It's a Secret

Our last day in Berlin was a sad day. It was a place that we had called home for ten days and we had to get on yet another plane to head to Munich. Even though it was a sad day it turned out to be a real eye opener when we visited the advertising agency Fritzsch Mackat.

For those of you reading this blog that might not know much about East and West Germany, here is a simple explanation about their consumption possibilities. In the East they were socialists, which meant that you couldn't just buy whatever you wanted. Most items where rationed out so you only got so many apples for instance. Another example of the East was you could walk by a clothing store and see something that you wanted to buy but when you went in there to buy it they didn't even sell it.This was different from the West where they could buy whatever they wanted.

Fritzsch Mackat has worked with many studies to find out how advertising works on East and West Germans. Believe it or not people in Germany still consider them self either Eastern or Western after all these years. The fascinating thing to me about this agency is how they focus a lot on this fact for their clients in order to reach a larger consumer audience. What a great way to help their clients. Even though the East and the West purchase different brands their studies at this advertising agency found that by incorporating the more traditional Eastern ideas into their ads, the Westerners tend to like the ads as well. Mackat said that if you actually told an Easterner or a Westerner this they would not believe it. I just really liked this agency approach to marketing. I think it's important for an agency to be as proficient as possible and produce quality for it's clients and that is what this agency does. But shhh don't tell an Easterner or Westerner that they might not be so different after all.