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merger a large outdoor event was held in the Black Forest, which welded the team together. According to the company’s own principle: “Communication, service, value”, Haasen searches for new opportunities to strengthen the team spirit and to make employees happy. He recently took part in a large company run in Freiburg together with 35 colleagues. All participants of the colourfully diverse running group wanted to win or at least cross the finishing line, and had a lot of fun in doing so. Living corporate culture Personal contact with employees is very important to him; he looks at all the applicants himself and he has established flat hierarchies in many areas. All this is based on a corporate culture that Haasen and his fellow managers Klaus Richter and Elmar Schlesinger (finance, HR) as well as the heads of department have carefully established. “Communication, service, value” (CSV) are the keywords that determine action in all areas of the company, but also cooperation in internal and external contacts. The management attends regular Jour Fixe meetings for the daily operations and once a year it spends a day filling its guiding principle CSV with life. At alternating locations and in a relaxed atmosphere, plans and visions take shape, problems are discussed and decisions are prepared. For Fritz Haasen, “CSV on tour” is a valuable, dynamic instrument of corporate culture. Trade benefits from brand partnerships Zertus GmbH, which dates back to 1826 when the Tangermünde sugar mill was founded by Friedrich Meyer, aims at meaningfully expanding existing business segments and exploring new, suitable business segments at home and abroad. Integration in the Group is the primary goal but meaningful investments are also conceivable. The independently run subsidiaries benefit from synergies and know-how transfer. The two aforementioned acquisitions by the Zertus Group can be seen in this context: With the acquisition of Pulmoll, Kalfany became the largest producer of tinned sweets in Europe overnight. And the acquisition of Süße Werbung opened up a completely new distribution channel with the promotional products market in which other brands of the Group are also marketed. The promotional products industry benefits from these partnerships with successful and in some cases even exclusive brands that enhance any promotional campaign through their high profile and promise of quality. One of these partnerships, for example, is Pulmoll, but also Dextro Energy, various Ferrero products, Mars (My m&m’s), Katjes, as well as fine chocolate products from Gubor, Storck and Ritter. 78 Sweet advertising works PSI Journal 10/2016 PARTNERSHIPS WITH EXCLUSIVE BRANDS TURN US INTO SOMETHING UNIQUE Fritz Haasen What is the secret of sweet advertising for Fritz Haasen? People are very passionate about sweets, as they are about anything edible, and they are therefore perceived particularly intensively with all 5 senses. Packaging plays a very important role to link advertising messages effectively and sustainably with the product. And since almost everyone loves sweets, waste coverage is negligible: This promotional product thus has a very high impact and is therefore particularly promotionally effective. This year Kalfany Süße Werbung celebrated a triple anniversary: 190 years of the Tangermünde sugar mill (Zertus) and thus one of the oldest family businesses in Germany, 60 years of Pulmoll and 35 years of Süße Werbung. More about that in the next issue. <

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