Today we went to the Fritzsch and Mackat ad agency in East Berlin. On our jaunt to the building, we saw graffiti everywhere. Supposedly graffiti is illegal now, but that doesn’t seem to be stopping anyone. This particular neighborhood was very diverse, one of the most I have ever seen. I heard someone in a bus there talking about how he had just been eating a restaurant where the 7 people surrounding him were all different nationalities. This rich culture is because of all of the Turks and other immigrants that came over originally as just a short-term job opportunity for Germany as they needed workers. However, the workers ended up bringing over their families eventually and the population of immigrants rose.
Fritzch and Mackat really seem ahead of the game as they are considering the idea that both East and West Berliners still differ to this day. The statistic I found most intriguing was that “1.4% of all marriages in Germany are east-west German pairs.” Before the presentation, I also didn’t know that East Berliners were stereotypically shorter, fatter and more critical than those in the West. However, despite all of the differences mentioned in regards to the East and West Berliners, it was found that mixing both modern and traditional values was the best advertising strategy for both segments. More specifically, East Berlin advertisements worked the best for both Eastern and Western markets.
After leaving the agency, we were off to Munich. A bus, plane and s-baun trip later, we arrived.
No comments:
Post a Comment