workfloh.
conceptual copywriter
cultural transcreator
creative consultant
floh ege.
5x
23x
2x
11x
7x
1x
11x
31x
EU Market Specialist
Co-Creator McDonald's "I'm lovin' it"
Great advertising doesn't fail because of bad ideas. It fails because someone didn't really understand who they were talking to. I'm a copywriter and cultural transcreator. Which means my actual job isn't writing — it's staying curious about people. All kinds of people. Their fears, their humor, their contradictions. Only then comes the writing. I learned this the hard way, 20 years ago, working on a little campaign called "I'm lovin' it."
To prove that McDonald's isn't just a childhood memory, but a feeling that has simply been forgotten.
Turn nations from creamy ice cream believers into lovers of ice cream with big chunks.
personal project to turn music lovers into friends.
An app that listens not judge.
personal project that turns smartphones into police officers
classic music as human and digital meeting point.
hamburg philharmonics for local hamburgers
prove that a bank can closely tied to real life.
unicredit bank for doubters
what i do.
01
creative
copywriting
ADVERTISING · CONCEPTS · WEB · CAMPAIGNS
From global campaigns to agile web copy. Big ideas and fast, sharp solutions — for brands that need to move and be remembered.
02
cultural copywriting &
transcreation
EU MARKETS · LOCALIZATION · ADAPTATION
I don't swap words — I translate the thinking. Your brand, made to feel like a local original in every European market.
03
creative consulting &
concept rescue
NAMING · BRAND REFRESH · WORKSHOPS
Stuck concept? Wrong name? Flat workshop? I'm your creative defibrillator. I optimize, repair, and reinvent where others see a dead end.
35%
ROI growth through strategic OOH ads
10M
Consumers saw our campaigns in the past year
25%
Increase in conversion rate across various industries
180 countries.
20 years. 3 words.
my Big Mac moment.
"I'm lovin' it" wasn't a slogan that got translated. It was a slogan that had to work — in every culture, every language, every mood — without ever feeling foreign.
A Big Mac tastes just as good all over the world because the recipe is strictly defined. But the “communication ingredients” needed to make it appealing in over 180 countries must be adapted to each country and culture.
McDonald’s was my first truly major client, and winning the pitch with the small agency Heye from Unterhaching near Munich wasn’t just a textbook underdog story—a highlight of my career—but, more importantly, a valuable lesson.
That's the moment I understood: you can't write for people you don't understand. Everything I do today — copywriting, transcreation, consulting — comes from that one lesson.
YOU WANT IT? WE GOT IT
friends.
TOBIAS BIERBRAND LAWYER
BJÖRN PAPRYCKA MOTION DESIGN/FILM
CAROLINA MARCHIORI ART DIRECTION
COPYWRITER COLLECTIVE
