Orchestration The Orchestra of Ideas Brand and Customer Value The right team for every job The Orchestra of Ideas Scholz & Friends offers a comprehensive range of communication instruments: advertising, public relations, public affairs, event marketing, promotion, sponsoring, interactive, design, 3D communication, branded entertainment, trademarketing and dialogue marketing. All instruments follow a guiding principle: a conducting idea. This is what we call "orchestrated communication". The media - the instruments in this orchestra - each have a specific function. The smooth interplay is enhanced by the network?s orchestrated corporate structure: each brand has a "conductor" in the agency who is responsible for conducting all the instruments. top Brand and Customer Value Scholz & Friends differentiates between brand and customer value instruments. Brand communication are advertising messages, such as TV commercials and adverts, which create the necessary level of exposure. Customer value instruments are those that the customer actively involve. These include dialogue activites which help to built up a long term customer relationship. top The right team for every job Scholz & Friends has the right "instrumentation" for every and any job: specialised service companies for all media and full-service agencies in Europe to focus these services under one roof. We also have a management structure conducive to concerted teamwork: the partner principle we introduced in 2003 means that in addition the Board of Directors, around 40 leading executives also hold a stake in the Group. This basic principle allows us to transcend profit-centre thinking and instead approach media and ideas neutrally, with their effectiveness as our key lodestone. top

The instruments of the "Orchestra of Ideas" [more] The Scholz & Friends Network [more] Six great German ideas in a photo book, edited by Sebastian Turner [more]