TheFWA - Stefan Becker - BUZZIN MONKEY

I think one trend will be, that content will dictate the look and feel of many websites. Just the content itself, the stuff you want to see and read. So in 10 years the source, the browser or URL might not be that relevant. Instead, you’ll get what you need on a personal screen. That’s my fortune telling.

Please give us a brief bio of yourself.

I’ve been in advertising for 13 years now. I first started in the classical disciplines and brand strategy before switching over, step-by-step, to the creative concept side. From the start, my passions were in the creative part of advertising. In 2005 I moved into digital and three years later, founded BUZZIN MONKEY. I provide support to brands and agencies alike, by offering campaign concepts and creative direction, as well as full-service by assembling and directing a project team. My next step is to relocate to New York City.

What do you do for inspiration?

Look at other creative work then advertising. Arts, music, design, movies. Try to browse the diversity of the world. Cultures, nature, lifestyles. Chat with people, listen to stories and opinions. One thing that often helps me to get another inspiration, another perspective is image search the relevant benefits, tonalities, moods, target groups, feelings. Wether via Google, Pinterest or stock agencies. Or even type it in YouTube, onlineshops, social networks and see what comes up. Somehow it works for me very well.

What do you regard as being your biggest achievement?

I’d have to say winning awards for big brands with my own company and seeing the BUZZIN MONKEY name next to the big shops which have always been inspiration and benchmarks.

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

My favorite part is when people put their different skills together to generate one amazing piece of advertising that not only clients, but people, love.

The hardest part is the moment when something innovative and creative is shut down because there’s uncertainty – not about the potential, but as to whether it will be approved by the boss.

When I get stuck, I try to look at the briefing from another perspective by asking myself questions. What is really behind this goal? What sort of things have shaped the brand? What is the history? How and when are people using the product? What does the life of the target group looks like? These sorts of things. Sometimes it’s a matter of leaving work and doing something else for a while.

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

Making the switch in 2005 from classical advertising to digital.

What software could you not live without?

Google Maps. I can´t even remember how I found my way around in foreign cities in the past - must have been a mixture of map folding and asking people.

How many projects does your company juggle at any one time?

One to five. The monkey is small, but hardworking.

Who is your target audience?

For the most part I’m aiming to speak to brands and ad agencies with a need to advertise in a smart, creative, efficient, and innovative way. And of course, all these well paying, extremely brave and award loving companies.

Has winning FWA awards helped you in any way?

This is a well-respected award among creatives in the industry and I really appreciate winning it. I get very positive feedback. So yes, it helps me a lot.

When dealing with major clients, how difficult is it to meet the needs of such wide target audiences?

It isn´t difficult. It doesn´t matter if it’s one person or millions that have a problem that needs solving. If you have the right product and campaign, you will reach them.

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?

I make time to enjoy life. And I try to stay curious about everything inspiring.

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?

If your agency and client allow you to think media-neutral about the best campaign using the best touchpoints to reach the set marketing goals: I would say yes. But in most cases, clients or media agencies are choosing the channels before briefing an agency and because of the fact that specialized agencies tend to sell the stuff they can do, the daily business isn´t that ideal. But I think brands and agencies are restructuring these days due to the results driven, channel neutral thinking.

Looking 10 years in to the future, how far can websites go?

If you were a student entering this industry or an aspiring FWA award submitter, what advice would you give them?

I’d say make sure you understand how all advertising channels work. Don’t limit yourself to digital.

What would be your ultimate vehicle to travel in?

I imagine it would be an iBed - the new flying supersonic rocket bed from Apple.

When your company was just getting started, what did you find was most effective for getting new clients?

It was really important for me to invest in opportunity, to invest in getting the chance to create an innovative showcase for an adored brand. The first award-winning project for a big brand helps that prospective clients will trust your skills.

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

I chat a lot with others, I read blogs and browse the web.

There must be a project that you have always dreamed of doing, what is it?

Making a music video. I’d love to work on one. Combining these two arts to make a new, even more emotional piece of art is very exciting.

What does the future hold for your company, or you as a person?

I’m planning to move to New York City. So ready for any job offers or collaborations there.

It has been a privilege, thanks very much

Thank you too! It´s an honor be be part of the FWA.

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