WHAT I AM

Hello, my name is Marco.

I work as a freelance brand & creative strategist armed with a digital backbone. As a hybrid mind, I tame wicked problems for businesses, I reshape the future of brands and I ultimately aspire to co-create a better tomorrow for people.

For more than twelve years now, I have been co-creating brands worldwide: hidden champions, rising start-ups and world-leading companies. I hold a Bachelor’s degree in Marketing, a Master’s degree in Cultural Management, and I attended the Miami Ad School’s Creative Strategy program in Sydney. Currently, I broaden my mind by attending the Postgraduate program (PGDip) in Futures Studies at the University of Stellenbosch, Cape Town. My ambition is to cultivate my future consciousness, to refine my skills in strategic foresight and ultimately co-create desirable futures.

As a hybrid mind, I collaborate with brilliant agencies and consultancies like Leo Burnett, Saatchi & Saatchi, Jung von Matt, Interbrand, TBWA, Publicis, DDB, Serviceplan, Ogilvy, KMS Team, Peter Schmidt Group/BBDO, Scholz & Friends, McCann, VORN/Hirschen Group etc. In various set-ups, I have had the pleasure of reshaping the future of quite a few nice brands from various industries globally. All in all, my experience spans 100+ brands across 25+ categories in collaboration with 25+ agencies and consultancies. Occasionally, I also do some more things with passion and purpose: l write to reflect, I lecture to learn and I speak to debate.

As an independent thinker, I am always on the hunt for courageous brands, exciting challenges, and enlightening collaborations with bright minds. Happy to talk to you!

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YEARS
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BRANDS
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INDUSTRIES
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AGENCIES

WHAT I DO

What Do I Do?
I call it Hybrid Thinking

Since I started working in this industry, I have been lucky to work with lots of inspiring minds and highly diverse types of agencies. I have also found myself in very different roles: as a team player, as a sparring partner, as a co-creator, as a leader. Moreover, I have had the pleasure of facing an incredible variety of business and brand challenges across nearly all categories. All these circumstances, combined with a versatile mind, have shaped me into some kind of ‘hybrid thinker’. Hybrid Thinking is something that defines my professional identity and impacts my way of working. It allows me to quickly get a grip on any situation, to adapt various ways of thinking, and to tackle wicked business problems. 

As a hybrid mind, I tame wicked problems for businesses, I reshape the future of brands and I aspire to co-create a better tomorrow for people.

For that reason, I offer four areas of expertise.
Each area gives crucial answers to the most critical questions brands can raise,
based on a deep understanding of people, culture and context.

BRAND
STRATEGY

WHO & WHY.
Who is the brand?

And why does it exist at all?
Every brand needs to discover what it truly stands for. And it has to state why it does exist at all.
I CREATE BRAND STRATEGIES.
It’s about meaning.

DESIGN
STRATEGY

HOW.
How does the brand look, feel,
sound, smell, and taste like?
Every brand needs to express its character in an appealing way across all points of interaction.
I ENCOURAGE DESIGN STRATEGIES.
It’s about attitude.

CREATIVE
STRATEGY

WHAT.
What does the brand narrate?
What’s the story it shares with people?
Every brand needs constantly to reinvigorate itself by offering relevant content and inspiring stories.
I UNLEASH CREATIVE STRATEGIES.
It’s about narration.

EXPERIENCE
STRATEGY

WHERE & WHEN.
Where and when does the brand
connect with people?
Every brand needs to be experiencable. Ideally, it interacts proactively with people.
I CRAFT EXPERIENCE STRATEGIES.
It’s about interaction.

WHAT I DID

Some brands whose futures I’ve co-created

I’ve worked for rising start-ups, hidden champions and world-leading companies.
Their particular situation has been different. But what they all had in common: the ambition to shape the future.

So far, I’ve had the pleasure of reshaping the future of 100+ brands in 25+ industries. The spectrum of missions to master has been extremely multifaceted. Each business problem to tame and brand challenge to meet has been unlike the next. Amongst others, I’ve worked for iconic brands like Bosch, BMW, Goodyear, Grohe, Hilti, Jaguar, LAMY, L’Oréal, Maggi, Marlboro, Merck, Milka, Porsche, Telekom, Tempo, Toyota, TUI, Samsung, s.Oliver, and ZEISS – but also for hidden champions and rising start-ups. If you’re interested in learning more about things I’ve done, let’s grab a coffee.

PHOTOINDUSTRIE VERBAND

Brand Refinement

L’OREAL

Campaign & Digital Strategy

HAYS

Communication Strategy DACH

HENKEL

Portfolio Strategy

BMW MOTORRAD

Global Communications Strategy

DEUTSCHE TOURENWAGEN MASTERS

Digital Communication Strategy

COSMOS DIREKT

Brand Building & Campaign Development

SAINT ALBRAY

Digital Conception

FIRST CLIMATE

Re-Branding

ALPHEGA APOTHEKEN

Portfolio Communication Strategy

ROCHE

Global Brand Roll-Out

JAGUAR

Communication Strategy & Creative Development

JINS

Brand & Business Strategy Refinement

CHEVROLET

Product Launch Campaign

CASHCLOUD

Brand Building & Communication Strategy

ALDIANA

Brand & Comms Strategy

FANTA

Campaign Development

HILTI

Brand Implementation

SUNRISE

Campaign Approach

BURMESTER

Brand Refinement

RHEINLAND PFALZ TOURISMUS

Sales Campaigns

VIO

Campaign Development

THOMY

Comms Strategy

GSK

Product Campaign Conception

ZÜRCHER KANTONALBANK

Naming & Campaigning

SPD

Digital Campaign Approach

MC DONALDS

Comms Planning & Creative Development

METROPOLREGION RHEIN-NECKAR

Brand Activation

GOODYEAR

Content Approach

NICHIA

Portfolio Strategy

FIELMANN

Campaigning

ZEISS

Brand Strategy & Re-Branding

MERCK / SEVEN SEAS

Brand Purpose and Global Campaign Toolboxes

MILKA

Campaign Approach

OUTLETCITY METZINGEN

Brand Strategy

HANNOVER 96

Brand Refinement

BMW

Carline Launch Campaign

DOPPELMAYR

Brand Strategy

HOMEFULLY

Brand Development

BRUNOBETT

Brand Refinement

ENGELHORN SPORTS

Brand Experience

GUHL

Digital Strategy

SAMSUNG

Product Launch Strategy

MAGGI

Campaign & Digital Strategy

UMWELTBUNDESAMT

Launch of a Sub-Brand

SGL CARBON

Brand Relaunch

TELEKOM

Portfolio Strategy & Platform Relaunch

IHK Darmstadt

Launch of a Sub-Brand

BUNDESMINISTERIUM FÜR UMWELT

Launch of a Sub-brand

ZAHNTECHNIKER INNUNG

Brand Refinement & Corporate Design

BRESSO

Content Approach

GARNIER

Campaign & Digital Strategy

TEMPO

Launch Campaign Strategy

FRIESLAND CAMPINA / FRICO

Shopper Marketing Strategy

RENAULT

Brand Audit

HERE MAPS

Brand Strategy & Corporate Design

PORSCHE

Global Launch Campaign

SKODA

Design Strategy Evaluation

LAMY

Brand & Innovation Strategy

OMRON

Brand Strategy

LANDLIEBE

Shopper Marketing Strategy

MERCK / BION

Brand Purpose and Global Campaign Toolboxes

KLINIKUM LUDWIGSHAFEN

Brand Building & Corporate Design

IG BCE

Event Conception

SAARLAND TOURISMUS

Sales Campaigns

DEUTSCHER TURNER-BUND

Event-Branding

SIEMENS

Brand Refinement & Creative Audit

LANDROVER

Campaign Development

OTTOBOCK

Portfolio Strategy & Ideation

DENTSPLY SIRONA

Portfolio Communication Strategy

L.O.V.

Brand Refinement & Digital Activities

JACK WOLFSKIN

Target Group Development

TOYOTA

Campaign Development & Ideation

GROHE

Launch Campaign Development

FRAUNHOFER INSTITUT

Sub-Brand Strategy

MARKANT

Brand Implementation

STAATLICHE SCHLÖSSER UND GÄRTEN

Brand Experience

TUI

Business Strategy

BETWAY

Creative Audit & Campaign Development

SWISS POST

Re-Positioning

TRELLEBORG

Re-Branding

GOETHE INSTITUT

Global Persona Development

BOSCH

Product Range Comms Strategy

IHK RHEIN-NECKAR

Re-Design

JAPAN TOURISM

Communication Strategy

FRANKLY

Brand Identity

ISC GROUP

Brand Architecture & Dynamic Branding

HELLO FRESH

Brand Positioning DACH

MEN EXPERT

Campaign & Digital Strategy

VILEDA

Global Content Approach

BION RN

Re-Branding

ENBW

E-Mobility Comms Strategy

S.OLIVER

Brand Re-Positioning

SCHWARZKOPF

Service Experience Strategy

STADTWERKE HEIDELBERG

Brand Experience

GRANINI

Sales Activation Approach

BAYER

Content Approach

MARLBORO

Platform Re-Launch

ARD / AS&S

Sales Campaign Development

Some thinking I’ve picked up along the way

I’ve worked with agencies from all the major advertising networks (Publicis, WPP, Omnicom, Interpublic, and Dentsu)
as well as with the leading independent agency networks in Germany (Serviceplan, Jung von Matt, and Hirschen Group).

During my work with all those agencies, I’ve had the pleasure of collaborating with very different, but always gifted, astute, and inspiring minds. This is always a great experience that influences my own way of thinking. Moreover, it’s my ambition to absorb each agency’s distinct philosophy and adopt it within the project we’re together working on. I strongly believe that merging all of these different perspectives and approaches has turned me into a much better strategist. And it still does. I feel very grateful to absorb this variety of thinking. Thanks to all those I’ve worked with so far. I look forward to adding some more chapters to this lovely collection.

Some people I’ve worked with

Michael Jordan once said: “Talent wins games, but teamwork wins championships.”
I feel very grateful to have the privilege of teaming up with so many great people around the world.
Here are some of them. For more quotes check my LinkedIn.

WHAT I BELIEVE

Raison d’Être
Why are you here?

At Saatchi & Saatchi I once learned that everything starts with purpose. Almost at the same time, Simon Simek became globally famous with his Golden Circle of Questions and the purpose-driven thinking at its core. Likewise, John P. Strelecky reflects on the question “Why are you here?” in his delightfully written book The Why Cafe. Others still might call it ‘reason for being’ or ‘raison d’être’. Anyway, the idea is as simple as it is fundamental: the purpose answers the question of why you are doing what you do. So, everything should start with purpose. Here is mine.

RESHAPING THE
FUTURE OF BRANDS

And ultimately to co-create a better tomorrow for people

WHAT ELSE

Besides my work as an independent strategist, 
I occasionally do some more things with passion and purpose:

I WRITE
TO REFLECT

Telling stories has always been a passion of mine. That’s why I’ve set up various blogs in the past. Back in 2012, the first project I launched was called Mad Men of The World. The blog dealt with the “mad men” of today’s advertising industry and shared insights from behind the scenes. The second project was my blog Plannatical in 2016. This was a daily documentary that reflected on my sabbatical at the Miami Ad School in Sydney. Some pieces have been mentioned by Campaign Brief, Miami Ad School, and Business Punk. My latest release is a book chapter in a textbook named Beyond Storytelling. My contribution therein deals with narrative brand management and its impact on the relationship between people and brands.

I SPEAK
TO DEBATE

Back in 2009, I had the chance to speak to marketeers at German Marketing Associations for the very first time. In the meantime, I’ve discovered a true passion for sharing my thoughts to interested audiences. So far, I’ve had the opportunity to speak at various conferences, e.g. at Beyond Storytelling in 2017 (‘Narrative Brand Management’) and again in 2018 (‘Reshaping a brand’s future by creating alternative territories’), at Gravity in 2018 (‘Vom Phänomen der kollektiven Identität – Wie eine echte Unternehmens-Wir-Kultur entsteht’), at Plot in 2019 (‘Don’t tell stories. Build worlds – Storytelling evolved’), and at Arctic Design Week in 2019 (‘Beyond Artificial Intelligence: and back to human happiness. Why creativity matters more than ever’).

I LECTURE
TO LEARN

Transferring knowledge is something I really enjoy doing. Because I strongly believe that the vivid exchange of perspectives stimulates new thinking for a brighter future. That’s why I happily lecture on occasion. So far, I’ve given lectures at the Baden-Wuerttemberg Cooperative State University (DHBW) in 2014/2015 (about branding in culture), at the European Academy of Media and Business (EMBA) in 2016 (about branding in sports), and at the Hochschule der Medien (HdM) in 2018/2019 (about digital strategy). Besides these lectureships, I also mentored a team of bachelor students pitching the GWA Junior Agency Award in 2015. Thanks to all of you for having these fruitful discussions. Rock on!

SAY HELLO

Feel free to drop me a line,
give me a call or catch me on social.

+49 174 7143960

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