“Creative effectiveness—the quality of the campaign and the assets I produce—drives 70 percent of overall ROI. The remaining 30 percent can be optimized through smart media strategy. And that’s coming from someone who was a media director at Mars before moving to Germany.”
That’s a bold claim. In this episode, Christoph Weber, former CMO of the Bitburger Brewery Group, joins Verena Gründel to break down why creative excellence and strong brand differentiation are more essential than ever—especially in traditional markets like beer.
You’ll learn:
- Why boring advertising is the most expensive kind
- How to turn “heritage” and “tradition” into distinctive brand value
- The role of emotion, humor, and AI in campaign creation
- Why design needs to be bold—yet carefully executed
- And how a controversial alcohol-free beer campaign drew massive attention
Christoph shares his insights on brand DNA, performance hacks, and cultural relevance. He draws on the iconic Snickers campaign “You’re not you when you’re hungry,” and the Bitburger repositioning under the line “Ein Bitte macht alles möglich” (“Please makes anything possible”). At the core: brand relevance starts in people’s lives—not inside the brand.
“Think culture first, not brand first”—or as Christoph puts it today: “Maybe it’s better to say: think zeitgeist first, not brand first.”
Whether you’re in the office, heading to your next pitch, or just in need of a creative boost—this episode is a must-listen.
And don’t forget: DMEXCO returns to Cologne on September 17–18, 2025. Stay in the loop with the DMEXCO Digital Digest for the latest in digital marketing—straight to your inbox.
