2012 Results

CAT 17 - Professional Products & Services (PRE)


Ogilvy & Mather Werbeagentur (GERMANY)

dpa Picture-Alliance, "All You Need to Tell the Story" Campaign
"Titanic", "Rockstar", "Italian Theatre", "Van Gogh" & "Genesis"

Agency (city): Ogilvy Germany

Creative Director(s): Dr. Stephan Vogel (CCO), Helmut Meyer, Nico Ammann

Copywriter(s): Dr. Stephan Vogel

Art Director(s): Helmut Meyer

Photographer(s): Picture Alliance Stockmaterial

Graphic Design: Retouching: Joachim Becker

Art Buyer: Valerie Opitz

Advertiser's Supervisor: Edith Stier-Thompson, Gunilla Graudins

Account Management: Yves Rosengart, Eva Hoffmann, Nadine Ries


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.