Aitken, Lucy
September 2004
Campaign;9/10/2004, Issue 37, p30
Trade Publication
This article focuses on the advertising agencies in Germany. Ralf Zilligen, the chief creative officer at BBDO, whose print work for Pepsi was shortlisted at Cannes, says, German is ideal for writing instruction manuals because it's so precise. Certain schools of thought also believe that creativity has been dampened by economic anxieties. Germany has been dogged by a recession more severe than the downturn in Great Britain, so clients have largely been spending less while expecting more. Germany is the world's fourth-largest advertising market.


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