Reality Check

The flight back to the States from Munich went very smoothly for Jackie, Mike and I however I wish I could have been with the group in the Crown Plaza; AF. Unpacking everything and putting my entire suitcase into the washer was a very good feeling along with the nice cool breeze of air-conditioning as I walked into my house. But for some reason I feel like I miss German and a part of me really enjoyed their lifestyle and culture. I thought the first bite of my chicken number seven from Taco Bell would be the best thing ever, I was wrong. My body rejected the grease-filled tortilla and I missed the doner or the freshness of a deli.

I feel like the experience in Germany really made me feel part of their culture as I used their mass transit systems, ate the local grub, drank the best tasting beer and conversed with other locals, so coming back to the States was kind of a letdown. I feel compelled to live a greener lifestyle here in Lincoln and try to eat as healthy as I can. I want to ride my bike more as opposed to driving to limit gas usage, I want to make my own food and use the least amount of electricity as possible.

Also I don’t really know what to do with my days yet. My job starts on the seventh and I’m so use to attending media appointments that an open/free day feels like forever. Overall I really enjoyed Germany and there is no doubt in my mind I will head back to Europe as soon as the cash flow starts running again. I want to experience all other cultures in different countries and learn how they operate because as most of the agencies said, you must understand others cultures in order to appeal to them.

Berlin vs. Munich, Reflection

Berlin and Munich may only be one hour away from each other via plane, but they are extremely different cities. I witnessed these differences firsthand during our walking tour. Munich architecture is much more uniform; Berlin had several different types and eras clashing, sometimes on the same street. Berlin also seems to embrace its past more than Munich. In Berlin, there were memorials and signs everywhere for important places and events from the last 100 years. In Munich, the memorials are often not marked and are there only for those that want to see them.

People in Munich seem to be less pushy and friendlier. The city is busy and the streets are full of people, but the pace is not as fast here. Munich seems more leisurely. It is also prettier; there is less litter, less graffiti, and more trees. Berlin was a very industrial city.

Looking back on the trip as a whole, it was an incredible eye-opening experience. I learned so much about a country and about my profession. I had never been to Europe, so it was great to see the German lifestyle. One of the things that struck me was how quiet and “plain” the cities were; there were no neon signs or loud music playing, like in Tokyo or New York City.

The best parts of the trip were the meetings with the advertising agencies. The variation in the companies really made it worthwhile; the difference between McCann Erickson (with 24,000 employees worldwide and a 6 story building) and Fritzsch and Mackat (18 employees and one floor) were staggering. I got the impression from both of these visits, as well as from Scholz and Friends, that the number of people does not matter. The things that matter in advertising are research, dedication and passion. This is what I will take away from my experience in Germany. I have a new understanding of the ad world and the real world.

How high did I get?

Adrenaline ruled me today as I entered the Alps. Snow capped mountain tops, majestic architecture and one high flying experience. Tijgan was his name. A short rather bulky man who has been Para-sailing for 21 years now decides he doesn’t have enough time for a wife and kids in between his soaring sessions. That was my instructor slash pilot for my trip 8,000 plus feet high in the bitter cold Alps.

Strapped in, ready to set flight, reality sunk in as I stood looking over the edge of a mountain. Knowing that one slight slip up of the take off could serious cause some damage (no offensive to my other flying mate, much love). You ready? Those were the words I heard before taking the leap of faith. Two steps forward followed by a jolt back as the sail shot to life then catapulting off the edge into one experience I will never forget.

My first thoughts were oh great I’m going to die as we raised altitude at an alarming rate. A constant beeping noise assured me we were getting higher. The horizon was endless and the views were breathtaking, I knew right then it was worth it. Leaning right and leaning left we were able to direct ourselves soaking in all the landscape from a bird’s eye view. The feeling of no boundaries, controlling the wind and experiencing life is all components to a risk-seeking junky.

Today was a day I will never forget and the experience of Para-sailing through the Alps was an amazing opportunity only one could dream of. My trip to the Alps exceeding all my expectations and gave me a lifelong story.

Pure Madness

It goes up and it goes down. Sometimes it is working other times it is not. If you walk in the opposite direction it is going you might struggle a bit getting to where you need to go. It has an industrial feel with many little ridges on the steps. Don’t get caught standing on the wrong side because that side is usually for the walkers. The right side is the side to relax and give your legs a rest after a long day of walking. If you haven’t already guessed it, I’m talking about an escalator. The escalators in Munich are the exact same anywhere else, such as the States but different rules apply. If you stand on the left side you may be subjected to a bump or a few swift words. The left side is reserved for those who are running late or need a little exercise. The right side is designed for the stander which usually is formed in a single file. However, having such a big group we tend to forget these simple rules and take up any and every step possible. I have learned to be more cautious of others because they have lived in this specific escalator culture. Everything seems to be on point in this city, along with Germany, when dealing with deadlines and organization. People follow these simple rules to make their lives easier and I’m sure us Americans are nothing but distractions to their strictly routine days. So next time you hop on an escalator remember these few rules to avoid an unnecessary confrontation.

McCann Erickson

Global brands only work if the companies understand localization. This is the core belief I walked away with after a three hour meeting with McCann Erickson. Both Frank and Sebastien stressed the importance of not simply taking an ad and translating it, but understanding the local audience and then writing to them at an emotional level.

Frank spoke about MasterCard, one of McCann’s biggest clients. They have an enormously successful “priceless” campaign; however, there are obstacles to transporting this campaign across the globe. In America, people use credit cards on items like gum at the gas station. Someone in Russia would never dream of doing this, so having this little moment as part of a TV spot would not connect with consumers. This is where research in advertising plays a huge role. Finding out what the audience can connect with is key.

I was very interested to hear about how McCann operates on a global scale. The story about the email that unintentionally was sent to 8000 employees was funny, but also enlightening; people who never talked to each other inside this huge company were instantly connected across countries and continents.

Frank’s views on a giant company like Microsoft were also appealing. He stated they were trying to defend themselves against Apple rather than act like the market leaders they are. By trying to be “funny” Microsoft was betraying its company identity. I learned so much about thinking globally during our meeting with Frank and Sebastien.

Frank the Tank

Visited McCann Munich was different. Frank gave us a very informative briefing of the company along with how to cope when working with global branding. Frank seemed to know all and then only time I was distracted was when the uber cool automatic blinds would go up and down, nerdy I know. However, one thing definitely resonated with me during his speech when he talked about why he got into the business. I feel that if you aren’t passionate about your profession there is no point in pursuing it.
He mentioned that he enjoyed competing first off and that is something I have been doing my entire life. I love to win even if the win is something small like a class assignment. I feel having a new client is more or less an opportunity to win. I remember looking back on previous class projects I worked on and when I “lost” (which rarely happens) it hurts. I always strive to have the best team with the best campaign. I want to prove to myself, team and client that our time spent was not a waste of time and wanted to make sure we can seal the deal.
He also talked about communication when dealing the company and client side. You really have to be a good presenter to ah your audience by making them believe in your approach and selecting your camping. Also I want to have that “job well done” feeling when you do get selected. It proves to your team and company you are worth something valuable and each member brings a separate attitude but as long as they are going for the same goal you will be okay.
Also something I mentioned, was not knowing what the next day will bring. As I’m sure most of you have already found out, I’m pretty off the wall and enjoy joking around being spontaneous. I think this profession is fun, always changing and excited which is why I chose it. I am up for slamming eight Red Bulls, pushing curfew and still presenting an award winning presentation if that’s what it takes.
To sum up I thought what Frank had to say when dealing with why he chose this profession were the exact same thoughts going through my head and that gives me some sort of assures me that maybe I can do this and be good at it.

Oessie, Oessie, Oessie

I will admit I did not know much about the differences between East and West Germany before this trip. Sure, I knew about communism vs. capitalism, but I incorrectly assumed that both cultures had similar values. I found out that easterners and westerners have started to assimilate, but there are still core differences. Fritzsch and Mackat laid out these differences effectively.

East Germans have more “traditional” values like the importance of family, safety and concern for the common good; Westerners value individuality and freedom. However, over the past 20 years both cultures have adopted values from each other. Today, Germans are family and self-centered, adventurous and safety obsessed, freedom-loving and dutiful.

The most interesting part of the presentation was the finding that East Germans have influenced West Germans more. Therefore, an effective campaign is a campaign that uses East German values, because these values resonate more with both groups. We were given multiple examples of why this is true.

The trip to F and M was a great learning experience. I was surprised because I thought Westerners would have influenced Easterners, as they had more purchasing power initially. Mr. Mackat showed the importance of research over presumptions in advertising.

Munich's Subway (not the resturant)

Today was the first day in Munich in which a group of us were left to figure out the subway structure. Back in Berlin you could hop on and off each subway without bothering too many people minus when we talk loud. The trains would be there pretty much every five minutes without any confusion. Here in Munich the system is run a little bit differently. First off there are like 3 levels in the subway all with different symbols such as S or U. In Berlin you either took the S or the U but they were separated more define by up and down. Here you simply have to take an elevator or stairs to find your train. Those through me off a bit because when looking for the S trains I wanted to go outside and search. Secondly, you can pretty much get connected to anywhere in the city by using five or so main stops and conveniently all the rails go through those stops then disperse off towards other outlets. Back in Berlin if there were open seats I would gladly give my seat up for someone else because standing really wasn’t an issue but in Munich if you find a seat you better take it. The entry/exit isles in the train are so packed and congested it makes one frustrated and scanning the train for an open seat. I have learned to just take the seat if it is open to avoid the awkwardness of maneuvering around the oncoming passengers. Also the trains seem to be louder and there is a bigger mix of individuals, meaning the location of our place is home to many different ethnicities and backgrounds. Munich seems to have a more laid back atmosphere along with a more artistic feel. I am very excited to see what else Munich has in store for us and hope the people enjoy our company as much as I enjoy all of theirs.

Vee Double YOu

The trip to the Volkswagen Autostadt is one I will soon not forget. The grounds were so big and so interactive for visitors it is easy to see why it is a destination for all travelers. My favorite part was the test drive of the Volkswagen Tiguan. At first when I saw the instructor bring everyone through the course I thought for sure that was all we were going to do but when I saw the other group members jump into the driver seat I knew it was going to be tight. The course was not designed for practical driving conditions rather it pushed the limits and allowed the driver to experience alternative routes to overcome. As the instructor took us through the course I thought to myself, yeah right I’m can’t do that I will for sure tip, ruin, or get the car stuck. However, the Tiguan was able to tackle any challenge it was presented. The best was when I was able to drive the car up the steps because to me that was the most radical. With the seat belts locking every step and the accelerator firmly pressed I felt on top of the world. The dance recital during the night time was different, interesting and hot. I don’t mean hot in a weird way, I mean the temperature was hot. The performance embraced this idea of not having an idea and being able to change and mimic certain things. I thought overall the performance was solid but I would need to attend more to appreciate the storyline.

Das Auto

The Autostadt was unlike any theme park I’ve ever been to. There were no rollercoasters or bumper cars. But there was a Lamborghini building, a sterling silver Bugatti and two glass towers with 400 cars each. The complex was sprawling and employed 48,000 people.

It was interesting to note how each building was different structurally. The VW building had rotating glass panels, the Bugatti building was a VIP clubhouse and the Lamborghini building was a plain black two story windowless building. I was surprised by this until a man explained that the Lamborghini car was the “star” of the building.

If I were a young child, I would beg my parents to buy a VW so I could visit the Autostadt. Kids could test drive tiny Beatle cars to obtain a license. There was also a car design studio and artificial intelligence characters that would criticize the cars. The Autostadt was a family experience.

In the evening, we were treated to a dance performance from an Israeli troupe. It was modern dance and the interpretive style with music and movements that were not necessarily in sync. Frauke’s connections let us meet and greet the dancers afterward. We have had so many opportunities to meet diverse people; this is one of the reasons why this trip is so great.

Fashion 101

So have you ever seen what not to wear? Because I feel like every German/European person is giving me a check-up on my wardrobe. I have learned some ins-and-outs in European fashion. First off, flip flops are a thing of the past and should only be worn when in the privacy of your own home or shower. Secondly, never ever ware a pair of sweatpants because people might think you are hiding something in there which upsets me because I enjoy comfort over social status.

Also, try not to smile. I hear the cool thing in Germany is to be serious and keep your head forward as if no one else exists. Another thing is try to wear as much black as possible, here black goes with anything and is more serious. Okay that would be the last person I would bring home to my family, one who constantly wears black and never smiles, perfect.

Women, if you can avoid it don’t wear shorts but if you do, opt for some fun leggings underneath. Men, take a look around and see if you can see yourself fitting into those extremely tight pants or better yet try the mullet look it could be rewarding. I really feel the European style is one of maximum individualistic expression. Overall the fashion fits the culture and I am still getting used to all the crazy, over-the-top styles I see on the streets. From here I’ll leave you with a quote, “if you can’t do you who can you do.”

Fashion 101

So have you ever seen what not to wear? Because I feel like every German/European person is giving me a check-up on my wardrobe. I have learned some ins-and-outs in European fashion.

First off, flip flops are a thing of the past and should only be worn when in the privacy of your own home or shower. Secondly, never ever ware a pair of sweatpants because people might think you are hiding something in there which upsets me because I enjoy comfort over social status. Also, try not to smile. I hear the cool thing in Germany is to be serious and keep your head forward as if no one else exists. Another thing is try to wear as much black as possible, here black goes with anything and is more serious. Okay that would be the last person I would bring home to my family, one who constantly wears black and never smiles, perfect.

Women, if you can avoid it don’t wear shorts but if you do, opt for some fun leggings underneath. Men, take a look around and see if you can see yourself fitting into those extremely tight pants or better yet try the mullet look it could be rewarding. I really feel the European style is one of maximum individualistic expression. Overall the fashion fits the culture and I am still getting used to all the crazy, over-the-top styles I see on the streets. From here I’ll leave you with a quote, “if you can’t do you who can you do.”

AF

I am a very loud person. I like to yell, especially when I get excited and I have a point to make. I also like to laugh and to make people laugh. These traits help me stick out in Berlin like a sore thumb.

Berlin is the quietest large city I’ve ever been to. New York is the city that never sleeps and Tokyo is so loud you have to yell to the person next to you. I try not to be rude here, but it is hard to control my shout instincts. This is hard on the subway when we are all tightly packed and no one else is talking.

The culture here is much more staid as a whole than America. People in restaurants are not in a hurry to get their check and people on the street wait patiently for the signs to change. This is not a good or bad thing, but it is very noticeable. I have never walked down such busy, silent streets. I’ll try to change my ways while I’m here, but I don’t expect that to carry over the Atlantic Ocean.

Berlin, Check it Out

So Berlin is different. The green lifestyle is one that should be adopted in more countries, for example the states. I am so used to having lights on in my crib while watching T.V while having the water run as I brush my teeth. I am learning to cut back on the “luxuries” in the States and become more environmentally friendly. I am realizing how private the European culture is and how they really mind their own business. On the subway I swear we are the only people talking and everyone gets a kick out of watching us act like fools, I find it entertaining as well. I always enjoy filling up time when talking to people because where I come from you don’t have gaps in a conversation. Here they really keep their personal life to minimal. The lack of cell phone use is refreshing because in the States people are constantly either talking or texting on their “handy” which sometimes comes across as rude. I want to embrace more of this European lifestyle when I head back to L-Town because it will have lasting effects down the road. The more time I spend out on the streets, restaurants along with daily activities the more I understand their culture. Germany is a country with a rich history but a young culture. It is tough to imagine just 20 years ago the city was completely divided and to have such progress within that short of time looks promising to Berlin’s future. I’m stoked I made it on the blog. Much love for one love.

1st Day and yeah it's late

It seems so surreal that I am actually in Europe let alone Berlin. I got in around nine in the morning and decided to take full advantage of the day. I started to sightsee and found some good spots for shopping. My favorite part of the day was the nightlife. I wanted to start the trip off with a bang so I did what I knew best, going out. After asking the door man here at the hotel I received some good suggestions to go for people our age. Mike, Jess, Emma and I decided to go to the most American place possible, The Hard Rock Café because we knew it would be a safe bet. We sat down at the bar and right away I was bombarded by some man who was in town for the big soccer match the next day. Every time he said something to me all I could do was smile and give him as many high fives as possible. After getting an invitation to the game I turned my attention to Lucas, a man who confronted us wanting to smoke a cig. While talking to him I got a better insight of how he thinks about Americans and once his friends came into the picture I got the full effect. Leaving the Hard Rock we went to another place to continue our festivities and got into a debate with Lucas as to why cell phones, or what he called hand phones, do not have international service. Also another thing I noticed is how the Europeans knew their English pretty well but mastered the cuss words. On the way back from the bar I thought how perfect my first night in Berlin was and knew that there was going to be a lot in store for me in Germany.

Story of Berlin

During the tour of the museum I really focused on a couple of things. I really enjoyed the Berlin wall portion, Hitler’s reign, and the nuclear bunker. I was intrigues by the Berlin wall because I have heard about it and learned about it but never knew the dimensions of it. The museum really made the tourist take a second look at everything and paid much attention to detail. After reading the history of the wall I was able to appreciate the differences between West and East Berlin and how difficult it must have been depending on which side you were on along with your friends and family. The Hitler’s reign portion was very mind-blowing especially the book burning and Kristallnacht. The Kristallnacht section was very interesting because it had a strobe light along with the sound of breaking glass. I just felt the overall feel of the section was thought through and effective. I have taking a number of classes about the Holocaust but there is always something new to learn and try to comprehend the reality of the situation. My favorite part of the tour was the nuclear bunker and how we were physically able to be where the possible 3600 people would be in case of an emergency. It was really hard to put my head around having the entire population of Berlin racing to get a spot at one of these bunkers; it would have been utter chaos. Without any reservations I believe the people would lose all sense of humanity and act in a barbaric manner. I don’t even know if I would want to be in that bunker with 90 percent humidity at 90 degrees with no cleaning in the bathrooms. I could not even think about the smell running through that place. I did agree with our tour guide as she said the bunkers were mostly intended to calm to people down and let them know the government is doing something to treat the panic. It seemed like they just rushed into the project because it looked disproportioned such as the kitchen and medical facilities. Overall the tour was very informative and gave me a better understanding on the history of Berlin.

ZDF Television Station

The T.V. morning show was one of the best times I have had. I knew that we were going to be in the audience watching but I didn’t actually know that we would be on set let alone aired. It all happened so fast as they ushered us to our seats then provided drinks and before I knew it the show was starting. I really hope the camera got my good side when they were filming. I thought that the anchors did a really nice job communicating to the audience and tried to get them involved as much as possible. I was nervous for sure as the camera kept creeping by me, so much in fact that I spilled the orange juice when going for a refill. Something that surprised me was how nice all the workers were towards us Americans and even gave us a shout out in the beginning of the show, perfect. It was interesting to learn that ratings don’t mean any and they don’t mind losing viewers when they air certain programs because in the U.S. we are all about getting the most viewers. I could definitely see myself doing improve as the lead anchor mentioned and how you never know what you are going to say. I enjoyed Mr. 71 perform because it was in English so I could actually understand it. However being said that he was 71, I’m not quite sure what kind of comeback will happen but I tip my hat off to the man. The studio itself was beautiful and I enjoyed all the natural light from the windows. The pros and cons of that job is the early morning wake up but being done with work before ten must be really nice. Overall it was a very humbling experience, yeah I said humbling.

Scholz & Friends

Like most of you know Scholz & Friends, Berlin has a lot going for them. Between their numerous awards and strategic platform by which they orchestrate their projects they are able to pump out brilliant work. Scholz & Friends are the largest communication agency in Europe specifically in Germany and are a full service agency who strive for creativity above all else. They really strive on grabbing the consumer’s attention and establish their brand. They have around 80 million consumers and they aim to create added value in brands, “The leader in efficiency.”

They had four success factors of orchestration, strategic competence, creative excellence, and worldwide network. Their conducting idea was extremely smart, simple and effective. You must have everyone on the same page in order to accomplish your common goal. I really feel like they have it down and their clientele is evidence of this. I thought that everyone did a very good job of creating a creative brief being that we only had 25 min and Scholz & Friends had six months. However, I’m still trying to figure out how my group’s idea of water and convergence of voice somehow turned into a 3^rd world country but hey whatever you say Scholz & Friends.

Something useful is their diagram of an orchestra and the different tactics to implementing ideas when dealing with a certain company as it forms a solid blue print for all future projects. The challenge was to make sure that everyone is playing the same tune and understand the purpose of the campaign. If one person is off, they will ruin the entire “performance.”

They focused a lot on the effectiveness of PR and how you must engage your audience’s minds to create a change. The larger than life advertisements were some of the most innovative ideas I have ever seen. I must say one advantage they have over their competition is budget. Being one of the top five agencies in the world they are able to go above and beyond and really make the people view a product in a whole different like. One must remember that simply buying ad space and having a billboard even though my reach a wide audience it isn’t efficient and that’s what you must do in order to be success, you must find the balance. I thought the tour was very informative and provided us Ad majors with something new to think about when going on with our future projects. Also they used a lot of endorsements to cut the cost of the ads and provide brand awareness and equity. They did a really good job of incorporating a celebrity into the World Cup Land of Ideas campaigns.

My only criticism of the place was the lack of air conditioning. I never knew on e could get so hot and sweaty by simply writing words on a piece of paper.

"No Country Music!"

I have only been to two weddings in my life. I was seven when my mom’s best friend got married, and in 2006 my cousin got married. However, if I wanted to, I could have gone to a German wedding this weekend after meeting Lucas. Lucas was the best man in the wedding and drive 5 hours to visit Berlin, which is also his hometown.

Lucas introduced me and three other people to the bride and groom and the rest of the wedding party at the Hard Rock in Berlin. We ended up hanging out and getting to know them and each other all night. It was a great first night, and it was really interesting to talk to Germans and find out what they know about America (lots) and Nebraska (not too much). We also got them to sing “Sweet Home Nebraska”, which was fantastic.