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Werbegewitter im Spiegel


Gerade hat mich der Artikel zur Werbe-Watsche 2009 von Jean-Remy von Matt erreicht, der gestern bei Spiegel Online veröffentlicht wurde. Mit Gefallen und leichter Verzückung las ich die offenen Worte des Branchen-Häuptlings, der klare Worte für die vielen eindimensionalen Kampagnen gefunden hat, die unsereins die letzten Monate präsentiert bekam. Auch die Feststellung, dass neun von zehn VM-Kampagnen im digitalen Dschungel stecken bleiben hat eine gewisse Relevanz, entbehrt aber einer genaueren Betrachtung zu den Gründen. Denn JvM selbst hat bereits Virals gemacht, die gemessen an ihrem Potenzial weit unter den Möglichkeiten einer erfolgreichen Verbreitung geblieben sind.

Aber lassen wir das Virale (Fachliche) mal beiseite. Eine andere Frage scheint doch viel wesentlicher zu sein: Was bezweckt Jean-Remy von Matt eigentlich mit seinen Statements? Als einer der einflussreichsten Werber kann er weit mehr zur Sprache bringen, als die inzestuösen Verhältnisse einer Branche zu kritisieren. Warum fordert er nicht mehr als den Anspruch, Werbung soll “wenigstens für ein paar Sekunden erste Vorfreude auf den Aufschwung wecken”? Auch der Hinweis, Humor solle häufiger in der Werbung Verwendung finden, erscheint mir nicht als erfolgreiches Mittel gegen die schwindende Bedeutung klassischer Werbeideen.

Eine der kreativsten Agenturen Deutschlands, voller arbeitswilliger Menschen, die ihre Zukunft mit einem JvM-Arbeitszeugnis veredeln werden, darf meiner Auffassung nach weiterführende Ansprüche stellen! Sie sollte nicht bloß die kreativste, sondern vielmehr die innovativste Agentur sein, sollte alle Medien bedienende Ideen und Kampagnen entwickeln und das kreieren, was ihr Hauptkapital ist, Engagement – auch auf Konsumenten-Seite!

Daher fehlt mir in dem Spiegelartikel einfach ein Satz wie: “JvM hat mittlerweile eins verstanden: Unsere Werbung wird sich dem Konsumentenverhalten immer wieder neu anpassen, auch wenn es morgen nur noch Computerbildschirme gibt und keine Fernseher mehr…”

Grüße vom Computerbildschirm,
Martin Draeger