Moritz LambrechtCo-Founder & CEO

“Alongside its TV commercial, Upway uses a comprehensive marketing strategy spanning influencer campaigns, YouTube ads, podcast advertising and print mailings. Media agency Ad Specialist is responsible for all media planning and management in Germany. “Working closely with Upway, we developed a smart, broad marketing mix that reaches the audience across everyday life and creates an emotional connection,” says Moritz Lambrecht, Co-Founder & CEO of Ad Specialist.”

“Fortunately, this approach is now outdated, and data-driven influencer marketing focused on measurable KPIs that clearly define and prove campaign success is becoming increasingly important. Unlike the traditional approach, everything here revolves around clearly defined KPIs such as target audience, reach, cost per mille (CPM), and customer acquisition cost (CAC). These metrics make it possible to accurately evaluate the performance of every campaign. Three factors are usually decisive for successfully implementing a data-driven influencer marketing approach:”

“What are your productivity hacks? I prefer working early in the morning, before anyone else arrives, so I can tackle the day's most important tasks in peace. Good preparation is half the battle, too. I usually look closely at what's coming up the following day the evening before.”

“Thanks to the new YouTube feature, which has certain similarities to TikTok, influencer marketing is currently experiencing an interesting evolution. Influencers now have the opportunity to respond even more precisely to the wishes of their community. At the same time, this gives brands the opportunity to integrate their products naturally into influencers' stories. Personalized targeting also allows brands to select influencers more specifically who already have a strong affinity with the values and interests of their target groups.”

“Moritz Lambrecht founded the marketing agency Ad Specialist with his co-founder in 2019. Today, they are very successful and pay themselves an annual salary of EUR 200,000. In his first jobs, however, Lambrecht had to get by on significantly less money. As a trainee, he earned EUR 400 per month. My co-founder Bodo Büchsenschütz and I founded a marketing agency in 2019 and scaled it to eight-figure revenue within four years. 2022 was our most successful year, when we reached revenue of almost EUR 14 million.”

“Moritz Lambrecht is co-owner of the advertising agency Ad Specialist in Königswinter-Oberpleis. Back in 2019, he and his business partner were just about covering their costs with unemployment benefits. Around the step into self-employment, there were then larger hurdles to overcome. But already last year, the company generated revenue of EUR 14 million with a total of seven employees.”

“Alongside its TV commercial, Upway uses a comprehensive marketing strategy spanning influencer campaigns, YouTube ads, podcast advertising and print mailings. Media agency Ad Specialist is responsible for all media planning and management in Germany. “Working closely with Upway, we developed a smart, broad marketing mix that reaches the audience across everyday life and creates an emotional connection,” says Moritz Lambrecht, Co-Founder & CEO of Ad Specialist.”

“Fortunately, this approach is now outdated, and data-driven influencer marketing focused on measurable KPIs that clearly define and prove campaign success is becoming increasingly important. Unlike the traditional approach, everything here revolves around clearly defined KPIs such as target audience, reach, cost per mille (CPM), and customer acquisition cost (CAC). These metrics make it possible to accurately evaluate the performance of every campaign. Three factors are usually decisive for successfully implementing a data-driven influencer marketing approach:”

“What are your productivity hacks? I prefer working early in the morning, before anyone else arrives, so I can tackle the day's most important tasks in peace. Good preparation is half the battle, too. I usually look closely at what's coming up the following day the evening before.”

“Thanks to the new YouTube feature, which has certain similarities to TikTok, influencer marketing is currently experiencing an interesting evolution. Influencers now have the opportunity to respond even more precisely to the wishes of their community. At the same time, this gives brands the opportunity to integrate their products naturally into influencers' stories. Personalized targeting also allows brands to select influencers more specifically who already have a strong affinity with the values and interests of their target groups.”

“Moritz Lambrecht founded the marketing agency Ad Specialist with his co-founder in 2019. Today, they are very successful and pay themselves an annual salary of EUR 200,000. In his first jobs, however, Lambrecht had to get by on significantly less money. As a trainee, he earned EUR 400 per month. My co-founder Bodo Büchsenschütz and I founded a marketing agency in 2019 and scaled it to eight-figure revenue within four years. 2022 was our most successful year, when we reached revenue of almost EUR 14 million.”

“Moritz Lambrecht is co-owner of the advertising agency Ad Specialist in Königswinter-Oberpleis. Back in 2019, he and his business partner were just about covering their costs with unemployment benefits. Around the step into self-employment, there were then larger hurdles to overcome. But already last year, the company generated revenue of EUR 14 million with a total of seven employees.”

“Alongside its TV commercial, Upway uses a comprehensive marketing strategy spanning influencer campaigns, YouTube ads, podcast advertising and print mailings. Media agency Ad Specialist is responsible for all media planning and management in Germany. “Working closely with Upway, we developed a smart, broad marketing mix that reaches the audience across everyday life and creates an emotional connection,” says Moritz Lambrecht, Co-Founder & CEO of Ad Specialist.”

“Fortunately, this approach is now outdated, and data-driven influencer marketing focused on measurable KPIs that clearly define and prove campaign success is becoming increasingly important. Unlike the traditional approach, everything here revolves around clearly defined KPIs such as target audience, reach, cost per mille (CPM), and customer acquisition cost (CAC). These metrics make it possible to accurately evaluate the performance of every campaign. Three factors are usually decisive for successfully implementing a data-driven influencer marketing approach:”

“What are your productivity hacks? I prefer working early in the morning, before anyone else arrives, so I can tackle the day's most important tasks in peace. Good preparation is half the battle, too. I usually look closely at what's coming up the following day the evening before.”

“Thanks to the new YouTube feature, which has certain similarities to TikTok, influencer marketing is currently experiencing an interesting evolution. Influencers now have the opportunity to respond even more precisely to the wishes of their community. At the same time, this gives brands the opportunity to integrate their products naturally into influencers' stories. Personalized targeting also allows brands to select influencers more specifically who already have a strong affinity with the values and interests of their target groups.”

“Moritz Lambrecht founded the marketing agency Ad Specialist with his co-founder in 2019. Today, they are very successful and pay themselves an annual salary of EUR 200,000. In his first jobs, however, Lambrecht had to get by on significantly less money. As a trainee, he earned EUR 400 per month. My co-founder Bodo Büchsenschütz and I founded a marketing agency in 2019 and scaled it to eight-figure revenue within four years. 2022 was our most successful year, when we reached revenue of almost EUR 14 million.”

“Moritz Lambrecht is co-owner of the advertising agency Ad Specialist in Königswinter-Oberpleis. Back in 2019, he and his business partner were just about covering their costs with unemployment benefits. Around the step into self-employment, there were then larger hurdles to overcome. But already last year, the company generated revenue of EUR 14 million with a total of seven employees.”