AME Awards Grand Jury Spotlight Interview: Dirk Kartes
The AME Awards Grand Jury is comprised of dedicated award-winning industry pro’s who represent the most creatives minds in advertising, marketing and communications. The 2017 Grand Jury is responsible for medals to the highest scoring entries through two rounds of regional judging to ensure scoring accounts for cultural and economic relevance Gold-winning work from all regions is judged by the full international Grand Jury to determine a Platinum Award for each of the five regions (North America, Latin America, Europe, Middle East & Africa and Asia Pacific) and the International Grand AME Award.
In this Spotlight Interview, AME interviewed 2017 Grand Jury member, Dirk Kartes, Board Director Comms, Brands and Digital NBCUniversal International Germany. Dirk is a creative strategist who has managed brand strategy, operations and performance marketing while serving as Vice President of Brand, PR & Digital Marketing at FriendScout24 and was a member of the Scout24 International Marketing Group Board. He was also responsible for CRM, ad sales and PR and acted as the company’s press spokesman. Mission accomplished: The Scout24 Group was sold for 1.5 Mrd euro.
Kartes’ previous professional experience includes serving on the executive board at advertising agency Heye & Partner and being a founding member of the digital agency Red Urban Munich, both members of the DDB Group, one of the world-wide leading agency networks. He also held prominent positions at ProsiebenSat1 AG and McDonalds Germany developingpromotions, brand marketing and shared brand experience of the strategic partners Coca-Cola, Disney and Nestlé.
Keep reading to find out more about Dirk, including how cultural and social change influence regional work, the defining moment of his career, the hallmarks of award-winning work and more.
AME: In your opinion how does cultural/social change influence regional work?
Dirk Kartes: My inspiration and motivation is to show the world, how wonderful, creative and fanciful Germany can be. There are many, many historical reasons to work in it.
AME: What was a defining moment in your career?
Dirk Kartes: A great defining moment in my career was to establish a worldwide campaign named...'I'm lovin' it.... (McDonalds).
AME: What are the hallmarks of an award-winning campaign?
Dirk Kartes: The hallmark of an award winning campaign is a sustainable picture of abrand, product or service. For example, at least in Europe, people see 'I'm lovin' it' - and think about the strategy change 'from fast food to good food fast' in their own, individual way.
AME: What inspires you?
Dirk Kartes: I support local ideas within a global framework.