People know me as the founder of two very successful, multiple-Award-winning advertising agencies - and as one of Germany's foremost experts on Marketing and Strategic Branding. My work is based on classic economic science, insights from Neuropsychology and Motivational Psychology, and includes a focus on decision research, Word-of-mouth, Viral and Social Marketing.
I use my knowledge
- as a brand consultant to the Fortune 500
(P&G, Eli Lilly, Sanofi Aventis, Nestlé, Toyota...)
- as a brand/project manager to SMEs & large family companies
(Viessmann, Underberg, Alpina...)
- to advise Start-Ups, artists, authors and musicians
My campaigns have won one Golden Effie, two Effie finalist spots, several entries into the JDW (Jahrbuch der Werbung), a bevy of minor prizes, and are regularly quoted in books and ad magazines.
My main goal is to create ROI-positive “Growth Brands" with maximum impact, a clear story, an efficient touchpoint journey for consumers, and built-in evangelism. To achieve that, I analyze product features, USPs, competitive landscape and target group insights… and then set up campaigns that leverage strengths and eliminate weaknesses. I find “new users”, “new uses” and make brands relevant in people’s everyday lives - thus creating desire, loyalty/fandom and ultimately market share. This is true for anything from chewing gum to OTC pharmaceuticals.
Specialties: Building relevance for brands, Strategic positioning, creating contagious Brand Stories, using techniques from Viral Marketing, Social Marketing, Neuromarketing.