S+SPR Credentials 2014 (en)

BRANDS I MEDIA I LIFESTYLE

1

Schröder+Schömbs PR is one of the largest owner-operated,

independent Lifestyle PR agencies in Germany.

We communicate brand values and messages through media

and testimonials, via word-of-mouth and live-experiences.

Media relations, celebrities and events are our expertise.

Statsestbl. 1990, 40 employees

€4.7 million turnover

€1.7 million gross income

Pfeffer's PR-Ranking 2013Top 10 Lifestyle/Fashion Agencies

benchpark: "excellent" (sehr gut)Top 5 PR agencies in Germany ranked by client satisfaction

WELCOME

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SCHRÖDER+SCHÖMBS PR

WHAT WE'RE GOOD AT

STRATEGY,

RESEARCH

CREATIVE DEPT.,

CONCEPT, STORY

MEDIA-RELATIONS

SOCIAL MEDIA,

COMMUNITY-MANAGEMENT

LIVE-

COMMUNICATION,PROMOTIONS

ARTWORK, COPY,

PHOTO, VIDEO

CELEBRITY-

MANAGEMENT

APPPROGRAMMING

MEDIA,

MEDIA COOPS

INFLUENCER-RELATIONS

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CURRENT CLIENTS

Hall of Fame. adidas, Alfa Romeo, Always, Bacardi, BMW/Mini, Budweiser, camel active, Constantin Film, Castro, Deutsche Bahn, Elixia, FUSSBALL.DE,

Ford, GANT, GAP, Hawaiian Tropic, Heineken, Hornbach, Jägermeister, Kunstmuseum Wolfsburg, Love Parade, Marc Cain, Meininger, Messe Berlin, MTV,

Nike, Obi, Punica, Plus, RTLII, Siemens, Smart, Smart Technologies, Staatliche Museen Berlin, Tchibo, Tommy Hilfiger, Tolino, Wick, Wella.

Porsche Zentrum Berlin

20031991

20102004

20132011

2014

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WHY WE DO WHAT WE DOPeople are more likely to choose a brand if they

associate emotions with it:

Because they know more about these brands or are able to easily

incorporate them into their style environment.

Either because they connect a special experience to them, or

because they are inspired by their role models.

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SCHRÖDER+SCHÖMBS PRFEUERLÖSCHER PAINTBALLMASCHINE

IT'S ABOUT

FASHIONConverse, camel active, GAP, Tommy Hilfiger, Wrangler

SERVICES4010, German Telekom,T-Mobile, Videoload

CONSUMER GOODSGerolsteiner, Bacardi, V+, Veltins Fassbrause, Tchibo

ENTERTAINMENTHard Rock Cafe, Rewe Family, Jägermeister Rock:Liga, Heineken

SPORTAlba Berlin, NBA Europe,T-Mobile Cycling Team

STARSBLS, Constantin Film, Produzentenallianz, BMG

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HOW WE DO WHAT WE DOSchröder+Schömbs PR develops content and stories –

and talks about them. We encourage conversations about topics

and products – and communicate positive experiences.

In order for the media to assess our stories as newsworthy and

multiply them. In order for people to talk about brands and their

experiences.

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STORYTELLING

Veltins Design Bottle

Limited Edition Artwork

Media co-ops

Vernissage

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CHRISTIAN BERKELANDREA SAWATZKI

SVENJA HOLTMANNTIL SCHWEIGER

NATALIA AVELON

CELEBRITIES

YVONNE CATTERFELD

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LEANDER HAUSSMANNIRIS & OLIVER BERBEN

WOTAN WILKE MÖHRING,ANNA MARIA MÜHE

BENJAMIN SADLER

CELEBRITIES

NATALIA WÖRNEREVA HABERMANN

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INFLUENCERMECHANISMSSeeding

Endorsement

Buddy-Schemes

Product-Testings

Product sampling to specific audiences or at highly frequented traffic points

Euqipping opinion leaders and celebrities

Regular sampling and network maintenance

Incorporation of consumers into launch-procedures

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BLOGGER RELATIONS

INITIATING TAILORED EVENTS TO SUIT BLOGGERS' INTERESTS AND PLACE FASHION PIECES INTO THEIR LIFESTYLE.

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LIVE COMMUNICATION

CONS Space 002 BLN

The abandoned Berlin carpet factory is transformed into a temporary artists'

community – A creative hub including exciting event an exhibition

showrooms. Cult figures from skateboarding, street art and music including

skateboard legends Jason Jesse and Kenny Anderson, urban artists Leon Keer

and Marcel Krebs in addition to rapper Redman, inspire the international

audience. Further highlights include an indoor skate ramp, a skateboard

concerto as well as stencil- and DJ workshops.

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PRESSKIT UND EINLADUNG BERLINALEKEY VISUAL

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ZukunftsvisionenMobile Payment: Handy ersetzt PortemonnaieEye Control: Handy-Funktionen werden vom Auge gesteuertConnected Home: Intelligente Vernetzung von Haushalts- und Kommunikationstechnik

D-Netz1. Juli 1992 –

KommerziellerStart des Mobilfunks

in Deutschland

WWW1999 –

Das Geburtsjahr desmobilen Internets

TV2003 – TV für das Handy

LTEAugust 2010 – Die erste

LTE-Antenne in Europawird von der Telekom

in Kyritz an der Knatterin Betrieb genommen

100 Mio. Gigabyte2011 – Erstmals wurden mehr als

100 Mio. GB Daten in den deutschenMobilfunknetzen übertragen

Connected Car2016 – 80% aller 2016 verkauften

Neuwagen werden vernetzt sein. Weltweit rollen dann bereits 210 Mio.

vernetzte Autos auf den Straßen

iPhone9. November 2007 – iPhone Verkaufsstart in Deutschland

iPhone

SMS

Prepaid-KartenFebruar 1997 – Prepaid-Karten im Bundle mit einem günstigen Handy öffnen das Tor zum Massenmarkt

GPRSFebruar 2001 – Mit GPRS werden erstmals Daten übertragen

AndroidFebruar 2009 – Erstes Android Handy auf dem deutschen Markt: „T-Mobile G1“

LTE-Nutzung2012 – LTE-Handys kommen auf den Markt. Die Telekom testet erfolgreich LTE-Verbindungen in Flugzeugen

1992 – Einführung SMS (Short Message Service)

Apps6. März 2008 – Launch des App Stores

und Start des App-Zeitalters:2011 haben 15 Mio. Deutsche

im Schnitt 17 Apps auf ihren Handys

9. November 2007 – iPhone Verkaufsstart

Februar 2009 – Erstes Android Handy auf dem deutschen

LTE-Nutzung

WWW1999 –

Das Geburtsjahr desmobilen Internets

TV2003 – TV für das Handy

106 Mio. Handys114 Mio. Mobilfunkteilnehmer2011– Jeder Bundesbürger besitzt 1,4 Handys und telefoniert damit jährlich 42,5 Stunden In Deutschland existieren über 100 Mio. VerträgeEs wurden 55 Mrd. SMS verschickt

Quelle: Deutsche Telekom


INFOGRAPHICS

1992Motorola 3200„Knochen“

1994Ericsson GH 197

1997Motorola 8900

1998Nokia 9000„Communicator“

1999Nokia 3210

2002Blackberry

2007iPhone

2011SamsungGalaxy

1992Telefonie

1994Adressbuch

1995SMS

2008Apps

2009Soziale

Netzwerke

1999 Wecker/Kalender,

Internet

2002E-Mail, Kamera

Spiele, Navi

e-Payment

Connected Home

Connected Car

EVOLUTION DER MOBILFUNKGERÄTE

EVOLUTIONDER FUNKTIONEN

WAS KOMMENWIRD

2006Musik

Quelle:Deutsche

Telekom

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PRESSKITS

Telekomholiday rates for mobile phones

Telekom20 years of mobile communication

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MEDIA RELATIONS

The PR team of Schröder+Schömbs PR takes care of all necessary tasks such

as scheduling topics, preparing press materials, compiling press contacts,

sample handling, reporting and documentation.

Key to our continuous media relations is the establishment of

a project team for each enterprise, topic or event.

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We maintain and make use of diverse contacts to all types of media on a daily basis.

Due to a know-how transfer among teams our clients benefit from

personal contacts to editors in consumer publications and media on a daily basis (offline/online)

our good reputation due to a longstanding, professional collaboration with the media

continuous media spendings and exchange of goods and services during co-operations and advertorials

BRANDS ARE CONVERSATIONS

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MEDIA RELATIONS

TRADITIONAL SOCIAL+w w w

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Social Networks

Blogs and Microblogging

Photo-/Video-/Document SharingSites

Product Review andRecommendation Sites


PR USES SOCIAL MEDIA

MEDIAPLATFORMS

Our own media platforms

through which we

publish and share content

(news, images, videos etc.)

ENGAGEMENTMEDIA

Places, where we can initiate

conversations and discussions

about our topics

(comments / feedback)

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MULTIMEDIA NEWS RELEASE

Multimedia News Release (MNR)

faster to grasp for journalists

offers supplementary digital material such as photos, videos and sources

fulfills modern requirements and needs of all media

#boilerplate#bullet-points

#visual

#quote

#links

#headline/subline

#social media

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PRODUCT PLACEMENT

Converse

GQ

Converse

Gala StyleWrangler

Blonde

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PRODUCT PLACEMENT

Lapponia

Blonde

Wolverine

Style in Progress

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ADVERTORIAL

Wolverine

The Heritage Post

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GERMAN PRESS DAYS

EQUIPPING OF BLOGGER, JOURNALISTS, INFLUENCERS AND CELEBRITIES WITH CURRENT WRANGLER PRODUCTS.OPEN SHOWROOM: FOR TWO DAYS PER SEASON OVER 50 NATIONAL JOURNALISTS AND BLOGGERS VISIT THE BRAND BOOTHS OF OUR FASHION CLIENTS AND DISCUSS ABOUT THE TRENDS FOR NEXT SEASON.

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FASHION EDITORIAL

The air !ickers in the harsh light of the sun. But you can’t see too far because of the undu-lating hills. One dome-shaped green pasture more verdant than the next. Stone walls and wooden fences crumbling, covered in moss or decaying, haphazardly crisscrossing the hills. Dress seams, hems and clothing pat-terns on the other hand, are things that the Italians have down to a "ne art – but when it comes to boundaries on their own land, they don’t seem so bothered. Here and there a gnarly old olive tree weathers the seasons, and on the horizon a few ancient ramshackle wooden barns remain, where no modern farming equipment would deign to be stored. Here in the middle of the Tuscan countryside are the company headquarters of the Italian sportswear label Franklin & Marshall.

We are in Montorio, a small village only a few kilometres east of Verona. The heart of the Italian fashion industry can be heard beating all around: weaving mills, textile factories, dyeing facilities, industrial-scale laundries. Every piece of clothing that is produced here has pro!ted from the centuries of experience gained in the textile tradition. That makes it slightly less surprising that of all places it was in Montorio that the typical American col-lege style was born. It was a style that the two friends Giuseppe Albarelli, an economist, and Andrea Pensiero, a designer, had always been

fond of. Casual chinos, relaxed sports trousers, loose-!t T-shirts and the key piece: the sweater, emblazoned with the emblem that American students proudly wear on their chests – their university logo. For the style-conscious Ital-ians, Albarelli and Pensiero, it was more than just a look. It summed up a lifestyle of youth, blitheness, casualness and sporting team spirit. “During a trip to New York in 1999 we discov-ered one of these sweaters at a "ea market: It was royal blue, pretty shabby, but in large letters on the front were the words ‘Franklin & Marshall’, which is an American college in Lancaster, Pennsylvania,” says Pensiero. This shirt and with it the name Franklin & Marshall became a synonym for the lifestyle that they loved, and so they founded the label as a hom-age to this attitude to life. “We already had the idea of creating our own college fashion, but we needed that decisive last kick, which this F&M sweater provided,” adds Albarelli.The new business partners gained expertise on their numerous research trips to the legendary Rose Bowl "ea market in Pasadena and from the countless second-hand shops in Tokyo. They immersed themselves in the American style of the !fties to nineties. Today it is in their "esh and blood: if you didn’t know any better you’d never guess that the F&M collections are de-signed in Italy and are also almost exclusively produced there. It was no mistake that Albarelli and Pensiero asked to take a look at the year-

books and photo archives of their namesake college – and they were granted permission. Not a bad deal for the Franklin & Marshall Col-lege either: the brand from Verona is allowed to use the logo, but not to sell in the US.But that doesn't matter, as business is doing just !ne anyway. Outside Italy, France is the next biggest market for the still young brand. In Europe, Franklin & Marshall are the biggest competitors of Abercrombie & Fitch. They ini-tially got off to a spectacular start in Germany, but then the distribution company went bank-rupt, which worried a lot of customers. This is why there are only around 40 distributors in Germany at the moment. But thanks also to the online trade and the continuous contact with the community, the brand is still growing rapidly on the German market. “We would like to focus more on Germany again in the future,” says Chief Marketing Of!cer Luca Innocenzi. Just as important, as the fastest developing market, is, you’ve guessed it: Japan. From this spot in the contemplative Tuscan village in this hilly valley, the whole world is within reach – and not just metaphorically speaking. Distribution is also organised from here.Upon entering the company’s headquarters, nothing echoes the village life outside. Dark, old, deeply grained oak furniture, wooden panelling, high ceilings and large rooms give more the impression of a university library, like something out of an American teen movie.

But there are no studying students at the large desk in the middle of the room; instead a bunch of hardworking marketing and sales staff are deep in discussion. They have plenty to do, but no one seems stressed or harried. Everyone is wearing their favourite accessory: a friendly relaxed smile. The equally young and dynamic design team work on a higher "oor of the build-ing, under the roof. At present they are busy with the spring/summer collection for 2014. But here again: no signs of stress in their faces. It’s like the seemingly perfect American small-town idyll, if that is possible.After all, one could accuse the brand of not being truly authentic. The college image of F&M rides merely on the logo of a university with which they have nothing in common – other than this logo. However, the label makes no bones about it: “The New York story, that is our story,” says designer Andrea Pensiero, “Franklin & Marshall, the college, that’s only a metaphor for the feeling we want to transport. Liberty, respect for one another and for the environment.” And that is exactly what is put into practice here in Montorio. A sporting and team spirit in every respect. No one thinks they are better than the other simply because they are sitting at a desk. That’s why the massive warehouse is separated from the rest of the building only by a glass wall. If you walk through the cheerful open-plan warehouse, and open a small hidden

iron door, continuing on across the courtyard, you’ll discover probably the most impressive reason why all the employees here wear a smile to match their casual clothing: Franklin & Marshall’s very own sweatshop. But don’t worry, this isn’t where the employees slave away in bad conditions for less than mini-mum wage: it houses the company’s own gym, spa and sauna, which can easily match the spa area of any SoHo House. The company really makes an effort to imbue the American spirit of belonging. “As a label we are interested in organic growth. Of course we want to earn money, but not at any cost,” emphasises Inno-cenzi. What else counts? Having fun of course. In front of the main building, directly on the banks of a small river the company also has its own bar, in a !fties-style American diner look. Only the obligatory Italian espresso machine isn’t American. On top of that they have their own rugby team in Verona, support a Spanish basketball team and a sports team for talented youngsters. There is so much more we could write about Franklin & Marshall but that would !ll an entire yearbook. So here’s to a great new start in Germany and we promise we’ll keep you up-to-date on any new developments.

www.franklinandmarshall.com

TERRA ANTIQUA X

TEAM SPIRITText Svea Jörgens Photos 7daysisaweekend

Andrea Pensiero (top) Giuseppe Albarelli Luca Innocenzi

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02/2013 02/2013 BRAND FEATURES FRANKLIN & MARSHALL, MONTORIO/ITALYBRAND FEATURES FRANKLIN & MARSHALL, MONTORIO/ITALY

The air !ickers in the harsh light of the sun. But you can’t see too far because of the undu-lating hills. One dome-shaped green pasture more verdant than the next. Stone walls and wooden fences crumbling, covered in moss or decaying, haphazardly crisscrossing the hills. Dress seams, hems and clothing pat-terns on the other hand, are things that the Italians have down to a "ne art – but when it comes to boundaries on their own land, they don’t seem so bothered. Here and there a gnarly old olive tree weathers the seasons, and on the horizon a few ancient ramshackle wooden barns remain, where no modern farming equipment would deign to be stored. Here in the middle of the Tuscan countryside are the company headquarters of the Italian sportswear label Franklin & Marshall.

We are in Montorio, a small village only a few kilometres east of Verona. The heart of the Italian fashion industry can be heard beating all around: weaving mills, textile factories, dyeing facilities, industrial-scale laundries. Every piece of clothing that is produced here has pro!ted from the centuries of experience gained in the textile tradition. That makes it slightly less surprising that of all places it was in Montorio that the typical American col-lege style was born. It was a style that the two friends Giuseppe Albarelli, an economist, and Andrea Pensiero, a designer, had always been

fond of. Casual chinos, relaxed sports trousers, loose-!t T-shirts and the key piece: the sweater, emblazoned with the emblem that American students proudly wear on their chests – their university logo. For the style-conscious Ital-ians, Albarelli and Pensiero, it was more than just a look. It summed up a lifestyle of youth, blitheness, casualness and sporting team spirit. “During a trip to New York in 1999 we discov-ered one of these sweaters at a "ea market: It was royal blue, pretty shabby, but in large letters on the front were the words ‘Franklin & Marshall’, which is an American college in Lancaster, Pennsylvania,” says Pensiero. This shirt and with it the name Franklin & Marshall became a synonym for the lifestyle that they loved, and so they founded the label as a hom-age to this attitude to life. “We already had the idea of creating our own college fashion, but we needed that decisive last kick, which this F&M sweater provided,” adds Albarelli.The new business partners gained expertise on their numerous research trips to the legendary Rose Bowl "ea market in Pasadena and from the countless second-hand shops in Tokyo. They immersed themselves in the American style of the !fties to nineties. Today it is in their "esh and blood: if you didn’t know any better you’d never guess that the F&M collections are de-signed in Italy and are also almost exclusively produced there. It was no mistake that Albarelli and Pensiero asked to take a look at the year-

books and photo archives of their namesake college – and they were granted permission. Not a bad deal for the Franklin & Marshall Col-lege either: the brand from Verona is allowed to use the logo, but not to sell in the US.But that doesn't matter, as business is doing just !ne anyway. Outside Italy, France is the next biggest market for the still young brand. In Europe, Franklin & Marshall are the biggest competitors of Abercrombie & Fitch. They ini-tially got off to a spectacular start in Germany, but then the distribution company went bank-rupt, which worried a lot of customers. This is why there are only around 40 distributors in Germany at the moment. But thanks also to the online trade and the continuous contact with the community, the brand is still growing rapidly on the German market. “We would like to focus more on Germany again in the future,” says Chief Marketing Of!cer Luca Innocenzi. Just as important, as the fastest developing market, is, you’ve guessed it: Japan. From this spot in the contemplative Tuscan village in this hilly valley, the whole world is within reach – and not just metaphorically speaking. Distribution is also organised from here.Upon entering the company’s headquarters, nothing echoes the village life outside. Dark, old, deeply grained oak furniture, wooden panelling, high ceilings and large rooms give more the impression of a university library, like something out of an American teen movie.

But there are no studying students at the large desk in the middle of the room; instead a bunch of hardworking marketing and sales staff are deep in discussion. They have plenty to do, but no one seems stressed or harried. Everyone is wearing their favourite accessory: a friendly relaxed smile. The equally young and dynamic design team work on a higher "oor of the build-ing, under the roof. At present they are busy with the spring/summer collection for 2014. But here again: no signs of stress in their faces. It’s like the seemingly perfect American small-town idyll, if that is possible.After all, one could accuse the brand of not being truly authentic. The college image of F&M rides merely on the logo of a university with which they have nothing in common – other than this logo. However, the label makes no bones about it: “The New York story, that is our story,” says designer Andrea Pensiero, “Franklin & Marshall, the college, that’s only a metaphor for the feeling we want to transport. Liberty, respect for one another and for the environment.” And that is exactly what is put into practice here in Montorio. A sporting and team spirit in every respect. No one thinks they are better than the other simply because they are sitting at a desk. That’s why the massive warehouse is separated from the rest of the building only by a glass wall. If you walk through the cheerful open-plan warehouse, and open a small hidden

iron door, continuing on across the courtyard, you’ll discover probably the most impressive reason why all the employees here wear a smile to match their casual clothing: Franklin & Marshall’s very own sweatshop. But don’t worry, this isn’t where the employees slave away in bad conditions for less than mini-mum wage: it houses the company’s own gym, spa and sauna, which can easily match the spa area of any SoHo House. The company really makes an effort to imbue the American spirit of belonging. “As a label we are interested in organic growth. Of course we want to earn money, but not at any cost,” emphasises Inno-cenzi. What else counts? Having fun of course. In front of the main building, directly on the banks of a small river the company also has its own bar, in a !fties-style American diner look. Only the obligatory Italian espresso machine isn’t American. On top of that they have their own rugby team in Verona, support a Spanish basketball team and a sports team for talented youngsters. There is so much more we could write about Franklin & Marshall but that would !ll an entire yearbook. So here’s to a great new start in Germany and we promise we’ll keep you up-to-date on any new developments.

www.franklinandmarshall.com

TERRA ANTIQUA X

TEAM SPIRITText Svea Jörgens Photos 7daysisaweekend

Andrea Pensiero (top) Giuseppe Albarelli Luca Innocenzi

56 57

02/2013 02/2013 BRAND FEATURES FRANKLIN & MARSHALL, MONTORIO/ITALYBRAND FEATURES FRANKLIN & MARSHALL, MONTORIO/ITALY

J‘N‘C EXCLUSIVE-INTERVIEW WITH THE OWNERS OF FRANKLIN & MARSHALL AT THE HEAD OFFICE IN VERONA.

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CORPORATE PR

Placement of exclusive interviews and corporate news in business publications and B2B media

Hamish Dodds, Head-of Hard Rock Cafe International

Willy Umland, CEO and partner of Converse Germany, Austria and Switzerland

Jägermeister listed in the worldwide top 10 of spirit brands (Impact) for the first time

!

!

Hard Rock Café

Welt am Sonntag

Converse

Sportswear International

Jägermeister

Süddeutsche Zeitung

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NETWORK AND PARTNERS

Openness and collaborative partnershipsdistinguish the work of S+SPR.

That's why we have partners throughout the lifestyle industry – a network of agencies and freelancers – who enable us to implement concepts on a flexibile basis.

www.schroederschoembs.com/partner

Photography & Production & Concepts

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http://www.schroederschoembs.com/partner

http://www.schroederschoembs.com/partner

PR is a vital tool in the marketing mix of your organisation and we can generate

added value to your product. While doing so we want to collaborate on a

professional and flexibel basis and create campaigns during which we benefit

personally and contextully from one another.

AND WHY WE WOULD LIKE TO WORK WITH YOU

*International German PR Prize: S+SPR winner in the category „Innovative and creative PR“ for the Telekom project eEtiquette

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„Work and fun: The Berlin based PR

agency Schröder+Schömbs is always up

for an unconventional stunt. The

performance of the team never falls

short. Clients classified the Berliners as

professional and reputable, competent

and reliable.“ (PR-Report)

Why you shouldwork with S+SPR

WRANGLER Ice Invasion

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SEE YOUIN BERLIN!CONTACT

Schröder+Schömbs PR GmbH

Torstrasse 107, 10119 Berlin

T +49 30 349 964 - 0

[email protected]

schroederschoembs.com

facebook.com/schroederschoembs

twitter.com/schroeschoe

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mailto:[email protected]

mailto:[email protected]

S+SPR Credentials 2014 (en)

Business

Transcript of S+SPR Credentials 2014 (en)