Let me brandertain you!

The new "Advertiser of the Year" in an interview.


This year's "Advertiser of the Year," Dennis Lück, is an exceptional case in many respects: He is the first German among 40 "Advertisers of the Year" so far, he is the good-humored one among the stressed ones, the tattooed one among the management members, the man who believes in unicorns and loves alliteration, and the successful advertiser who leaves the office early in the evening so as not to miss the cuddle date with Ludwig, Lisbeth and Louise at home.

"Advertiser of the Year" 2017: Dennis Lück

Age: 39

Birthplace: Saarbrücken, Germany

Education and stations: Studied interpreting and translation, freelance journalist, text intern Scholz & Friends Hamburg, Creative Director Scholz & Friends Hamburg, Managing Director Creation Scholz & Friends Zurich, ECD and CCO FCB Zurich, CCO and Partner Jung von Matt/Limmat

Marital status: married to Sandra Lück, children Ludwig (7), Lisbeth (5) and Louise (2).


Werbewoche Branchenreport: Dennis, how did you feel when you learned that you had been nominated for the "Advertiser of the Year" award for the second time?

Dennis Lück: I have already celebrated the nomination excessively. Appenzeller style: totally secret.

A GAU razes the entire advertising industry to the ground. What do you do?

I am happy about a successful plan. Because the GAU was planned by me from long hand. Jung von Matt/Limmat was housed in a bunker during the GAU. Now we have all the cool customers to ourselves (laughs).

Which campaign idea would you have liked to come up with yourself?

"Check it before it's removed" for Pink Ribbon. Here, social media was used perfectly to cleverly deliver a relevant message to the target audience. I can love work like this without envy.

Complete please: Advertising for me is ...

... something stupid. I cannot deviate from this sentence. Advertising is not consumed voluntarily. What we do is per se unpopular. You have to approach advertising with this attitude in order to develop ideas that are consumed voluntarily and with pleasure. "Logo + entertainment" is my formula. The result is "brandertainment.

Who has influenced you the most in your private life?

Sorry for the cheesy answer, but of course that's my family. My most important asset is time for the kids. That influences everything - when I get up, how long I work and how quickly I make decisions.

Who has influenced you the most professionally?

This is Michael Tönnis, an old companion of Helge Schneider and a copywriter at Scholz & Friends in Hamburg. He hired me as a trainee copywriter in 2002. You can't get more professionally influential than that.


What are you proud of?

Ui, I am very often and on very much proud. I'm proud of the new words I've learned, the first school tests I've passed, a tidy room, the way a three-year-old chooses to express herself, the great ideas Junior has, and so on. I think pride gives and gives energy. Please share pride often and with pleasure.

What makes you angry?

Injustice in all forms. I then try to transform anger into action with the means I have. That's why I keep coming up with ideas like "Search Racism" or even "Mannequin Challenge" for Doctors Without Borders.

How do you react when you get angry?

I immediately switch to solution mode. Getting angry is a waste of energy.

Your favorite means of transportation?

A magnificent example of the Bayerische Motoren Werke in the Limited Aargau Edition.

Your preferred communication channel?

The oral speech.

Your favorite retreat?

I have a music room. 15 minutes of playing guitar or drums and the battery is full again.

When and where do you think best?

Early in the morning from 5 o'clock. Complete silence. Good coffee. Fire free.

What do you do in your free time?

I'm an architect for sandcastles, a coach for sports I can't do myself, lead singer of the "Trolls" soundtrack, dance partner for princesses and, at the end of the day, crime scene cleaner. Afterwards: relaxed conversation with the government (my wife).

Your childhood heroes?

These are the same heroes as now: "Metallica".

Your favorite object?

A pen, preferably combined with paper.

Your favorite animal?

The unicorn. Every now and then I shave the horn and mix the dust into the coffee. Then come super ideas.

What last meal would you order?

A loaf of bread. There would be a file in it and I would break out before the hangman's ass came for me.

What music do you listen to when you are happy?

"Metallica. The fast stuff.

And when you are sad?

"Metallica. "Di u'huere schnellä thing".

What do you want to pass on to your children?

No matter what you do later, whether you're a bricklayer, a dancer or a teacher: be friendly and creative!

What's the first thing you do when you become "Advertiser of the Year" 2017?*

Falling around your neck. Then fall around the necks of all the other people around me. Early in the morning at 3 o'clock then fall on the neck.

Interview: Anne-Friederike Heinrich

* The interview was conducted after the nomination for "Advertiser of the Year" 2017 was announced.

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