By: Karlo Pavlić
As part of the jubilee Weekend Media Festival, which starts in two days in Rovinj, among many experts from the communications industry, one of the talks will be given by Eric Schoeffler, Executive Creative Director for Europe and Chief Creative Director of Havas Group Germany. Schoeffler can boast a wealth of marketing experience, and during the Weekend he will talk about how to add value to people’s lives, and how to create a more meaningful connection between people and brands. More about Schoeffler and his business is revealed bellow:
When and how did you discover interest for business you do today?
Eric Schoeffler: Well, I never really had a clear plan. But I always took the opportunities given to me ambitiously and seriously. In school I was only good at sports and arts. The rest was ok, but didn´t really interest me in terms of a future job. When I finished school I tried to get a seat at a university for graphics and design but I didn´t pass the test. My girlfriend at that time found an ad from a private design school. And since I didn´t want to waste another 6 month until the next admission test at university I joined the private school. After finishing my studies I did not know much about the agency landscape. So I opened the telephone book and planned to call all agencies in Cologne with a good reputation. It was pure luck, that the first agency I called was already desperately looking for a junior. There were basically a few coincidences that put me on track.
How did your professional path look? How did you develop profesionally?
Eric Schoeffler: I´m a very loyal person. At my first agency I stayed for almost 6 years before I signed with DDB in Düsseldorf as Art Director. I left 18 years later as CCO for the DDB Group in Germany and joined Havas. I was lucky to learn different skills from my different bosses. My first boss (AD) showed me that giving trust is an enormous motivation. My second boss (CD) showed me that a creative has to engage with strategy and my third boss (CCO) showed me that everything works so much better when you are fearless. Of course there many more people that taught me a lot of things over all these years and I´m very grateful for that.
What are the advantages and disadvantages of doing your job?
Eric Schoeffler: The biggest advantage is that you have to keep up to date and stay curious. You work with young and talented people from all areas that look at many things differently. That´s great. A downside for me is that we sometimes have to use our talent to advertise for companies, brands or products that don’t positively contribute to society. I struggle with that a lot.
How does the process of designing creative solutions for your clients look? How do you come up with ideas and how big is your team?
Eric Schoeffler: I deeply and truly believe in collaboration and teamwork. I´m not a big believer of hierarchies. The more you are able to get the right team together and create an environment of fun, focus and no fear you will see great ideas come to life.
How much digitalisation affects your sort of business? How flexible you need to be?
Eric Schoeffler: We all experience how fast the world is changing through digital. We need to keep up with this speed. Still, it´s ideas that make the difference. Digital is the infrastructure.
How European creative industry differs from the other in the world? Where are the differences most noticeable?
Eric Schoeffler: It´s hard to talk about «the European creative industry». The markets differ a lot and local flavor is crucial in most of the markets.
What are the biggest challenges you are currently facing in the advertising industry of Germany?
Eric Schoeffler: Germany is a very stable market. The economic climate is good so nobody wants to take a risk. That´s why you will find a lot of solid campaigns, platforms or creative solutions but not many really surprising ones that totally change the way you look at things.
What differs Havas from the competition and what would you point out as its main advantages?
Eric Schoeffler: We are still lacking a great creative reputation. This is what we are working on the most and the hardest. I truly believe in the power of creativity to build and shape brands in their competitive environment. We need to make sure to be seen as a top creative agency.
The main advantage of Havas is the village model (combining creative and media) and our new partnership with Vivendi. I see a lot of opportunities to become the main player in the field of entertainment and communication. This is all brand new but it´s very exciting.
What do you do to attract clients? What is the secret of your success?
Eric Schoeffler: Me, personally? Well, you have to ask my clients. I hope that they like my passion and my honesty.
You work with different clients. In which industries do you have the most creative freedom?
Eric Schoeffler: It´s not depending on the industry but on a trustful relationship with your client.
Which are recent projects the ones you are particularly proud of?
Eric Schoeffler: There are five different projects that are in the making just now. Each of them will help to prove that Havas is moving forward. I hope they see the light in autumn. And each of them will make me very proud.
How important is talent, and how important is commitment to work for succeeding in this business? In the end what is the one that overtakes?
Eric Schoeffler: That´s a no brainer. Talent is key. And commitment is as well. But the kids today have a different point of view in terms of work-life balance. They want a clear career path, immediate success, and constant new experiences while their loyalty is limited. You have to adapt to that or you have a serious problem. On the other hand you need to deliver more, faster, cheaper. That´s one of the big problems this industry is facing.
What do you do in your free time? How do you relax?
Eric Schoeffler: I have a lovely wife, two wonderful girls and a crazy cute dog. I love exploring the world, I do sports (running, tennis, yoga) and I´m addicted to vinyl. I think I´m a lucky bastard.
What can we expect from your lecture on Weekend Media Festival?
Eric Schoeffler: Passion and honesty.
