Archiv für den Monat: Mai 2019

The fall of ad copy, long live ad copy

As digital advertisers, driving strong performance is at the heart of what we do. But, what is the true goal of paid search ad copy? If clicks, conversions, and demand generation are what is most imperative to client success and satisfaction, do you really need fresh ad copy to accomplish these goals?

At first glance, you might think, yes.

Forbes estimated that in 2017, Americans were exposed to 4,000 different forms of ads and brand messaging each day. With ads packed on top of each other, it can sometimes be difficult to fully capture user attention and interest. This idea leads some people to believe that they have to consistently develop and redevelop novel ad copy that breaks through the clutter. While it isn’t wrong to try and separate yourself from competitors within the marketplace, you don’t have to spend too much time creating niche variances in your copy.

Do users actually care about ad copy?

In this highly saturated ecommerce landscape, people aren’t going to spend time reading all of the specifics of your ad copy, regardless of how fascinating it might be. The average user only spends a couple of seconds navigating the SERP after typing in their query, meaning that they’re not going to actively take the time to read all three headlines as well as both description lines. In my experience as a consumer, when I type in a query, I scan the ad’s first two headlines, display URL, and site links before deciding whether or not to click.

To prove this theory of whether users truly care about the wording and actual detail within the ad copy, we ran an A/B test for one of our clients during a promotional period. From a high-level perspective, the test involved running evergreen ad copy versus promotion-driven ad copy across all of our branded trademark campaigns.

The results: Evergreen copy drove a 30% higher click-through rate

The outcomes we found were captivating. Our evergreen copy drove a 30% higher click-through rate over the course of the promo period, as well as a 19% lower cost per click. Ultimately, this decrease in CPC helped facilitate increased efficiency, saving us thousands of dollars. Evergreen copy also drove stronger back-end metrics, showing +2800bps in conversion rate versus our promotion copy.

With this being said, I’m not trying to say that it’s acceptable to get complacent with your copy development. I do believe that there are things you can apply to your ad copy that will help your ad stand out, drive relevance, increase quality score in the auction process, and ultimately drive increased traffic to the site.

Typically, strong PPC ads commonly contain features, benefits, and a strong call to action. The purpose of including these elements isn’t because they’re going to necessarily be heavily read or sifted through. It is merely to increase visibility, user experience, and ultimately get higher conversions for your clients.

The fight for SERP real estate isn’t won through compelling ad copy, but through relevance, quality score, and keyword inclusion. These elements convince the user that your ad will provide the solution to their query.

The answer isn’t easy

Incorporating this practice can hold many challenges, especially within an advertiser to client relationship. There are many times where a client pushes us to use copy that is either developed in-house, has a specific promotional message, or is nearly identical to the wording on their website. Sometimes these ad copy suggestions can be successful in increasing the quality score and relevance. But being an agency, it is our job to suggest running tests on different variations of ad copy that can potentially drive higher performance, especially since the window of time when users assess PPC ads is extremely small. At the end of the day, many brands will want to utilize whatever will drive the highest traffic, conversions, and demand across their accounts.

Focus not on wording, but on results

To summarize, ad copy is absolutely imperative for PPC success. But remember, users, are unlikely to take the time to read all of the intricacies included within each headline and description. Instead of spending time focusing solely on eloquent wording, it is important to suggest tests with your clients and ensure that you are having conversations about continuously optimizing your copy from a performance-based mindset. With this clutter-filled ecommerce marketplace, the essential benefits of ad copy lay in creating copy that will have a high-quality score and drive heavy clicks.

Nicolas Ross is an SEM Coordinator at PMG.
What are your thoughts on this? Share them in the comments.

The post The fall of ad copy, long live ad copy appeared first on Search Engine Watch.


B2B Content Not Making an Impact? Try These 7 Underutilized Promotion Channels

Creating great content requires considerable investment, in terms of time, effort, and money. Knowing this, it’s crazy how often I see marketers and brands fail to follow through by promoting their content to the fullest and maximizing its targeted exposure.

It literally makes me sad. I’m tearing up as I write this. One moment… Talk amongst yourselves.


Ahem. So the scourge of unseen quality content is one we must conquer. The path to doing so, I’m afraid, isn’t as simple as scheduling a bunch of links across the same old social feeds. This isn’t to say social media isn’t important, but this formulaic, reflexive approach is fast losing its luster.

The latest Content Trends Report from BuzzSumo found that social shares have dropped by 50% since 2015, owing to several different factors: increased competition for eyeballs, changes to Facebook’s algorithm, shifts in discovery habits for users. All of this means fewer referrals, less engagement, and less impact for content promoted solely through these channels.

How can we counteract this troubling decline? The first step in treating Invisible Content Syndrome is acknowledging it’s a problem, and developing a concrete plan to address it. To this end, our CEO Lee Odden created a list of 50 content promotion tactics that can be implemented during the planning stages of your next initiative. His suggestions will provide plenty of guidance for a broader and more robust promotion mix. Once you’ve committed to giving your content the continuing attention it deserves post-publication, it’s time to start differentiating.

[bctt tweet=“Once you’ve committed to giving your content the continuing attention it deserves post-publication, it’s time to start differentiating. @NickNelsonMN #B2BContentMarketing #ContentPromotion“ username=“toprank“]

This will be our focus for today: zeroing in on some of the underutilized channels capable of providing a competitive advantage. Instead of exclusively trying to compete with ephemeral Twitter feeds or mercurial Facebook algos, diversify with these seven B2B content promotion techniques that can help your best stuff stand out and get noticed by the people who truly matter to your brand.

7 Underutilized B2B Content Promotion Channels

Volume is about vanity. It really is that simple, I’m afraid. Unless your company profits directly from pageviews (via ads), there is no practical value in piling up impressions. It might feel nice to see a higher number of visitors, but if you aren’t driving action with the right people, you’re bound to end up feeling verklempt.

With an eye on quality and resonance, here are seven channels worth considering for your B2B content promotion mix. Because they are generally underutilized, there’s a good chance your competitors aren’t tapping them (yet) or using them to their full potential.

#1 – Influencers

Of course we’re going to start here. While influencer marketing in the B2B realm is on the rise, research shows that an incredibly small percentage (11%) of B2B brands are engaging in ongoing influencer programs.

Strategic influencers are vital conduits for connecting your content with key audiences. If you’ve done your due dilligence to identify individuals who align with your brand from a topical and cultural perspective, then their networks are likely highly qualified, and most importantly, your association with them can infuse near-instant credibility in the eyes of their followers.

[bctt tweet=“#Influencers connect with a much more targeted audience than banner ads have in quite some time. @martinjonesaz #B2BInfluencerMarketing“ username=“toprank“]

Influencers themselves aren’t a channel, but rather a powerful entry point to several different channels. Once you’ve developed strong relationships with influential partners, you can work with them to co-create and share content that your mutual audiences will find value in. Depending on the type of relationship you cultivate, you could also encourage them to share prioritized content from their social accounts, on their blogs, in their newsletters, etc. Cross-mentions on platforms such as LinkedIn can also help your articles gain more visibility in feeds.

Remember: when you incorporate these influencers into co-creation campaigns, they’ll be more motivated to share, and their audiences will be more likely to take notice.

#2 – Employees

As Michael Brenner wrote recently at Marketing Insiders Group, engaged employees can be some of your brand’s most authentic and influential advocates. “Who better to sing the praises of your organization than an employee who truly believes in the value of what you’re trying to achieve?” he asks.

[bctt tweet=“Who better to sing the praises of your organization than an employee who truly believes in the value of what you’re trying to achieve? @BrennerMichael #ContentPromotion“ username=“toprank“]

The operative word here is “engaged.” When employees are dutifully copy-pasting article links into their social accounts, the results will reflect the effort and enthusiasm. However, when they feel truly invested in the content and its success, this also tends to manifest.

Find ways to make internal content sharing more aspiration than obligation. We can do this by involving employees in the creation of content itself, gamifying the promotion process (“Free pizza if we hit XX% referrals from this platform!”), or conveying the benefits of personal brand-building on social.

Employee advocacy programs can provide structure and ease for implementing such initiatives. The Marketing Advisory Network’s 2017 Employee Advocacy Impact Study can shed some light here, highlighting barriers that keep employees from sharing company-related posts on social and so much more.

#3 – Customers

Much like employees and industry influencers, your customers provide an extra element of credibility when amplifying your brand’s content — both offline and online. Their networks likely include professionals within the same niche, so the audiences are inherently more qualified.

Obviously it’s great when a satisfied buyer is willing to participate in and promote persuasive lower-funnel pieces like success stories and testimonials, but that’s a relatively heavy ask. Conversely, providing them with practical content that’s useful to their followers will carry more appeal, especially if you tailor your message (i.e., “I think your customers will really like this article because…”).

#4 – Topical Forums

Message boards, subreddits, social media groups, and other focused online communities can be highly valuable for brands. Forums contain tribes of engaged, knowledgeable, connected people with an intrinsic desire to learn and grow. However, these established communities tend to be skeptical of unfamiliar outsiders — especially those who enter with a blatantly self-promotional motive.

In order to leverage these channels properly, you should build a long-term strategy around them. Create a functional presence in groups and forums long before you start sharing your own content there. Encourage your employees to participate in boards that interest them specifically. Ensure there is a clear match between the respective audiences and what you’re trying to accomplish.

One reason forums make our list of underutilized tactics is because they can often be used in the wrong way. As a general rule, it’s best to repurpose your content within these forums, rather than just linking out in the traditional sense. The primary goals should be establishing thought leadership, and generating meaningful conversations, rather than simply driving people to your website.

#5 – Industry Associations/Publications

Much like online forums, industry outlets have the advantage of pre-existing audiences organized around specific subjects or verticals. Whether it’s an online resource or still in print, people still trust the information from their favorite niche publications. Magazine readership remains high. Trade associations are filled with pros who are adamant about their crafts.

Once again, the key here is relationship-building. It can be really tough to pitch stories or earn coverage out of the blue. Consider connecting with publication editors or association leaders long before you start working the content promotion angle.

#6 – Email Segments

I’m not talking about blasting out content digests to your entire email list, or indiscriminately sending automated RSS links devoid of context. These methods are already widely in use, and the results are only worsening as people grow tired of inbox irrelevance. But email remains an effective channel for direct engagement, when used as such.

Rather than falling back on the spray-and-pray approach, try divvying your email list into segments based on interest, specialty, or function. The more granular you can get, the better. Then, share content via email with the segments for which it is most acutely suited. Customize your messaging accordingly. You could even consider composing individual emails and sending them along with a personal note to people you really feel would benefit from (and maybe share) a particular piece.

Remember: one pertinent reader/viewer who can take action is far more valuable than 10 who can’t.

[bctt tweet=“Rather than falling back on the spray-and-pray approach, try divvying your email list into segments based on interest, specialty, or function. The more granular you can get, the better. @NickNelsonMN #ContentPromotion“ username=“toprank“]

#7 – Direct Mail

It’s one of those classic mainstays that has largely gone out of style. How often do you receive a piece of mail at work that is actually tailored to you personally, and worth your time? Would such an item stand out to you?

Physical mail doesn’t have a place in most digitally-based strategies, which is exactly why it may offer a unique opportunity to reach important contacts. Tracking down someone’s office mailing address is often easier than tracking down their email address. This method isn’t necessarily cheap or scalable, but in cases where you really want to get your content in front of a particular account, sending a printed version (or just a note encouraging them to check it out online) can be a sneaky winner.

One B2B-centric example is *LinkedIn’s Sophisticated Marketer Quarterly, which stands out as a glossy, colorful product you can hold in your hands. It’s a great place for B2B practitioners to be featured.

Sophisticated Marketers Guide Quarterly

Find New Audiences for Your Best B2B Content

One of the most valuable objectives for B2B brands is also one of the most challenging: generating awareness and influence with new audiences and prospects. Continuing to push the same cookie-cutter social promotion tactics won’t do the trick. In the era of content saturation, we must remain vigilant in finding new ways to reach and engage the right people.

[bctt tweet=“Content promotion can’t be effective if it’s an afterthought. @leeodden #B2BContentMarketing #ContentPromotion“ username=“toprank“]

Whether embracing the channels above or identifying others that make sense for your brand, I encourage you to think outside the box when it comes to promotion. And whatever you do, don’t make this essential marketing an afterthought. Because that leads to lonely content and general sadness. Ahhh here I go again, I’d better log off…


Want more guidance to B2B content marketing success that’ll turn your frown upside-down? Check out Annie Leuman’s recent write-up on powering through the summer slump.

*Disclosure: LinkedIn is a TopRank Marketing client.

The post B2B Content Not Making an Impact? Try These 7 Underutilized Promotion Channels appeared first on Online Marketing Blog – TopRank®.


Goodbye to average position on Google SERPs

Screenshot example of an average position listing in Google SERP

Just when you thought Google was done shaking things up within their Google Ads platform, they did it again with their announcement that the “Average Position” metric would be sunset later this year.

Come September, we’ll have to start relying on the existing metrics “Top Impression Share” and “Absolute Top Impression Share” instead.

The change at first glance

It seems to simply and unnecessarily turn one metric into several, adding more complexity to the already vast data pool. However, the change is actually a chance to more accurately gauge the true page position of your text ads. The Average position has long been one of the most misunderstood metrics in the Google Ads ecosystem and can be a common source of confusion between client, agency, and Google teams.

Average position is going down

Average position is often interpreted as a metric that directly denotes the actual position your ad occupied on SERPs (Search Engine Results Pages), but that was never actually the case. Instead, average position denoted where your ad fell relative to other ads.

To illustrate the difference, consider that an ad with an average position of two could just as often be spotted sitting at the bottom of the results page as it could be found at the second overall results spot. The latter being in immediate view of a searcher without scrolling at all, the former often forgotten or dismissed.

In these two separate instances, the ad from Joybird is just as much in average position two as the JustFab ad in the next picture.

Example of an average position listing spotted at the bottom of Google SERP

What are these “new” metrics?

“Top Impression Share” and “Absolute Top Impression Share” are actually much closer to the perceived intent of the average position.

Absolute Top Impression Share

“Absolute Top Impression Share” is defined as “the percentage of impressions your ad has in the very first position above organic search results”. This makes it ideal for knowing when your ad will be shown to a searcher without having to scroll. This is especially crucial when dealing with limited mobile real estate.

Top Impression Share

Meanwhile, “Top Impression Share” is defined as “the percentage of impressions your ad has above organic search results”. This will still be useful when gauging how your ad is being placed in relation to competitors.

While these new prominence metrics are a breath of fresh air, the jury is still out on just how reliable they are now and how reliable they will continue to be given the continuous testing of new page experiences and vertical-specific ad units (for example, hotel campaigns in Google Ads) along with other specialized knowledge panels.

Wake me up when September ends

With these “new” impression-share-based metrics taking center-stage in place of “Average Position”, there are plenty of misconceptions left to fuel more questions as time goes on, but the move should be fairly smooth given the ample amount of time we’ve been given to make the transition to using “Top Impression Share” and “Absolute Top Impression Share”.

With the wealth of data at our fingertips, now is the perfect time for search advertisers to educate themselves and their clients on the pitfalls of vanity metrics and the importance of focusing on clean, useful data that will actually improve returns.

Blake Lucas is an SEM Coordinator at PMG.

The post Goodbye to average position on Google SERPs appeared first on Search Engine Watch.


Sowing the Seeds of Success: 3 Elements of Strong B2B Influencer Relationships

We’ve said it before and we’ll say it again: Effective B2B influencer marketing is rooted in building lasting relationships.

The premise is simple: When brands invest time, effort, care, and money (when it makes sense) to cultivate partnerships rather than one-time or “on-my-terms” engagements, industry influencers and experts are far more apt to do the same. Oh, and the outcomes of influencer/brand engagements (i.e. reach, engagement, thought leadership, increased share of voice, etc.) are more fruitful for all parties, too.

But as we’ve also said before, building the right relationships is critical—and time consuming.

The right relationships aren’t sowed solely based on social network size nor are they grown without proving mutual value. In fact, there are several must-have characteristics of influencer/brand relationships. What are they? Let’s discuss three of them and hear what a few seasoned experts have to say on the subject.

#1 – The Fit Factor

Topical and cultural alignment is absolutely essential to any influencer/brand partnership. Why? Without alignment here, you’ll miss the mark on creating relevant content and audience experiences—and potentially damage, rather than boost, your brand’s credibility and reputation.

Topically, the influencers you work with must have relevant expertise, insight, interest, and audience, ultimately aligning with your goals and expertise of your brand. Culturally, their character and conduct need to be a match, too.

“In the eyes of consumers, the influencers you select and work with will, in many ways, become an extension of your brand,” Martin Jones, Senior Marketing Manager at Cox Communications, told us in an interview. “Due diligence in researching the potential influencers‘ social media history will reveal a lot about their personality, style, character, and more.”

He went on: “There is much more to a successful relationship than the dollar value and reach. Influencers that align with your company’s goals, objectives, and values will advance your organization in many ways beyond a marketing campaign.”

[bctt tweet=“There is much more to a successful relationship than the dollar value and reach. @martinjonesaz #B2BInfluencerMarketing“ username=“toprank“]

In addition, fit isn’t necessarily one-size-fits-all—and your definition can change over time. Your influencer relationships can and should be diverse, helping you power different objectives and provide a range of perspectives to your audience wherever they are in the buyer’s journey.

“It’s not always about the number of followers or connections an influencer has,” Ursula Ringham, Head of Global Influencer Marketing at *SAP, has said. “Some people think: ‘Oh my God. We have to work with this person. They have a million followers.‘ Your influencers have to be able to relate to your audience and that skill isn’t necessarily determined by a large following.”

[bctt tweet=“Your influencers have to be able to relate to your audience and that skill isn’t necessarily determined by a large following. @ursularingham #B2BInfluencerMarketing“ username=“toprank“]

Read: 5 Essential Questions to Guide Your B2B Influencer Marketing Strategy

#2 – A Foundation of Trust That Translates into Value for All

Strong relationships are built on trust. While that’s cliché to say, in today’s tumultuous social, political, and digital landscape, it’s more relevant and important than ever. And arguably, trust can form when both parties are invested in the success of their partners—a place where value exists for all parties.

As TopRank Marketing CEO Lee Odden recently wrote in regards to improving and managing influencer experiences: “Far too many B2B brands treat their influencer relationships transactionally and in terms of what the brand can get from the influencer. B2B brands that make any effort at all to learn more about influencer goals, preferences and capabilities in combination with providing opportunities to connect with other influencers, will go along ways towards building brand advocates and inspire more effective influencer behaviors.”

Furthermore, trust and value are fully unlocked with transparency. It’s not only fair, but also paramount for you to be honest about what your brand is trying to achieve with the help of your influencer partners. Several seasoned influencer marketing leaders at B2B brands share these viewpoints:

“The key here is a relationship—realize that in order to be successful, the work has to be mutually beneficial to both parties … Also, be very clear up front on the goals of your influencer program and what success looks like.” – Lucy Moran, Senior Vice President of Brand, Digital, and BU Marketing, Dun & Bradstreet

[bctt tweet=“In order to be successful, the work has to be mutually beneficial to both parties. @lucymoran on #B2BInfluencerMarketing“ username=“toprank“]

“I think trust is the most important characteristic of a successful influencer/brand relationship. We have to trust that the influencer can deliver on a project whether that be a study, an eBook, a keynote, or a webcast. We’ve certainly had our share of learning experiences. But those influencers that deliver high-quality work definitely earn our allegiance. And we have to hold up our end of the bargain, too, and be a good partner. We must set clear expectations, make the process seamless for paid engagements, and provide timely feedback on deadline.” – Angela Lipscomb, Influencer Relations Manager, SAS

[bctt tweet=“We must set clear expectations, make the process seamless for paid engagements, and provide timely feedback on deadline. @AngelaLipscomb on #B2BInfluencerMarketing“ username=“toprank“]

“Open, honest, regular communication about what success looks like to each party is vital to a win-win relationship. It has to be based on mutual trust and respect, not to mention a genuine interest in the other party’s success.” – Rani Mani, Head of Social Influencer Enablement, Adobe

[bctt tweet=“Open, honest, regular communication about what success looks like to each party is vital to a win-win relationship. @ranimani0707 on #B2BInfluencerMarketing“ username=“toprank“]

“When you look at the characteristics for a successful B2B brand relationship you are:

  • Looking at creating value for both parties
  • Creating a long term and lasting relationship that is a two way street
  • Setting up your influencers for success and arming them with knowledge before they walk into any kind of engagement
  • Arming your brand stakeholders with information as well so interactions are high value between the company and the influencers
  • Being clear with the influencers on what it is that you’re trying to achieve”

Amisha Gandhi, Vice President of Influencer Marketing and Communications for SAP Ariba

[bctt tweet=“What’s one characteristic of a successful B2B brand/influencer relationship? Mutual value creation. @AmishaGandhi #B2BInfluencerMarketing“ username=“toprank“]

#3 – A Commitment to Co-Creation Collaboration

B2B influencer marketing is not about hiring or enticing industry thought leaders to hawk your product or service. It’s about building something together—something that will inform, engage, entertain, and inspire your audiences.

When a commitment to content collaboration is part of your influencer/brand relationships, you not only provide influential experts with a medium to share valuable insights, but can also provide your audience with a mix of perspectives—upping your storytelling capabilities and credibility.

[bctt tweet=“If you want your content to be great, ask influencers to participate. @leeodden #B2BInfluencerMarketing“ username=“toprank“]

While some influencers such as internal subject matter or niche experts may not have much content creation experience, you can coach them—helping you strengthen the previously discussed characters. On the other hand, influencers who have a knack for creating content will welcome and expect opportunities for content collaboration.

Less On-Time Transaction. More Long-Term Interaction.

Building relationships with the right influencers is undoubtedly time consuming and downright difficult at times. But with the right focus and attention to detail, the effort you put forth can result in fostering partnerships that are beneficial on multiple levels of everybody involved.

What’s on the influencer marketing horizon? On May 30, 2019 tune into Seth Bridges, founder at Rival IQ, live interview of Lee Odden where he’ll be discussing influencer marketing trends and more.

The post Sowing the Seeds of Success: 3 Elements of Strong B2B Influencer Relationships appeared first on Online Marketing Blog – TopRank®.


Forward Festivals 2019

Das Forward Festival für Kreativität, Design und Kommunikation feiert dieses Jahr sein 5-jähriges Bestehen. Die Forward Festivals stehen für Vorträge und – teilweise sehr persönliche – Interaktion mit den weltweit besten Köpfen aus Design, Kreativität und Kommunikation, die den Besuchern ihre Erfahrungen, persönliche Erfolgsgeschichten und Learnings mit auf den Weg geben.

Es findet dieses Jahr vom 13.-14. Juni in München und 4.–5. Juli in Hamburg statt.

Highlights in München

Stefan Sagmeister

Der österreichische Grafikdesigner Stefan Sagmeister, derzeit in aller Munde durch seine aktuelle Ausstellung “Beauty” im Museum für Angewandte Kunst Frankfurt, wird als Hauptspeaker am zweiten Tag des Forward Festivals auftreten. Gemeinsam mit dem Publikum wird er die Funktion schöner Dinge erörtern und der Frage nachgehen, warum wir uns von Ästhetik angezogen fühlen. Sagmeister betreibt seit den 1990ern sein Büro in New York City, hat schon einige Preise – darunter zwei Grammys – gewonnen und 2012 die junge Designerin Jessica Walsh ins Boot geholt. Der Bregenzer bringt mit seinem Vortrag ein Stück Österreich nach München und wird mit seiner charmanten Art und spannenden Inhalten für Inspiration sorgen.

Eike König

Eike König produziert keine Antworten, sondern einen Diskurs. Teilweise autobiographisch begründet, löst er in seinen kreativen Strukturen eine allgegenwärtige Medienkakophonie aus, die uns täglich mit inhaltsreichen Botschaften füllt.

Roger Ballen

Der Fotograf Roger Ballen ist einer der wichtigsten Fotografen seiner Generation. Er wurde 1950 in New York geboren, lebt und arbeitet aber seit über 30 Jahren in Südafrika. In den letzten dreißig Jahren hat sich sein unverwechselbarer Fotostil mit einem einfachen quadratischen Format in starrem und schönem Schwarz-Weiß entwickelt. In seinen früheren Arbeiten ist seine Verbindung zur Tradition der dokumentarischen Fotografie klar, aber in den 90er Jahren entwickelte er einen Stil, den er als “ballenartig” bezeichnet.

Hightlights in Hamburg

Erik Spiekermann

“Hello, I am Erik” ist der Titel von Johannes Erlers Monographie über den berühmten Kunsthistoriker, Informationsarchitekten, Schriftgestalter und Autor Erik Spiekermann. Zwei seiner Schriften, FF Meta und ITC Officina, gelten als moderne Klassiker. Er gründete MetaDesign (1979) und FontShop (1989). Er steht für das Design bekannter Marken wie Audi, Bosch, VW oder der Deutschen Bahn und das Redesign von Publikationen wie The Economist. Erik ist auch der Grund, warum man sich nicht in der Berliner U-Bahn oder dem Düsseldorfer Flughafen verirrt, für die er die Informationssysteme entwickelt hat. Er entwarf exklusive Schriften für Unternehmen wie die Deutsche Bahn, Bosch, ZDF, Cisco, Mozilla und viele andere. Spiekermann war bis Juni 2014 geschäftsführender Gesellschafter und Creative Director von Edenspiekermann mit Büros in Berlin, Amsterdam, San Francisco und Los Angeles, bevor er von dieser Position in den Aufsichtsrat wechselte.

Erica Dorn

Erica Dorn ist Grafikdesignerin und Illustratorin. Nachdem sie ihre Karriere in traditionellen Werbe- und Markenkontexten begonnen hat, arbeitet sie heute im Kino und eng mit Regisseuren und Produktionsdesignern zusammen, um maßgeschneiderte Bildwelten für die Leinwand zu schaffen. Der Titel ihres Vortrags beim Forward Festival 2019 lautet: “Kleine Welten erschaffen: Grafikdesign für Wes Anderson’s Isle of Dogs”. Erica wird “hinter die Kulissen” der zweijährigen Produktion der Isle of Dogs gehen und über den Prozess der Typografiegestaltung für Requisiten, Bühnenbilder und Übertitel sprechen, beginnend mit dem Verständnis der Rolle der Grafik im Film bis hin zu Forschung, Design und Revisionsprozess. Sie wird beschreiben, wie ein typischer Tag am Set aussieht, was es bedeutet, mit einem Autor wie Wes Anderson zusammenzuarbeiten, Lieblingsgrafiken, schwierigste Momente und spezifische Einblicke in die Welt der Stop-Motion-Animation und Miniaturen im Vergleich zu einem Live-Aktionsfilm.

Mirko Borsche

Nach seinem Abschluss als Diplom-Grafiker und Kommunikationsdesigner arbeitete Mirko Borsche als Art Director für die Werbeagentur Springer & Jacoby, wo er für die Kampagnen von Levis, MTV, Mercedes Benz, Panasonic, Reemtsma und anderen verantwortlich war. Von 1999 bis 2002 war er Art Director des jetzt magazine, einem Spin-off für junge Leute der Süddeutschen Zeitung. Ab 2002 arbeitete Mirko Borsche mehrere Jahre als Art Director für die Mini-International BMW Group. Im selben Jahr wurde er Art Director bei einem neuen Projekt von Stern/Gruner+Jahr und gründete das Jugendmagazin NEON, das in Deutschland ein großer Erfolg wurde. Im Jahr 2004 kehrte er für den Relaunch des Magazins zu jetzt zurück und blieb bis 2007. Seit 2007 ist er Kreativdirektor der Wochenzeitung DIE ZEIT und aller anderen Publikationen des Zeit-Verlages wie Zeitmagazin und Zeit Wissen. Im Jahr 2007 gründete Borsche auch sein Designstudio Bureau Mirko Borsche in München. Seine Mandanten kommen aus allen Bereichen, von der Kultur über die Medien bis hin zur Wirtschaft: Bayerische Staatsoper, Thalia Theater, Audi, BMW Group, Nike…. Mirko Borsche erhielt für seine Arbeit zahlreiche nationale und internationale Auszeichnungen. Neben vielen nationalen Ausstellungen wurde sein Werk in Amsterdam, Barcelona, Florenz, Stockholm, Seoul und Tokio ausgestellt.