GLOBAL – BERLIN, GERMANY, MARCH 2011 – TBWA Berlin and Amnesty International in Germany have announced a new partnership that will challenge conventional client-agency relationships in the NGO field. Rather than producing single award-winning ads, the pair will seek disruptive ideas to support and communicate the organization’s long-term goal of convincing more people to act.
“It was amazing to see how TBWA can deliver more than just an ad that creates short-term buzz for us and possibly some creative awards for the agency,” commented Markus Beeko of Amnesty International in Deutschland. “TBWA truly understands the essence of our mission and helps us deliver holistic solutions. It’s refreshing to work with people who are willing to go beyond the attention-grabbing shock tactics, designed to give audiences a guilty conscience, that we see so often in NGO communications.”
Kurt Georg Dieckert, managing director and creative chief at TBWA in Berlin, confirms: “We are extremely pleased to welcome Amnesty International to our family of clients. Like most of our clients in Berlin, Amnesty has a very strong brand belief, which gives us the basis to create outstanding examples of brand behavior.”
TBWA and Amnesty International work together successfully in many countries. TBWA Paris and Amnesty, for example, won a Grand Prix at the Eurobest Festival in December 2010. The new relationship with TBWA‘s Berlin agency starts with immediate effect. The decision to choose TBWA was taken after a detailed screening process. With this new client, TBWA Berlin continues a series of new business wins over the last month.
The success follows TBWA Germany’s announcement in July 2010 that its Berlin office now offers the complete range of digital services clients expect from a full service agency partner in today’s world. Twenty percent of the staff have a full digital background and they are completely integrated in the day-to-day running of the agency, rather than in a separate unit.
