Die METZLER : VATER group bildet ab sofort mit sechs weiteren Agenturen die strategische Allianz 100percent. Ziel der Kooperation ist es, die Spezialistenkompetenzen aus verschiedenen Disziplinen noch intensiver als bisher zu vernetzen, um so die Kommunikation in einer zunehmend komplexen Realität insgesamt wieder leistungsfähiger zu machen – und damit für mehr Effekt und Effizienz im Marketing zu sorgen.
Das neue Bündnis reagiert auf eine kommunikative Entwicklung, die die Gründer seit geraumer Zeit im Markt beobachten: User Journeys verlaufen immer individueller, fragmentierter und technischer – und mit ihnen auch die Kampagnen. Das führt dazu, dass der Auftritt einer Marke über die verschiedenen Kanäle an Konsistenz verliert und oft auch nicht mehr eindeutig die Touchpoints der Empfänger trifft. Die Marketingetats der Unternehmen verlieren damit an Leistungsfähigkeit. Dem will die Allianz entgegenwirken, indem sie die relevanten Spezialisten von Beginn an an einen gemeinsamen Tisch holt, immer jedoch mit einer Disziplin im strategischen Lead.
Für die METZLER: VATER group bedeutet die Allianz eine ideale Ergänzung zu ihrem eigenen Agenturnetzwerk: „Wir arbeiten ja mit unseren eigenen Leistungsbereichen ohnehin oft interdisziplinär zusammen, gerade wenn es um komplexe Aufgabenstellungen geht“, erklärt Robin A. Vater, Managing Partner bei der METZLER : VATER group und Mitgründer des neuen Bündnisses. „Mit 100percent haben wir die Möglichkeit, diese Zusammenarbeit künftig auch auf weitere Marketingbereiche auszuweiten, wenn es die Fragestellung erfordert. Das ist ein großer Vorteil für unsere Kunden, denn wir erhöhen dadurch die Effektivität und Effizienz, aber die Projekte und Kampagnen tragen weiterhin die Handschrift der Stammagentur – über alle Kanäle hinweg.“
Die Disziplinen der Allianz sind sorgfältig ausgesucht und ergänzen sich in idealer Weise: Aus der METZLER : VATER group bringen METZLER : VATER live (Experiential) und brandroom (Architecture) ihre Kompetenzen in die Kooperation ein und arbeiten künftig mit den Agenturen Oevermann (Internet Services), Die Mediafabrik (Mediaberatung), A&B One (Public Relations), Westpress (Employer Branding), Orca Campaign (Kampagnen) und where is the beef? (Klassische Werbung) projektweise zusammen.
Alle Partner sind unabhängige, inhabergeführte Agenturen und beschäftigen insgesamt etwa 600 Mitarbeiter. Erste strategische und operative Projekte haben bereits begonnen. Zu den aktuellen Etats der Allianzpartner gehören unter anderem AOK, Bayer, die BMW Group, einige Bundesministerien, Fraport, Leifheit, Microsoft und RAG.
METZLER : VATER is taking on worldwide communication on behalf of the used-car programme of the BMW Group with immediate effect. As the lead agency, the Munich-based digital agency of METZLER : VATER will take care of international communication concerning the BMW Premium Selection.
Having secured the contract through a multi-staged pitch, METZLER : VATER will support the BMW Group over the coming three years in optimising and expanding its worldwide used-car programme. In addition to defining the communication strategy, the mandate includes designing and creating international campaigns, online as well as offline, with a particular focus on expanding digital communication.
“Through winning this mandate, we are further strengthening our cooperation with the BMW Group in the area of digital communication. A project as far-reaching as this one requires great confidence in our strategic and conceptual expertise, of which we have convinced the BMW Group over and over in the past”, says Pierre Hüttner, Managing Director at METZLER : VATER.
METZLER : VATER is already supporting the BMW Group in other strategically important communication projects: as lead agency in 360°-communication in the “BMW FESTIVAL – THE NEXT 100 YEARS”; as lead agency in the online presence of BMW World and that of BMW Museum; through “BMW Mountains” in digital activation / lead generation and as lead agency for BMW Asia.
This year 2016 marks the fifth consecutive time that METZLER : VATER as operative agency is responsible for comprehensive on-site activation of the BMW running engagement. The Agency implements the sponsoring at all of the seven major marathon races (Vienna, Hamburg, Leipzig, Berlin, Munich, Cologne and Frankfurt on the Main) as well as at the “Wings for Life World Run” fundraising running events in Germany and Austria.
METZLER : VATER makes the BMW brand come alive for a wide audience at all events: 380,000 participants and more than 400,000 visitors at the running exhibitions as well as three million spectators along the race courses of the respective events. With more than 130,000 participants in 2016, the charitable Wings for Life World Run alone is one of the major non-competitive sports for all events of the world.
The Agency plays on all hotspots along the race courses, in the starting and finishing areas and at the specially designed BMW booth at the pertaining running fairs. Various activating elements, such as personalised timing chips, individually address and actively involve participants and spectators with a target-group diversified approach that focuses on the issues of efficient dynamics and e-mobility.
In addition, METZLER : VATER coordinates all brand ambassadors on location and takes care of handling up to 100 organisational, course and VIP-shuttle vehicles at each event. In this project, the Agency again closely cooperates with event construction company, brandroom, and sponsoring agency, akzio!, which is responsible for strategic advice and conception.
METZLER : VATER realises the BMW Supplier Innovation Award 2016 as lead agency on behalf of BMW. The Agency will develop and implement a comprehensive event concept, including stage production, for the top-class event. About 360 international guests are expected to attend the festive award ceremony on 29 September at the BMW Welt.
BMW is deemed one of the most innovative automakers in the world in terms of series vehicles and automotive services. One crucial element of this pioneering role is an equally innovative supplier network. This is why the BMW Supplier Innovation Award honours the most outstanding development achievements, on the one hand. At the same time, the automaker’s intention is to express appreciation for its partners’ innovative power, thus motivating them for future challenges.
The concept designed by METZLER : VATER captures this motif and translates it into a festive evening gala, complete with a creative award presentation, gala dinner and lots of space for networking.
Munich, 10 August 2016 – METZLER : VATER will be in charge with immediate effect of the joint online presence of the BMW World and the BMW Museum. In particular, the Munich-based communication agency will be responsible for technical maintenance and content management of the central website.
METZLER : VATER will further develop the bi-lingual website and keep it up to date. In doing so, intelligent interconnection and SEO will be playing a significant part, in addition to provision of attractive content. Moreover, the Agency will be in charge of the newsletter of BMW Museum and BMW World.
With immediate effect, METZLER : VATER will implement all internal events for MINI Brand Management. Over the coming two years, and optionally for a third year, the Agency acting as lead agency, will take on conception, planning and implementation of all internal events, including local and international conferences.
“Even as lead agency for CRM on behalf of MINI in the German market, we have been playing a part continuously over the past three years in shaping the brand presence externally. Now, as lead agency for internal events, we will make the MINI brand come alive internally as well. This, of course, is an exciting challenge for us, particularly after the CI relaunch of the brand, explains Mario Nicolosi, Managing Director at METZLER : VATER.
METZLER : VATER have won the world’s largest beer brewery group, Anheuser-Busch InBev, as new customer. The first project entrusted to the Agency is to implement a premium incentive trip to the US in the spring of 2017 – with which the brewery group is rewarding and motivating its most successful, top wholesale customers.
“With AB InBev, a world brand has come on board. Putting on a high-class event of such exclusivity as the first project is an honour and a challenge at the same time and of course we are very pleased”, says Mario Nicolosi, Managing Director at METZLER : VATER.
METZLER : VATER implemented the Service Excellence Award for BMW in the German market for the first time. With this award, BMW Group honours its partners for particularly high customer satisfaction and quality.
The award ceremony in Bad Neuenahr was attended by about 100 guests in total. METZLER : VATER was responsible for conception and implementation, pulling the strings at the award event that was well covered by the media.
The 360°-communication campaign designed by METZLER : VATER for the BMW Festival is entering the next round. Across-the-board communication for the BMW Festival Night scheduled for September coming – one of the highlights of the BMW anniversary year – is now starting with a comprehensive out-of-home (OOH) campaign.
The OOH campaign covers outdoor print-advertising spaces (city light boards and city light posters, among others) as well as digital (DOOH) media (station videos and info screens, among others) in the City of Munich and in other German cities. The motives are visible at all central locations, such as (main) railway stations, S-Bahn and metro stations and inner-city surfaces.
“If you move about in any Bavarian city in the coming days, you cannot miss the campaign”, states Pierre Hüttner, Managing Director at METZLER : VATER.
The 360°-communication campaign started on 7 March, with the www.bmw-festival.de web-special going live, designed by METZLER : VATER on behalf of BMW and implemented in a fully responsive manner. The central communication platform provides comprehensive and continuously updated information about the BMW Festival. Moreover, as of last week, tickets for the BMW Festival Night are available on the website as well. The campaign is supplemented by banner and online advertising, media relations and various accompanying communication measures.
More information at www.bmw-festival.de.
In September 2016, the BMW brand will celebrate its centenary and present its vision for the future at the “BMW FESTIVAL – THE NEXT 100 YEARS”. METZLER : VATER implements the all-round communication campaign for the great public festival (9 – 11 September), which will be one of the highlights during the year of the BMW centenary.
The core of the campaign is the www.bmw-festival.de web-special, which went online on 7 March. On behalf of BMW, METZLER : VATER drew up and implemented the fully responsive website, which forms the central communication platform for the event, providing comprehensive and continuously updated information about the BMW Festival. Moreover, ticket sales for the BMW FESTIVAL NIGHT will start here on 4 April.
In addition to the web-special, a comprehensive OOH campaign, banner and online advertising, media relations as well as various accompanying communication measures ensure much attention and wide coverage in the run-up to the festival.
More information at www.bmw-festival.de.
METZLER : VATER continues to control face-to-face customer acquisition measures for the BMW, BMWi and MINI brands. Repeat orders include overall conception and implementation of response-oriented BMW Group CRM measures for the German market. The central goal is to generate contacts with high-end consumers of various target groups through imparting product information, along with attractive additional mechanisms.
Automakers increasingly rely on direct communication with the end consumer to complement their existing distribution channels. Next to emotional product experience, the most significant factor is authentic, direct communication between brand and target group. In its capacity of lead agency, METZLER : VATER has been strategically advising BMW Group in the face-to-face communication segment since 2013, implementing and operating these CRM projects nationwide.
Services provided by the Agency range from researching and recommending platforms that are specifically geared to the target groups, where potential end consumers can establish a direct contact with the BMW, BMWi and MINI brands, right up to designing and implementing all of the national events and promotions. Moreover, in cooperation with the ‘brandroom’ architects in communication, METZLER : VATER developed a modular, scalable trade fair concept that is individually applied at brand-own events as well as at general trade fair events of the industry.
In-house CRM team and comprehensive pool of brand ambassadors
METZLER : VATER set up a comprehensive pool of brand ambassadors, which is controlled by a CRM team of six, for playing the 60, or so, events per year. To this end, the Agency developed a specific training concept for project managers and team leaders that includes human resources management as well as a train-the-trainer programme, among others.
“Handling far more than 150 CRM projects since 2013, our team was able to gain extensive strategic and operative experience”, explains Mario Nicolosi, managing director at METZLER : VATER. “Since we can also rely on our know-how when it comes to other events, we are able to generate enormous added value for other industries and other customers as well.”
Premiere in Munich: It was the first time that METZLER : VATER worked for Smartphone manufacturer, Honor. In February 2016, in a cooperation with lead agency, psLIVE, the Agency implemented the launch of new model, “Honor 5X”, in Western Europe for the subsidiary brand of Chinese mobile phone group, Huawei.
The event held at Munich industrial location, “Mixed Munich Arts”, addressed about 300 international journalists and multipliers of great digital ranges. Bloggers streamed the happenings around the product launch to their communities live from the event.
METZLER : VATER was responsible for creation, conception and implementation of the single-day event, including participant management and show concept (mixed-arts live painting, and more).
METZLER : VATER is implementing KICK IT 4.0 sales-push campaign for major German Microsoft distributors by combining it with top sports event of the year, the UEFA Euro 2016 football championship. Thus, Kick IT 4.0 continues where previous award-winning METZLER : VATER activation campaigns for Microsoft have left off.
The mechanics are simple: The top one hundred resellers buying the largest number of Microsoft products over the campaign period win an incentive trip to the UEFA Euro 2016 opening match with the Germany national football team at Lille. METZLER : VATER is responsible for the creation, conception and implementation of the entire campaign. This includes producing the campaign ideas, designing and programming the microsite, providing all accompanying advertising materials and organising the incentive trip to France in June 2016.
From now on, METZLER : VATER will support fashion label, Marc O’Polo, with its CRM expertise. In an initial joint project, the Agency will employ specially trained brand ambassadors throughout Germany, in nine flagship stores of the premium brand, in order to win new customers for the “Marc O’Polo for Members” customer loyalty programme. Further CRM programmes are already in the works.
The BMW IBU Biathlon World Cup in Ruhpolding, Germany, also marks the beginning of the winter sports season for METZLER : VATER. On behalf of BMW, METZLER : VATER implements the on-site appearance of the title-sponsoring engagement at the German venues of the BMW IBU Biathlon World Cup, this year’s Luge World Cup and the BMW IBSF Bobsleigh & Skeleton World Cup final.
At the same time, METZLER : VATER is taking the “BMW Winter Joy” active-driving roadshow to the best known ski resorts in the Alps for the sixth time in total. The stations this winter are Obertauern (5 -14 February) and Saalbach-Hinterglemm (4-13 March), where winter sports enthusiasts have the opportunity to experience first-hand how the BMW xDrive all-wheel drive system performs on snow and ice. The Agency is responsible for implementing the entire winter roadshow, from the online registration tool, through the xCube hospitality area, right up to the ice-and-snow course.
The members of the Media-Saturn Holding´s sales force were sent to football training camp in order to prepare for the release of the new operating system Windows 10. Supported by comedian Matze Knop, who slipped into the roles of Bundes-Jogi and Kult-Kaiser, modern storytelling made it possible for the Media-Saturn staff to be optimally equipped for the launch of Windows 10.
Find out more here.
For the first time, METZLER: VATER is among the top five German agencies for live communication with the highest rate of turnover. In the overall agency ranking by W&V, Horizont and FAMAB, the agency was able to post a significant increase in fee turnover over the previous year and thus to climb to 5th place in the industry ranking.
In fiscal year 2014, the fee turnover of the METZLER: VATER group in all of Germany rose by a quarter to 9.06 million Euro (2013: 7.22 million Euro). The agency has been growing continuously for years and was therefore also able to improve its position in the turnover ranking: from 11th (2012) to 7th place 7 (2013) – and now it is in the top 5 (2014) for the first time. However, it's not possible to make a direct comparison of the current ranking with the previous year’s results, since agencies for live communications and spatial communications were recorded in a joint ranking list for the first time. This does mean that the ranking reflects the sustainable positive development of METZLER: VATER even more.
The main growth drivers were the automotive, IT and finance sectors, in which the agency had increasingly implemented projects. With regard to personnel, the agency expanded the areas of live communications and spatial communications to a total of 90 employees (overall: 110), and in the past year it was also able to open its first branch office in Düsseldorf.
"For the most part, the key to our growth lies in many years of customer relations, which is marked by mutual trust in the collaboration. We mostly have our excellent team to thank for that," explains Robin A. Vater, managing partner of METZLER: VATER. "By combining our live, campaigns and space business sectors, we are capable of acting as specialists as well as implementing integrated projects. This makes a collaboration with us interesting on many levels."
Cheers at the FAMAB New Talent Award: Coached by METZLER : VATER, the team of Heilbronn University, Campus Künzelsau of the Reinhold-Würth-Hochschule (RWH) academy, won the Silver Apple in a thrilling final at the new-talent award of the event sector. A total of eight university teams from all over Germany competed against one another for the FAMAB New Talent Award. Coached through sponsorship by FAMAB member agencies, they had been developing two different live communication concepts from the beginning of the summer semester.
Having posed one of the tasks itself, METZLER : VATER coached two universities: RWH/Campus Künzelsau and BiTS Iserlohn. Thus, the teams had an opportunity to face up to a nearly authentic pitch scenario through briefings, re-briefings and concept presentations. METZLER : VATER took on the role of customer, but also supported the students with recommendations and tips from an agency perspective. Over several months, such intense collaboration was also supported by visits to the agency premises, campus meetings and Skype and telephone conferences, thus generating an active exchange of ideas.
On 20 May, the university teams presented their creative ideas and implementation concepts to a live audience at the Düsseldorf Station Airport. These were evaluated by an interdisciplinary jury of experts comprising agency, company and media representatives. The team of RWH/Campus Künzelsau shone with a convincing presentation of well-conceived event concepts, which the high-profile jury panel honoured in the end with the coveted award – the Silver Apple. The Golden Apple went to the team of the Bremen University of Applied Sciences and Bronze went to the EBC University Hamburg. The event – previously, FAMAB DAVID Award – was held for the fourth time by the Association for Direct Business Communication, FAMAB.
Martin Binder, to date Senior Project Manager at METZLER: VATER, will take on the position of Management Supervisor for the Live Communication area with immediate effect. As Team Manager he will, together with Vera Maier, be responsible for the technical direction and development of the project management team.
"We are especially happy that we are able to fill this important key position from our own ranks. Martin Binder is equally at home in all event formats, contributes enormous process reliability and is a dedicated team player. We are confident that he is the right man for this position," says Mario Nicolosi, Managing Director at METZLER: VATER.
Martin Binder has been a part of the METZLER: VATER team since 2011 and has experience with event management spanning over seven years. As Senior Project Manager, he was responsible among other things for projects for BSH Bosch und Siemens Hausgeräte and the BMW Group on behalf of the agency. After graduating from university, the event manager and native of Memmingen began his professional career at the Munich agency PLAN it (Realize) where, from 2008 to 2011, he worked as Project Manager for clients such as E.ON and Gruner + Jahr, among others.
This is the third time that Microsoft Germany relies on the live and digital expertise of METZLER : VATER to realise a large-scale motivation campaign for IT partners. The cross-media campaign called “Cornucopia of Wisdom” is geared towards providing sales training to a total of 30,000 Microsoft partners in Germany. METZLER : VATER are responsible for creation and conception up to realisation of all online and live communication measures as well as for pre- and post-event communication.
This integrated campaign is based on the didactic metaconcept of a fictional Nordic legend as a common theme, motivating participants to engage in continuous training over a period of six months. The objective is to complete various product trainings in order to become one of the 210 wisest Vikings, who will trek to a mystic place called Wisdøm and there revive a cornucopia of wisdom that is in danger of running dry. To this end, various online and live communication measures are seamlessly intermeshed more and more closely, thus enhancing increasingly emotional involvement of participants throughout the campaign.
Core elements of the campaign are, on the one hand, webcasts and on-site trainings as well as a roadshow on a total of five locations throughout Germany. The focus is placed on the Microsoft cloud strategy “Mobile first, Cloud first” and on new product groups, i.e. Windows touch devices, Office 365, Windows server/Microsoft Azure and Windows phones. The roadshow is accompanied by the online training portal at www.fuellhorn-der-weisheit.de, where participants use learning modules or mini games to solve in a playful manner additional problems concerning campaign topics, hence collect individual points in order to qualify ultimately for the live event.
The campaign is supported by six gold distributors for whom METZLER : VATER additionally produces various special advertising materials, including wall decorations in the form of authentic dummy axes and life size Viking standees.
Having won telecommunications service provider, NFON, as a new customer, METZLER : VATER realised the “NFON Partner Event 2014” for the first time in last October. More than 200 actual or potential partners participated in the half-day event, where the introduction of the new NFON partner programme and networking in a relaxed ambience were at the fore.
With NFON cloud-based telephone systems, telephone connections and hardware are replaced by high-performance data processing centres. These systems are flexibly scalable and feature per second billing thanks to Pay-per-Use – a principle holding enormous potential in terms of cost savings that was canvassing strong partners through this event. To this end, METZLER : VATER realised a local event in October 2014 at the company’s Munich location focusing on networking among participants in addition to the partner programme. In line with the product, the evening’s entertainment under the motto “Recipe for the future” fully relied on individuality: The “Tasting parcours” allowed guests to discover unusual food creations and experience a whole new world of taste.
METZLER : VATER made seventh place in the ranking of highest-grossing event agencies, which was held jointly by W&V, Horizont, and FAMAB Verband Direkte Wirtschaftskommunikation. Thus, METZLER : VATER is one of the major live-communication agencies in Germany.
Ranking was based on agency fees generated in the live-communication segment in the business year 2013, which were attested for all participating agencies by an independent public auditor through a new procedure. Last year, the contracting industry association, FAMAB, had applied this measure for the first time in order to ensure uniformity of basic data. Accordingly, METZLER : VATER generated agency fees in 2013 in the amount of EUR 7.2 million with 80 permanent employees in the live-communication / communication in space segment in Germany and with projects for customers, such as, BMW Group, B/S/H/, Fujitsu or Microsoft.
„Our industry, that is, direct business communication, represents the second most important marketing instrument of German companies with more than 50 employees. Accordingly, we are very proud of having achieved such a high ranking in this sector,“ explains Mario Nicolosi, managing director at METZLER : VATER. In an interview by W&V concerning a FAMAB study titled “The Future of Marketing”, Mario Nicolosi had recently commented on new developments in live communication in Germany.
According to the study, industry sales are stable. Yet, many companies add it to their communication mix only by way of an ancillary marketing measure. “Interactive communication and first-hand product or brand experience are unbeatable advantages that live is offering in contrast to other forms of marketing. In order to ensure that our sector will play a strategic role in marketing departments in the future, we must focus more than ever on advisory capacities”, Mario Nicolosi continues.
You can read the entire interview with Mario Nicolosi in the article titled “Oft nur eine sinnvolle Ergänzung” (Many a time, just a useful addition) published in the paper edition of the “Werben & Verkaufen” (advertising and selling) magazine (volume 38/2014).
As of 1 October, METZLER : VATER are represented at yet another location in Germany. In the year of its tenth anniversary, banking on growth in the live-communication segment, the agency has set up new offices in Düsseldorf in addition to existing locations in Zorneding and Munich. In Düsseldorf, the agency is represented with immediate effect under the name of METZLER : VATER live Rhein. With Sebastian Keitel, the agency took on board top-class support to manage the new location.
Commanding more than 20 years of project and consulting experience, Sebastian Keitel has worked at various agencies for top clients, such as, BP, BMW, Gothaer, Hewlett Packard, HypoVereinsbank, Miele, Skoda and Volkswagen. He comes from Düsseldorf event agency, DO IT!, where he had been head of live communication since 2008, looking after their client, Deutsche Telekom, in particular. Previously he had been team leader events at health care agency, face-to-face, in Cologne.
Founders of the agency, Urs Metzler and Robin A. Vater, had worked with Sebastian Keitel before. Now, in the year of the jubilee, they are getting together again at METZLER : VATER. “We very much appreciate Sebastian and his work. That is why we wanted him as creative and strategic head in Düsseldorf”, say Urs Metzler and Robin A. Vater. “Thus, we have created ideal conditions at the office on the River Rhine to further expand our portfolio and explore new subject areas.”
The Düsseldorf location should enhance new customer business and offers improved service to customers in the region, focusing mainly on experience-oriented incentives, interactive content events and emotional productions. To this end, METZLER : VATER live Rhein starts with a high-performance team to cover all areas of activity from development of ideas right through operative realisation.
METZLER : VATER takes action for the first time on behalf of business mobility company, Alphabet. The leasing and full service provider is one of the leading companies on an exciting growth market, where holistic mobility solutions affording companies the highest possible degree of flexibility are in demand today, more than ever.
Alphabet contracted METZLER : VATER to realise a series of events that will be held in seven cities in Germany under the title “AlphaBoard”. It will start this year in October and continue for three months. During the half-day events, Alphabet will give specialist presentations to convey to participants, i.e., mainly vehicle fleet managers, valuable knowhow in terms of practical application of laws governing vehicle fleet operations. On behalf of Alphabet, METZLER : VATER will be responsible for event organisation and logistics, in particular.
“We believe it is the right approach that Alphabet is rolling out the event all across Germany”, says managing director, Mario Nicolosi. “Today, efficient marketing often means that you have to take the product to the customer – a concept that works well. With our long-standing roadshow experience, this is precisely our strong point.”
METZLER : VATER takes Armin Peuser on board as key account director to extend its management team. In this position, which has been newly created at METZLER : VATER, he will be responsible for strategic expansion of the business development and key account management divisions.
Born in Munich and holding a master’s degree in economic geography, he commands more than 18 years of project and consulting experience. Armin Peuser comes from live-marketing agency marbet, where he has been head of the sales division for almost seven years, setting up and expanding key account management and successfully looking after major clients, such as, Siemens, Audi, Ernst & Young and Henkel. At METZLER: VATER he will primarily care about developing new business.
“We want to keep growing and explore new markets as well. That is why we are now actively investing in expanding our customer relations”, says Mario Nicolosi, managing director at METZLER : VATER. “Armin Peuser’s long-standing experience in the industry will give us optimum support in addressing our objectives in a methodical approach.”
METZLER : VATER is represented in the Event Design Almanac 2014/2015 with no less than two highlight projects. Published annually by avedition publishing house in collaboration with FAMAB Verband Direkte Wirtschaftskommunikation, this coffee-table book presents the most innovative live-communication projects of the year. METZLER : VATER projects, BMW Joy of Winter and B/S/H Pro Tour, are represented in the book on several pages, each.
BMW Joy of Winter 2013 was a premium roadshow at extreme conditions. Participants tested the BMW x-Drive all-wheel drive system on ice and snow at alpine winter sports locations. A temporary structure, the specifically designed xCube, served as hospitality area, where visitors were able to learn in a lounge atmosphere of the benefits of BMW xDrive. Here, the main topics, xDrive, winter sports and the BMW brand, were displayed in design, architecture and equipment, which structurally reflected these characteristics in the style of a modern interpretation of a ski lodge. Such alpine lodge ambience was particularly reinforced by the wall made of real wood, including mantelpiece combined with a seating area reminiscent of the lounge area of a high-class alpine hotel.
The B/S/H Pro Tour 2013 was a mobile product fair, where the premium quality claim of the Bosch and Siemens brands met with the extreme logistic requirements of a roadshow. Novel products were presented throughout Germany on eight very differentiated, yet always exceptional, industrial locations in a high-class environment true to the brands. Centrepiece of the roadshow were 17 separate cubes that reflected various subjects. These facilitated presentation of the latest products of Bosch and Siemens in a uniform setting, yet allowing either brand to fully display its own identity thanks to a sophisticated concept of colour and architecture.
The cubes were grouped around a central ‘market place’, including a show kitchen and an experts lounge, which were directly accessible from every side and vested the overall ambience with an open and quite homely atmosphere.
With Vera Maier, METZLER : VATER are reinforcing the team of leaders in the live communication division at the head office in Zorneding. She commands more than seven years of experience in the event sector, including corporate events, road shows, fast moving consumer goods and commercial communication, in particular. Thus, she further enhances the expertise of METZLER : VATER in these areas.
Vera Maier follows Nils Hartmann as management supervisor. She will head the live-communication team along with Mark Haug, who has been management supervisor at METZLER : VATER since 2012. Vera Maier came from the Roth & Lorenz brand communication agency in Stuttgart, where she had been account director, most recently responsible for consulting and conception as well as implementation of ATL and BTL marketing measures on behalf of Procter & Gamble, Südsalz and Coca Cola, among other customers.
METZLER : VATER have realised the refresh-IT distribution campaign for Fujitsu Germany. In this campaign, Fujitsu called on its channel partners to press ahead with its business customers changing over to new, high-performance IT hardware. METZLER : VATER was responsible for the concept as well as for creating and implementing this online campaign.
The new-generation Fujitsu equipment of the ESPRIMO, STYLISTIC and LIFEBOOK series is many times faster, more reliable and more energy efficient than previous equipment was only four years ago. This is the core message based on which METZLER : VATER created the campaign website at www.fujitsu.com/de/RefreshIT, calling on channel partners to register old equipment of their customers on the website and request quotes for new IT hardware, hence participate in the sweepstake.
Partners will find a range of short videos on the campaign website that present in a playful manner various benefits of a changeover to new Fujitsu hardware: In reality film shootings, the advantages offered by new IT equipment are illustrated on everyday objects –simple and easy to grasp, in the absence of complex, technical explanations. METZLER : VATER created the campaign as well as the videos. Moreover, we were responsible for the entire teaser communication. The refresh-IT campaign continued until end of June.
There have been some changes to the METZLER : VATER Management Board at the Munich location. The communication agency took on board Pierre Hüttner as managing director of the business segment, METZLER : VATER campaigns, which is located in Munich. He is the successor of Guntram Kopp, who had left the agency group at the end of 2013.
Long-time industry insider, Pierre Hüttner, is joining METZLER : VATER commanding 13 years of experience in marketing and eight years in key account management on behalf of BMW. He came from visual content agency eder, where he had been managing that agency’s Munich location for the past three years. “With Pierre Hüttner, we have won an experienced expert, whose visual and digital experience supplements METZLER : VATER campaigns in an ideal manner,” says agency founder, Robin A. Vater.
Under the new management, METZLER : VATER campaigns GmbH, which has been operating with great success in the disciplines of online and offline communication, will expand its operations to new segments, such as visual content. After the 2012 spin-off, independent subsidiary company, METZLER : VATER branch in Munich, has been pursuing a course for growth ever since. Major customers include BMW, PowerBar, Microsoft and Fujitsu, among others.
Ready, steady, Lifebook! METZLER : VATER campaign for Fujitsu channel notebook
What makes a good business notebook? That is the question Fujitsu asked its trade partners in Germany. The objective: to develop with the assistance of those, who should know best, a channel notebook for the LIFEBOOK e-line, optimised for use in daily business. METZLER : VATER were fully responsible for concept, creation and realisation of the campaign.
For this campaign, METZLER : VATER set up a promotional website, including a configurator, at e-line.de.ts.fujitsu.com. More than 4,500 Fujitsu partners were invited between November 2013 and January 2014 to configure, according to their own ideas, a so-called “channel notebook” that would provide the best possible sales opportunities. In doing so, they were able to customise freely features of the device, such as size of display, random access memory or desired price. The configuration most frequently chosen will now be included in the Fujitsu value4you portfolio to be made available as of March 2014 for sale to consumers via Fujitsu trade partners.
“Our channel partners know best what features of a notebook are best appreciated by business customers. Thanks to the campaign with METZLER : VATER, we are able to make good use of such knowhow“, explains Thomas Mund, who is VFY Program Manager Channel Germany at Fujitsu. The campaign has already been a great success: By the end of the promotion period, more than 1,400 distribution partners had registered on the website – almost one and a half times the number expected. More than 1,000 participants continued right through with the configurations.
Moreover, for this campaign, METZLER : VATER had created and implemented teaser advertising materials as well as a web-based, interactive training module for the new product line. Even utilisation of such online training was much better than expected: “The channel partners increased their product knowledge and we are able to offer to our customers a LIFEBOOK that is customised exactly to their needs”, concludes Thomas Mund.
METZLER : VATER wins PowerBar account
The European PowerBar website will be redesigned in early 2014. In the pitch for the digital communication account, METZLER : VATER prevailed over three renowned competitors and will rework the existing PowerBar online presence in German and English for the European market.
The Agency is already developing a new digital communication strategy for the market leader in the sports nutrition sector. Based on this strategy, METZLER : VATER will develop a new concept and create a new design for the European PowerBar website by February 2014. The concept includes activation measures for social-media communication, among others.
“Throughout the selection process, METZLER : VATER was convincing us by their high degree of expert knowledge, creativity and commitment”, says Ronald Thomas, Brand Manager Digital Marketing Europe, reasoning the decision. With PowerBar, METZLER : VATER has won an account in the food/nutrition sector for the first time.
METZLER : VATER to attend the 2013 running sports season, once again, on behalf of BMW
After last year’s successful cooperation, METZLER : VATER will, once again, accompany BMW in the 2013 running season. In their capacity of operative agency, METZLER : VATER will perform a total of seven major events in Germany, including marathons, half marathons and the BMW presence at the running sports series of SportScheck and BMW. In addition, for the first time, the Agency will tend to the BMW engagement at the Vienna City Marathon on behalf of BMW Austria. At all of these events, the running team will be responsible for on-site realisation of BMW sponsoring, including promotion areas at much frequented course sections at inner-city locations. We will run booths at the marathon fairs and provide fleet management as well as comprehensive staff training for and supervision of promotion teams and CRM teams.
Attracting increasing numbers of people every year, the phenomenon of running sports is a societal megatrend that is becoming increasingly relevant from a marketing perspective. With more than 80,000 participants, those 19 city runs of SportScheck and BMW, which METZLER : VATER will tend to on behalf of BMW, represent the largest running sports series and one of the largest mass sports events in Germany. Such enormous event volumes, the extremely short time available for setup and removal, precisely accurate timing and realising various BMW setups and branding displays in confined spaces at inner city locations are quite challenging, particularly in terms of material logistics. Here, as in any other running sports event, METZLER : VATER closely cooperate with event management company, brandroom, and with sponsoring agency, akzio!, who are responsible for strategic advice and conception.
In 2013, more than 100,000 runners, in total, are expected to participate at the marathon and half marathon events in Germany and Austria. At these events, METZLER : VATER realise and tend to BMW hot spots along the course, in the start and finish areas as well as at incidental running sports fairs. At the BMW Berlin Marathon, the Agency moreover takes care of logistics, preparation and assignment of a total of 60 organisational, course and VIP-shuttle vehicles. In addition, METZLER : VATER are responsible for the BMW bib number promotion at selected marathons, where participants can have their personal number printed on their shirts.
METZLER : VATER realises ProTour 2013 for B/S/H/
From February through March, eight German cities hosted this major brands road show in the consumer products sector, which opened its gates for approximately 2,000 invited guests of specialised retailers.
The mobile product fair offered an ideal platform for visitors to gain information on novel products of the Bosch and Siemens brands. The event was characterised by a hospitable atmosphere that accommodated technical discussions as well as direct-order business on location. The ProTour took place at locations in Cologne, Duisburg, Stuttgart, Nuremberg, Leipzig, Mainz, Hanover and Munich – and, with a setup of 1,500 square metres, on average, by far exceeded a conventional road show.
24 modular cubes, aligned in various product and topical sections, were grouped around a central multi-brand section on location featuring a show kitchen and a coffee bar in addition to a large lounge area with a special ambiance that invited product explainers, distribution experts and expert visitors to hold discussions. Moreover, the competence centre, similarly based on the cube concept, facilitated technical workshops in a personal atmosphere.
METZLER : VATER was responsible for nearly every detail of the project, ranging from tour planning, pre-event communication and visitor management to live realisation. The design of central section and competence centre was also at the command of METZLER : VATER, while respective brand agencies of Bosch and Siemens took care of the layout for the product sections. The brandroom construction company was responsible for construction and logistics.
Because of the harmonious concept in terms of contents and logistics, METZLER : VATER, having successfully realised the project in 2012 and 2013, were contracted to realise the ProTour in 2014 as well.