Where are you from?
I was born in Munich, Germany, but turned out to be pretty cosmopolitan. I am equally at home in New York, London, Manchester, Havana and Hamburg, places where I lived, worked and/or studied. For the last 10 years Barcelona has been my home.
What is a fun fact about yourself?
I love trekking! Once a year, I pack my backpack, disappear for a month and enjoy beautiful landscapes, the luxury of being outside all day and the comfort that lies in knowing that my 10kg back pack (2 of them are water) contains everything essential. Though, I admit that one of the essentials is my credit card. What makes that a fun fact? I am overweight, untrained and because of a knee injury very, very slow. So, in the first days, I always look like dying. How do I know? When people walk by, and 50% of them ask you whether you are alright and the other 50% lift their thumbs and say: “You are doing great here! Keep on, you are going to make it.” You know you look like you are NOT going to make it.
What do you do for a living?
After years in big agencies with big campaigns for big brands, today, I work in my own little ad agency, called FRAU FRICKE.
– I started out as a writer and creative director (and collected some awards as such),
– focused on Strategic Planning later (an easy choice being a psychologist) and
– today, I focus on building up brands, by giving them an identity
– lately I slipped into management consultancy, which became more and more important
– and more as a hobby I teach advertising and branding at Instituto Europeo de Design, Barcelona and Westminster University, London.
What would your dream job look like?
I think I am doing my dream job. My dream job is detecting what is special in something and make it visible and desirable for everybody else. O yes, and I would love to finish the novel I am currently writing.
Why did you decide to start the Digital Marketing specialization?
First of all because I love my job and I love learning. That, by the way, is what attracts me most in my job: there is always something new to learn. 2. While everybody thinks that Digital Marketing is the future, I think, it arrived in presence already. Traditional agencies just try to ignore that and newbies don’t have the experience to handle the situation. Strangely, old school advertising and digital advertisers hardly ever work together. And so, I see a bright future for those who can. Never before was it so easy to advertise, and so difficult for clients to find the right way.
What has been the most interesting thing you’ve learned through the specialization/course you are on?
Though, I love the courses and I learned a lot, my favourite learning came from a co-student – Muhammad Kamran Zafar. Grading my assignment, he took the time to write a pretty long, very friendly detailed report on what he liked about my answers, how it helped him coming to new insight and what talents of mine he thought showed by that. I was enormously inspired. Like most of the other students, I only wrote a longer comment if I had to give a bad grade because I wanted to make the student understand what he needed to relearn. Like everybody else, I gave the better students only a “well done” or “excellent job” and forgot that they need inspiration as well. From then on, if not awfully under pressure, I took the time to write longer comments under the better assignments as well. It makes me feel better and I hope, it makes the person on whom I commented feel better as well.
Have you gotten a chance to apply Digital Marketing concepts in your daily life?
I did before and I keep doing it – but I am way better informed now.