I never met David Berkowitz in life before. We know each other from Twitter. He is the Chief Marketing Officer of MRY. You don`t know MRY? It`s one of the leading Digital and Creative Agencies in the world. The agency joined in 2014 the “Starcom Mediavest Umbrella” like the Wall Street Journal called it.
Hopefully there he gets a Franziskaner Weißbier cause its his favourite german beer I heard some days ago … if there is a problem, ask Bavaria @ SXSW with Simon Harlinghausen (CDO EMEA Starcom Mediavest Group) and Michael Praetorius (Head of Content at akom360) ????
Johannes Hi David how are you doing? Where are you at this moment?
David I’m back in New York at the moment, getting ready for a return to Austin, Texas for South by Southwest.
Johannes If you would have only three Hashtags to define your relation towards Digital and Social Media which one would you choose and why?
David Fun question. I’d say #connected #convenient and #culture. First, with #connected, I love how digital keeps bringing people together in new ways.
My first experience with digital was connecting with a friend on a 1200 baud modem back in in the 1980s, and mobile devices were always about communication and connectivity first.
With #convenient, being able to book a trip, replace some household goods, or deposit a check in a few spare minutes really does add time back to my day, and that’s invalauble.
Lastly, seeing how #culture spreads digitally is facinating, like with the rise of DJ Khaled in recent months, and #culture is what further brings people together in interesting ways.
Johannes MRY is a well known agency. You have clients like Visa and Adobe. Tell us whats the difference between MRY and other agencies in the digital sphere?
David These days, we talk about delivering Creativity for the New Consumer. We started off as a youth marketing firm, became one of the first agencies focused on social media, and incubated some tech companies along the way.
We get the changing nature of consumers’ needs, and we’ve created a structure that doesn’t follow all the standard ways of doing business. In that sense, we constantly learn by doing, and that’s how we can further benefit our clients in these challenging times.
Johannes Last week you attended the MWC in Barcelona. Whats your conclusion? I mean Laura Desmond, CEO Starcom Mediavest Group, wrote at re/code about the five most important trends for marketers in mobile…
David The biggest takeaway is that everything is mobile, so anyone and everyone should be there now. It’s like a slightly more focused version of the Consumer Electronics Show held in a much better city. It’s hard to find any industry or product category that isn’t heavily influenced by mobile.
Johannes David what`s your view about Snapchat? In Germany we have two kind of people: the one who are in favour of it and really deep engaged and the one who ask in public what is it all about. Often I can here that people who are normally familiar with Social Media dont get it …
David Well, I straddle the line a bit. It is incredibly impactful, and the under-30 set is outright addicted to it. I can never bring myself to spend a ton of time there personally and don’t love the user experience, but they’re also starting to build out their offerings for marketers and give them a lot more of the data and targeting that they need.
Johannes And how do you rank Messaging Apps like WhatsApp and Facebook Messenger? I mean the biggest four messenger have more user than the big four social networks …
David This is where people are spending their time now, away from a lot of the noise of more public channels like social networks. And messaging apps like Facebook Messenger, Line, WeChat and others keep getting more useful.
They’re becoming the new portal or homepage, the starting point for your digital experience. Layering in artificial intelligence here is particularly exciting.
Johannes Perhaps a little bit more personal but for our readers quite interesting: what drives you to do your job, what drives you to be like a digital native?
David Agency life constantly presents new challenges for those curious to address them. And now that most media usage is digital in some way, it’s all a work in progress, and there’s a chance to shape the future.
Also, there is a sense of community that pervades this whole field. It’s not about your age or where you’re from or where you went to school – it’s about what you’ve done and how much people like collaborating with you.
That means there are always opportunities to support others, and it means people tend to be incredibly generous and gracious whenever someone is in need of support.
Johannes Thank you so much for your patience, David! Hope to meet you soon in NYC for a coffee.
David Thanks so much for taking the time to connect with me. I hope to get to meet you soon, and with any luck I’ll get to check out your office and lab sometime.