Feature Story:
Germany: the return to robust ad market
Germany is doing well again. It began with a highly successful World Cup and grew with a national satisfaction with a new leader. Now Germany is a strong European advertising driver. It should not be forgotten by marketers that Germany is the largest single nation in the EU with a population of over 82 million and is a very affluent country, being one of the worlds top export countries with over 80% of the GDP coming from export trade. Germany’s international business sweep is massive. Many would envy the country’s relationship with a key market like China, for example. Big industrial leaders like VW entered China early and are seeing the results now. While other markets like Ontario Canada are currently advertising in Germany to encourage business and manufacturing to come to the Canadian province. inter national ist looks at how multinational marketers and their agencies from around the globe are targeting Germany now, and learns why more campaigns are emanating from Germany today. Plus, we’ll see how both the media landscape and consumer attitudes have changed.
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We’ve selected a question and answer format to present varying points of view about the renewed, robust Germany from the following people:

• Axel Springer’s Michael Monheim, Vice President, New York
• Carat Global Management’sAnja Jung, Group Head Communication Consulting, Ismaning, Germany
• DAVINCI SELECTWORK’s Luc Samama, Client Service Director, Düsseldorf
• GWP/Handelsblatt’s Bob Breen, International Business Director, Düsseldorf
• International Graphic Press’ Carl Cullingford, Managing Director, London
• Mediaedge:cia’s Lothar Rentschler Managing Director, Düsseldorf
• SPIEGEL-Verlag’s Andrea Holzschneider, Advertising Sales, Hamburg