WHAT I AM

Hello, my name is Marco.

I work as a freelance brand & creative strategist armed with a digital backbone.

For more than ten years now, I have been tinkering with brands and communication. I hold a Bachelor’s degree in Marketing & Communications, a Master’s degree in Management of Media & Culture and I attended the Miami Ad School’s Strategy Bootcamp in Sydney. As a hybrid native, I collaborate with brilliant agencies like Leo Burnett, Saatchi & Saatchi, Jung von Matt, Interbrand, TBWA, Publicis, Serviceplan, Ogilvy, KMS Team, SYZYGY, keko, Spark44, Peter Schmidt Group/BBDO, Carat, Scholz & Friends, McCann, and Hirschen Group etc. In various set-ups, I have had the pleasure of reshaping the future of quite a few nice brands globally. All in all, my experience spans 80+ brands across 20+ industries. As an independent strategist, I am always on the hunt for courageous brands, exciting challenges, and enlightening collaborations. 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 sparring partner, as a co-creator, as a leader. Moreover, I have had the pleasure of facing an incredible variety of 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 very different situations and to adapt various ways of thinking in order 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.

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 is in fact totally different. But what they all have in common: they aspire to shape the future.

So far, I’ve had the pleasure of reshaping the future of 80+ brands in 20+ 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. I’ve worked on both complex tasks with a global impact and more ‘smoother’ jobs. No matter what kind of challenge I face, every single one means starting from zero – and to tackle each problem specifically. Amongst others, I’ve worked for world-leading and iconic brands like Bosch, BMW, Goodyear, Grohe, Hilti, LAMY, L’Oréal, Maggi, Marlboro, Merck, Milka, Porsche, Telekom, Tempo, Toyota, TUI, Samsung, s.Oliver, and ZEISS. If you’re interested in learning more about things I’ve done, let’s grab a coffee.

TOYOTA

Campaign Development & Ideation

SPD

Digital Campaign Approach

GRANINI

Sales Activation Approach

SWISS POST

Re-Positioning

FANTA

Campaign Development

GOODYEAR

Content Approach

HAYS

Communication Strategy DACH

VILEDA

Global Content Approach

COSMOS DIREKT

Brand Building & Campaign Development

FRAUNHOFER INSTITUT

Sub-Brand Strategy

TUI

Business Strategy

NICHIA

Portfolio Strategy

IHK Darmstadt

Launch of a Sub-Brand

TEMPO

Launch Campaign Strategy

BMW

Targeted Sales Activities

KLINIKUM LUDWIGSHAFEN

Brand Building & Corporate Design

MERCK / SEVEN SEAS

Brand Purpose and Global Campaign Toolboxes

JAPAN TOURISM

Communication Strategy

DENTSPLY SIRONA

Portfolio Communication Strategy

BRESSO

Content Approach

SUNRISE

Campaign Approach

LAMY

Re-Branding & Brand Activation

ROCHE

Global Brand Roll-Out

HILTI

Brand Implementation

SAINT ALBRAY

Digital Conception

IG BCE

Event Conception

ENGELHORN SPORTS

Brand Experience

ISC GROUP

Brand Architecture & Dynamic Branding

HOMEFULLY

Brand Development

HANNOVER 96

Brand Refinement

GARNIER

Campaign & Digital Strategy

HERE MAPS

Brand Strategy & Corporate Design

SKODA

Design Strategy Evaluation

MEN EXPERT

Campaign & Digital Strategy

TRELLEBORG

Re-Branding

ARD / AS&S

Sales Campaign Development

HELLO FRESH

Brand Positioning DACH

MILKA

Campaign Approach

GUHL

Digital Strategy

FRIESLAND CAMPINA / FRICO

Shopper Marketing Strategy

S.OLIVER

Brand Re-Positioning

GOETHE INSTITUT

Global Persona Development

UMWELTBUNDESAMT

Launch of a Sub-Brand

THOMY

Comms Strategy

SAARLAND TOURISMUS

Sales Campaigns

BUNDESMINISTERIUM FÜR UMWELT

Launch of a Sub-brand

ZAHNTECHNIKER INNUNG

Brand Refinement & Corporate Design

BION RN

Re-Branding

BOSCH

Product Range Comms Strategy

VIO

Campaign Development

MARLBORO

Platform Re-Launch

L.O.V.

Brand Refinement & Digital Activities

METROPOLREGION RHEIN-NECKAR

Brand Activation

OUTLETCITY METZINGEN

Brand Strategy

DEUTSCHER TURNER-BUND

Event-Branding

BMW MOTORRAD

Global Communications Strategy

SGL CARBON

Brand Relaunch

OTTOBOCK

Portfolio Strategy & Ideation

SAMSUNG

Product Launch Strategy

STAATLICHE SCHLÖSSER UND GÄRTEN

Brand Experience

ALPHEGA APOTHEKEN

Portfolio Communication Strategy

FIRST CLIMATE

Re-Branding

CHEVROLET

Product Launch Campaign

MERCK / BION

Brand Purpose and Global Campaign Toolboxes

TELEKOM

Portfolio Strategy & Platform Relaunch

ZÜRCHER KANTONALBANK

Campaign Approach

IHK RHEIN-NECKAR

Re-Design

PORSCHE

Global Launch Campaign

BRUNOBETT

Brand Refinement

DEUTSCHE TOURENWAGEN MASTERS

Digital Communication Strategy

ZEISS

Brand Strategy & Re-Branding

BAYER

Content Approach

GSK

Product Campaign Conception

MAGGI

Campaign & Digital Strategy

CASHCLOUD

Brand Building & Communication Strategy

STADTWERKE HEIDELBERG

Brand Experience

RHEINLAND PFALZ TOURISMUS

Sales Campaigns

PHOTOINDUSTRIE VERBAND

Brand Refinement

L’OREAL

Campaign & Digital Strategy

GROHE

Launch Campaign Development

LANDLIEBE

Shopper Marketing Strategy

Some thinking I’ve picked up

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

During my work with various 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 has turned me into a much better strategist. 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.

PURPOSE

RESHAPING THE
FUTURE OF BRANDS

And to ultimately co-create a better tomorrow for people

SPIRIT
HOW I THINK.
My intellectual features

curios

holistic

HOW I FEEL.
My emotional features

restless

captivating

HOW I ACT.
My hands-on features

collective

courageous

SKILLS

Hybrid Thinking

I tame wicked problems for businesses

I CREATE
BRAND
STRATEGIES

TO BUILD
SIGNIFICANT BONDS
BETWEEN PEOPLE & BRANDS

I ENCOURAGE
DESIGN
STRATEGIES

TO BUILD
APPEALING BONDS
BETWEEN PEOPLE & BRANDS

I UNLEASH
CREATIVE
STRATEGIES

TO BUILD
COMPELLING BONDS
BETWEEN PEOPLE & BRANDS

I CRAFT
EXPERIENCE
STRATEGIES

TO BUILD
ENGAGING BONDS
BETWEEN PEOPLE & BRANDS

WHAT ELSE

Besides my work as a strategist, 
I occasionally do some more things.

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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