Campaign Development | MERCEDES BENZ

With 25+ years of experience in the advertising industry, Kai has seen many changes in this ever evolving business. Coming from an agency background (including FCA! and BBDO), he has been working on international brands and many renown campaigns. For more than 9 years he is developing and producing print campaigns for Mercedes-Benz Passenger Cars, as well as TV commercials. Working in Los Angeles, CA, in 1995 to 1996, he gained a fond basis on working creatively on an international basis. Kai is also a freelance photographer.


1.     What was your very first job? 

My very first job was cleaning instruments in our local guitar store. Salary was either money (very little…) or free hours in the studio to play with other musicians (better call us students). My first real job in the creative field was the apprenticeship in a German advertising agency.

2.     Please describe, in your own words, what your job is and what work it entails.

Developing and creating international advertising campaigns for Mercedes-Benz. That involves development and execution, resulting in campaign images and TV commercials.

3.    How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

I remember a long-term campaign from Esso in Germany (Exxon) many years ago. The visuals included a Tiger (as a hero?), and by connecting the visual and the brand I first experienced the influence and importance of external communications. Finding my way into advertising was more or less by coincidence by meeting a friend of a friend of a friend… “give me a call on Monday”, on Tuesday I had the job.

4.    In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Always be curious, never stop to exchange. I frequently visit international art shows, fairs, museums. I always (try to) challenge my creative counterpart.

5.    If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

You will find this probably around mid-October on youtube. Stay tuned…. Until then, I am still proud of the campaign motifs of the Mercedes-Benz SLS AMG we produced with a – world renown - local German photographer.


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