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The Risk of the Customized Agency

Posted by in Advertising, Workstyle

And here it is: another ‘customized agency‘ It’s been in the press for a while, but today it got some more exposure. ThyssenKrupp and Thjnk (where I’ve worked before moving to Amsterdam) are launching a new agency, a customized agency. Which seems to be the latest rage among bigger brands, not only in Germany (McDonald’s, Seat, to name a few.) I do get that it’s an interesting concept and I’m curious to see how it works out long-term. There’s some obvious risks. One of them pointed out by Marc Recker…read more

The Sciamachy between Big Data And Big Ideas

Posted by in Advertising, Brand Experience, Communication, Strategy

Much to my surprise, the last couple of weeks saw an increase in conversations I had about a topic that apparently does neither get old nor boring. It’s been around for a while but still creates a natural tension – which is, in a way, exciting for strategists: the sciamachy between the Big Idea and Big Data. It is a debate about good versus evil, the pure versus the inauthentic, the real versus the fake. It is one versus the other, an either-or-argument. A debate where non of the contestants seem to be able to see…read more

How Creativity Benefits From Noise. Or: Jump in the Pool

Posted by in Advertising, Workstyle

The past months have brought some changes in my life. Nothing dramatic, but still significant enough to allow some of these finding their way onto this blog in the next couple of weeks, because in a way #everythingisnieuw. About three months ago, I moved from Hamburg to Amsterdam, from a German agency to an international one: from thjnk to 72andSunny. I moved from a comfortable position into an uncertain situation. I moved from a small office that was only populated by me and my own rollicking ideas, to a more open, more generous shared office space. Instead…read more

What Advertising Can Learn From BuzzFeed

Posted by in Advertising, Communication, Consumer, Strategy

A few days ago I attended a panel discussion/interview with Juliane Leopold, founding editor of BuzzFeed Germany, at betahaus Hamburg. She talked about how everything started, how she set up the team, how BuzzFeed wants to be political and opinionated, etc. All of this wasn’t really surprising until the moment when she opened the site on her computer and referred to one of the post as „identity post“. An identity post is content that aims to appeal to a user’s identity rather than his hunger for news. It’s related to his…read more

JWT’s Take On Marketing Trends 2015

Posted by in Advertising, Consumer, Innovation, Technology

With the new year right in front of our noses, it’s time to look at what 2015 marketing trends might hold. Thankfully, many agencies are happy to provide their predictions. One of the more extensive looks into the future (110 pages) is served by JWT Intelligence: The Future 100 offers a glimpse into trends in food, beauty, retail and more. And obviously, it is mostly about our favorite target audience – the Millennials. It makes for a good (holiday) read and will probably give you at least one idea for 2015….read more

„Find out what the real problem is, understand why that’s the real problem“

Rob Campbell

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The Misguidedly Targeted Flyer

Posted by in Advertising, Brand Experience, Communication

Every now and then a little piece of direct marketing gets lost in my mailbox. This particular time it was a flyer from an online retailer where I had bought some technical accessory for a washing machine a while ago. They offered me a 10 EUR discount code for my next purchase. On the front page of the flyer: a blonde woman in a winter coat. The guys in the marketing department there know my name (a common first name for a male in Germany) and they have my one dimensional purchase…read more

„We have to become more obsessed by the outcome we create rather than the output we make.“

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What A Priest Told Me About Lovemarks

Posted by in Advertising, Communication, Consumer

Two weeks ago I attended the wedding of my cousin. I expected to hear a lot about love and faith and relationships. What I didn’t expect was hearing about brands. Most of you have probably heard of the lovemarks concept, introduced by Kevin Roberts some 12 years ago. That book made me think about the power of brands and ultimately got me into advertising. Over the years I somewhat dreaded how everyone got obsessed with their brand having to become a lovemark – a brand people were loyal to beyond…read more

The Top 6 Things You Shouldn’t Waste Time On In 2014

Posted by in Advertising, Communication, Consumer, Social Media, Strategy

We all like compiling lists (just take a look into your Twitter feed, there should be a few of them zipping around at that very moment), so I figured I’d compose one of my own. Today, on the eve of an exciting new year, I present to you: the top 6 things you shouldn’t waste time on in 2014. 1. Content Marketing Remember Cannes 2013? Yeah, no one does by now. But as every year, the festival created a buzzword that was too charming to not be turned against ad land…read more

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