Hello Pascal, how are you today?
“Hey there! Apart from me being locked in my own house and working from my home office due to the current CoVid-19 situation, I feel terrific!
But I have to say for me and for us at BMM as a team it worked out really well to work from home and stay connected, as we were working in an international team in three different timezones before already – so nothing new to us.”
Splendid! I am also well, thank you. I am about to ask you some questions to make you a little more familiar to our readers, sound good?
“Sure, give me your best shot, throw it right at me.”
Ok then! Let’s begin with you just telling us a bit more about your professional life that has now drawn you to work in marketing?
“Oh boy, I knew this was coming. Alright then: I´ve studied economics and sociology in Germany and PPE (politics, philosophy and economics) in Italy. Throughout my studies, I was interning and working part-time as a working student in companies relevant to my interests and my courses. Working for digital marketing companies as well as digital consulting companies, I learned a lot on the industry and how different sectors tackle problems with different solutions. But let´s take a step back here because my interest in advertising started way earlier:
Actually, I was interested in the advertising industry since I was a little kid.
I used to watch television a lot when I was younger. I was in love with the good old animated cartoons, from Ducktales to Chip & Chap. Of course, they had a lot of commercial breaks as well, showing their young audience the magical world of toys and teenage gadgets, which they would then later continuously ask their parents about.
Understandably, I wasn´t realising at the time the many steps that have to happen till such a commercial could be rolled out. From building up a media strategy around a specific brand or product to sketching ideas on how to advertise and which channels to choose (for you, dear GenZ reader: in the 90´s digital advertising was just in a very early development stage, which means brands with children as their main target group could essentially choose between TV & Radio commercials, print in comics and on billboards or POS advertisers) all the way to trying to post-analyze and measure the success of the campaign – in of course far less accurate ways than now are digitally possible.
This brings me to my conclusion: Since my studies of economics and social sciences as well as working in strategic consulting were very analytical and data-driven, I was able to find a profession in future-oriented digital marketing, which combines my creative and psychological interest with a data-driven, empirical approach. Due to the variety of possible topics (every company advertises in a way for itself) and the different task requirements, I am always facing new challenges. This fulfils me and lets me learn more every day in an incredibly dynamic and flexible working environment.”
Interesting! What would you consider the highs and lows of your job now with your responsibilities in business development and client consulting?
“It´s always very fulfilling to me when we find a neat setup to rearrange and optimize processes we are working with as a company or for one of our clients.
Especially when it comes to talking to new prospects and presenting our views and findings, when we identified something that really simplifies a part of the tasks that someone is struggling with, making it more efficient whilst saving costs, that´s what keeps me going. While we´re speaking there were probably 10 new inventions in the areas of software, ad-tech and data science, and for me the top priority is to stay up to date and scan the market for smart solutions that we can then leverage for us and our clients to stay ahead of the competition. And to understand how to implement something in the specific area the client is working in, I have to learn a lot about the industries they hail from. This is amazing to me because you’re always expanding your knowledge in many directions.
Relating from that, can you give me an example of your ideal passion project?
“Sure. I am always interested in projects and companies that combine a mission or product that aims for the adjustment towards equality of environmental and social opportunities with a business-driven approach. To me, this is the only way to have a strong intrinsic intend in fulfilling societal tasks and achieve something that brings us forward as mankind in tune with nature.
As an example, I worked with a company that rents bikes in big cities to a very affordable price on a monthly basis. They have a full repair covering, and when locked up, your bike is insured as well. They managed to gain a lot of new customers with a very smart campaign, lowering the number of people using motor vehicles – which is covering exactly the “sweet spot” I was talking about. I love that kind of projects because they have an ecological impact while increasing economic welfare.”
Pascal, as you are working so closely in communicating with clients, would you say you are equally sociable personally?
“Well, I´d say invite me to a pint and find out! That’s to say: I looove to meet new people, hear their stories and derive something to learn from their experiences. Because you can always learn something from the experience someone shares with you, even if you think you´ve been there before or you´ve done the same thing twice already – it´s always just your own perception of it.
Having an open mind and being empathic and aware of my surroundings and the people I meet is opening a lot of doors to me, which is especially important when you are trying to solve a problem that a prospective client is experiencing. You want to be able to make someone else’s problem your own as this is the only way you can truly handle the complexity of the demands which often exists and to think along on every step. It also lets you realise when its time to dissent in the right places – for the benefit of the overall goal.
Sounds great! And just to finish this off, please could you give me three words with which you think your friends would describe you?
“I´d go with spontaneous, life-affirming and empathic – but that´s just an impulsive thought. Ah, see? Strong evidence for number one!”
Sounds top-notch! Thanks, have a great day.
“Kudos to you, this was a lovely short interview! Thank you too!”
Get in touch with Pascal.
If you want to get in contact with Pascal and discuss anything related to online marketing, or if you have a specific need identified in your company and you want to speak about ways to achieve it feel free to reach out. He loves to connect to the industry, network and hear other peoples thoughts and exchange opinions.