Christoph Koch

"UNMEASURED" FREE ADVERTISING GENIUS CAMPAIGN! 🤯 You see it everywhere in Germany - every fanbase, every corner, every street, and even on every meme page. I think that this jersey is more famous than the official one! The free advertising they’re getting is UNTRACKABLE, UNMEASURED! 📈🔥 Check24’s free jersey campaign for Euro 2024 is pure genius for driving brand awareness and app installs. Just download the app and register to get a FREE PUMA jersey! ⚽👕 Offering such a valuable incentive and making participation so easy has attracted a huge user base. Initially, I thought Check24 was a betting platform since jerseys with numbers often have betting logos (Brand Association). After some research, I found out Check24 is actually a leading online comparison portal in Germany. Best Campaign of EURO 2024: Check ✅

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Here’s my view on the Cannes Lions Creative B2B 2024 juror experience, as published in Campaign this week. https://lnkd.in/eC8z8m2f Comments welcome ;-) 2024 was just the third year that the Creative B2B category featured at Cannes Lions. So being relatively new, there have naturally been lots of discussions about what B2B really is. It seems to me that in the UK, we have mainly grown up with technology clients using ABM tactics, funnels, buyer groups and a whole host of measurements ranging from impressions to MQLs to actual sales. This was not the whole story at Cannes. The view and definition have been more globally influenced. B2B is about any product or service purchased by professionals on behalf of a business. It’s simple and it’s big. The logos reflected this. Companies like Coca-Cola, Heinz, Mastercard, Spotify, German Rail, and Renault all had entries, as well as brands you might expect to see, like Salesforce, Siemens, and Google Cloud. The ongoing debate about B2B v B2B2C or B2C2B is interesting, but my feeling is it’s time to embrace all as one, as long as the business goal is clear. And that’s certainly what we did in jury room. The variety of businesses also amplified the message that B2B can drive positive impact around the world. We saw brands tackle issues such as climate change, poverty, unemployment, ocean sustainability, animal welfare, racism, AI bias… the list goes on. Now just imagine what types of brilliant young minds B2B could be attracting in the next 10 years. This is good news for B2B; this is powerful. On a personal note it was an unforgettable experience; I’ve made friends for life. And I’ve learned to stretch my thinking even further by spending two solid days locked in a room with some amazing marketers from around the globe. With our smartphones placed in draw-string bags, we debated, agreed, disagreed, challenged and high-fived. Arguments turned individuals 180 degrees, some 360 degrees. But as jurors, when we hit those voting buttons, we did it with absolute confidence. So after the regular traffic jam to Nice airport, a short flight and a beer at the local in Twickenham, one clear thought stayed in my mind… let’s put all this to great use.

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We are officially in “ad innovation” season. That is not a good thing. Last week was the NewFronts which saw a bunch of digital companies introducing new ad products. I used to think that ad product innovation from a partner was good - it showed a commitment to new ideas and ways of doing things that might excite advertisers looking for alternatives to traditional buys. But what I’ve learned is a few things. First, ad innovation may be a way to get more revenue out of a disengaged or somewhat broken user base. Take the streamers for instance. They not only need to continually introduce shiny toys to get marketers onboard, but also because if their reach isn’t growing, they have to find new ways to monetize the same users. That is why you see plenty of streamers introducing non-traditional ad formats - not out of the goodness of their hearts, but because they’re backed into a corner with low ad loads and sluggish growth, and need to introduce more ad experiences against the same viewers. The second is, as a planner or a buyer, I’m not looking for an all you can eat buffet. I’m looking for a steakhouse to do steak well. What I mean is, too much ad innovation signifies a lack of confidence in the media company’s main ad format. Rather than introduce new options, why not perfect what you have and make it more straightforward and effective to buy? This has been what YouTube, Meta, podcasts, TV networks and other companies have done well over the years - make it easy to buy a rather effective ad format. There’s a reason on TV that the most shiny opportunities are deemed “added value” - because they are in addition to the hard working media that drives results. So call me a Luddite, I don’t care. But I think you can draw a correlation that the more ad innovation and offerings a company has, the worse it’s ads really are at driving results.

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I usually say that Cannes Lions International Festival of Creativity is for network, not for inspiration. But this year I came home inspired. I had the great pleasure of speaking about the Sounds Right initiative (https://lnkd.in/eHkwDi8A) and how we made Nature an official artist alongside Katja Iversen, Cathy Runciman and Adam Cardew hosted by Stan Stalnaker at the beautiful Hub Culture garden. And later, participating in the awe-inspiring round table at the Goals House hosted by Earth Public Information Collaborative about The Most Important Brief (https://lnkd.in/d_q7WmTP).   Both of those sessions were filled with inspirational people who believe in the power of creativity to drive change for the better. Eager to make more brands and companies move from purpose and profit to impact and responsibility. And looking across the winners it seems like we’re not alone in this mission. Not only did a lot of the winners involve a cause. They have also moved from the more gimmicky way of activating against a cause to creating actual long term impact. It is obviously impossible not to mention our own Pink Chip initiative by the amazing Amsterdam crew. But I also love the Sol Cement SightWalks project by Grey Peru. As well as the Mastercard Room for Everyone campaign by McCann Poland. Just to name a few. I do agree with Karen Howe that it is concerning how many cases – especially in the Glass Lions category – are centered on female oppression. Who would have thought that in 2024 we would have such a high need for creative problem solving within this area? But creativity is there. Having an impact. And this year to a higher degree than we have seen in a long time. If awarding creativity really is like smelling your own farts as Mark Ritson said on stage, this year the smell doesn’t really bother me.

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When advertising gets patronizing. At the subway stations in Hamburg, additional parapet walls are placed. The Hamburger Subway (Hamburger Hochbahn AG) uses these safety walls as advertising to explain they block the beautiful view to the harbor for your own safety. An attempt to turn something annoying into advertising for good. Nowadays it's not really appropriate to question safety measures. But if you're honest: most people just get annoyed. I think you need to be pretty much stupid to fall from a bridge while making a selfie. But anyway, you can discuss whether these safety measures are necessary. What I think is not smart is replacing the view by patronizing advertising. It's so transparent. People are getting fed up with being patronized. This is a clear sign of the Hamburger Subway: You are morons, let us tell you what's best for you. #advertising #advertising #pr #creativity #freelancecopywriter

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Discover communication strategies of DAX-corporations on #TikTok! Our latest analysis dives into how Germany’s leading companies are leveraging #socialmedia platform TikTok to engage with their audiences. We share valuable #insights and explore how these organizations have incorporated TikTok into their #corporatecommunication. Unlock valuable insights today! 📄 What content strategies do DAX companies pursue on TikTok? 💡 Which industries are particularly successful on the platform? 👑 Who attracts the largest following on TikTok? Are you still unsure if TikTok is the right platform for you? Our impulse features best practices and the posting frequencies that are most successful within the accounts of the leading corporations in Germany. 👉 You can download our full analysis for free here! https://lnkd.in/eHm8EXrv #listentotheworld

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Hello, who is writing? ✍🤖 Artificial intelligence is increasingly finding its way into editorial offices and creative professions. We are excited to share insights on the future of work, particularly on the impact of AI, in our latest #dbWhatNext article featuring Burda's perspective. In a recent report with Oliver Markert, Creative Development Director at media company BurdaForward, we delved deep into how AI is reshaping industries and redefining job roles. Markert's visionary outlook shows how collaborative hybrid teams made up of people and machines can be successful, in which areas people are indispensable, and why trust is ultimately the most important currency. Check out the article for a comprehensive exploration of this pivotal topic: https://lnkd.in/euEuPYdU #FutureOfWork #AI #DigitalTransformation Image Source: Midjourney. Image prompt: “Most decision-makers are non-engineers.”

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🗣️ Programmatic Perspectives with Media Frankfurt GmbH! 🇩🇪 In this episode hear Sandra Müller's, Team Lead Business Development, perspective of future programmatic DOOH trends and recent company developments for Media Frankfurt, the exclusive marketer of Frankfurt Airport. Learn more by watching the video below ⬇️ https://hubs.li/Q02Dxl2c0 #prDOOH #DOOH #ProgrammaticPerspectives #programmatic #MediaFrankfurt

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The Independent editors: Right, we need an article on the best-dressed celebrities from Coachella, and we need it now. You there, get on it. Journalist: Can't we report on, you know, the music? The Independent editors: Nobody gives a sh*t about the music. They care about Hailey Bieber's photo booth and people pretending to have fun. Shut up and compile a best-dressed article at once. Journalist: But....but they all look like d*ckheads. Nobody is well-dressed whatsoever. Even my nan dresses better, and she's been dead for ten years. The Independent editors: Unless your dead nan wears a Versace vest with a matching Burberry scarf and shorts, then she doesn't even know the meaning of style. Just write the p*ssing article. Journalist: OKAY FINE. But I refuse to say the look actually looks good. I'm just going to describe it as is and be done with it. The Independent editors: We don't care what you write. It isn't proper journalism. Journalist: Believe me, I f**king know. #content #copywriting #linkedin

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Cannes Lions International Festival of Creativity might be over, but a few topics are still fresh in our minds. Here are some key takeaways that resonated with our team: Generative AI in Advertising: Quick reality check- The hype around AI in marketing seems to be cooling down. While still promising, the current generation of tools struggles with reliability, quality output, and user-friendliness. Generative AI will not revolutionize advertising overnight, but the significant improvements coming in the next 18 months may do. A friend, the global CEO of a renowned digital-first marketing, advertising, and technology services company, estimates that the industry, as we know it, could disappear or change dramatically within the next three years. Time will tell. The Massive Impact of AI in Media: The ability for advertisers to target consumers directly using dynamic segmenting and tailored messaging—using generative text and image—is mind-blowing. We wonder about the future of traditional media agencies. Still- technology can streamline tasks, but creativity adds the magic touch. Diversity & Inclusion: Clearly WIP - This year, Cannes once again highlighted the advertising industry's diversity gap. There's a lot of emphasis on skin color in this conversation. However, we believe that age, socioeconomic background, physical and mental abilities, and intellectual diversity represent big areas for improvement. As Richard Edelman noted on a panel, teams need intellectual and ideological diversity. If the industry keeps recruiting and amplifying the same voices, how will it say anything new? The State of Advertising: Evolving, Not Extinct. Award-winning work showcases incredible creativity but we think it doesn't always translate to real-world effectiveness. Traditional advertising is declining, with platforms like TikTok taking center stage. We need to embrace these new realities and find creative ways to connect with audiences in this ever-changing media landscape. The move to social-first, earned-first seems inevitable. And also- quite exciting. What were your biggest takeaways from Cannes Lions this year? #CannesLions2024 #Advertising #AI #Diversity #Creativity #FutureofWork

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Thank you #ManageMarketing for your interest in #musicintelligence We discussed how if you can't support out of the box ideas with actionable data, your good ideas will end up in the "blander" - and your brand will sound like everyone else, exactly the opposite of what sonic branding is supposed to do! Anyone curious to learn more, check out our interview here https://lnkd.in/ezpsYF5E #sonicbranding #audiobranding #sonicidentitysystems #branding #brandidentity

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10.2% Growth (YOY) across German Advertising Market for the first four month of the year with TV gross revenue increasing by 11.2% according to Nielsen OOH and Radio also see significant improvements versus 2023 with the media channels gaining 19.3% and 13.9% accordingly. This trend also continues in May which means a very busy period for the second half of the year and planning ahead will be vital in the market. #GermanMedia #TV #InternationalMarketing #GermanMarket #MediaInvestment

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Sound has held a special place for me since my very first campaign for #Knorr. And not just great ad jingles, sound mnemonics have been a personal passion project. Sound, like smell and taste create memory structures in our subconscious and is a great asset to have. Intel Corporation lives rent free inside our brains! A.S.M.R. was something I toyed with while working in #Lifebuoy many years back. But there was no way to incorporate it with the sonic signature that the brand had built over decades. The only other person as fascinated as me with #sonicbranding is probably Raja Rajamannar. Do check out the amazing work Mastercard is doing. This The New York Times article brings to light how A.S.M.R. has transformed from being a fringe phenomena just a decade back to more mainstream. I believe there is a content divergence happening in the world. First, the content consumed without sound is leading to an overdependence on supers and banners within the video. The Second is more focus on creating your own sonic identity. Where would you take your brand next? Leave your comments below #marketing #marketingandadvertising #advertising #sonicbranding #ASMR

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Can sustainability and performance go hand in hand? 🌳 🤝 I look forward to discussing how digital advertising can be more environmental friendly and (over)achieve campaign goals at the same time. This will be one topic of the panel "The Cost of Responsible Media" at the Adzine Connect conference in Berlin on June, 6 at 12:10 with my fellow panelists Nadja Schick - GroupM, Michael Fuhrmann - DoubleVerify, Christian Zimmer - Teads, Frank Goldberg - IDOOH Institute for Digital Out of Home Media moderated by Frank Puscher See you there? 🙂 #adzineconnect2024 #sustainability #responsiblemedia

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Just over a week ago our German brand holidayheroes launched their nationwide TV premier with a fun, humorous and disruptive creative concept. Instead of relying on the industry's usual price-focused advertising strategies, holidayheroes and FRASER, our creative agency in Germany, focus on providing more vacation for those in need of a break. Using humour that resonates with users in everyday situations, the campaign aims to attract strong attention and establish an empathetic connection. The communication of holidayheroes focuses on promoting the user-friendly and personalised customer experience, supported by intelligent algorithms. Through this approach, the campaign positions holidayheroes not just as a travel option, but as the preferred choice for a more comprehensive and enriching travel booking experience. Fernando Barbella, Creative Director and Partner at Fraser, adds: “Launching a new brand is always exciting. We are particularly pleased with our new client holidayheroes' decision to position themselves as a disruptive player in a highly competitive market, against already established providers. Using humor, we have found a way to connect the offer of more vacation with real human everyday situations and behaviours, with all the mistakes and mishaps that happen when we desperately need a vacation and some time for ourselves." Have a look at one of the three latest TVCs below. Feedback is always welcome :-) #holidayheroes #mehrurlaub #moreholidays

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I'm pretty excited that #creators will get their sideshow festival at Cannes Lions International Festival of Creativity 2024. It'd be easy to joke that these are the Influencers Olympics (wait that's Coachella), but this signals a few nice things: ✅ Having a voice is good again. Creator marketing has helped brands see that to thrive on social platforms, you can't behave the way brands have traditionally behaved. It's good to be human and just genuinely fun or whatever these people choose to be. (should be a no-brainer, but isn't). ✅ Audience first. Creators come from the background of entertaining / teaching / sharing. Creator marketing emphasizes making stuff on audience terms which's been largely lacking in marketing in the past 20 years, with good exceptions of course. ✅ Creator marketing has made marketing more forgiving and whack; this is the space where I see creativity still being actually creative. ✅ The best creators can deliver pretty great quality: many have gotten pretty pro in what they do. This wasn't always the case. Creator marketing is still in its early stages; the majority of it still lacks professional standards, but all the time I see it getting better and better. Looking forward to seeing what comes out of the Lions Creators. #socialfirst #creators #creatoreconomy

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The Fix Media regularly covers resilience and innovation in the news media industry. In last week’s newsletter I shared five of our stories that showcase successful and struggling media companies across Europe. 1. Denník N (Slovakia, on the picture): A beacon of hope with 70,000 paid subscribers. Their journey offers valuable lessons for aspiring publishers. https://lnkd.in/eQUFAWXm 2. The Mill (UK): Proving local journalism can thrive, they've grown from a one-man project to a network with 100,000 newsletter subscribers across four cities. https://lnkd.in/eQ6TkAjY 3. Dział Zagraniczny (Poland): A podcast success story, generating €140,000 yearly income. Sometimes, creating your own path is the best option. https://lnkd.in/ecq6zfMp 4. Ukrayinska Pravda (Ukraine): Facing the challenge of waning international interest, they're pivoting to diversify revenue streams. https://lnkd.in/eHvunG4H 5. Dev.by (Belarus): An exiled tech outlet that’s fighting to survive and adapt. https://lnkd.in/eQ9R7qGw

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🚀 Exciting Insights from Elon Musk at Cannes Lions! 🌟 In an inspiring interview, Elon Musk shared his bold vision for the future! Here's what got us thrilled: 1. AI's Impact Musk highlighted the incredible potential of AI to create a world of abundance while stressing the importance of AI safety. 2. Advertising on X X (formerly Twitter) is now fully AI-driven, treating ads and content equally for better user engagement. An exciting opportunity for advertisers! 3. New Respect for Advertisers Musk clarified his stance on freedom of speech, showing newfound respect for advertisers and their critical feedback. 4. AI and Human Creativity AI will amplify human creativity, creating endless possibilities for innovation! 5. Tesla's Optimus and SpaceX Optimus will revolutionize daily tasks, and SpaceX aims to make life multi-planetary, ensuring the future of human civilization. 6. Neuralink’s Goals Neuralink aims for human-AI symbiosis, enhancing intelligence and mobility. 7. Future of Journalism AI-driven platforms will transform news dissemination, offering real-time, comprehensive coverage. Elon’s vision is a thrilling blend of optimism and innovation, pushing the boundaries of what's possible. I can't wait to see what the future holds! 🚀🌍 #CannesLions #ElonMusk #AI #Innovation #SpaceX #Neuralink #FutureTech

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Want to create 2024 ads that go viral? Ditch the trend-chasing. Mirella Crespi is betting big on a different approach at Creative Milkshake, one of Europe's largest performance creative studios. They focus on broader "content patterns." Instead of one-off viral moments. Why? 👇 1. Trend moments fade fast (3-5 days max) 2. Content patterns evolve into larger trend forces 3. This lets you build ads with longevity that scale Creative Milkshake is shipping 2000+ ads/month for Amazon, Monday, and other global brands with this framework. Here are the top 2024 ad formats Mirella is excited about: 1. AI for all stages of creative development  ↳ Pumping out scripts, ideation, rewriting for personas 2. AI generated voices & talent ↳ Enables rapid message testing & iterations 3. Short-form vertical video across all platforms  ↳ Reels, TikTok, YouTube Shorts 4. Thumbnail split-testing  ↳ 90% of media buyers don't optimize this! 5. Nailing first frame retention ↳ Aim for 80-90% using Motion's analytics The big takeaway? Constantly researching how smaller trend moments are evolving into new content patterns will lead you to evergreen ad concepts. This beats just hopping on the latest dance trend. Every single time. 👋 P.S. Want MORE from Mirella like this? Come to her FREE session this Thursday. --> Make Ads that Convert <-- Week 2 with Mirella. How you can ramp your ad production. Ship new creative with speed and scale.

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