Is marketing in a joint venture with Audi really necessary?
Gerd: We want to grow, and that applies to staff as well as our portfolio – and without a significant presence in the markets, this, however, is impossible. In addition to that, we are developing into a product company more and more. And products need to be seen. The approach is probably different. In contrast to some of our competitors, we are not condemned to constantly generating new customers. Not having to meet certain expectations, being able to do things without following supposedly all-important rules is a very nice feeling after some years in the agency business.
Mathias: We couldn’t agree more. The bigger the client, the smaller normally the creative latitude for the designer. With our own brand we are more free in our work – we don’thave to follow a brand book but create one. You get to work out the details and plan strategically for the future.