The publishers’ association VÖZ honored the best print advertising of the year – and warned that even more advertising money would flow to international platforms.
“And the ADGAR goes to . . .,” was the motto again on Thursday evening in the Vienna Konzerthaus. The publishers’ association VÖZ honored the best print and online advertising of the year at the traditional ADGAR gala. It was a brilliant evening, which VÖZ President Markus Mair (Styria Media Group) opened with a message to advertisers: Newspapers and magazines are particularly valuable advertising media because, compared to other media types such as social media, they have a “high information content, have a strong regional connection and a high degree of knowledge transfer. Advertising in this environment is perceived as “high-quality, useful and stimulating to buy,” said Mair.
But the development on the advertising market is in the opposite direction: “The Big Tech platforms, with 2.066 billion euros, have for the first time taken in more advertising money in Austria than all classic media with a total of 1.894 billion euros,” said Mair. This should be a cause for concern for politicians and society. Media could only fulfill their role as the fourth pillar in the state if their financing was secured. Against this background, the VÖZ President warned against advertising bans: They would “threaten our media ecosystem and the ability to refinance through advertising”. And lead to a further shift of advertising money towards international platforms.
Porsche Austria is print advertiser of the year
Porsche Austria was awarded the ADGAR as “Print Advertiser of the Year” for 2023. The car dealer is a reliable and loyal partner and regularly uses eye-catching and high-impact special forms of advertising such as wraps, according to the reasoning. Helmut Schoba (VGN Medien Holding) and VÖZ managing director Gerald Grünberger presented the trophy to Porsche Austria managing director Wilfried Weitgasser and Andreas Martin, managing director of Porsche Media & Creative.
The other winners: In the Car & Motor category, Volvo came out on top with its scenic Spitsbergen motif (agency: Havas Village Vienna). McDonald’s Austria won among the service providers with a motif full of fluffy fries (DDB Vienna). XXXLutz had the best advertising idea in the retail, consumer and luxury goods sector: The furniture chain placed King Charles in a wing chair in the brand’s typical red (Demner, Merlicek & Bergmann). Greenpeace impressed in the Social & Charitable category with a turtle burrowing through plastic (DDB Vienna). And the MAK had the most creative online advertising under the title “I MAK. . . (Demner, Merlicek & Bergmann). The agencies BBDO Vienna, Jung von Matt/DONAU, Servicveplan Wien Nord, Brokkoli, UniqueFessler, We Make Stories and Publicis Media were also recognized for their creative achievements.
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2024-03-08 00:36:37
#prize #royal #print #advertising
