Copywriter of the week : Markus

How it started

“It all started with baby fingers, a dress, and carrot stains” With these three ingredients for a TV commercial, I landed a direct hit with our client Ariel (Procter & Gamble) as a text intern at Saatchi in 2002. You could almost say a clean start to the world of advertising. Leaving Frankfurt was never an option for me. Why would I – when there is a flourishing agency landscape here. So, I spent most of my agency years at two major network agencies: Publicis and McCann.

Some of my colleagues just write tv spots their entire professional lives. Others only mailings. In my 16 years of advertising, I practically experienced all creative disciplines – from classic advertising (TV, print, radio) through dialogue marketing and trade marketing to the digital domain. I am very happy about that today because I believe: Only when it comes full circle, one is able to 360-degree-thinking.

During my time in the agency and as a freelance copywriter since 2012, I have worked on numerous international accounts. Including renowned brands such as Porsche, Pricewaterhouse Coopers, Renault, Deutsche Telekom, DPD, L’Oreal, Bosch, Husqvarna, MasterCard, and Coca-Cola. You could also say: I write across industries.

Without any restrictions. Of course, due to the industries based in the Rhine-Main area, I have developed some focal areas. That’s why I often write copies for clients in the financial, automotive, and industrial sectors. By the way: Products like tractor clutches and precision measuring devices don’t bother me at all. That is why I am useful for products that require explanation.

My Strenght

I count the campaign concept as one of my strengths as well as surprising headlines and well-thought-out long copies. But I also enjoy while writing humorous radio spots or image films.

I have internalized my work as a copywriter and also give a lot of thought to the theoretical basics. Therefore, I am happy to pass on my knowledge and experience as a freelance lecturer at the Design Faculty in Würzburg. That’s where I teach up-and-coming designers and give them a lively insight into the work of a copywriter as well as the peculiarities of language and advertising.

By the way, I don’t have any favorite customers or industries – only favorite projects. And I am convinced that a B2B campaign can also be fun and surprising. Incidentally, many of my better ideas are still in the drawer, waiting for day X. Or for courageous customers. Maybe you?

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