Discover Germany | Special Theme | Germany’s Top Creative Agencies
Agency for multidimensional communication.
From social media to morphological research: HEMD & HOODIE’s team analyses all elements of communication.
Whether big or small – the customer always comes first at the Cologne-based agency.
TEXT: HEMD & HOODIE, TRANSLATION: BARBARA GEIER I PHOTOS: HEMD & HOODIE
Depth psychology for modern communication HEMD & HOODIE, an owner-run communications agency, specialises in the analysis, development and production of communication measures. An interdisciplinary team of ten combines the strengths of traditional approaches while at the same time redefining them. The secret to the success of the creative Cologne outfit is down to one thing in particular – providing outstanding service. About six years ago, HEMD & HOODIE was founded by Marek Hoffmann with a touch of ‘Silicon Valley spirit’ in his living room, as a purely digital agency. Facebook, Twitter and Instagram are part and parcel of the team’s daily work, the team produces several hundred pieces of content per quarter for clients that include innovative medium-sized companies as well as global players. The agency also acts as the main online editorial team for a tech and culture magazine and, on a daily basis, produces B2B articles around tech topics. The agency‘s portfolio also covers media and marketing, spatial communication and morphological research into the effects of communication. “As far as I am aware, HEMD & HOODIE is the only communications agency in Germany – if not in the world – that works with approaches based on depth psychology to reveal the unconscious factors of our daily interaction with products and media,” explains Hoffmann. As a result, an under112 | Issue 64 | July 2018
standing of market trends in connection with consumer behaviour and demands can be developed: an understanding that makes real sense and leads to the development of communication strategies that hit exactly where they should. For Hoffmann, who, among other things, was a senior editor at a major German IT and social media blog and consultant at a leading German PR agency, one aspect in particular is vital: he wants to overcome the silo mentality and hurdles as they currently exist at interfaces. “We aim at capturing the entire impact universe of brands, products and companies,” stresses the communication expert. Last, but not at all least, there is the question of service: deadlines, trade fairs, bank holidays, other time zones – there are many aspects client-side that require agencies to be available outside normal office hours. “We can be contacted 24/7 and are, no matter the time, as friendly
as when meeting your in-laws for the first time,” Hoffmann says jokingly. Based on his long-standing experience in the business, he knows that nowadays, good service more than ever can make the difference. The know-how and commitment of the agency’s team is the basis for this customer-first philosophy – and the boss is very much aware of that: “We’re like a very well-coordinated team in a Michelinstar restaurant,” he says proudly. “Everyone is an expert in their respective field, with creative freedom and the ability to deliver the best possible results even when under pressure.” In this context, no one works in isolation but – under the leadership of ‘chef Hoffmann’ – always as one part of a unit that keeps an eye on the overall picture. And what is planned for the future?“We’re currently setting up our own unit for qualitative market research in order to serve our clients even better,” says Hoffmann. Clients will be able to profit from study results - with a focus on IT, science, health and care, automotive and finance - that can directly be fed into product and brand communication measures.