Archive

Author: Corporate Marketing

  • The role of the corporate ambassador in public affairs

    Vitamin B has always been considered the most important ingredient in sustainable business relationships. But how can companies build up this relationship vitamin in an increasingly virtual, digital communications world? One way is through so-called "corporate ambassadors" - important individuals who become visible for a company in terms of communication, thus making it closer and more human. This approach works in B2B communications just as well as in the field of public affairs...

  • How to Manage Shortage of Skilled Workers With Collaborative Client-agency Relationships

    The shortage of skilled workers, which seems to be particularly prevalent in agencies, has been on everyone's minds since the GWA study was published. In the comments sections, the agency clichés are happily swinging upwards. Some say it's "their own fault", while others blame the clients.          ...

  • Strategic Sustainability Communication: Transparency and Credibility as Sine Qua Non

    Last fall, a Berlin-based organic supermarket chain advertised: “We were already sustainable when you were still taking drugs.” Sustainability had been part of the company's identity and strategy since its founding. The provocative advertising slogan was an attempt to set itself apart from its competitors as a pioneer. After all, it has now become almost impossible to enter a supermarket without encountering products and corporate philosophies that claim sustainability as their own. So it's not...

  • International mentoring – how it works and why it is valuable

    Our lives are becoming increasingly complex: Choices, challenges, and constant change demand a lot of a person. Mentoring can help to see a personal path more clearly and to grow healthily both as a person as well as a professional. Senior Partner and Global Managing Director, Mike Cearley, who is based in Texas, USA, has been the mentor of Stefanie Soehnchen, Vice President Digital Strategy in Germany for over a year now.  In this interview...

  • Contents of a digital strategy

    Communicators for whom the topic of "digital strategy" is fresh on the to-do list in 2022 often don't know where to start. What should be considered and in what order? What is really important and what is more downstream? Here you will find the essential considerations to get started professionally...

  • Women’s resolution for 2022: become digitally visible – three tips from a digital expert for success

    In my team of 15 people, there was only one man. He was the only one who asked for a salary increase. A female colleague even said to me during a staff meeting that more salary was not necessary. Women's voices in the workplace are still quiet, still restrained - and still afflicted with the feeling of being lucky to be at the table at all. But the digital world offers a table big enough...

  • Outlook 2022: Four Trends in What Will be Important for Companies in Society

    Social and political demands on companies will continue to increase in 2022. Good products, decent returns and the occasional CSR campaign are no longer enough to earn the License to Operate. Start preparing now for next year's most important reputation issues...

  • Success factors for modern B2B communication at Wöhner GmbH & Ko. KG

    B2B corporate communication has its very own rules and challenges. Our customer Wöhner GmbH & Co. KG has a Head of Corporate Communications & Marketing in Isabel Ossenberg who goes her very own way in this area - and not just since Corona shuffled the established communication channels. In this interview, Isabel tells us what she considers to be the most important success factors in modern B2B communication...

  • The customer is king – which aspects of communication put the user in focus

    Traditionally, corporate communication takes place according to the push principle. Here, companies present themselves according to the approach of "our trade shows, our flyers, our awards," etc. However, the new, predominantly digital communication requires more than that. The corporate messages should be placed along the customer journey and focused entirely on the well-known motto "the customer is king"...

  • Ten Golden Rules of Cyber Crisis Communication

    The number and severity of cyberattacks on companies and public institutions have continued to grow at an almost frightening rate, both nationally and internationally, in the second pandemic year. One can rightly speak of a “digital pandemic of our time”: According to a study by the digital association Bitkom, nine out of ten companies surveyed said they had become victims of cybercrime in the past twelve months. There has been a particular increase in ransomware...

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