In command of the German language read Bärbel Unckrich’s interview with Ogilvy creative Matthias Storath with insights of the first pick in what is planned as next generation series by Germany’s premier advertising trade magazine Horizont. It’s not exactly a documentation of how Storath has changed the Frankfurt office of Ogilvy & Mather though.
Matthias Storath is a first German response to Gareth Kay’s inquiry to where the new radicals may be.
“Where are the new radicals?”
The creative lead and managing partner of Ogilvy & Mather’s Frankfurt dependancy is convinced, that retail advertising is a driver for brilliant creative in Germany and comes closest to creating a new standard. “Retail products are not only exchangeable, they are more often than not identical. With a few clicks around the web, you’ll find the lowest-priced product and distance has long lost its meaning. Communication is your only option to create value.”
Storath still relies on handicraft and the reach and saturation of classic media. With the introduction of something as outrageous as a “set goal”, a predetermined, agreed on benchmark or standard of what the team aims to get accomplished, he hopes to reorganise the agency, instead of creating the technological requirements needed to systematically adapt and practice keeping pace with excessive complexity of the ever increasing number of touch points of the growing fragmentation of markets.
When asked for his favoured work he names “Christmas is being decided underneath the christmas tree” seasonal work for his retailer client Media-Markt which caused dismay and dispute.
Pior to Ogilvy he was on the Berlin Heimat team working for Hornbach. A campaign dripping with social relevance, the evolving social media revolution was envy of.
We’ll see… With the German press casting a light on new radicals and the growing number of young radicals such as Storath coming into sight preferably when waving at the machines.