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What is *happyhappyjoyjoy? My consulting credentials ...


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"you need more than happiness and joy to play a relevant role in life" - that´s why I created *happyhappyjoyjoy, the new approach to eye-to-eye marketing.

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What is *happyhappyjoyjoy? My consulting credentials ...

  2. 2. the eye-to-eye approach to marketing We need to make a step towards the people, get to know them and talk to them like a human being
  3. 3. HAS MARKETING CHANGED Everyone has learned that marketing has changed – still not many have changed the way they work accordingly. Adding Facebook and Twitter in the media plans is not what this is about. This is about a fundamental change in how we need to talk to the people. We need to stop behaving like brands with a message – we need to act like a human being who has opinions and interests, who can listen, understand and help.
  4. 4. you need more than happiness and joy to play a relevant role in life We need to aim for more meaning in advertising to replace all those smiling faces saying nothing
  5. 5. JOY WON´T SAVE YOU Have you realized how many brands out there suddenly show smiling faces and develop claims that contain the words joy, fun or happiness? It is nice to facilitate entertainment, it is wrong to present the consumption of your product as source of those things. What is much more important is to find out, what it is you want to talk about to those people out there, and what relevant role you could play in their lives.
  6. 6. for less fake real joy and more real attention We need to do the real thing, go the extra mile and stop faking – they can feel it
  7. 7. DO IT YOURSELF Unfortunately the arrival of social media has worsened the situation for the poor customers our there. Now they do not only have to listen to the marketing messages on Facebook and YouTube, now they are also asked to be part of advertising by sending in pictures and videos and even distribute those messages to their friends. Really? Stop asking people to do things for you, and start asking yourself what YOU could DO for THEM!
  8. 8. WHAT DO
  9. 9. WORKSHOP There is a workshop that I have developed to build the bridge between high level brand strategy and hands-on activities that help to build relevance. In there we also define playground and role together, as well as behavioural pillars.
  10. 10. CONSULTING Supporting brands in creating a more relevant marketing strategy, with focus on consumer, retail, digital integrated, agency briefings, international strategy and communication – that´s my background. And helping agencies in finding their new role with their clients.
  11. 11. TEACHING I have started to read “Special Aspects Of Integrated Marketing” at the Hochschule Pforzheim, will soon start teaching “Innovation Lab” at the HDM in Stuttgart. I teach agencies and companies for Good School, Hamburg. And I have recently started to write all this in my first book. Publicly. At http: //
  12. 12. AGENCY I have created a network of Berlin based and international creative, producers, artists, photographers, writers and developers. With them I can help you realize the ideas that we develop during strategic projects.
  13. 13. PROJECTS Technological developments are fast and fascinating. With partners I seek and pursue my own visions in fields like retail, cinema, augmented reality, mobile phones or Facebook commerce. With partners and universities I also conduct studies - like Why does the digitalization of the German retail develop so slow? or Does green marketing work?
  14. 14. CONSULTING REFERENCES - Neue Digitale: Establishing a business unit structure after period of extreme growth - Neue Digitale/Razorfish and Duke/Razorfish: Integration into international network organization - McCann Worldgroup: Management leadership trainings for the digital age - MRM Paris: Modeling of new strategy department, including analytics, channel planning, seo and research - Kraft Foods: Digital Management Trainings - FullSIX: Building the German operations - Mondelez: Universities Recruitment Strategy Germany - Mammut: Social media and content strategies, management and platforms, dealer relationships and marketing team structure - TLGG/Lufthansa: strategy and creative lead, representation in multi agency pool, redefining the integration of social media into traditional marketing department - H&M: PR and marketing workshops to develop relevant market positionings for new product lines - PSG/DZ Bank: What does the digital Landscape of a bank look like in the future? - HdS/KIA: Creating our way towards a European social media strategy for KIA - HEAD: Re-launching sportswear in a competitive field AGENCY REFERENCES - TBWA, Ogilvy, Leo Burnett, FCB, Cheill, Young & Rubicam, JWT, Armando Testa, Orange Hive, Neue Digitale, Razorfish, Duke, McCann Worldgroup, MRM, FullSIX, Saatchi&Saatchi, TLGG, Peter Schmidt Group, Helden der Schöpfung, Inocean CLIENT REFERENCES - Fashion (Levi´s, H&M, Boss, Gucci, Peek&Cloppenburg, Wrangler, SIX beeline) - Sports (adidas, HEAD, Mammut) - Beauty (L´Oréal Paris, Coty: David Beckham Fragrances, Lady Gaga Fame and Cavalli, Max Factor, Schwarzkopf/Brillance, H&M) - Media (, Nickelodeon, Walt Disney World) - Automobile (KIA, FIAT, Seat, Opel, VW, Chrysler, Lancia, Daimler, Michelin, Pirelli, Kawasaki) - Technology (Microsoft, Samsung, Siemens Mobile Phone, Dymo) - FMCG (P&G, BDF, Henkel) - F&B (Coca Cola, Danone, Kraft Foods/ Mondelez, Nespresso, Lavazza) - Finance (Mastercard, Dresdner Bank, American Express, Comerzbank, DZ Bank) - Pharma (Novartis) REFERENCES
  15. 15. WWW.PLATSCHKE.DE KAI@PLATSCHKE.DE +49(0)151 - 675 132 81 @DERKAIP