From "Rebellious" Designer to Successful Advertising Agency: Marcello Doering's Journey with Kultmacher

About this episode

Sometimes a successful entrepreneurial career begins in teenage years. This is exactly what happened to Marcello Doering, founder of the advertising agency Kultmacher, who became self-employed as a designer at just 16 years old. In his conversation with Fabian from the Jungunternehmer Podcast, he shares his experiences and provides valuable insights into the highly competitive creative industry.

The Early Start into Entrepreneurship

Marcello's path to his own advertising agency wasn't straightforward. As a teenager, he already dared to take the step into self-employment and gained his first experiences as a designer. These early years shaped his understanding of the creative industry and the challenges it brings.

The transition from freelancing to Kultmacher was a conscious second attempt. While many designers remain stuck in freelancing, Marcello recognized the necessity of building a real business – with all the challenges and opportunities that come with it.

Surviving in the Highly Competitive Creative Industry

Competition in the creative industry is enormous. Marcello speaks openly about this challenge and reveals an important principle: "Your work is worth what clients pay for it." This insight is fundamental for anyone wanting to survive in the creative industry.

Another success factor lies in intelligent marketing. Marcello shows how to save a large portion of advertising costs by applying the right strategies. These approaches have helped Kultmacher establish itself in the market and grow.

From Person to Business

A central point in Marcello's philosophy states: "Business deals are made with people." This human component is particularly crucial in the creative industry. Trust and personal relationships are often more important than pure portfolio comparison.

Kultmacher has already worked for well-known corporate clients, demonstrating the various facets of a modern advertising agency. From traditional advertising to digital strategies – the range is broad and requires corresponding expertise.

The Differentiation Between Job and Business

Marcello emphasizes the important distinction between a job and a real business. Many creatives remain stuck in the job mentality and thereby miss growth opportunities. The "forward escape," as Marcello calls it, requires courage and the willingness to take entrepreneurial risks.

His approach to freelancers is also interesting: instead of seeing them as competition, Kultmacher uses them strategically for better binding between agency and clients. This win-win situation shows how modern agencies can operate successfully.

References and Recommendations as Growth Engine

In the scouting process, references and recommendations play a crucial role. Marcello explains why this form of client acquisition is particularly valuable and how it helps build sustainable business relationships.

Do-It-Yourself Branding: Practical Tips

One of the most valuable parts of the conversation is Marcello's "Do-It-Yourself Branding" approach. He gives concrete tips on how entrepreneurs can improve their external impact without immediately hiring an expensive agency. These practical pieces of advice are particularly valuable for founders in their startup phase.

Kultmacher's innovative homepage serves as an example of how an agency can present itself. It shows that authentic communication is often more important than perfect high-gloss appearance.

Conclusion: Passion Before Profit

Marcello's most important message is: Don't work just for money. This attitude runs through his entire entrepreneurship and has become an important success factor for Kultmacher. Authenticity and passion for the cause often beat pure profit orientation.

For everyone wanting to break into the creative industry, Marcello's story offers valuable insights and practical tips. His journey shows: There's no wrong way to start a business – what's important is to begin and stick with it.