Over 18 years of brand advertising experience in the top creative agencies around the world. And still hungry and curious like on the first day. With my background in graphic design and marketing strategy, I am a multi-faceted creative that is more than just a copywriter.
My primary responsibilities in the last years included concept development and copywriting for many of the world's best ad agencies as well as culturally-aware transcreation and localization – between German and English and leading worldwide teams and managing complex projects such as the launch of multiple Apple products – client-side as well as for their primary agency of record.
• Listed as one of the most awarded copywriters in the world on the Big Won list (38th place, 2009).
• Multiple advertising awards including Cannes Lion in Gold (Apple) and Bronze (Volkswagen), Gold and Silver at the London International Awards and New York Festivals
• Won the Grimme Preis (German Emmy) with the writer's room of the Harald Schmidt Late Night Show.
since Jun 2022
Supporting brands, creators and agencies developing brand campaigns and leading rebranding initiatives. Additionally pairing a strategic approach with process thinking to help brands and their marketing to scale with consistency across markets and languages.
Dec 2020–May 2022
Creative lead for all brand work and internal & external messaging. Starting with strategy to overseeing a big design and tonality rebranding, and creating campaigns for broadcast, paid social, out-of-home and direct marketing.
Jul 2016–Dec 2020
Ran the Global Creative team and worldwide localization and transcreation efforts of Apple‘s global ad agency across all TV, cinema, print, digital, and social creative. Leading the writers, art directors, and other disclines in 26 markets. Constantly improving processes and collaboration to meet the growing demands of the client and produce 80 campaigns a year with each 200–900 deliverables.
Jan 2015–Jun 2016
Providing freelance concept & writing services for brands and ad agencies around the world. Led and contributed to a diverse amount of marketing and advertising projects from creation to execution and localization. Clients included Apple, 72andSunny Amsterdam, Kolle Rebbe Hamburg, Jung von Matt Berlin, Netflix, DAZN, Google, and Axe.
Jan 2012–Dec 2014
Orchestrated the creation and localization of TV spots, print and outdoor advertising across all of Europe and the Middle East. As a pod leader on iPhone, I was responsible for the strategic and creative decisions for the world‘s most successful product in 9 markets. Shaping the communication in mature markets as well as bringing the brand to new countries and establishing a tonality, creative benchmarks, onboarding new vendors, and constantly reinterating on processes.
Jan 2011–Dec 2011
During my time at M&C Saatchi Berlin I was able to handle multiple Ferrero accounts and became a Senior Copywriter. I handled several campaigns on my own including the hugely important launch campaign for Ferrero‘s agship product ‚Mon Chéri‘. A campaign so successful it was still running in 2016 – 5 years after its first run. Additional to the campaign work I was helping the agency to attract new clients and win new business. One of the campaigns for Havana Club was honored with the Gold at the European Effie Awards.
Jan 2010–Dec 2010
After a year in the Australian ad scene, I was recruited by the International unit of TBWA\ Berlin where I instantly was put on the most important accounts, McDonald‘s and adidas. Together with my highly decorated Brazilian creative directors we helped create awarded TV spots and print campaigns for the European market including a highly successful
innovative one for the EURO2010 soccer championships.
Jan 2009–Dec 2009
During a year in Australia I was able to work freelance in two of the most renowned agencies of the continent. During a multi-month stint at George Patterson Y&R I was responsible for the launching a new mobile provider and crafting a successful campaign educating Australians about the risks and dangers of synthentic drugs. After that I was able to work in one of the world‘s best agencies, droga5. Here I was a copywriter for the Unilever brand Axe/Lynx and the airline Virgin Australia. For brands and agencies like: Virgin Australia, droga5, George Patterson Y&R
Sep 2005–Dec 2008
Within my four years at DDB Berlin I rose from creative intern to junior copywriter working on the agencies most important account: Volkswagen. On this client me and my team created numerous pieces of work that we awarded at the world most important ad festivals, including Cannes.