No.4 - Es ist vorbei? Nein, alles wird anders

[Music] The message to the above names, new directions, translation and content, is almost every day through the fields. The marketing branch is in the crisis and with you the agencies. But even if there are a lot of the end of the conversation, there is a future. With Matthias Schrader von Aussau Digital, I would like to talk about it today as you can see. In a moment we first make a look at the history of the competition with its different tastes. And we then talk about what now comes to an end. And how does the role of the market change and adventures in the future? There is also an attractive adventure model between workability and efficiency. I recently introduced my guest, Matthias, known a lot as the head of the Argentur Siener Schrader. In 1996 they named their work and later became one of the largest digital adventures in Germany. In 2017 the company's extension, Siener Schrader, Matthias, was responsible for the roof region. In 2020 the extension took place one year later with Aussau Digital in Hamburg. Matthias has written the mission to help customer by optimizing their marketing organization. He supports them but also in things like that and very often in digital communication. Over there he calls himself again and again and again to the future of the industry. How are we today? Welcome to the WNV Podcast The Perfect Match. My name is Conrad Breyer. I am a editor for WNV for Argentur strategy, creation and design. And I talk about this set regularly with companies from companies and agencies about their expectations, the developments in the market, challenges and solutions for the community success. Welcome Matthias. Yes, hello and nice to have you here. Matthias, at the time we discuss all about the future of the Argentur models. Amir Kasey represents, under any post, his famous asset is vorbei and he is required to be prepared by the Argentur creative companies. This is something that he has been doing since 2008. And he also lightens the market because he has more and more AI tools, agents and systems such as tech firms and web servers such as WPP. At least the execution can be automated. How is your view on it? Yes, of course, it is totally funny. Because it is an introduction and I have told you, in the 90s the digital Argentur is founded and the founder of my generation has been working for 30 years. And the Argentur is dead. Of course, they are not dead, but we have in the Argentur models over the last 170 years. And there are in every time other dominant Argentur models. My view on the creative Argentur is, because now in view of the creative Argentur, he has addressed Amir first of all to me after my view with his comments. So the creative Argentur should, I think, give you three thanks every day. That I now have the chance to come out of the case of execution with the KI. Because I believe that the creative Argentur in the last 10, really liked a case, that he brought the production into the house. And with that, at the end of the day, communication assets were made. And that also exists in the eyes of the task. And with that, it is massive and prestige and price change, in your opinion, lost. Of course, the time of the same reason. So if the business actually becomes production, it is with which I earn money and not the idea production. Then I always compromise on the idea, because the real money that I have on the production side. Yes, it is historical, I think. There was earlier the Argentur provision, which was somehow gone. And then there was no other chance than the production, the idea, the concept, the strategy to refinance. Yes, I think there were two developments. There was always a technical innovation or a technical development beginning in the 80s and then in the 90s. That's why, at the time, destor publishing was possible. It was possible to increase the introduction of the implementation of the implementation, specialised in pressure restrictions and implementation of the implementation. To become faster and with that, it is also a key point to say deeply, to increase and also earn money. And the time of course goes now with KI to the end. Of course, they have the production methods now, what the output is going on. It has also been used as a digital printer in the creative architecture. But of course, that is the case, that by KI, the costs for the asset production go up to zero. That is, I can simply take into account no money in the future. That means the output goes up to zero and then I can only pay for the input as an agent. And that is of course in the huge looking, because then I can move to the top again in the seeding chain. And if for this in the chain creative enterprise application, that the army is involved with it, then I always have a little doubt about the agency. The English word for the agency means English too. And especially in addition to our bubble, mobility and reality, things are changing. And I think that the topic creation, idea, movement and movement are always always together on a trend. And that's what technology will be interested in. We will not be paid for the movement and control of the movement, but for the movement and control of the movement. And that is of course a fundamental change of today's application in the Argentine. And this transformation process is very difficult. Let me show you it as a crisis. Let's talk about it in a short time. You have a big bang festival in Stuttgart. In September, the history of advertising is canceled. And there is an development step. There is a Puffery advertising experience. Could you do that again for our higher end here together? Because I think it is important for today. Yes, it is also a super funny story. Because we were a little bit disappointed. Back then, as a digitalist, there was actually a lot of roots in the communication of advertising. And we discovered that we were there as a new one. That the first advertisement in Europe was only a stone, where the actual office was established at that time. But in Hamburg, Altona. Yes. And that was 1855 from the 27-year-old Ferdinand Hasenstein. Yes, exactly. That was 27-year-old Buchentler. Back then, a new medium was discovered in the digital Zeitung. It was possible because of a different technological innovation, the fast pressure, the rotation pressure on one side and the telegraph. With which it was possible to transfer letters from all over the country, like in the place. And there was no censorship against Berlin and Poland. It had a very strong state-of-the-art building. It was a state-of-the-art building. It was bought in a mass in the building. The daily newspaper shows the place. So, on the whole side, the only small part of the building is part of the building. And there was this little piece of garbage. And there was this small piece of garbage. And there was this big piece of garbage. And this dialogue is not to be wrong. I think we can, in our industry, we are on the other side of everything, to really work on a new environment. We are now not the RFP, but we want to build the debate. We can solve our current business problems better. And because we understand people, we understand the market, we understand the implementation. We do not only produce powerpoint, and we do not only produce text-prey, which we copy-paste as a chatchip with you. But we are in a state-of-communication, but also the digital abilities, service platforms, product platforms, e-commerce, things, to bring things into the organization, to integrate everything, to think, and then to set things up. This partner model, when I was a total fan of it, I didn't even talk to my friend, and he said, "This is exciting, what can happen to us, actually, in this environment phase, to be, and to achieve it again." I think that gives more chance than risk. That is a good key word for today. Thank you for your input, your time. If you have any questions or questions about the topic, please write to us. We love you. We always talk about feedback. Thank you Matthias again for this episode. Thank you to the podcast team of WNV, all of you Christian Etreckmann and Stephanie Kuber. Thank you to Klaus Betz for the cut, and that is Mischchenko for the music in the show notes. The show notes find a couple of links to the great studios. The next podcast, the perfect match, gives the next, as usual, until then, everything is fine.