FRANKFURT, March 30, 2012 – picture alliance, a leading German photo agency, is best known for its editorial content. However the agency portfolio also offers a wide-range of images for creative assignments and this is the focus of the new campaign developed by Ogilvy & Mather Advertising Frankfurt.
The campaign "All you need to tell the story" dramatizes the strength and breadth of picture alliance's portfolio and proves that the images are perfect for creative ideas. In a series of five press ads composed entirely of stock images, each ad tells a humorous story of its own as embodied by the campaign slogan: "picture alliance. All you need to tell the story."
Dr. Stephan Vogel, CCO, Ogilvy & Mather Advertising Frankfurt, said, "The campaign is based on the insight that there is an eternal dispute between Art Directors and Copywriters about who can make do without the other. picture alliance sides with the Art Directors to show that an ad can make do without a copywriter and thus collects brownie points with their main target audience."
Edith Stier-Thompson, Managing Director of picture alliance, said, "Our objective is to position our brand as a partner for the creative industries. The campaign not only shows the portfolio diversity but also how our images can be used creatively. 20 million editorial and creative images on our portal www.picture-alliance.com 200 international partner agencies not only ensure full editorial coverage but also fresh ideas for ads."
The campaign will run in creative industry magazines. View the ads here: http://www.ogilvy.de/content/download/5536/115101/version/1/file/120330_PA_Motive_engl.pdf.
dpa Picture-Alliance Gmbh based in Frankfurt/Germany is a subsidiary of Germany's major press agency dpa Deutsche Presse-Agentur GmbH and one of the country's leading picture agencies.The portal www.picture-alliance.com currently contains 20 million images, clips, illustrations and grafics from 200 partner agencies capturing everything from news, politics, sports, entertainment and economy to art, nature, travel, lifestyle and stock. In addition, picture alliance is media partner and official photo agency of the German Sports Aid Foundation and official photo partner of the German Olympic Sports Confederation.