“We are your MAN” wins 2011 Profi Award for best communication campaign of the year
Accolade from the GWA
The “We are your MAN” brand campaign of Munich-based DAX 30 group MAN has been awarded the 2011 Profi Award of the GWA (German Association of Communications Agencies) for the best business to business campaign. The GWA Profi is the brand prize for image communication that is awarded to professional decision makers.
The “We are your MAN” brand campaign shows projects in the MAN Group’s business areas that feature special innovations and future technologies. Each theme features an unusual question as the heading for which there is only one answer: We are your MAN. According to a GfK study, the campaign succeeded in boosting opinion about the MAN brand in only six months among 71 percent of the people questioned and improved its image by 20 percent. The brand and innovation campaign was developed by Frankfurt-based agency Ogilvy & Mather.
Hartmut Sander, Head of Brand Management at MAN SE, accepted the trophy at the GWA Profi Awards ceremony in Düsseldorf, saying: “The award for ‘We are your MAN’ shows that the campaign even won the advertising professionals over. Through the brand campaign we have succeeded in showcasing the established MAN brand’s capacity for innovation in a surprising and credible manner to the relevant target groups — decision makers, customers, and employees.” The successful MAN brand campaign will be continued over the next few weeks with new themes in the business press and on TV.
The GWA judges assess brand communication in its entirety. They look for comprehensive, creative, and long-term BtoB brand communication, clear and comprehensible statements about the brand, and evidence of success in addition to sustainability of the measures.