Michael Behrens is a digital marketing pioneer and has been developing digital communication concepts for more than 10 years. Since joining Jung von Matt, he coined the service offering, and the internal formation of, the agency group’s digital sector. Since 2009, Michael Behrens is the consulting managing director of Jung von Matt/next GmbH. Jung von Matt/next develops and produces digital platforms (stationary and mobile) with 90 employees. Brands managed by the agency include Mercedes-Benz, Edeka, Bosch and Nikon. GoSee met Michael Behrens, CEO Jung von Matt /next GmbH, personally in Hamburg. And of course we have the interview for you here on GoSee.
Corporate websites, mobile and social media Apps, and digital channels for branded entertainment, e-commerce and content marketing are on your list of services - can you break down the percentages for us?
These things really can no longer be separated, because many different services are needed within each of the projects. Take the example of a website in responsive design: what is the proportion of ‘website’ in relation to ‘mobile’?
So what is the future then? Will everything be App based?
Much of what has been previously accomplished on analogue or classic electronic data processing systems is already app-based today. Take, for instance, MyTaxi: an App turns an entire industry upside down and really questions the business model of old style taxi companies. However, drivers of this development are not only Apps, but also the progressive mobilisation in general. You know how difficult predictions are, especially when they concern the future. But I still predict that mobilisation is ‘the future’.
Do you also evaluate data for advertising? NSA style?
In the classic site analysis, the individual user remains anonymous. If he or she registers on the other hand, he does it deliberately. Of course then his or her data still has to be dealt with properly. Today no brand can afford not to act a hundred per cent responsibly because social media gives communicative power and true transparency to the consumer - it is therefore really detrimental to brands when they screw up when dealing with sensitive customer data.
In regards to the NSA: this was about the illegal interception of personal communication data. Those brands and companies that are in our care were just as much the victims as we all were! Their customer data handling has nothing to do with the machinations of the secret services.
In terms of size, what kind of client is interesting for JvM?
Ultimately, it is very important that the job is exciting. We deal with international corporations, medium-sized brands and small start-ups. The fact that we have worked with some of them for over 10 years shows that they are all in good hands with us.
Online is fast. How fast are you?
We can be extremely fast! But speed is not everything: due to mobilisation the number of devices to use is exploding and the growing importance of social media leads to ever more complex interfaces - to name just two aspects. Thoroughness occasionally comes before speed here - although that is not to be interpreted to mean that we are slow.
How do you keep up to date with the latest programming innovations and developments?
Not least due to the continuing education at seminars and conferences where we sometimes also act as speakers. And with the JvM Academy, we have created a service that trains creative talent and educates our employees as well. Ultimately, there is probably hardly an industry that requires so much learning and readiness for change every single day, like ours. The training you get is really tremendous tough!
Bosch, EDEKA, Mercedes-Benz .... do you make a point of having lots of German clients?
We don’t limit ourselves in any way. Germany simply has very strong brands and we are fortunate to work with some of the strongest. We work in a group but of course also for non-German brands such as Jim Beam, Nikon, Ricola and Vodafone. And with our agency locations in Austria, Switzerland, Sweden, Poland, Slovakia, Czech Republic and China, we have a robust network. We might not be a global presence as such, but we’re not limited to German customers or the German market either. We support many of our clients internationally from Germany.
Can you reveal some of your international clients to us?
Zalando is a good example. We launched the ‘Scream for Joy’ campaign in 14 core markets in Europe and in 13 other markets in Asia, Brazil, South Africa, etc. - and not just translated it, but shot it individually for each country (we present the very first spot and two screen shots of the success story as a little reminder here on GoSee). Or Mercedes-Benz: here we rolled out mobile brand portals for tablets and Smartphones in over 35 countries, individually adapted to local conditions and preferences; and by the way, speaking of speed: we produced all of those in less than 12 months.
Speaking of international, let’s talk Cannes 2014. JvM is going to be nominated again this year. Can you show us anything yet?
Of course we can’t give anything away yet ;-) But you can expect big things from us!
What do you expect from 2014 as an agency? Do you see any trends?
In many situations you can feel that emotionally gripping creation and intelligent use of technology are no longer seen as mutually exclusive. Indeed, we need both - not next to each other, but with each other. We will be making further significant progress in this regard as an agency and as an industry in 2014.