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“We are looking forward to the cooperation with Prosieben and Germany's Next Topmodel”, says Elfi Langefeld, Managing Director BurdaStyle Luxury. “Harper’s Bazaar is the world’s oldest fashion magazine and has always stood out for its special covers. They embody - as does the brand, a unique, multi-faceted, courageous and stylish attitude – always accompanied by that special something. We look forward to translate this attitude together with the finalists of 'Germany's Next Top Model', and finally to present the winner in a special staging on the cover.
The partnership was established on the basis of a new cooperation between ProSiebenSat.1 and BCN. Print and TV are also working hand in hand when it comes to marketing the new format.
Harper's has the highlights
Over the past 150 years the most important top models of their time graced the cover and fashion spreads of Harper’s Bazaar. Among them are photos of Kate Moss taken by Peter Lindbergh or photos of Linda Evangelista. The model wrote recently that Patrick Demarchelier’s cover photo showing her in John Galliano’s couture robe for Christian Dior in the January issue 1995 changed her life.
The highlights of this year’s covers of the German edition include international top models such as Joan Smalls, Martha Hunt and most recently Stella Maxwell, friend of Kristen Stewart, in Prada in the November issue as well as currently Victoria's Secret model Elsa Hosk in the double issue December / January.
The winner of GNTM will be staged by Harper's Bazaar editor-in-chief Kerstin Schneider for the cover of the big Harper's Bazaar double issue in June / July. The magazine will be available immediately after the show.
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Brands you love
“We've combined two areas with similar mechanisms, providing customers with a holistic approach of content and influencer marketing. With Brands you love customers benefit from the credibility of the consumers and the reach of well-known influencer.” Nina Zimmermann, Managing Director tracdelight GmbH, a subsidiary of BurdaStudios.
Advertising customers are already convinced: for the fragrance “So Pure” by s.Oliver, the team implemented a photo challenge around the trend topic Hygge in cooperation with the partner SevenOne AdFactory - the 360 degree marketer of ProSiebenSat.1. The Instagram postings of 500 participants were played out as part of a digital-out-of-home campaign in Berlin, Düsseldorf, Dortmund and Vienna.
Brands you love bundles two successful offerings: the Burda platforms, which have been operating under the “Freundeskreis” brand since 2008, constitute the largest WoM offering among German publishers. Well-connected consumers, so-called micro influencers create earned content here. Established in 2007, the Tracdelight network connects macro influencers who, as real social media stars, reach millions of consumers - with the brands of advertising customers.  
The new unit defines itself as a full-service provider: the portfolio includes WoM campaigns, social challenges, product sampling, Instagram and blog promotions. The branding of the campaign with the Burda media brands Freundin, Bunte or Fit for Fun ensures maximum exposure and reach.
The success of the influencer campaigns is measured by automated tracking. Customers can directly access the contact and engagement metrics of their campaigns (performance metrics) via a dashboard.
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BurdaHome goes into series production with HUND IM GLÜCK
“We obviously had the right instinct with Hund im Glück and according to the reader survey we brought a magazine on the market that convinces thematically.”
Petra Hornberger, Managing Director BurdaHome.
Hund im Glück is also available as subscription. New is also a specific Hund im Glück product collection. This includes dog blankets, collars and scarves presented in the current issue in festive design matching the season. Hund im Glück is a new media brand that has been initiated, conceived and successfully developed to market maturity “on the job” by young colleagues around editor Miriam Sievert in the think tank of the home & garden editorial team. Andrea Kögel (also Wohnen & Garten, Mein schöner Garten) is responsible as editor-in-chief for the magazine. In terms of content, the focus is on topics such as nutrition & health, travel & guides and products & accessories.
In terms of visuals and haptic the magazine is produced in the high-quality look-and-feel of the Wohnen & Garten magazine with a matt-coated cover. The second issue of Hund im Glück is available at the newsstands starting 19 October 2017 with a print run of 100,000 copies and a copy price of Euro 4.90.
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New Leadership Team for BCN
Susanne Müller (39) will occupy the position of Director Client Services. She has already been responsible for the central interface to more than 3,000 advertising customers from seven industries as deputy director for one year now. At the same time she leads the teams responsible for the industry branches automotive, telco & electronics. Susanne Müller has been working in the agency and media industry for more than 15 years and has been with Hubert Burda Media since 2005. For BCN she initially worked in the regional agency and customer business and then took over various management functions in the central key account management.
Bernd Picker (49) joins BCN on 1 October 2017 and comes from Handelsblatt Publishing Group. He will take over the position of Director Media Sales and will bear responsibility for the interface unit to media agencies. As Sales Director of Iq Media – the central marketer of VHB - he was responsible for the national and international business. Bernd Picker will be responsible for BCN’s four agency locations: Düsseldorf, Hamburg, Frankfurt and Munich. All four agency units have a de-centralized structure and are each managed by a Head of Media Sales.
Mandy Schwab (44) will support the BCN team as Director Next Media starting 1 October 2017. She assumes responsibility for the entire digital marketing service offer of BCN. Mandy Schwab’s former employer was AOL Germany, where she has been responsible for the operative and strategic sales management of the entire portfolio as Sales Director D-A-CH since 2016. Prior to that, she held various sales management positions with Microsoft Deutschland, Axel Springer and Endemol.

"We look forward to welcome our new colleagues – every one of them a recognized sales and marketing expert. This leadership constellation will emphasize even more clearly BCN’s potential vis-á-vis customers and agencies in the competitive environment and consolidate its position as number 1 in the magazine market.” Burkhard Graßmann, BCN Managing Director

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Mein schönes Land XMAS Special
Mein schönes Land 06/17 and the special XMAS issue of Mein schönes Land ensure a wonderful Advent season with innumerable inspiring creative contributions and decoration ideas for the XMAS season, exciting ideas for homemade gifts as well as delicious recipes for cookies and the Christmas menu.
Use this emotionally charged Christmas environment of the brand Mein schönes Land to place your advertising messages.
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TV Spielfilm plus turns products into real eye-catchers
In the print version, a visual die-cut directs the eye of the reader to the motif on the next page - the advertised product becomes thus a real eye-catcher. The digital part uses a poster-like in app slider as first mover ad.
The advertising presence achieves maximum exposure and places the advertised product into the centre of the reader‘s / user’s attention in an exceptional way without disturbing the reading flow. Advertisers can benefit from the concentrated reach of print and mobile. The offer is available and can be booked immediately.
Please download further details in the service column on the right-hand side.
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LAE 2017: FOCUS belongs to the top group of decision-maker media
FOCUS is also convincing in terms of economic planning. An excellent basis for your successful communication to top potentials! Use FOCUS to win over investment decision-makers and discerning consumers for your offer!
LAE: The most important results at a glance
Which quality media can score points with decision makers? How will the print coverage develop? Find out all about it in the latest LAE brochure.
FOCUS has a far-reaching coverage: within its competitive environment FOCUS belongs to the leading decision-maker media group in the LAE, having coverage of 20.1%.

FOCUS is economically efficient: FOCUS provides efficient access to top target groups. In the professional group of the self-employed, FOCUS is the title with the highest coverage and also the most cost-effective title in the competition.



]]> Thu, 03 Aug 17 10:07:00 +0200 with a new look and feel and new topics
·         Responsive design for the best possible display on all end devices
·         Clean, user-friendly interface and clearly structured navigation including five
·         Channels: COUNTRY, LIFE, PEOPLE, LOVE and MORE…
·         Visual click fun due to countless images and strong visuals
·         Every day new inspirations, local reports & exclusive interviews – all very well-researched
·         Individuality by means of tagging – users determine their own stream
We will be happy to make you an attractive re-launch offer. Please download the fact sheet on the right-hand side of the site.
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ma vie topic cooperations
In one of the issues planned for 2018, the editorial team will deal with the topic “Fashion made of recycled sea plastic”: clothing made of plastic waste disposed in the sea; at the same time it focuses on making the seas cleaner and raising awareness for the increasing problem of environmental pollution.
ma vie offers thus customers from the fashion industry who committed themselves to the topic sustainability the perfect editorial context for the placement of an advertisement or advertorial.
Are you interested? We would be happy to make you an individual offer and agree on a suitable issue together with the editorial team!
]]> Mon, 17 Jul 17 13:42:00 +0200 extends its portfolio
“Over the last few months we have significantly scaled our team and alongside journalistic experts we also expanded our data analyst team. Our aim is to become Germany’s most relevant content destination for women. Our user tests have shown that registered strong performance metrics in terms of reach and user engagement with content topics such as fitness, family, fashion, beauty. It seems we offer our users exactly what they are looking for.”
Nina Zimmermann, Managing Director BurdaStudios
Commercial partners can also benefit from the authentic topic environments for their products. Such a credible integration into the editorial contexts is possible especially in the case of native advertising and branded videos.
The brand already reaches almost seven million unique users (AGOF 3/2017) and an average of more than 29 million visits (IVW 5/2017). The videos count almost 13 million views on and up to 30 million via social media, making one of the largest German video publishers on Facebook. Consistently high engagement rates prove the brand loyalty of the users. With the thematic expansion, intends to once again significantly increase all these key metrics.


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Burda founded b.famous content studios
The central task of the new company is to develop creative ideas and cross-media campaigns as commissioned by and according to the briefings of Burda's advertising customers. The b.famous content studios are part of Burda's creative performance spectrum and are closely linked to the media portfolio of the company - from print to digital and social media as well as the major event platforms. Through this proximity, advertising companies are increasingly benefiting from the content and target group expertise of the Burda media brands.
The idea of the b.famous content studios evolved in the business unit of the national media brands of board member Philipp Welte as an answer to the increasing challenges of advertising customers. “Our customers win the struggle for consumer attention by the same means as we do: creativity”, Philipp Welte says. “On their way to success, brands need fascinating stories in high-quality journalistic environments – they find both via our Content Studios.”
Managing Director Christine Fehenberger explains: “B.famous content studios develops more than advertorials and native advertising, namely unique creative leitmotifs for content-driven multichannel campaigns.” The focus of these campaigns lies on the interests of readers and users. “We place the consumer at the centre of communication and target him accurately via the Burda editorial platforms.”
BCN Managing Director Michael Samak adds: “Commercial content that is presented in an interesting and relevant way to the consumer must not be inferior in quality to the editorial content – even if it is marked as such. They support the emotional bond between brands and their target groups and create trust.”
The b.famous studios take up work immediately. Christine Fehenberger is currently building the team of creative professionals, journalists, copywriters, concept designers, designers, channel strategists and planners. The new Burda subsidiary is located in Munich.
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Stefan Zarnic leaves BCN
The main tasks of Stefan Zarnic included the consistent effort to turn BCN into a multichannel marketer, the development of digital marketing and of a premium programmatic strategy. Zarnic joined BCN as Director Next Media in July 2015 and took over the position of Managing Director Digital at the beginning of 2016. Prior to that he was Vice President Publisher Management at Interactive Media and developed the programmatic buying department. Zarnic leads the focus group programmatic advertising within the German Federal Association of Digital Economy.
“The time at BCN was incredibly exciting. It has been a great pleasure to align the strong media brands and the premium environments to digital communication. I would like to thank my team and all my colleagues for the excellent cooperation.”
Stefan Zarnic
“We thank Stefan Zarnic for his great commitment during the last two years. He has successfully launched the digital marketing of BCN and we shall continue to follow this path. We wish Stefan Zarnic the best of success for his professional future.”
Burkhard Graßmann
Managing Director Burkhard Graßmann takes over the responsibility from Stefan Zarnic for the development of digital marketing for BCN. Graßmann was a member of the Executive Board at T-Online for seven years and during this time he has also built up the successful digital marketing company Interactive Media in Germany.
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2. Health Lab by Burda
Burda board director Philipp Welte emphasized in his introduction and welcome speech to the Health Lab the parallel between the fundamental changes these two industries are facing due to digitalization. The media and the healthcare sector are both facing huge challenges: “We are all looking for strategies that lead to economic success in the 21st century and in the struggle for future, technology is a decisive factor”, says Welte.
Strategies for the health care sector
What is the impact of digital technology on the health care sector? Which business models will be replaced or complemented? How does the “smart patient” change the health care communication? All these questions were at the forefront of the 2. Health Lab by Burda. In an attractive mix of networking, presentations and a “private expo” of founders and thinkers the Health Lab by Burda offered its guests interesting and multi-facetted insights into the near future of the health care market and the in-depth changes it is undergoing. Dr. Oliver Leisse, Managing Director and founder of the trend research institute “see more”, demonstrated in an impressive way the changed conditions under which physicians, pharmacists, medical technicians and the pharmaceutical industry have to turn their products and business models as well as their way of thinking and working upside down in order to have a future. Prof. Dr. Doris Schaeffer from the University of Bielefeld presented a study on health literacy, which has shown an extreme deficit in the health competency of the population in Germany. In this context, the scientist complains of a lack of comprehensibility of health information, which needs to be improved especially with the help of digitalization.
Technology-driven innovations determine the future
Dr. Florian Weiß, Managing Director of Jameda GmbH the leading online physician rating platform referred to the changed physician-patient relationship due to digitalization. “Medical practices that do not reach their patients via the Internet will not survive”, Weiß says. Jameda wants to assist physicians in the digitalization of their relationships with the patients and has acquired the company Patientus at the beginning of 2017. This provides a secure infrastructure for online consultation hours, which are to be reimbursed by statutory health insurance funds for physicians starting from mid-2017 onwards. The concluding highlight of Health Lab 2017 was the presentation of Prof. Dr. Gunter Dueck, mathematician, former chief technology officer at IBM and “out-of-the-box” thinker. Dueck commented on the digital disruption phenomenon from a completely different perspective. Humorously but concise and to the point he presented his ideas to improve the world, especially in the health sector. In a “Private Expo” area, Health Lab guests were able to inform themselves on products and services offered by innovative eHealth start-ups: Kaia Health presented an app-based therapy for the relief of chronic back pain, Preventicus displayed developments such as the “Heartbeats” app, Smart Patient showed the app “MyTherapy”, Moodpath an app for early detection of depression, or the Icaros Challenge, a multi-dimensional mobile simulator, which trains through virtual reality body and mind.
High relevance and resonance
“The 2 Health Lab by Burda was a very successful sequel of the premiere in 2016”, Kay Labinsky, initiator and BurdaLife Managing Director rejoices. “The number of participants, experts and decision-makers at the Health Lab has doubled compared to last year. This confirms the high relevance of such an exclusive platform for the future of the health care market and also our mission as media & tech company to assume a leading role in this respect”, emphasizes Labinsky. “The health care sector is already today a top revenue generator and will dominate the advertising market in future especially in view of the demographic developments,” BCN Managing Director and host Michael Samak says. “Burda reaches via its media brands about 53 million consumers in Germany and sells about 320 million magazines per year. Burda, in particular, has a journalistic core competency in the field of health and offers the optimal advertising solutions for the target groups of the health care sector,” says Samak.
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IVW I/17: Stable to positive
Instyle gains in newsstand sales and subscriptions
The new layout of Instyle enjoys great popularity with the readers. In the hard currency of newsstand sales the monthly fashion magazine enjoys an increase of 5.6 per cent. In the last quarter, Instyle had increased its newsstand sales by more than five per cent and the subscriptions by 3.5 per cent. With a total of 311,865 sold copies, Instyle continues to be Germany's leading fashion magazine.
Elle Decoration is constantly gaining new readers. The interior magazine is gaining 2.3 per cent in total sales, with an increase of 11.5 per cent in subscriptions and of 4.4 per cent in newsstand sales.
Bunte: strong market leader in the people segment
Contrary to the current downward trend, Bunte has stable circulation figures in newsstand and total sales and remains the undisputed leader of the people segment. Bunte sells nearly half a million copies every week (464,815, IVW 1/2017). The development of the “hard edition” (newsstand sales plus subscriptions) shows a plus of one per cent. Subscriptions register a growth of 8.7 per cent to 90,704 Bunte subscriptions. Starting with issue 17 (first publication day: 20 April 2017) the copy price of Bunte is EUR 3.70 instead of EUR 3.40.
Freundin: A welcome turnaround
After eight quarters, the circulation of Freundin is stable and shows a slight increase (0.47 per cent) in the hard currency of newsstand sales and subscriptions. Currently the biweekly women‘s magazine sells a total of 270,675 copies of which 75,862 copies are being sold at the newsstand. Freundin registers a 1.6 per cent growth in subscriptions – the magazine has 66,570 subscribers. Freundin has recently carried out numerous consumer-oriented activities, e.g. the Freundin Happy Deals. The special Strategy for 2017, which was developed in the second half of 2016, had been implemented together with some new monothematic publications.
Winner of BurdaNews
There are IVW winners also among the BurdaNews titles. Focus-Money convinces at the newsstand and grows by 9.6 per cent. Focus increases the number of its subscribers by 2.2 per cent. TV Schlau gains 9% (9.2%) in newsstand sales and increases its subscriptions by 5.5 per cent. The TV magazine achieves 8.7 per cent in total sales. Playboy increased its sales by 2.1 per cent. The 27.2 per cent increase in the number of e-paper subscribers shows that the brand for men succeeded in mastering the digital transformation. Playboy gains 21.1 per cent in retail sales of the e-paper. The magazine revised its design, the magazine structure and the visuals at the end of last year. The claim had also been adjusted: “Everything that men enjoy” becomes “Everything that men love”. The changes prove to be very popular and convince the younger and technology savvy target group, as the increase in e-papers sales shows.
Stable circulation of BurdaHome
The BurdaHome garden titles around the market leader Mein schöner Gartenshow a relatively stable development compared to the previous year. Gartenspaß registers a slight increase of 4.4% to 90,323 sold copies. In the living and interior magazines segment Frau im Trend Wohnen & Wohlfühlen shows an increase of 3.6 per cent to 81,238 copies. Also titles such as Mein schönes Landhaus and Mein schöner Landgarten remain stable according to the year-on-year comparison.
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BCN #clientsfuturetrends

Automotive communication becomes cooler, more stylish, younger

“The campaign displays a completely new tonality: human, spontaneous, young – being thus the opposite of the current communication trend in the automotive industry. In order to develop such a campaign, at least two actors are needed - an agency that has a strong idea, and a customer that is prepared to accept it” – this is how Michael Samak, Managing Director of BCN and initiator of the event greeted Natanael Sijanta, Director Marketing Communications Mercedes-Benz Cars and Matthias Schmidt, Managing Director of the agency Antoni
How did the idea for the campaign emerge?
“Young professionals living in the Berlin districts Central Berlin and Prenzlauer Berg drive up in front of a laundry with their BMW 1 series every Saturday to bring their shirts of the previous week to the cleaner’s and pick up fresh laundry. They are in their early thirties and think about buying their own flat, marrying, having children and maybe also about buying a smart car. These young people have actually the same bourgeois goals as their parents, but things are a bit different today. This is when the idea: ‘grow up and drive Mercedes’ emerged” Matthias Schmidt, Managing Director of the agency Antoni says.
Between brain and heart
The “Grow-Up” campaign reflects not only the new compact product line of the car manufacturer, but also the basic attitude of the company:
“We at Mercedes are currently experiencing exciting times with a brand that has strongly developed: it is younger and more modern; the products are addressing both the brain and the heart. It is the bipolarity between intelligence and emotion. We have developed a brand that represents modern luxury” Sijanta, Director Marketing Communications Mercedes-Benz Cars explains.
Modern luxury was the topic of the subsequent discussion with Samak, Sijanta, Schmidt and Hans Fink, Managing Director BurdaStudios and Miriam Stein, Features Director Harper’s Bazaar. But what does modern luxury really mean?
Become part of the customer’s lives
“An essential aspect of modern luxury today is time”, said Sijanta. “To take one’s time, to respect and value the time of the others and use it in a sensible way.” Miriam Stein interpreted modern luxury in terms of the future: “We live in a world, in which visions of the future have become more and more difficult. This is why the perspective gained in importance: we are not only looking at the present or tradition, but we also considering how the future will look like and build visions, create trends and speak to the heart.”  
Modern luxury is a trend of the younger target group. “In order to address young people we focus on innovative event and video formats – as well as younger protagonists, such as Felix Jaehn at the Bambi Awards last year”, Hans Fink explains. Mercedes also finds new ways to address the younger target group: “Social media plays an increasingly important role in our communication”, Sijanta admitted. “We want to become part of our customer’s lives and get in touch with them via various touch points.”
Relevant content
If brand communication becomes increasingly digital, what role does print play in the communication mix? - Samak asked. Sijanta: “It depends on what we intend to achieve with the customer, which touch points we choose and then play out our messages. Digital play-out focuses increasingly on mobile devices, which means that only small screens are available to us. Therefore, we still value big format visual effects as they are to be found in print magazines.”
Against the background of the increasing use of ad blocks, however, the content is becoming more and more important in the brand communication of Mercedes: “In future the success of our campaigns depends greatly on the intelligent use of data, so that we will be able to play-out relevant content for the customers in a more specific and personalized way. We have to rapidly switch to a 1:1 communication with the customer and develop with the support and expertise of the media new native ad and dialogue formats”, Sijanta explains.
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More Courage, Please! – A Plea for More Creativity in Print Communication
The creative mind in the management of Burda marketer BCN is Michael Samak, advertising specialist and former CEO of Saatchi & Saatchi. He is Burda's specialist for creative, innovative and individual advertising forms, especially in print magazines. Samak reveals his five theses for more creativity in print advertising:

Creativity loves print
The 2/1 and 1/1 4c had undoubtedly seen better days – yet this does not apply for advertising in print magazines. Magazines are not only advertising media, they are also brand products. They stand for exclusive journalism, visual and haptic appeal as well as inspiring advertising environments - and offer thus the best prerequisites for creative advertising. The magazine market is growing - especially the special interest titles. Successful launches in recent years such as Freeman's WorldFoodboom or „Flow“ bear witness of the passion for innovation with regard to specialized content. Readers can expect numerous new magazines this year as well. Burda sells more than 300 million magazines currently, all the German publishing houses together 1.7 billion. This is a clear statement, also as far as the importance of advertising in magazines is concerned. Consumers are deliberately opting for magazine brands and their individual content, although there is a sheer endless mass of digital content for free - because they love magazines!  

Creativity understands consulting
Creativity starts with the identification of the customer’s needs: What is the real challenge for our customers? What barriers must be overcome? What should consumers think and feel about the brand? Which sort of content inspires the readers? Experts in advertising offer customized, integrated and efficient communication solutions that provide answers to these questions. New narrative forms, innovations in special ad formats, further developments of editorial shoots and new carriers for commercial content are examples of the new expertise in the publishing houses.

Creativity embraces technology
Consumers have an increased need for individuality. They want products with a special, personal touch. And they want to be addressed personally. Individual approach requires a great amount of knowledge about the readers. This is precisely where magazines have great potential for advertising customers: use consumer data to better understand target groups and assess their needs accurately. Use the manifold possibilities of print technology – unexpected perspectives will be opened: creative, individually customized print motifs – such as personalized covers that directly address subscribers by their names or other individual motives. The interplay between smart phone and magazine brands offers additional potential. The award-winning “photographs taken with the iPhone 6” campaign demonstrates in an outstanding way how individually advertising motifs can be interpreted in the various media brands.  

Creativity desires content
Consumers love the high-quality editorial content of good magazines, but creative print ads also inspire consumers for commercial offers. Advertising in magazines is perceived by readers as part of the overall staging. Brand messages are natively integrated into the editorial content if they are customized to target the audience of the individual magazines. After all, advertising will only have an in-depth effect when it surprises, entertains, informs and appeals to our senses. We at BCN follow therefore a new approach: brand communication and desirable content should go hand in hand. Meanwhile there are innumerable examples of creative stagings with commercial content (this kind of content must be flagged as such of course).
Creativity needs to be open
All advertisers will sooner or later abandon their brand-centric visions and place the consumers at the centre of their communication. Media will continue to open up for advertising and collaborate with customers in terms of content. Magazines have great creative potential. They offer high-quality environments, content and visual competence, exclusive content, highly involved target groups and enormous reach. Magazines really know their readers; they can produce desirable brand content - desirable for the reader not for marketing. No visual or content break shall interfere with the reading experience. If the media will become part of the creative process and will develop individual advertising campaigns for magazine brands, great things will happen.


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Print without Printing – “Natural” Ad Special in freundin
Creative print advertising
“This ad special is a genuine innovation in terms of print advertising – creative, outstanding and perfectly customized to the advertised product”, says Michael Samak, Managing Director of BCN. “The print insert is not only visually very appealing, but also convinces due to its natural and unique haptic.”
L’Oréal Botanicals Fresh Care is completely free of harmful ingredients and uses only natural ingredients. The insert is likewise not printed but embossed and well legible due to the natural interplay of light and shadow. In this form the insert is proof of the fact that even in digital times print advertising can be innovative and tell fascinating stories.
Product and advertising in perfect harmony
“No pigments, no silicones, no parabens, no mineral-oils, no concerns, no chi-chi” is the text of the advertisement insert and it reflects the purity of the advertised product. In addition to the embossed text, the L’Oréal Botanicals shampoo bottle is also embossed. Furthermore there are no further eye-catchers or oversized logos. Thus product, message, insert and production are in perfect harmony focussing on the USP “naturalness”.
L’Oréal Botanicals offers products made of purely natural resources. We offer the matching advertising and transfer this emotional value to the brand focussing the message on this brand promise, Ralf Zilligen, Executive Creative Director McCann explains. “Truth Well Told has always been the leitmotif of our agency. This is also the motto of the print insert that makes the reader feel why this shampoo is so special. We deliver thus a truthful and authentic statement on the success of a unique product.”


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SEAT on the Catwalk - BCN & AdTech Factory
Experience great moments in a great way!
“The innovative ad special gives the customer Seat the opportunity to display emotional images, while the XXL advertising space creates an impressive appearance,” Petra Hill, Head of Creative Services AdTech Factory explains.
The Catwalk Spread will be implemented for the first time by the customer Seat in the current issue of Freundin and then again in issue two of Free Men's World (first publication date: 8 June 2017).

Creative print ad specials
Michael Fischer, Managing Director AdTech Factory: “The AdTech Factory has with our Creative Services department a unique competence and expertise in the development and implementation of creative, innovative ad specials and formats. The Catwalk Spread is just one of many ideas that are waiting for our advertising customers and their debut in the print advertising industry. Also, such innovative ad specials provide new impetus to our dialogue with advertising customers.”
Look out for more examples of implemented ad specials in the photo gallery.


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BCN & Deutsche Post: Trend-Setting in Print
Native Advertising
The two media brands are presenting Deutsche Post as an innovative company in a 12-page special integrated into the magazine SUPERillu and in a booklet inserted into the magazine FOCUS. Whether transporting packages with mini helicopters or environmentally friendly e-bikes and street scooters - Deutsche Post is ground-breaking with the range of its innovative products. The Innovation Report provides the perfect frame for the communication of complex topics in the form of native advertising and explains the business of the largest parcel and mail delivery service provider in Germany. The commercial content seamlessly integrates into the advertising environment after being edited and adapted to the layout of the respective magazine.
Focus presents Deutsche Post in a special edition by means of info graphics.
SUPERillu, the most widely read magazine in the East German federal states also aligns the content of the special and integrates an article on DHL’s European aviation hub in Leipzig. According to the brand essence, the articles focus on the people at Deutsche Post. The product was realized by MediaSolutions. FOCUS conveys the content around Deutsche Post DHL AG in the well-known manner of the news magazine – making use of many info graphics and short, witty texts.
Sustainable communication
“Only print can offer this successful combination between native advertising and uncomplicated user scenario. Topics that require explanation can thus be communicated in a sustainable manner”, Carsten Paul, Client Service Manager Finance & Services explains.
The customer is thrilled and refers to the project as a new benchmark in the commercial partnership with publishers: “The Innovation Report is a really appealing and in every respect target-oriented product, developed in an excellent and professional collaboration” Martin Dopychai, Senior Vice President Post - eCommerce – Parcel says. A further creative day with the Deutsche Post shall take place in the next few weeks.


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BCN & Hugo Boss: Feminine Coolness 360°
Customized digital storytelling
The key element of the campaign is the exclusive photo shoot in Miami translated into a six-page photo spread in the print magazine. Harper’s Bazaar editor-in-chief Kerstin Schneider engaged the international fashion photographer Regan Cameron for the shoot.
The editorial shoot is supported by a three-part native advertising package: Harper's Bazaar presents articles from the current collection on its website and provides them with so-called shopping widgets, which link directly to the Hugo Boss online store directly contributing thus to the sales. The making-of video about the editorial shooting is pushed via the digital and Facebook channels of Harper’s Bazaar and and ensures a maximum exposure for the campaign. The video has been clicked over 60.000 times so far. In parallel Elle, Instyle and Bunte send a stand-alone newsletter linking to the Hugo Boss online store.
Harper’s Bazaar Styles You
The “Harper’s Bazaar Styles You” sweepstake ensures increased brand awareness and target group activation. The luxury brand raffles an exclusive and personal styling as well as a shopping tour in the BOSS store in Berlin together with Kai Margrander, Fashion Director at Harper’s Bazaar. A maximum coverage is reached due to the Facebook video post on @HarpersBAZAARGermany as well as the cross-spotting of this video via the BurdaStyle Luxury Facebook channels @ElleGermany and @InStyleGermany.
“Number one source of inspiration”  
“The brand language of Harper’s Bazaar stands for authenticity and editorial expertise, setting new standards. Harper's Bazaar is the number one inspiration source for extravagant cosmopolitans - Hugo Boss targets with the campaign this exclusive group quite specifically. The readers benefit thus of relevant content on all channels and Hugo Boss has also a real measurable benefit: a dramatic increase of the emotional value of the brand in the high-end segment”, Silke Noak, Head of International Sales explains.
International expansion
The campaign idea developed for the German edition of Harper's Bazaar was also implemented by the Dutch counterpart in print and digital.


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