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Kauba, Eda

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Hospodárske noviny - Slovakia | 03/07/2009

Cliché about Germans being uncreative outdated

According to Eda Kauba writing in the Hospodářské Noviny, a Czech and head of jury at the "Best of European Design and Advertising Awards" festival taking place in Barcelona, the most creative designers and copyrighters come from Germany: "The Germans are well organised, disciplined and have no sense of humour. … Anyone who believes that is clinging to an ancient cliché. When I tell people that the Germans are the funniest people in advertising and the most creative designers they're always surprised. German and creative? Yes, and they have been for a long time now. At the festival in Barcelona the Germans won in 16 of the 23 categories. And they deserved to. … The campaign for the Hornbach [DIY chain] won the grand prix. This ad works in any country. And yet the supermarkets ad category is normally the one that produces the most boring ads. … It would be good if we took a closer look. We can profit from the short distance to Berlin."

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