The history of the company defines the scope for the new enterprise: two well-known agencies work together under one brand and re-invent the news-agency business. The dapd model connects subscribers and journalists via a portal. The pricing structure also reflects a fresh approach to working together.
Edenspiekermann got involved as early as helping with naming the new company. We developed a communication concept for the introduction of the brand after we had helped to define the positioning. The new corporate design concept was not only launched through publications and business cards, but also through office templates, bringing the brand to everybody’s desk and computer. The cooperation was very fast, purposeful and involved plenty of wordy conversations.
