Interview with BTU Alumnus Thomas Köhler (Kultur und Technik)

The Art Directors Club for Germany (ADC) e.V. called for creative concepts for a democratic society in Germany under the motto "ADC for Freedom". BTU alumnus Thomas Köhler was involved as a copywriter in the convincing winning entry Land of the Many. We took the opportunity to talk to him about his studies, his career as a copywriter and the ADC award in February.

Hello Mr. Köhler, how did you come to study cultural studies in Cottbus and what was your experience here?
I came to the university from a career in local journalism because I found the combination of Culture and Technology in our study programme very exciting. I always enjoyed attending the lectures in philosophy and the history of technology in particular, as they really sharpen your view of the big picture. In addition, the conditions in our seminars were almost ideal: small groups, great interest and tutors that I still think back on fondly today - 14 years after graduating.

What was your career path after graduation?
After graduating, I moved to Hamburg in the far north. Alongside Berlin, Munich, Frankfurt am Main and Düsseldorf, this is the place where the best advertising agencies in the country are to be found. After a 6-month internship, I started here as a junior copywriter at the renowned agency Grabarz & Partner. Once you've made it this far, you can gain a lot of experience in copywriting and learn from the best creatives in the industry. My advice for a career in advertising would therefore always be to throw yourself into practice and learn the theory directly with specific clients and projects. Another way could be the Hamburg School Of Ideas (HSOI), where there is a good mix of craft and theory.

You have been working as a copywriter in the advertising industry for many years, which is certainly something that interests many students. What exactly do you do there and what should you basically bring to the job?
My job is at least as varied as the weather in Hamburg: writing headlines, writing radio and TV commercials, working on social media channels, producing digital ideas and coming up with one or two special ideas - and, with luck, being able to submit them to a competition. Basically, we work for several large and small clients at the agency, for whom we want to generate the greatest possible attention with our creative work. And in addition to the skills required to be a copywriter, you also need a creative mind full of ideas. And you need patience: because every good idea involves a lot of time, nerves, setbacks and a lot of work for the wastepaper basket. After all, only the best idea will make it through to the next job. But once you've found it, it can make you really happy. And you learn to develop your own skills with every new job. The more headlines you write, for example, and the more you rewrite them, i.e. sharpen them, shorten them and think differently, the better they become. Ultimately, it's always about telling a story in a new and unseen way. Incidentally, the portfolio with your own ideas is always more valuable at the interview than the degree itself. People simply want to see how creative you are.

Please tell us more about the "ADC for Freedom" campaign and your contribution "Land of the many"?
Recently, the ADC called on creatives from all over the country to take a stand against hate and hate speech with their work. For a free society in which everyone can live in peace. I was lucky enough to win this competition with my entry. The motifs are based on a simple basic idea: the word GERMANY contains MANY. This MANY stands for the people who demonstrate against hate and agitation. The MANY who also take away the fear of right-wing extremism in the country from international students. Because the majority of them still stand by our democracy and our values. And this vocal commitment is encouraging. Incidentally, all the motifs and films from this work are freely available and can be used as you wish.

What do you miss most from your periods of study at Cottus?
In addition to the seminars, I always appreciated the university cinema. Also the numerous student clubs, parties and the good old IKMZ. And my periods of study in Cottbus were characterized above all by cohesion. Because Cottbus is not a big city, it was always up to us to fill our studies with life, meaning and community. In short: we had a really good time.