Image: Markus Prinz
As a child, Doris Christina Steiner dreamed of becoming foreign correspondent – inspired by the news programs of her childhood and the fascination for communication. “The creative storytelling has always remained my thread. How to create and take emotions – I also learned all of this in the theater. This is a big plus for my work today,” explains Steiner, who will give an insight into the (digital) advertising on October 15 and 16 at the OÖN Digital Days.
She owes Twitter to get started with the agency industry – at Ketchum. At that time she was one of the first active Twitter users in Austria-a unique selling point that paved her way into the industry. “The versatility of the tasks and the constant development of the industry kept me there. I was able to build new business areas, develop innovative campaigns and implement international projects. There have never been boredom over the years – time has literally gone,” she says in retrospect.
When Managing Director at the Jung von Matt agency, she was responsible for award -winning campaigns. She is particularly proud of the often award-winning burger king campaign “Normal or with meat?”, Which revived the social discussion about plant-based nutrition and also measurably increased sales. “People go to Burger King, want to buy a whopper and they are asked: normal or with meat? We just wanted to turn the narrative over that meat is normal. Actually, the vegetable meal should be normal if we look at the climate when we look at our diets from humans.”
Good advertising needs the surprise effect
And then she also comes to the core of successful advertising nowadays: “A good campaign has to surprise and stand out from the competition. I find a break – i.e. two things to combine two things that are not expected at first glance. To attract attention, it is important to be different from the others,” she explains. “This is the only way to stay in conversation.” Stop, surprise and be honest – Steiner advises everyone who wants to reach humans. Emotions – ideally positive – ensure attention and familiar anchors (like a striking outfit) strengthen recognizability.
In advertising, irony is a narrow ridge. How does it deal with it? “Irony and humor can do a lot if they are used clever – but never at the expense of others. The most important principle is to only laugh at yourself and not step down. This makes brands likeable and acceptable,” says the native of Upper Austria.
A central topic: the rapidly growing importance of artificial intelligence. For Steiner it is clear that AI and human creativity go hand in hand: “Ki takes over many routine activities – this creates freedom for real creativity. However, strategic decisions and original ideas remain human domain.” She sees AI as a tool that is particularly helpful for those who have had difficulties in certain areas so far.
“Performance marketing alone is too little”
In the discourse on brand structure and performance marketing, Steiner advocates a balanced interaction: “Performance alone is not enough. A strong brand needs values and visions, not just measurable clicks.” The balancing act between short -term success and sustainable brand image requires courage – especially when many companies speak in similar tones. Steiner appeals: “The biggest mistake is to make it like the others.”
Today Steiner works independently with her advisory company “Neongreen”. The biggest difference to the time as an agency leader? “I choose my projects and customers more consciously. It is important to me to work directly with customers and to be flexible. This is only possible in her own setup,” she says. What can we learn from her? “I am incredibly resilient. The greater the deep blow, the greater the getting up afterwards. Times, digital detox and creative breaks help me to draw new energy.”
Image: Markus Prinz
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Image: Markus Prinz
Source: Nachrichten
