All creatives out there, this is the maker age. There is one big insight of this age, what starts with a desktop pc and now is the smartphone will be the city in the future. So, please lets stop talking and thinking in devices and media. Lets MAKE things based on digital infrastructure!

question Please give us a brief bio of yourself.

From scratch and without any experience regarding the advertising world I decided to establish my own business. Starting from the beautiful Bavarian Alps, I then established a second office in Bangkok Thailand.

My Agency had international accounts such as airBerlin, Travelzoo, Panasonic and Volkswagen Accessories.

These successes led to an offer from an agency holding that took over a greater part of my company. And after two years I realzied, damn, I'm to young to waste my time on excel sheets. Since 2011 I have focused on my strengths and got employed.

question What’s your job role?

I’m currently working as Creative Director Innovation Advertising at MRM Frankfurt, Germany. MRM is a agency for consumer-brand interaction. Started in the digital business 20 years ago, we are a pioneer in this industry.

We invented the first online-configurator for the automotive industry, Opel (a brand of General Motors) was the first client using this technology. Today MRM is the driver of creativity, technology and performance. I have the creative and conceptual lead of the "Innovative Advertising" offering to create digital infrastructure concepts for our clients such as Opel, General Motors, Amway, Kraft/Mondelez, L'oréal, Nestle, Yokohama, Santander, arte, Cadillac, car2go, Glendfiddich, South Africa, Cathay Pacific, MasterCard, Nespresso and more.

What does Innovation Advertising mean for us?: Incomparable, digital-enabled media connections, products and services between consumers and brands; achieved by using data, technology, media, research and creativity.

question What do you do for inspiration?

The truth is, nothing. What must be, must be. But I figured out, laying in the sun on the beach, without any electronics - except my iPhone for music - is most helpful. 

question What do you regard as being your biggest achievement?

There are several proven tracks like GrantaPet Snack Check. Check-in with Foursquare at the billboard while walking your dog; and GranataPet dogfood comes out of the dispenser at the billboard automatically. It’s a creative innovation that’s been voted as one of the top 5 campaigns in 2011 by Advertising Age.

The social media news blog Mashable says: This campaign shows how social media can bring new life into classic poster and billboard campaigns. It won several creative awards arround the globe.

I' m proud, but it's always a team performance. After my knockout 2010, I learned to count one's blessing and be modest.

question How do you relax or unwind?

It sounds snotty, but I dont really relax, because my job is also my hobby and passion. It’s more using my free time to travel arround the world and get inspired. But, I’m always working a little bit in my mind.

question What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

The hardest part of the job is to convince people that nothing is impossible. And then, I love it when a plan comes together. 

If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

When I sold my agency to become a CCO I didn't realize what that meant, and I failed -- I still didn't realize it. But today I know, it's good being persistent, but there comes a day you should let things go.

question What did your very first site look like? Is it still online?

The first website I built was about 14 years ago, it was the new brand website of a famous German yoguhrt company called Ehrmann (Almighurt). We built it with HTML, Lotus Notes and (shame on me) layers. And of course, this website is no longer online, but it was a fantastic experience and I learned something about coding, too.

question Are there things you do OUTSIDE of work to ensure that you are in the right mindset to be creative and/or successful in whatever you are doing?

Sports. That is the perfect reset after a long day.

question The web is getting out of the web. Do you find that thinking in digital solutions alone hinders you? Do you feel the urge to solve the problem using all mediums necessary?

I think we live in a thrilling age. In order for these projects to be truly realized, a completely new way of thinking and structure within agencies and creatives is necessary. So digital is not a media! Digital become an infrastructure like power. Everything will be digital, our food, a chair, my skin...

question Do you think Flash is here to stay?

When I started at MRM and our Flash-connoisseur and Group-CD Martin Biela told me his thoughts about Flash, I was not sure about the future of this technology. But 9 months later I changed my view, because we built BalticMiles completly in Adobe Air and Flash...and I saw some really great websites in the past month. I think, Flash will change, but hopefully never die. 

question How do you keep your finger on the pulse of the latest web trends?

Research. Research. Research. And listening to different people - everbody you meet arround the world.

question What country excites you the most in terms of innovation?

The South American countries are really up front. Some really great projects are happening in Argentina. Mondelez installed an innovation incubator in Buenos Aires together with Contagious Magazine and they invite creatives, planners, engineers, marketers and innovators from all over the world to work as one team to develop customized digital enabled consumer connections and breakthrough ideas.

I was lucky enough to be part of it for some weeks and I'm still impressed of the will Maria Mujica, LatAm Marketing Director of Mondelez, has to realize these projects. I think the courage developing risky innnovations is currently the big difference to the rest of the world.

question What do you think about innovations?

It’s in my job title, but it’s overrated. It is a buzzword from the press, but it describes in a way what we will do in the near future as a digital agency. Collaborating with clients on a new level, we will develop products and services for digital enabled consumer connections.

And if you invent new products and services together with brands as partner, you will be able to tell stories about the technology you used and make it more relevant and shareable for the target group. The biggest innovation will be the change of the advertising industry.

question What are you excited about learning next and is there a long term challenge you are considering tackling?

The biggest challenge is, how will agencies win the trust of their clients to realize new innovative ideas and not just be a contractor, but rather a partner to develop and invent new products, services and clever campaigns.

question What is the most expensive thing you have bought in the last week?

A really delcious beef-filet for BBQ with friends. 

question Any parting shots or pearls of wisdom?

Bad question. :) All creatives out there, this is the maker age. There is one big insight of this age, what starts with a desktop pc and now is the smartphone will be the city in the future. So, please lets stop talking and thinking in devices and media. Lets MAKE things based on digital infrastructure!

question It has been a privilege, thanks very much

Thank you and please let me say thanks to our great CCO Christoph Mayer, our Group-CD Martin and my BalticMiles team Philipp, Dimi, Dominic, Mark, Maurice, Chris, Gift, Zoe, Andrea, Diana, Normann, and Christoph. Thank you for your passion and enthusiasm working on this project and your trust! You are the winners.


Dom Heinrich - Creative Director / Innovation Advertising - MRM
Dom Heinrich - Creative Director / Innovation Advertising - MRM

GranataPet "SnackCheck" - Dog owners check into foursquare to dispense treats from a billboard.

BalticMiles "Burn The Miles" - Rewarding members for burning flown miles as calories with Nike+

Volkswagen Accessories "Finally hands-free" - Using your voice to start facebook video-calls with friends.

ING-DiBa "Free throws like Dirk Nowitzki" - Digital Basketball Game by using your smartphone as virtual basketball.

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