BBDO, named the “Most Awarded Agency Network in the World” for six consecutive years, is the second largest global advertising agency network with 15,000 employees in 289 offices over 81 countries. Their reputation is sustained with their continuous collaboration with a diversity of some of the world’s leading brands such as Campbell’s, Visa and Mercedes Benz, to name a few.
Today we caught up with Patrick Holtkamp, the Executive Digital Director of BBDO Düsseldorf to learn more about his job.
Hi Patrick, thanks for joining us today. In what we now call a ‘Tweet pitch’-what does the Digital Director do?
PH: He or she is in charge of all digital output of the agency, running the digital team and driving innovation and digital excellence within the agency.
That sounds like a tough job, was it what you always wanted to be?
PH: No, I wanted to be Han Solo
Haha! Like a lot of Star Wars fans. What is your one principle or rule that you knew back then and that guides you daily?
PH: That everything changes – constantly.
Han Solo certainly went through a lot of changes, much alike modern technology does. When did you first think that digital is the future?
PH: When I got my hands on the first iPhone.
The iPhone was definitely a revolutionary product that helped pave the way for the touchscreen phones we use today and gave birth to a variety of social media apps.
Before your current job, you’ve worked as an Executive Producer for several film and TV companies, with your film and video background, – do you think static or moving image or video is going to rock the world and the brands in 2020?
PH: Online video is changing everything right now… From the way we watch content to access to consumers.
Linear TV is being replaced by on-demand and streaming services and we are consuming more video content than ever across all devices.
Do you believe that social media and crowdsourced content will be completely free or rights managed by then?
PH: I think it will be difficult to rights manage SM / community content because most people believe media content is free for all to use.
We believe the paradigm around photos, videos, graphics and creative content at large, – shared and owned by people on social media, – should change. Governments, businesses and public should all take part in that. We are attempting to build this new framework and tool to make social media content easily licensable, and to create a cultural shift among authors and customers alike.
In one of our next blog posts we will speak with Copyright Hub, one of our partners supported by Innovate UK, about the potential future of social media content and how people treat it.
A huge thank you to Patrick for his time and insights!
Follow him on Twitter at: @patrickholtkamp