Introduction

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Christian Schwanz Content-led marketing specialist 2010

Transcript of Introduction

Page 1: Introduction

Christian SchwanzContent-led marketing specialist

2010

Page 2: Introduction

Where it began...I've been a musician for more than 10 years. I was part of a successful underground band and had fans in Europe, US and Japan.

The music industry had changed. No one made money by selling CDs. So I adapted to the change.

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The buzz was worth cash.I made money by connecting brands to my fans. (I also did this for other artists.)

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2008 - A new ageBy 2008 the advertising industry reached a tipping point. Traditional advertising was oversaturated and not trusted.

...and I joined Vice.

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Vice started out as a free magazine 15 years ago. They figured out that their audience trusted their coolness and honesty. So they started connecting brands to their audience through events, social media, the mag etc.

2009 - Vice is the 3rd most innovative media company on the planet and for the last 3 years voted No 1. trendsetter.*

(A mag turned into creative agency, music label, TV station etc etc)

Who is Vice?

* Source: Top 10 by Fast Company, 2009 and The Cassandra Report

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Attention = new currency.The monologue turned into a meaningful conversation.

We also gave people stuff to talk about, so they could spread the word about brands.

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The switch from 'push' to 'pull'

Consumers (otherwise known as people) pull the branded content into their world, then spread it. Instead of getting ads and products pushed down their throats.

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Things were going so well for me at Vice.

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Great integrated events.

Adidas turned 60 - We made a user generated party.

Facebook app. The guests installed the app and:voted for the host, the headliner, the venue, the supporting acts, the flyer and even the currency ( Adidollars)

We had over 1000 users online daily.

The venue was just softly branded, because of all the smart communication before the event.

This is just one example of a campaign I did. I have a large portfolio (too big to email). Let's meet so I can show it to you.

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Brands got great exposure.

PR:the flyer and print ad for the DJ contest

NOKIA Djs: djs on the handsets

The event:a packed venue

The web:web communication and registration

The lounge:the ORANGE lounge at

universities

These are the touchpoints for an Orange campaign

we did.

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Vice loved me.

'...Christian is sorely missed here in Vienna and at Vice, as a musician, connector, instigator of great creative projects and (most importanly to me) a great event conceptualiser and salesman.'*

* Source: My reference letter from Vice

Christian Schwanz

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But then...

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I fell in love*

* with someone on the other side of the planet

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So here I am.

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Ready to inspire and create in Malaysia.

Hire me and be a marketing 2.0 pioneer.

Let's create revenue out of content. Let's build inspiring brands that people love.

Let's bring brands to life.   

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I have a large portfolio of past campaigns and reference letters.

Let's meet, go through it and discuss.

+6012 975 [email protected]


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