"Not too big a deal," as CEO Jörg Bewersdorff emphatically puts it soberly. "In principle, the name change is really mainly cosmetic. The fact that we took this opportunity to replace "Dialog" with "Activation" has to do with our self-image of largely individualized communication." And at Wirz Activation, this no longer consists only of classic dialog, but much more of the channel-neutral and increasingly data-driven activation of brand and customer values. "That doesn't mean that we don't continue to do offline and online mailings with dedication. But we are just as much at home at the POS and simply everywhere where it is a matter of capitalizing on brands and offers with equally empathetic and sales-boosting solutions," adds Bewersdorff.