Hello,
Do you know that feeling when you can tell the momentum is really kicking in? That’s exactly how it feels for me right now.
At the start of the year, we invested a lot: in marketing, new ideas, and building our LA team. Not every fit was perfect. I first had to learn what we need and what matters to me personally.
But now it feels like everything is clicking into place. Because we now have an awesome team in the States that brings everything we need:
Our US Team
- Demi Schwarz – COO of BDX US
- Camilo Pardo – Creative Strategist
- Hannah Toni Trueb – Creative Director
- Peter Chau – Digital Creator
- Max Hoewedes – Head of Partnerships
It totally reminds me of the early days of BDX Germany. Back when our small team moved into the first office in Leipzig and we just went full throttle with big ideas and bigger goals – only this time with better weather. And all the investment and hard work from the past months are paying off.
In the coming months, we’ve got some really strong productions lined up for partners like SIXT and other love brands. I can’t share more just yet.
One of the Coolest Marketing Cases in the U.S.: Liquid Death
I met Dan Murphy at the SIXT Brand Wiesn, the creative mastermind behind Liquid Death. We hit it off right away and he invited me to their headquarters. Not a big, branded building, but a secret warehouse down a side street – five minutes from my apartment.
And it’s pretty wild:
- A mini ramp right in the middle.
- A showroom with all the collabs.
- A mini craps table (👋 to all the gamblers).
- A boardroom that looks like an old hunting lodge.
“Why should anyone give a sh*t?”
Why should anyone care about your stuff? That’s the learning this week. As creatives, we love our ideas. Everyone thinks they’re doing the craziest stuff – brands and agencies alike. And we’re no different. But in the end, only one thing matters: Are you making something your audience actually cares about? For every project, every campaign, every marketing stunt, that’s the first question you have to ask yourself. And Liquid Death is simply unbeatable at this.
Beyond their already killer branding (their claim is “Murder your thirst”), they create brutal relevance with the wildest activations. For example, they did a collab with the legend Tony Hawk – a limited-edition skateboard. Read more And because that wasn’t wild enough, they mixed Tony Hawk’s real blood into the red paint. It’s totally insane – but in a brilliant way.
That’s it for this week. If you’re into more insights and learnings, definitely check out the new NTS Podcast episode. Listen now
Until next Friday! ✌️
Benjamin
