My journey into Cultural DNA began in the world of lithography and evolved through graphic design into full-fledged creative and art direction. I was trained as a layout artist and graduated from ecosign Design Academy in 1994 — a time when ideas were still sketched by hand and passion was measured in Pantone.
Since then, I’ve shaped my creative voice working with network agencies and design studios like BBDO Group Germany, Grey Advertising Germany, and the cross-continental Mumbaijamylord — The spicy spot for cultural movement based in Cologne, which I founded and led as Managing Director Creation. This venture marked the beginning of my deeper journey into culture-first storytelling and design with a global pulse.
During this time, I had the privilege of developing and realizing impactful campaigns for brands such as Mars Germany, NBTC Holland, the Moroccan National Tourist Office, and Bamboo Garden Food — blending insight, identity, and emotion into meaningful brand presence. My work also extended to clients like Intersnack, Cewe Color Holding, Thiel Logistik, Valovis Bank, Standard Life, 1. FC Köln, and Jack Link’s Europe — creating communication that resonates across industries, from FMCG to finance, logistics, and sports.
I’ve also collaborated with a dynamic mix of project agencies across Germany, including:
sunzinet AG, nexum AG, McCann Worldgroup, grey healthcare group, Counterpart Group, DNS Hamburg, CONMA Cologne, Uwe van Afferden Düsseldorf, and more . Each project, every collaboration, has added a layer to the way I see creativity: as a cultural force that transforms not just how brands are seen — but how they’re remembered.
Cultural Movements aren’t a marketing gimmick — they’re a powerful catalyst for real change. They inspire brands to turn innovation into revolution, elevate them into cultural relevance, and create genuine, lasting impact. But how does it work?
A Cultural Movement is not just a campaign — it’s a shift in how brands connect with the world. You begin by identifying a meaningful idea already gaining traction in culture. Then, you contribute to that idea, adding tangible value through social media, storytelling, and strategic creativity. People who resonate with the idea join the movement and amplify its reach. That’s how momentum builds — and how smart brands benefit.
Traditional marketing starts with the product, then tries to capture attention. Cultural Movements flip the script:
In traditional advertising, the message is: “Here’s our product. Please care.” In movement marketing, the message is: “We care about what you care about. Let’s move forward together.”
Once it starts, a great movement becomes self-sustaining. Each idea leads to the next. Each action fuels more engagement. Each dollar invested works harder, lasts longer, and delivers deeper value.
When brands lead with culture, they move beyond advertising — they build connection, community, and change.
S – Start from within. The movement must reflect your brand’s DNA. Integrity and truth are non-negotiable — consumers see through anything less.
U – Understand your audience. Know who you’re speaking to — and how they want to be spoken to. Deep empathy fuels real engagement.
C – Capture cultural energy. Don’t follow trends. Create resonance by tapping into what truly matters to people.
C – Communicate relentlessly. Use every available channel to share the message. Movements live and grow through connection and conversation.
E – Excite and inspire. People want to be part of something meaningful. Stir emotion and you’ll spark loyalty.
S – Keep it simple. The best movements are easy to grasp, hard to ignore. Don’t overcomplicate the message.
S – Soft power works. Forget the hard sell. Influence through alignment, inspiration, and shared values. Once you’ve built trust and belonging, introducing your product feels natural — not forced.
Cultural Movements are not built on surface-level themes or viral moments. They are rooted in truth, emotion, and cultural relevance.
When done right, people don’t just buy the product — they buy into the movement. But authenticity is everything.
If your brand can’t genuinely stand behind the message, the movement will fall flat.
