Content-led marketing specialist
Where it began...
I've been a musician for more than 10 years. I was part of a successful
underground band and had fans in Europe, US and Japan.
The music industry had changed. No one made money by selling CDs.
So I adapted to the change.
The buzz was worth cash.
I made money by connecting brands to my fans. (I also did this for
2008 - A new age
By 2008 the advertising industry reached a tipping point. Traditional
advertising was oversaturated and not trusted.
...and I joined Vice.
Who is Vice?
Vice started out as a free magazine 15 years ago. They ﬁgured out that
their audience trusted their coolness and honesty. So they started
connecting brands to their audience through events, social media, the
2009 - Vice is the 3rd most innovative media company on the planet
and for the last 3 years voted No 1. trendsetter.*
(A mag turned into creative agency, music label, TV station etc etc)
* Source: Top 10 by Fast Company, 2009 and The Cassandra Report
Attention = new currency.
The monologue turned into a meaningful conversation.
We also gave people stuff to talk about, so they could spread the word
The switch from 'push'
Consumers (otherwise known as people) pull the branded content
into their world, then spread it. Instead of getting ads and products
pushed down their throats.
Great integrated events.
Adidas turned 60 - We made a user generated party.
Facebook app. The guests installed the app and:
voted for the host, the headliner, the venue, the supporting
acts, the ﬂyer and even the currency ( Adidollars)
We had over 1000 users online daily.
The venue was just softly branded, because of all the smart
communication before the event.
This is just one example of a campaign I did. I have a large
portfolio (too big to email). Let's meet so I can show it to you.
Brands got great exposure.
These are the touchpoints
for an Orange campaign
the ﬂyer and print ad for the DJ contest
djs on the handsets
the ORANGE lounge at
a packed venue
web communication and registration
Vice loved me.
'...Christian is sorely missed here in Vienna and at Vice, as a
musician, connector, instigator of great creative projects and (most
importanly to me) a great event conceptualiser and salesman.'*
* Source: My reference letter from Vice