Many Burda employees are involved in voluntary or social work, taking on responsibility and helping other people in their spare time. We would like to present this heartfelt commitment here to inspire other employees.
We know them well in Germany, but abroad they often only catch the eye on closer inspection: our seals, such as the 'Top Clinic' or 'Best Employer' ones, for example. They have long been a symbol of trust, quality and guidance beyond Germany's borders, sometimes even appearing on billboards, in bank branches or on supermarket displays. Each of these recommendations is based on a complex and well-founded research process – 'made in Munich'. This is overseen by a small international team led by Silvia Bellavia and Gosia Pottmann, who are passionate, courageous and curious.
The two colleagues are responsible for the international seal business at BurdaVerlag Data Publishing GmbH, and their work has long since grown beyond Germany. Italy, France and, soon, Switzerland are among the markets in which the publishing house awards seals to employers, banks, clinics and insurance companies. However, what at first glance sounds like 'export' is, in reality, much more: cultural translation, market understanding, persuasion and a great deal of detective work.
When Silvia Bellavia talks about her work, it's clear that it's about more than just top lists and rankings. Since May 2025, she has been Country Manager for Italy, a country she knows like the back of her hand as a native Sicilian. Together with three colleagues – two permanent employees and one intern – she continues to expand the business. From Munich, with strong local partners. One of these partners is La Repubblica, one of Italy's most renowned daily newspapers. It regularly publishes the results of the studies both digitally and in print. There are currently 14 comprehensive studies covering topics such as hospital lists, car insurance and employers, for which the team issues recommendations and seals of approval.
But why do Italian companies trust a German institute? 'Because German quality has an excellent reputation,' says Silvia. The Brandenburg Gate in the logo of the ‘Istituto Tedesco Qualità e Finanza’ also acts as a seal of quality. An independent award from Germany is highly regarded. In fact, companies such as Lidl and Sky Italia are happy to advertise with the seal in their nationwide campaigns. Sometimes they appear as posters in Milan's cathedral square and sometimes they feature in TV commercials with Bruce Willis.
As with our German top lists, companies cannot apply for a seal or buy their way onto the list. It is up to the editorial team to decide which industries and topics to research and publish. A company can only be licensed to use the seal for its own advertising purposes after publication, and only if it wishes to do so. 'This ensures our independence,' explains Gosia Pottmann, Director of Business Development & Innovation at BurdaVerlag Data Publishing GmbH, who helped develop the business. 'We do not carry out commissioned studies, but work on a data-based and journalistically objective basis.'
A large part of the survey is carried out by our in-house research institute, FactField. For special projects, the team also collaborates with external service providers. The survey methods are transparent and traceable, and can be referenced.
Seals are in high demand in Italy. How does this differ from the situation in Germany? It is much stronger. While many people in Germany only glance briefly at a seal, Italian companies perceive it as an award with an even greater signal effect. 'It is not unusual for companies to launch huge outdoor campaigns with our seals,' says Silvia. 'The pride of being recognised as the 'best employer' or 'top clinic' is enormous. In Italy, the seals are literally celebrated.'
The team takes a selective approach: studies are produced with a high degree of methodological precision, sometimes employing complex methods such as mystery shopping or in-depth industry analysis. Topics in high demand include financial matters, health rankings and employer lists, such as those for family friendliness. And the market is growing.
BurdaVerlag Data Publishing has also established itself in France, with Le Figaro as a strong media partner. While many things are similar, some are very different: publications such as lists of top lawyers, motor insurance companies and private supplementary insurance providers are largely digital and distributed via newsletters with hundreds of thousands of subscribers. Most of the content is behind paywalls, generating additional subscriptions – partly thanks to the Burda seal of approval.
'In France, the editorial collaboration is even closer,' says Gosia. ‘The editorial team at Le Figaro provides extensive advice on methodology to ensure maximum credibility.’ The international team shares the editorial teams' attitude that trust in the content always comes first.
Silvia and Gosia's achievements with their team are remarkable. This is not only due to their success, but also to the attitude behind it. Their aim is to provide guidance in an increasingly confusing market. They provide verified data. They provide recommendation lists that cannot be bought. They conduct studies for people, not campaigns.
The list and seal business is growing internationally and will soon be coming to German-speaking Switzerland. But whether in Milan, Paris or Zurich, the basic idea remains the same. It's all about building trust, with journalistic diligence, data-driven research and the quality promise of BurdaVerlag Data Publishing.
So keep your eyes open on your next holiday in Italy! You might see a seal in the market square while enjoying an ice cream – and then you'll know it comes from us.
