria then become somewhat more important than purchasing.

Politics as a door opener into the economy

The agency has plenty of work to do. Politics and organizations proved to be a good door opener into the economy. DIEMEDIAFABRIK has had its own special sales agent, DIEPOSTERFABRIK, since 2001. In 2010 DIEONLINEFABRIK was added as a sister agency. „We took that step comparatively late, of course“, the agencies boss admits, „but up until then we were able to meet the requirements of the customers in the online area very well ourselves.“ But Peschel is aware of where the agency is heading. Today, there are already 20 people working for the Onlinefabrik. That’s two-fifths of the total workforce, but still a comparatively modest dimension when looking at the digital arms race of other agencies. „Of course, large networks can invest on a totally different scale, but on the other hand, our approach doesn’t have to fit 20 major brands in 50 different countries.“ The Onlinefabrik is geared towards customized tools, tailored to each single customer. Here as well, they focus on the employees’ experience instead of an artillery of technology. „We know smart data, programmatic advertising and real-time planning too“, Peschel points out, but only where it makes sense. Peschel has now made an investment in more digital expertise to assess this reasoning. Philipp Sonnhalter has been heading DIEONLINEFABRIK along with Andreas Kinsky since April.

On the shopping list of large networks

The Berliners are turning the tables with the former managing partner of Dentsu-Aegis agency Vizeum. „Over the last ten years, we have received takeover offers from all top ten agencies“, Peschel says. No wonder, as DIEMEDIAFABRIK is still the only media agency headquartered in Berlin. The large agency networks are traditionally rooted in Düsseldorf, Hamburg and Frankfurt. In recent years, however, they have been increasingly attracted by the federal capital. There is not a single agency that hasn’t at least opened a small office there, others like Publicis have bought entire agencies to get a foothold in the capital. „Many have approached us and we take this as a compliment“, says Peschel. But he and his co-partner have always refused. „This is not what we want at all. If we were to let someone buy us, the idea of what we want the Mediafabrik to be, would be dead. As long as we don’t have to, we’re not going to do it.“
(June 8, 2017, Source: HORIZONT, Issue 23/2017)