Newsletter. Always in the know.

In the new Audi Quattro campaign, the user digitally steps into the role of an urban skier carving through the streets of San Francisco.  A viral video creates initial curiosity about the Microsite which is intended to generate interest in quattro four wheel drive technology in a playful and authentic manner. The Quattro Microsite is integrated in the newly relaunched Audi.de portal.

A portal for all target groups and their needs: the site of the popular and well used Windows Live Messenger offers content and information which is segmented for various user groups: 10 -14 year olds are targeted on the Mini Messenger site.  Akin to the target group, the gaming character of the application is the focal point.  The entry page, on the other hand, is aimed at parents and offers information about the Messenger tool in digital form.  Credibility and security are communicated through an extensive information offering as well as through the new design, developed by Neue Digitale / Razorfish.

The brand claim “Me, Myself” supports female users who are at the focus of the adidas women‘s training campaign.  Women can put together their personal adidas training style online by combining over 80 different items of clothing and shoes and view them at three different zoom levels.  Close up scenes show women who have just exercised – feeling energized and happy.  Videos from famous female adidas athletes, additional clothing and speech bubbles will soon complete the microsite for which Neue Digitale / Razorfish developed the concept, design and technical implementation.

Every morning begins differently with Melitta: coffee pods like “Alarm-Call-Service,” “Pick-Me-Up” or “Wake-Up-Kiss” guarantee intense coffee enjoyment according to the taste of the drinker.  Neue Digitale / Razorfish built upon the offline campaign and designed and visualized unusual coffee moments online: users are encouraged to open their own “Melitta morning café” and take a picture of it.  Additional functionality, such as the ability to vote for the best morning café, including a contest and e-Cards, also facilitate user interaction.  Neue Digitale / Razorfish was responsible for the concept and design of the Microsite.

Connections Planning unifies knowledge from the disciplines of strategy, media, analytics and Social Influence Marketing and is charged with identifying the relevant touch points between consumers and brands.  Neue Digitale / Razorfish has expanded their full service portfolio in this arena with a new team under the leadership of Sven Weisbrich (31).

An integral part of Connections Planning is Social Influence Marketing, which moves clients to lead an ongoing dialogue with consumers and enables the development of entirely new ways of brand building.  Social Influence Marketing at Neue Digitale / Razorfish will be led by Gerald Hensel (33) and Johannes Kleske (30), who are two insiders in the social media scene with many years of experience with Social Influence Marketing as well as classic marketing projects.

For the first time, Neue Digitale / Razorfish CCO, Olaf Czeschner, will serve as a judge at this year’s Deutschen Multimedia Award (German Multimedia Awards) in Berlin.  He will judge the entries in Berlin along with 15 other representatives from agencies, firms and the media.  For more than the past 10 years, the DMMA has been among the top competitions in the multimedia branch in German speaking markets.

Neue Digitale / Razorfish Founder and CEO, Andreas Gahlert, held the keynote speech at the Retail Advertising Summit in Wiesbaden, which took place for the first time.  For an audience of 200 enthusiastic listeners he discussed the topic of “Communication in the Digital Age: Transformational Business Ideas and Future Emerging Technologies.”  In his keynote speech he talked about upcoming trends in digital retail marketing and outlined a path of success for companies in the industry to follow.

Up until now, proof of success has been the largest hurdle preventing brands from engaging in social media. Our Customer Insight Group (CIG) has developed a patented technology which allows the viral effect of communication initiatives, like widgets, applications and other viral marketing to be measured.

What was once limited to the analysis of total downloads can now be measured with a Generational Action Tag (also known as an Incremental Action Tag) to determine the source from which the content was pulled. The difference whether a user downloaded a widget from the original page or received it from a friend, answers important questions for measuring success and optimizing.

A Change in Razorfish leadership: the former CEO, Clark Kokich, has passed off his position to Bob Lord.  Lord has been with the company since 2000 and has been the president of the East U.S. region since 2004.  Clark Kokich will remain with Razorfish and has become Razorfish chairman, a newly created position.  Neue Digitale / Razorfish has been part of Razorfish, the U.S. agency for digital marketing since 2006.

What are the newest online trends?  Which communication channels are promising for the future? With which innovations can we better reach consumers?  Hot off the presses, the 2009 Digital Outlook Report provides detailed information, research findings and case studies with the answers.  Conclusion: With renewed pressure on results, investment in digital channels is recommended now more than ever. Click here for the report.

The US American industry magazine Advertising Age (Adage) named Razorfish, the organization which Neue Digitale / Razorfish has belonged to since 2006, as the best provider in the “Search” category as well as second best in the “Digital” category. In the overarching category “Marketing Services Agencies”, Razorfish landed in fifth place. Additionally, among the Top 25 US advertisers, Razorfish services Proctor & Gamble (#1), AT&T (#2), Ford (#6), Walt Disney (#9), L’Oreal (#16) and Kraft (#18).

Did you know that in the USA, moms use social networking and text messaging more than news websites? Or, what role the mobile web and e-commerce plays in their daily lives? The Razorfish “Digital Mom” study looks at the changing digital habits of moms and the ramifications on their adolescent children. The surprising findings are summarized in an article from the US American industry magazine Ad Age.

How does a digital marketing agency like Neue Digitale / Razorfish need to be organized in order to react to the changing needs of clients?  What does the agency of the future need to look like in order to take the lead over communication?  Andreas Gahlert and Sven Weisbrich provide insight into the strategy of Neue Digitale / Razorfish and explain how consumers will want to be reached.  Read the w&v article here.

Digital media is now taken for granted in our daily lives – at home as well as at work.  In an interview with the magazine Wirtschaftsinformatik und Management, Andreas Gahlert, talks about the development of digital communication and its role in business, his personal love of high-tech gadgets and the mobile revolution that the iPhone started.

If you would like to work as a Creative Director with your finger on the pulse of creativity, in order to bring new and inspirational ideas to life with our Frankfurt team, then you are right on with us.  Equally, we offer great development opportunities for Interaction Designers whose passion lie in concept development and design of user friendly applications for process oriented and technically complex online projects.  One click on our Job Postings can open new chances for you.  We look forward to your compelling application.