July'10/Saatchi.com

Saatchi & Saatchi Lovemarks Award Presented to Friederike Weißbach

The Saatchi & Saatchi Lovemarks Award was presented to Friederike Weißbach last Saturday during the graduation party at University of Mannheim.

Friederike Weißbach evaluated the impact of emotional and integrated advertising campaigns by using the example of a Saatchi & Saatchi's strategy for the German telecommunications company Deutsche Telekom. Her thesis focused on the verifying the assumption, that emotional and integrated advertising campaigns are more successful than campaigns that are either simply emotional or integrated or neither.

The results of Weißbach's experimental investigations showed that an emotional and integrated advertising campaign has an exclusively positive effect on the impact of advertising. The analysis also demonstrated a significant advantage on the impact of these emotional and integrated campaigns as opposed to others.

Read the full press release at Saatchi.com