ADVERTISING | PR | EVENT | TV | DIGITAL | SPORT | PUBLISHING Issue 1/13world of ideasNEWSLETTER

A LOGO FOR FIVE CONTINENTSWith its extensive agency network, mc is considered the global player amongst German agencies. Following the development of its new hub structure, a relaunch of the agency’s corporate design and website is now underway. Customers will follow the star to the “world of ideas”.

these clients. This new claim represents a fur-ther commitment to the twin pillars that form the foundation of the agency’s future success: creativity and embracing globality.

New look in the Web

The new corporate design will of course be accompanied by an update of the company’s digital presence. Like the logo, which will be in a diff erent colour for each unit, the new inter-net presence will also be contemporary and minimalist when it is lauched. “We’ve given our website a streamlined, more modern look”, explains web designer Eva Stolz. From now on, mc’s online presence will combine international-ity with personality. One key element of the site will be testimonials from both clients and staff that provide an expression of client satisfac-tion and employer branding. But it is clear that

There comes a time when you have to step out into the big wide world, and this is certainly the case with mc. Explaining the agency’s decision to expand beyond Europe’s borders, CEO Harald Zulauf said: “The challenge when working with global market players is having a presence that goes beyond just Europe. The growth markets for big corporations are glo-bal”. With offi ces in 68 countries, the agency already has a long-standing global presence. Continental hubs now coordinate the work of the network, and the set up of these hubs at the moment represents mc’s largest ever single investment. The three-million-euro investment was made possible by the agency’s results for 2011 and 2012.

Perfect mix

mc has gone from being a predominatly Euro-pean agency to a true citizen of the world, but “with a clear commitment to its European and German roots”, Zulauf says. If any proof of this is required, it is obvious in the company’s brand new logo – a star, which adorns the lat-est newsletter. It is reminiscent of the EU, while at the same time its fi ve points bring to mind the fi ve continents where mc is now active. But that’s not all: according to Creative Director Inga Meyer, “The clear and unmistakeable shape of the star makes it easy to recognise and remem-ber. It also adds an emotional element – stars guide the way and light up the night”. Recog-nition and emotion are buzzwords that well-known clients have already made their own. mc now wants to create a “world of ideas” for

> SOCCEREX

The world of football comes together in Rio de Janeiro

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The logo will be in a different colour for each unit

> GENERALI INVESTMENTS

mc Art Director Marc Teuerle about a strong team

> TASTES OF EUROPE CHINA

Europe’s cuisine is also popular in the Far East

CORPORATE DESIGN

2

2013 is an anniversary year for mc. We are celebrating our 20th birthday. People at this age usually do not look into the past. Instead, they dream of a success-ful future and take on new challenges. To be sure: mc is staunchly focused on the future. But, a short retrospective seems worthwhile. Indeed, mc’s growth since 1993 warrants refl ection.

Beginning with activities focused only on sports marketing, we grew into a full-service agency which now off ers all im -portant communication disciplines. Our service expansion has been matched by a geographical expansion. Having start-ed in Germany, mc expanded throughout Europe and, thanks to an integrated net-work, now operates in every continent.

At a cost of about €3 million, building our hub structure is currently the larg-est all-at-once investment we have ever made – and it was well worth it. The hubs allow us to better address clients from the corporate sector. More and more of our budgets will stem from the corporate sector. To that end, on our birthday, we decided to present ourselves in a more emotional and modern way through a new corporate design. A star stands for clear-cut positioning, shows cosmopolitanism and is instantly recog-nisable. Our new claim is having a “world of ideas”. And a er 20 years at mc, I can say that’s not an exaggeration.

I wish you a healthy and successful new year.

Harald ZulaufCEO media consulta International Holding AG

RIO+20 � mc TAKES ITS RESPONSIBILITIES SERIOUSLYAccepting one’s responsibilities towards society and the environment, and treating employees fairly, are essential elements of a sustainable business world. Indeed, “Corporate Social Responsibility” (CSR) occupies a more and more important role in the economic sphere. But at mc, this has been normal for a long time.

CSR

mc started seriously discussing the company’s responsibility towards society at an early stage in its growth. CSR has always been an inte-gral part of its corporate strategy. The motiva-tion was never to follow the latest trends or a feeling that the company “should probably do it as well”. Instead, mc realised many years ago that a com pany is only as good as its employees. What began in tentative fashion is now part of a concept. So, mc not only has a workforce that is 60% female, but it actively promotes childcare as well. Similarly, the agency has all the more reason to be proud of its campaign for the EU Ecolabel, because it considers ecology by choosing certi-fi ed paper and keeping its electricity consump-tion low.

Another client relying on mc in the fi eld of CSR is the United Nations. For the Global Forum for Responsible Management Education, mc produced the opening movie, and supported the UN with identifying target groups and media. In addition, mc was involved in the press work for the event that took place in the context of the UN summit Rio+20. In the forum, representatives from leading universities and business schools met with top international managers from global companies as part of the Rio+20 Cor-porate Sustainability Forum. The CEO of Media Consulta, Harald Zulauf, took part in a panel discussion with the deans and directors of the globally leading business schools. It provided an opportunity for lively discussion and a demon-stration of the central importance of CSR.

the interactive unit was not only thinking about aesthetics when designing the website. With its responsive design, the website is suitable for diff erent devices and fully accessible via tab-lets and smartphones. It also brings together all of mc’s social media sites.

CEO Harald Zulauf has complete confi dence in the work done by his team and is sure that the relaunch of the company’s corporate design and website will live up to the com-pany’s ideal to be “true Europeans, at home in the world”.

Screenshot of the website

3

Journalists looking for a synonym for Rio de Janeiro almost invariably come up with the Copacabana. So even if an event is being held at the other end of this vast city, the name of this area, with its long golden beach, always seems to pop up in their articles. But this time they were in luck – the Soccerex Global Convention, the most important football business conven-tion in the world, was indeed held at the Forte de Copacabana. Chosing Brazil as the event’s host was apropos: the Brazilians are football-mad, and will also be hosting both the World Cup in 2014 and the Olympic Games in 2016.

At the Forte, visitors had fi ve days to fi nd out more about the latest developments in world football. Topics discussed at the conference ranged from current sports marketing concepts to the economic aspects of the next World Cup. England’s national coach, Roy Hodgson, was on hand to talk about the challenges of managing a football team, while on the following day three

Worms, viruses, trojans, spyware – the Internet has some pretty unpleasant and dangerous aspects. Hackers regularly demonstrate that companies and banks have serious gaps in their security. Even major powers are not exempt from cyber attacks. So it’s no surprise that IT security has become a permanent feature of the security strategies of modern states and businesses. The key terms are CERT (Computer Emergency Response Team) and CSIRT (Com-puter Security and Incident Response Team). These are the experts who swing into action with warnings and solutions when the IT infra-structure is threatened.

With its expert studies, the European Net-work and Information Security Agency (ENISA) acts as the EU-wide pacesetter for fi ghting

living World Cup legends participated in a panel discussion in Studio 1: Hodgson’s fellow coun-tryman Bobby Charlton, Germany’s Paul Breitner and Rio’s local hero, Carlos Alberto Torres. mc was once again present at the Soccerex event as an exhibitor. The agency has a lot to off er in terms of the football business. It will be just as busy in Brazil for the 2014 World Cup as for the Olympic Games in 2016. The agency’s series of booklets on the World Cup, European Champi-onship and German Bundesliga are, of course, a permanent feature of the German magazine market. Many footballers have also taken part in campaigns for mc’s corporate clients.

Another mc client is also using the power of football. Deutsche Krebshilfe has chosen Ben-edikt Höwedes, German national team player and captain of Bundesliga team Schalke, to be their ambassador. So in Höwedes they have chosen a player who may well end up playing with the German team “at the Copacabana” in 2014.

cyber crime. The organisation is based in Her-aklion on the island of Crete and advises vari-ous EU institutions, in particular the European Commission, along with its counterparts in EU member states. The ENISA also brings together both public and private stakeholders to create a synergy eff ect in dealing with internet secu-rity. “Cyber security challenges are vital to mas-ter for both companies and individual citizens alike”, says ENISA spokesman Ulf Bergstrom. “This is why it is so important for ENISA to reach all its stakeholders”. Past studies and reports on security vulnerabilities form an important basis for the work carried out by Bergstrom’s organi-sation, because detailed analysis is vital before recommendations on risk assessment and man-agement can be made.

GLOBAL FOOTBALL EXPO

BROKER FOR EUROPE’S CYBER�FIREFIGHTERS

mc used the Soccerex Global Convention in Rio de Janeiro as an opportunity for networking, as it already has plenty of expertise in the area of foot-ball marketing. In addition, long-time mc clients, such as Lidl have also been putting the magic of football to good use.

The Greek island of Crete is best known as a fantastic holiday destination. But what very few people realise is that it is also the European centre of expertise for cyber security. In 2005, the EU organisation ENISA was given its prevention responsibilities. mc is helping them.

SPORTS

ENISA

This is where mc comes in, providing ENISA with media analysis. An assessment of print, online and social media channels can provide the IT specialists with valuable knowledge to help them prepare their own media strategy. As part of this strategy, mc translates and distrib-utes all the press releases coming out of the Greek holiday destination. “mc provides us with both regular and ad hoc support, and this has been a very fruitful and positive collaboration”, says Bergstrom.

The ENISA headquarters in Crete

mc’s Steve Weinbrenner surrounded by Dutch ex-players (from left): Pierre van Hooijdonk, Arthur Numan, Oscar Moens, Ronald de Boer, Aron Winter, Rob Witschge

Carlos Alberto Torres, captain of Brazil’s World Champion team of 1970, at mc’s stand

4

Despite the fact that many European econo-mies are cooling down, Turkey is bursting with entrepreneurial energy. Current growth fore-casts are now somewhat lower than in previ-ous years, but in any case, growth rates of 9.2 percent (2010) and 8.5 percent (2011) would be hard to beat. There is certainly no sense of crisis in the air. Continued high consumer spending is the cornerstone of Turkey’s economy as well as a refl ection of the country’s prosperity.

The same applies to Turkcell. The mobile communications provider has about 11,000 employees and a market share of 53 percent in the Bosphorus area. This makes Turkcell the undisputed domestic number one and number three in Europe in terms of customer numbers. Not only that, but the Istanbul company has been listed on the New York Stock Exchange for 12 years. To date, no other Turkish fi rm has been able to establish a presence on Wall Street.

In Turkcell’s latest annual report, Chair-man of the Board Colin J. Williams expressed confi dence in the company’s future, saying

Who doesn’t get itchy feet when they think of Waikiki Beach in Honolulu? In 1985, two French designers were so bowled over by a photo of the beautiful beach that they named their fashion brand a� er it. George Amoual and his partner felt that the exotic name perfectly suited their unusual fashion clothing. And because fashion à la Waikiki was meant to be the joint creation of two good friends, they decided to expand the name to include “Les Copains”, or LC for short. The French quickly took a liking to LC Waikiki. When the company needed help with its pro-duction capabilities, they found it in the shape of Turkish manufacturer Taha Textile.

that the company’s keen grasp of the up-to-date standards not only benefi ts the customer but is also making his company “one of the largest investors contributing to the develop-ment of the country”. This long-time sponsor of Turkey’s national football and basketball teams has also expanded abroad, with holdings in Azerbaijan, Kazakhstan, Georgia and Moldova. Turkcell Europe entered the German market in 2011 and gained around 200,000 new custom-ers within the space of just one year.

The company’s German offi ce celebrated its fi rst birthday in May 2012. Staff , customers and business partners were all invited to the Chocolate Museum in Cologne. mc was asked to organise the event. The agency recommended the venue and took care of the interior decoration. It also organised the entertainment and food and kept a close eye on the technology. Turkcell Europe, of course, does this too – according to its com-pany report, it is one of the “fastest growing mobile telecommunications providers” in the world.

Taha grew rapidly and its newly-created subsidiary, Tema, soon obtained the Waikiki licence for Turkey, followed in 1997 by all the Waikiki trademarks. And so at the beginning of the new millennium Tema became LC Waikiki. This was the start of a new venture that is still fl ying high. In 2008 the company’s turnover broke the €1 billion barrier for the fi rst time. Today, LC Waikiki turns over almost €3 billion a year. Naturally, the company is no longer just doing business in Turkey: Eastern Europe, the Near East and North Africa, along with the CIS, have now also become important markets.

TURKCELL EUROPE CELEBRATES In terms of customer numbers, the Istanbul mobile telecommunications pro-vider Turkcell is currently the third largest in Europe. The company entered the German market in spring 2011. To celebrate its first anniversary, Turkcell Europe turned to mc for its expertise in event management.

LC Waikiki’s fashion clothing appeals to people from all ages with its motto “everyone deserves to dress well”. The Turkish company is currently opening up new markets, especially in North Africa and the Near East. mc is helping to pro-mote the brand in Azerbaijan’s capital, Baku.

EVENT

MEDIA PLANNING

LC WAIKIKI � CLOTHING BAKU

A fl agship store has recently opened in the new Mall28 in Baku, the capital of Azerbaijan. The store needed the right kind of promotion, so LC Waikiki called on mc’s advertisers and media planners to help them out. They organised a two-month radio campaign with four ads being aired every day. mc also used local public trans-port as a moving billboard to advertise the new opening. Waikiki was soon to be found both on and in the buses that went to the mall. Post-ers in metro stations rounded out the media strategy.

Turkcell celebrated its birthday in an atmospheric setting

The Waikiki store in Mall28 on the day of its opening

5EU ENLARGEMENT

What are the tasks of the EU Info Centre in Iceland?

Birna Thorarinsdottir: Our overall objective is improving the knowledge and understand-ing of the EU in Iceland. Much of what we do is organising events – sometimes on our own and sometimes with partners such as the University of Iceland – on EU integration in our country. Of course, we also have a website and we try to feed it with as much information in Icelandic as possible. Until recently there had not been great access to information about the European Union in this language, particularly not to the public. Right now we are organising a course that gives insights in the EU’s history, the way it functions, and its relations with Iceland. This project is of particular importance, since four percent of the nation attends continuing education courses like this one. Additionally, we translate informa-tion material and publish a variety of brochures, pamphlets and newsletters.

What image do Icelanders have of the EU?

Thorarinsdottir: According to the latest opinion polls, only about a quarter of the population is currently in favour of membership. However, if we look at a longer period of time, a third of the population has usually been for accession, a third against, and another third hovering some-where in between. Yet with the debate taking place in a time where Europe is experiencing an extended crisis, Iceland is undeniably in a period of skepticism towards the EU. But this is exactly what makes the EU Info Centre so important – the need for factual information has never been greater.

Considering the degree of reservations, how do you approach the people?

Thorarinsdottir: We pursue a relatively mod-est approach. The Centre off ers information and tries to make it as accessible as possible. It is not the Info Centre’s task to tell people about

the advantages of accession. This, however, does not mean that we do not have to debunk misinformation, which unfortunately exists.

What are the most common myths about the EU?

Thorarinsdottir: There are various ones. A very longstanding myth is that the EU has an army, and that Iceland, a country without any military, would be forced to join it. This misinformation is persistent, even though we have not heard of it for a while now. Another legend is that the small states have absolutely no say within the EU.

The EU off ers its accession candidates fi nancial support, above all through the Instrument for Pre-Accession Assistance (IPA). Iceland also benefi ts from IPA. Do the Icelanders not regard this as a sign of the Union’s staunch commitment to help the newcomers?

Thorarinsdottir: There are also a great number of myths surrouding IPA – it has been a very contentious issue, and many politicians tried to work against it. They refused to accept money from the EU, and insinuated that the EU would ask for its money back if we were to say no to the whole accession process. In the end, a legis-lation allowing for IPA grants was passed. The IPA projects underway seem very benefi cial and have received very good media coverage. Today, a wide variety of questions reaches our centre, including inquiries about grants for projects

“PEOPLE HAVE TO UNDERSTAND THE EU”Iceland has been recognised as an EU candidate country since 2011. Follow-ing a request from Brussels, mc has launched an Info Centre in the capital, Reykjavík. And none too soon – in this interview, the Centre’s Director, Birna Thorarinsdottir, says that “the need for factual information has never been greater”.

people would like to initiate. Most interestingly, we are also contacted by people who feel that their rights have not been respected and who want to know how this would be handled in the EU or if they could seek assistance from the EU.

What drives you?

Thorarinsdottir: I think that the way the EU debate has been conducted within Iceland has been full of misinformation. The accession proc-ess is one of the biggest political issues that Iceland has faced in the last decades. I’m con-vinced that however we decide, our decision must be based on accurate information. People have to understand the EU before judging.

Can you provide a brief summary about the cooperation with mc?

Thorarinsdottir: We have a project manager in Berlin providing us with assistance on vari-ous issues coming up and helping us with the offi cial communication with Brussels. mc also plays a large role in designing our publications and providing technical services such as creat-ing and adapting our website. Very recently we had mc representatives here in Iceland, which off ered the chance to go over the project. The cooperation is defi nitely working well.

Birna Thorarinsdottir, Director of the EU Info Centre in Reykjavíc

Just one quarter of the people in Iceland supports accession

6

EUROPEAN CUISINE BECOMES AN EXPORT HIT

mc relaunches Enterprise & Industry magazine

Goethe once asked, “Why do you roam so far afi eld when so much good is close at hand?” and he had a point. Recognising this fact requires a shi� in perspective. Of course, the International Exhibition for Food and Drink (FHC) was not designed with the rediscovery of one’s own culinary culture in mind. The main idea behind the trade fair is to present a wide range of gastronomic traditions to an inter-national public and to help further develop agricultural trade relations. The FHC in Shang-hai, China, is one of the biggest trade fairs of its type and is attended by renowned chefs, hotels, importers and specialist dealers from all over China.

mc was at the FHC to support the European Union and 24 producers by designing a fasci-nating showcase of the wide range of Euro-pean agricultural products. The well-known chef Veron Li demonstrated various ways of prepar-ing European dishes in a daily cooking demon-stration and answered questions on how to use

the success of the 16th FHC and of rediscov-ering some gastronomic highlights from back home.

TASTES OF EUROPE

diff erent products. In addition to the demonstra-tions, there were also various tastings relating to meat and dairy produce, as well as wine and extra virgin olive oil. These gave the Chi-nese public an opportunity to appreciate the high quality of European produce. Various seals guarantee product transparency and the excel-lence of the agricultural products.

In addition to being responsible for the organisation and presentation of the European display, mc also produced several brochures, including a cookbook and a producer’s guide introducing all participating companies. These materials off ered the visiting public a simple but more extensive introduction to the “Tastes Of Europe”. Each EU country contributed a typical national dish to this fascinating culinary journey. It is not diffi cult to imagine that many Europe-ans will also have one or two “aha!” moments when leafi ng through the cookbook. mc is delighted to have had the opportunity of work-ing with the European Union, of contributing to

For Europeans, Asian cuisine represents variety, flavour and wholesome pleasure, while European dishes are rarely associated with culinary refinement. But this is unjustified, as was shown by the 16th International Exhibition for Food and Drink. The EU, supported by mc, was represented at the trade fair in Shanghai under the banner “The Tastes Of Europe”.

The Directorate-General for Enterprise and Industry (DG Enterprise and Industry) is plan-ning to develop “an industrial policy for the globalisation era” that will make the busi-ness environment for small & medium-sized enterprises (SMEs) much friendlier. The “Inno-vation Union” is there to ensure that bright ideas are quickly refl ected in growth and the creation of new jobs. There is no doubt that the DG, which is like a department of trade and industry for the European Commission, has lo� y aims.

Enterprise & Industry magazine provides insight into how close it is to achieving these goals and what obstacles still stand in its way. The periodical appears four times a

year in English, German, French and Italian and covers issues relating to the work of the Directorate-General – be it SMEs, the single European market, sustainable industrial poli-cies or GALILEO satellite navigation system. Small businesses are naturally well represent-ed in the magazine, as in recent years they have produced 85 percent of all new jobs in the European Union.

Brussels has entrusted mc’s Corporate Publishing Unit with relaunching the 24-page magazine. The unit will also regularly produce articles, also in four languages, for the Enterprise & Industry magazine’s even more extensive online version. Anybody inter-ested in fi nding out more about the European

Commission’s industry policies, new dra� legislation or potential funding can visit the website at http://ec.europa.eu/enterprise/magazine/. Visitors to the site can also subscribe to the free print version of the magazine.

The magazine appears in four languages

CORPORATE PUBLISHING

The stand for example provided daily cooking shows

7CLIENT LOYALTY

If something has worked really well for more than a decade, then it’s only fair to think of it as success story. The work done together by Generali Investments Deutschland and mc falls into this category. mc has worked closely with Generali Investments Deutschland since 2001 and since then it has developed and produced product films and marketing materials for the company. Mark Teuerle has worked for mc for more than 14 years and is currently on of the company’s Art Directors. He has been advising Generali Investments Deutschland since 2005 and talks here about his experiences.

You’ve been working with Generali since 2005. What makes this work so special?

Teuerle: If you have the opportunity to work closely with a client for such a long period of time, as I have with Generali, then you build up a certain level of trust. Both sides have had the chance to get to know each other well

and understand each other’s strengths and weaknesses. Normally when you start working with a new partner it’s something of a leap of faith for both sides. This can always be a bit risky, because there is always the chance you will end up disappointing the client. However, we are well past that point now and are really pleased to have had the opportunity to work

with Generali Investments Deutschland for so many years.

What, in your opinion, are the main reasons why your work together has been so successful?

Teuerle: Confi dence and professionalism are important factors that are mutually dependent. One of the reasons I’m personally so comfort-able working with Generali Investments Deut-schland is that they always have a clear and concrete idea of what they need from us. In short: The client knows what he wants. Once you know exactly what a client wants, it is so much easier to work in a structured and eff ec-tive way. This means that we can guarantee our clients a quick turnaround, something that in turn Generali really seems to appreciate.

mc has been successfully helping Generali Investments Deutschland with communications since 2001. What highlights stick in your mind from this period?

Teuerle: Rather than one particular campaign, I think the thing that I’ve enjoyed the most is seeing the long-term development of a brand up close. This is certainly true in the case of Gen-erali, as we are not talking about a new shoe as part of some fashion trend, but a complex prod-uct that needs a long-term strategy. The work we do with Generali Investments Deutschland is really multi-faceted. We are responsible for the development and implementation of a wide range of communication measures and are especially busy in the area of corporate design. The long-term projects we are working on are naturally subject to constant change and need to be constantly adapted. Here, too, our long-term

mc’s Art Director Marc Teuerle

Cover of a brochure of Generali Investments

partnership has its benefi ts, as it makes it much easier for us to work closely together.

What do you think the future holds for your work together?

Teuerle: Obviously the investment sector has been aff ected by the fi nancial crisis. Everybody in the industry has felt the eff ects. But I see the continuity in the work that Generali Invest-ments Deutschland and mc are doing together as a sign that we have a strong partnership, and I’m convinced that we will continue to work on exciting projects together in the future.

You have been working for mc for almost 15 years now. What do you appreciate here?

Teuerle: The challenges and the agency’s spirit, above all. This is defi nitely helpful when facing complex tasks. I think that many of my colleagues think similarly, since I am not the only who has been working here for more than 10 years.

COMPETENCE AND CONTINUITY ARE KEYS TO SUCCESS

Werbemitteilung

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LATVIA CAN!

“The Latvian economy has overcome the eco-nomic and fi nancial crisis. The country’s eco-nomic performance since the fi rst quarter of 2010 has continued to grow steadily in comparison to the eight previous quarters.” This report from the Foreign Of -fi ce, composed in the usual sober offi cial language, is summed up by a Latvian TV company in two simple words: “Latvija var!” (Latvia can!). The programme, which was originally proposed by the DnB NORD bank, has been airing since 2008. Back then, the idea was to keep up Latvia’s spirits in times of crisis. Today, the show still encourages people

BALTIC STATES

to put their own business ideas into practice. The idea is to inspire them through the success stories of their fellow Latvians, both at home

and abroad. mc’s Latvian network agen-

cy “P. R. A. E. Public Relations” is responsible for researching and selecting the stories. The agen cy is also respon-sible for media publicity. This includes making good use of existing cooperation agree-ments with the press and

TV broadcasters. In addition to organising media events, mc Latvia coordinates the project’s website and manages its social media presence.

With just 2.1 million inhabitants, Latvia is not exactly a big country. And yet it has no shortage of entrepreneurial success stories. Latvians have a chance to find out about the most fascinating ones every Monday evening on the TV programme “Latvija var!” A fair share of the programme’s success can be attributed to mc’s network agency in the Baltic States.

WAZE LIGHTS THE WAY

At least 20 million people live in Mexico City, and a similar number in São Paolo. It’s not always possible for the staff of mc’s Mexican and Brazilian network agencies to know the right direction in a traffi c jam. The good news? They don’t have to. Not if they rely on their newest client.

The Waze navigation app works by taking advantage of information provided by other driv-ers to fi nd the most effi cient way from A to B. Drivers in the community are constantly updat-ing information on traffi c volumes, delays and

road work. In this way, Waze can provide drivers with the best and simplest routes. Changes to the road network are handled by map editors. According to the introductory video, “when driv-ers work together, the streets become a brighter place”. This is very true – the real-time system can save time and reduce stress. It can also save money, as users always know where to fi nd the cheapest petrol stations.

With this unique approach, the Israeli fi rm Waze Ldt. now has more than 25 million users worldwide. This success has of course also had

When they’re looking for the quickest way around the city, Waze users don’t just need to rely on GPS. The navigation app lets drivers work together.

The app Waze provides real-time information

Mexico City

an impact on the company’s staff levels, with the founders, Uri Levine, Ehud Shabtai and Amir Shinar – who set up the company in 2008 – now employing 80 staff in Israel and 10 more in California.

mc’s network agencies in Mexico (Percepción & Imagen) and Brazil (GrupoCasa) are working on the PR for the introduction of the Waze system into Central and South America. The agencies have also been asked to form strate-gic alliances in order to increase the number of downloads. There will no doubt be huge demand in Mexico City and São Paolo.

LATIN AMERICA

IMPRINTPublisher:media consulta International Holding AGMedia Centre BerlinWassergasse 3, 10179 Berlin, GermanyTel.: +49 30 65000-0 Fax: +49 30 65000-350

Media Centre Cologne Hildeboldplatz 15–17, 50672 Cologne, GermanyTel.: +49 221 3500-0 Fax: +49 221 3500-350

Email: mc@media-consulta.comInternet: www.media-consulta.comTwitter: @mediaconsulta

Editors: Kerstin Degener, Michael Kreußlein, Stephan Günzel, André Bunde, David Vranicar

Photos:Steve Weinbrenner, mc (page 1); mc (page 2); mc, ENISA (page 3); Turkcell Europe, LC Waikiki (page 4); Birna Thorarinsdottir, Christian Bickel – fingalo (page 5); mc, DG AGRI (page 6) mc (page 7); Waze, Uwebart, Julo (page 8)

This newsletter is published in German and English. All rights reserved, including copyright. Please send us a sample copy if you reprint any of the articles.

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