From 1971 to 1999, I was busy growing up on the fringes of Hamburg. Disguised it all with an Abitur, then topped it off with a Master’s in Ethnology (“Cultural Features of MUDs and Digital Cities”). Started out as a copywriter at Kabel New Media while still at uni. Became the father of two boys. Experienced my first insolvency. Kept learning the craft at BBDO Interone and Jung von Matt—working as a copywriter, editor, CD and team lead. Been freelancing since 2012.

Technically, it’s never been easier to reach a wide audience with a message. Content-wise, it’s never been trickier. That’s the tension I work in. My focus is on crafting high-quality, engaging texts. Doesn’t matter much whether it’s analog or digital. A lot of it boils down to one big question: how does a brand avoid becoming just another one in the crowd? Through a wide range of projects for different agencies and companies—with varying goals and expectations—I’ve been honing my skills in shaping holistic brand experiences for over 20 years. By now, my work goes far beyond writing alone.

• Finding the right tone of voice for a brand and its target audience
• Attention-grabbing headlines
• Developing a consistent brand tone of voice
• Writing prompts (for AI)
• Quality assurance for AI-generated content
• Meticulously researched and engaging short and long-form copy
• Strategic web copy (that Google loves)
• Making complex subjects simple and clear
• Sharp, compelling storyboards for TV, YouTube or pitch reels
• Snappy posts and campaigns for Instagram, TikTok & co.
• Coherent and persuasive client presentations
• Creative concepts and fresh campaign ideas
• Developing and implementing content marketing strategies
• Creative direction for technically complex projects (e.g. product configurators)
• Content population for responsive platforms (I’m a copywriter, not a UX designer)
• Strategy-led creative client consultancy
• Collaboration with in-house teams and other freelancers
• Mentoring and sharing tips & tricks on working as a copywriter

BMW + BMW M + BMW Motorrad +MINI + Audi + VW + VW Nutzfahrzeuge + Ford + Mercedes Benz + Samsung + Microsoft + MediaMarkt + Telekom + O2 + IONOS by 1&1 + Amazon + FC Bayern + Lufthansa Technik + OBI + Tchibo + Otto Group + Miele + Beiersdorf + Schwarzkopf + Jim Beam + Krombacher (Schweppes) + Dresdner Bank + Hamburger Sparkasse + VisualVest + zestonics + Save the Children

Serviceplan + Jung von Matt + Scholz & Friends + Grabarz & Partner + Philipp und Keuntje + BBDO interone + cocomore + DDB HH + Wunderman + Publicis + The Game + Young & Rubicam + Leagas Delaney + Redblue