(l to r): Michael Samak, CEO of Saatchi & Saatchi Germany and Switzerland, researcher Frederike Weißbach, and Prof. Dr. Hans H. Bauer, chair of Business Administration at the University of Mannheim.
The body of research around Lovemarks continues to grow. In addition to the methodologies developed by a sister company in London, AMR Research, there is a burgeoning body of academic work and enquiry.
An example is Saatchi & Saatchi Frankfurt partnering with the University of Mannheim to spur scientific investigation into the nature and effectiveness of Lovemarks philosophy and practice. Last week they presented the second annual Lovemarks Award to Friederike Weißbach.
Her thesis sought to validate the proposition that emotional and integrated advertising campaigns are more successful than campaigns that are either simply emotional or integrated or neither. Saatchi & Saatchi’s strategy for client Deutsche Telekom was the basis for the investigation.
Sure enough, Friederike’s research provided compelling evidence that integration – that is, communication that uses a variety of different media to present a core organizing idea – and emotionality have an “exclusively positive“ impact on advertising and create significant advantage on the impact of these campaigns as opposed to others.