Scholz & Friends
| Scholz & Friends Group GmbH
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|---|---|
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| legal form | GmbH |
| founding | 1981 |
| Seat | Berlin , Hamburg and Düsseldorf , Germany |
| management | Frank-Michael Schmidt, chairman |
| Number of employees | ~ 700 |
| sales | 93.12 million € (2006) |
| Branch | advertising |
| Website | www.sf.com |
The Scholz & Friends Group is an advertising agency based in Berlin, Hamburg and Düsseldorf. It was founded in 1981 by Jürgen Scholz , Uwe Lang and Michael Menzel in Hamburg. Since April 2011 the agency has been part of the WPP Group , a British marketing and media group.
Companies
The Scholz & Friends Group currently employs around 700 people at 13 locations in major European cities. The company offers services in the areas of content marketing, employer branding, digital services, digital media, public relations, corporate design, corporate responsibility, strategy, production, campaigns, translation management and public affairs. In 2016, Scholz & Friends Trademarks was founded as a specialist in trade marketing.
The agency's current customers include car2go, DekaBank, Deutsche Bahn, Frankfurter Allgemeine Zeitung, innogy, Montblanc, Nespresso, Opel, Siemens, Tchibo, Vodafone as well as numerous associations and federal ministries.
history
1981: Agency founded in Hamburg with 48 employees.
1986: The agency joins the Bates agency (later Cordiant Communications Group).
1990: Sebastian Turner , Thomas Heilmann and Olaf Schumann found Delta Design Dresden oHG, from which Scholz & Friends Berlin later emerged. The company is based in a children's room in the Schumann family's apartment on Erich-Weinert-Straße.
1992: Company founder Jürgen Scholz leaves active business; Long-time Scholz & Friends partner Peter M. Schöning will be in charge of the agency.
2001: Sebastian Turner and Thomas Heilmann take over the management of the agency group. At the end of November, Scholz & Friends AG is listed on the Frankfurt Stock Exchange for the first time .
2003: Together with the holding company Electra (today: Cognetas), the agency's management team succeeds in spinning off Cordiant. With the management buy-out followed by a squeeze-out , Scholz & Friends becomes the first owner-managed agency network in Europe. Frank-Michael Schmidt becomes head of Germany.
2005: Scholz & Friends leaves the stock exchange.
2007: Scholz & Friends and Lowe Worldwide (today MullenLowe Lintas Group) form a strategic alliance for all international markets in which the agency group is not represented. The umbrella of the entire network, Scholz & Friends Holding, has been operating as Commarco Holding since the end of the year .
2008: Frank-Michael Schmidt becomes CEO of the Scholz & Friends Group.
2011: Commarco is sold to WPP .
2012: A works council is elected for the first time in the Berlin branch of the agency, Scholz & Friends Berlin GmbH. This was apparently a response to layoffs in 2011.
Partner board
In October 2015, 14 partners of the agency and an extended group of executives from Scholz & Friends took over a 25 percent stake in all companies of the Scholz & Friends Group in Germany and Switzerland. Since then, they have formed the partner board, which replaced the board and has since acted as the highest decision-making body.
Well-known campaigns
1980s
- Test the West (West / Cigarette)
- If the cat is healthy, the person is happy (kitekat / animal food)
- The power of two hearts (double heart / food supplement)
1990s
- There is always a clever mind behind it (Frankfurter Allgemeine Zeitung)
- We can do everything. Except standard German (state government of Baden-Württemberg)
2000s
- New Social Market Economy Initiative
- Land of Ideas (Federal Government and Federation of German Industry)
- "The new heart of Europe" ( Stuttgart 21 )
- Get off the gas (Federal Ministry of Transport).
2010s
- Changing parking in your head (Opel)
- Insured by experts (VHV insurance)
- Energy becomes innogy (RWE / innogy)
- Respect who does it yourself (toom / hardware store)
Awards
Scholz & Friends has received numerous renowned design awards for its work, including several Lions of Cannes , the New York Clio and multiple nails in gold from the Art Directors Club (ADC). In 2000, the agency had the most satisfied customers according to an independent survey by the trade journal werben &verkauf (w & v). Two years later, Scholz & Friends was named Germany's most creative agency by w & v.
In 2014 Scholz & Friends was voted Red Dot Agency of the Year. The current “Umparken im Kopf” campaign for Opel is the most successful and most awarded car campaign in recent years. In 2015 she was awarded the GWA Effie in gold in the "Comeback" category. There was also the Grand Prix at the Year of Advertising , in which Scholz & Friends was also named Agency of the Year. In January 2017, it was named “Agency of the Decade” at the Neptun Awards.
criticism
The agency received criticism in March 2012 when a steak house chain advertisement from 2009 that had never been published found its way into the public via Twitter and Facebook . Slogans like tofu is gay meat and if animals are not to be eaten, why are they made of meat? had won the agency a silver award at the ADC's annual awards ceremony in 2009, but were criticized as tasteless, homophobic or macho.
On behalf of the RWE subsidiary innogy , the agency designed an advertising campaign in the Rhineland in 2016 under the motto “Rhineland becomes pure country”. Against the background that RWE converts lignite into electricity and is one of the largest CO 2 emitters, the campaign was criticized as cynical.
In December 2016, the company was criticized for the private campaign “# KeinGeldFürRechts” by the then Strategy Director of Scholz & Friends, Gerald Hensel . The campaign tried to influence advertisers to refrain from placing advertising banners on websites that Hensel rated as " right ". After this call, classified by some observers as a boycott, which in the original version was directed against the Axis of the Good , among others , the company was accused by Axis author Henryk M. Broder of using his position there to contact advertisers and thus damaging the economic basis of journalistic offers and indirectly the freedom of expression and freedom of the press . Michael Hanfeld commented in the FAZ : "Anyone who relies on something like this, especially as a strategist at an advertising agency, positions economic power against diversity of opinion and freedom of the press."
A storm of protest followed with personal hostility against Hensel and his employer and a four-digit number of negative reviews for Scholz & Friends on Facebook. On December 14, 2016, Scholz & Friends distanced itself from the campaign and spoke of unnecessary provocations and insulting reactions from Hensel to the initial hostility, but as an employer it stood behind Hensel. Nevertheless, according to his own statements, Hensel decided to end the contractual relationship with Scholz & Friends.
Web links
Individual evidence
- ↑ Electronic Federal Gazette, November 5, 2007, consolidated financial statements as of December 31, 2007
- ↑ https://www.bundesanzeiger.de/ebanzwww/wexsservlet?session.sessionid=e6972cf3a9944079e977ef03dd01655d&page.navid=detailsearchlisttodetailsearchdetail&fts_search_list.selected=d50b335c6379339f99&fts_History
- ↑ https://www.bundesanzeiger.de/ebanzwww/wexsservlet?session.sessionid=e6972cf3a9944079e977ef03dd01655d&page.navid=detailsearchlisttodetailsearchdetail&fts_search_list.selected=7a7cf35c4f94dc1528&fts49_list.delected = 7a7cf35c4f94dc1528
- ↑ https://www.bundesanzeiger.de/ebanzwww/wexsservlet?session.sessionid=46df74de5aba3a344dd8afee259fb0d8&page.navid=detailsearchlisttodetailsearchdetail&fts_search_list.selected=fe81436fff6f7ee3&fts45_search_list
- ↑ Special agency for private labels founded , June 4, 2016. In: Scholz & Friends, press release
- ↑ a b c d e f Current work . In: Scholz & Friends, official website
- ↑ a b c d Scholz & Friends: The highlights from 35 years , July 12, 2016. In: Advertising & Selling
- ↑ Scholz & Friends satisfied with the first trading day , November 26, 2001. Der Tagesspiegel
- ↑ We're back at the top of the advertising industry , June 5, 2001. In: Die Welt
- ↑ Management buyout at Scholz & Friends , May 9, 2003. In: Handelsblatt
- ↑ Cordiant sells shares , June 10, 2003. In: Manager Magazin
- ↑ Scholz & Friends should shine again in Hamburg , September 22, 2003. In: Die Welt
- ↑ Scholz & Friends Holding forges stock exchange plans , September 3, 2007. In: Werben & Sell
- ↑ We have conquered the FM , June 3, 2003. In: Handelsblatt
- ↑ Advertising agency Scholz & Friends leaves the stock exchange , November 22, 2005. In: Berliner Morgenpost
- ↑ Scholz & Friends and Lowe seal partnership , March 23, 2007. In: Horizont
- ↑ Scholz & Friends is on sale , April 19, 2011. In: Der Tagesspiegel
- ↑ Employees set up works council , W&V February 2012.
- ↑ New era at Scholz & Friends: Partner participation as the basis for a new management system , October 1, 2015. In: Press portal
- ↑ Database of Advertising [1] , accessed May 12, 2017
- ↑ Database of Advertising [2] , accessed May 12, 2017
- ↑ The political strategies of the New Social Market Economy Initiative (PDF; 683 kB), Rudolf Speth, August 2004.
- ↑ From “FC Deutschland 06” to “Land of Ideas” , May 2, 2005. In Frankfurter Allgemeine Zeitung
- ^ "The new heart of Europe" ( Memento from January 18, 2011 in the Internet Archive ), Stuttgarter Zeitung, March 2008.
- ↑ Scholz & Friends continues “Runter vom Gas!”, October 26, 2009. In: Horizont
- ↑ More being than appearance , May 15, 2005. In: Die Welt
- ↑ Red Dot Award: Scholz & Friends is Agency of the Year , October 24, 2014. In: Advertising & Selling
- ↑ Scholz and Friends selected as “Agency of the Decade” , November 18, 2015. In: GWA
- ↑ Scholz & Friends wins Grand Prix with Opel and is Agency of the Year , January 30, 2015. In: Horizont
- ↑ Neptun Award 2015: Grabarz & Partner, Hornbach and Scholz & Friends convince the jury , January 31, 2017. In: Red Box
- ↑ Tasteless advertising causes trouble after years , Spiegel online, March 21, 2012.
- ↑ Handelsblatt, Green Daughter provokes RWE , September 15, 2016
- ↑ Horizont, JvM / Brand Identity designs the appearance of the new RWE brand , July 28, 2016
- ↑ polygraph klimaretter.info, RWE Innogy: Because even supports Handelsblatt , September 15, 2016
- ↑ Gerald Hensel's website ( Memento of the original from December 10, 2016 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. , December 10, 2016 (now password protected)
- ↑ a b Michael Gassmann: Scholz & Friends takes a distance to # keingeldfürrechts . ( welt.de [accessed December 15, 2016]).
- ↑ Gerald Hensel: No money for law. Let's turn off the money to radical right media (via archive.org). Archived from the original on December 7, 2016 ; accessed on December 18, 2016 .
- ^ Henryk M. Broder : The dirty success of the informers . ( achgut.com [accessed December 12, 2016]).
- ^ Informer Gate: A Chronicle of Eerie Coincidences . ( achgut.com [accessed December 15, 2016]).
- ↑ Michael Hanfeld: Don't advertise with the dirty children , Frankfurter Allgemeine Zeitung, December 15, 2016.
- ↑ a b “An attack on my personal life and my work environment” - Interview with Gerald Hensel . ( stern.de [accessed December 15, 2016]).
- ↑ a b Michael Gassmann: Scholz & Friends takes a distance to # keingeldfürrechts , WeltN24, December 14, 2016.
- ↑ Stefan Wegener: Scholz & Friends: Now the boss speaks of Gerald Hensel . ( wuv.de [accessed December 15, 2016]).
