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Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\nDirk Poschenrieder is managing director, Havas Life D\u00fcsseldorf. He has spent more than 20 years in the marketing and communications business, working for companies including Deutsche Post DHL, Sony, Johnson & Johnson, and Publicis Groupe\u2019s Razorfish Health.<\/p>\n
How would you describe your job to someone who doesn\u2019t work in marketing? <\/strong>I juggle client demands, big ideas, and budgets to make sure everything runs smoothly. My job is part strategist, part therapist, and part firefighter, putting out any \u201ccreative emergencies\u201d while keeping the agency on track, and the chaos (mostly) under control. Basically, I make sure we win pitches, keep clients happy, and deliver ads that don\u2019t make people cringe.<\/p>\nWhat\u2019s your favorite ad campaign?<\/strong> It\u2019s impossible to choose just one, so I\u2019m going to focus on 2024. One of my absolute favorites is one from Klick Health for Caf\u00e9 Joyeux and tells the real story of a man with Down syndrome seeking a job. Not only is it beautifully animated with lots of love and attention to detail, but the commercial was cocreated with members of the Down syndrome community. I love it and I\u2019m a little bit jealous, I must admit.<\/p>\nOne thing we can\u2019t guess from your LinkedIn profile: <\/strong>I\u2019ve probably spent more time debating the color of a button in an ad than most people spend choosing a car. (Spoiler: the button color always matters.)<\/p>\n\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
What marketing trend are you most optimistic about? Least? <\/strong>I\u2019m incredibly optimistic about the resurgence of creativity in healthcare advertising. As the industry moves beyond purely informational campaigns, we\u2019re seeing bold, emotionally resonant storytelling that connects with patients and healthcare professionals on a deeper level. Creativity, paired with technology, allows us to break through the noise and make meaningful messages memorable\u2014something especially vital in such a complex, regulated field.<\/p>\nI\u2019m cautious about the overreliance on automation and templated approaches in marketing. While efficiency is important, healthcare audiences need genuine empathy and tailored messaging, which can\u2019t always be achieved with a one-size-fits-all approach. Overuse of automation risks diluting the human touch, which is at the heart of effective healthcare communication.<\/p>\n
What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend? <\/strong>I\u2019m afraid podcasts just aren\u2019t my thing. When I drive home in the evening for just under two hours, I need good (and, above all, loud) music to switch off. I\u2019d love to recommend the new album by The Cure, Songs of a Lost World<\/em>. It\u2019s the first album they\u2019ve released in 16 years, and it was worth the wait!<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here. Dirk Poschenrieder is managing director, Havas Life D\u00fcsseldorf. He has spent more than 20 years in the marketing and communications business, working for companies including Deutsche Post DHL, Sony, Johnson & Johnson, and Publicis Groupe\u2019s […]<\/p>\n","protected":false},"author":1,"featured_media":22160,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22159","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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