Great brands aren't built along the way. They're decided at the beginning — with one clear idea that sets direction, creates momentum and makes everything that follows easier. That's the first 10%.

20+ years. TBWA, Jung von Matt, Heimat — from Creative Director to CCO to founder. I've built agencies, led teams and moved brands. Now I work directly with the people who want to do the same.

The remaining 90% is disciplined execution — translating decision into tangible impact.
Channel-agnostic. Technology-neutral. A service built around the idea and activated where it delivers maximum impact.

How.

No junior relay race. No bloated teams. A senior-led core — and exactly the specialists a project needs, nothing more.

1. Decision First. Execution Second.
We define the 10% that set direction before scaling the 90%.

2. Only C-Level Thinking.
No junior relay race. No hierarchy friction. Experience at the table from day one.

3. Modular Excellence.
Experts are added because the task demands it — not because payroll requires it.

4. Entrepreneurial Perspective.
Creative ambition meets business reality. Ideas that move markets, not just juries.

5. Transparent and binding.
From day one, we define the goal and the path to get there — together. Clear on timing. Clear on budget. No surprises.

What.

I am the first 10%.

Before campaigns scale, budgets grow or AI optimizes anything. Great brands start with one decisive step: an idea that gives direction.

That’s where I work. Creative excellence is in my DNA. But real success requires entrepreneurial thinking. It’s not about talking. It’s about listening. Not working for people, but working with them. With people who don’t just manage brands — but move them. Big or small Brands. Defender or challenger. Next step or startup.

Of course, ideas alone are not enough. Execution matters. Thanks to my experience leading creative teams and working with top agencies and global brands, I can also help select and guide the right partners to bring ideas to life. Over the years I’ve worked with brands such as: Vodafone, Mercedes-Benz, DHL, Siemens, NIVEA to Ferrero.

Helping turn strategy into ideas that people actually care about.

Here's what the first 10% looks like when it works.

Nikon.

The first 10% isn’t a film, a poster, or an event.
The first 10% is an idea — built on a strong insight that creates a whole world:

We take photos to share and to express.
Photos tell a story about who we are.

So the first 10% was just a thought: “I am…”

The creative long-term plattform: proven, persuasive, inspiring — demonstrated through powerful examples. From film to trade show, from social to shop, from emotion to feature. A platform idea that keeps telling new stories. So — who are you with Nikon?

Siemens

When everything has been said about washing machines, it’s time to change the conversation.

The first 10% was the decision to move beyond rational arguments and create emotional experiences — reimagining the power of scent.

We brought this idea to life through an experiment at the Stedelijk Museum Amsterdam.

Sparda Bank.

The brief was to create a campaign for a new account — built around familiar benefits.

The first 10% was the decision not to create a campaign.

Instead, we created a range of credit cards designed around different communities — rooted in the idea of banking as a shared experience.

From sustainability to innovation, from art to a dedicated card for Hamburger SV fans — each one speaks to a specific mindset, not just a feature set.

Campaigns: mathiasstiller.com/

Let’s start your first 10%:

You know something needs to change — but not yet what or how. That's exactly where we start.

+49 176 105 789 66

About me.

“The first 10%”, since 2024

Interim Executive Creative Director / antoni, 2022–2023

Creative Lead for Vodafone. Responsible for product campaigns and partnerships with Apple and Netflix. Built and transitioned a new team. Additionally served as Interim Campaign Lead for ALDI.

Chief Creative Officer, Heimat Hamburg / TBWA, 2019–2021

Responsible for the development of open-channel marketing solutions. As a Disruption Company, we focused on thinking beyond conventions and communication — developing brands holistically across marketing, product, transformation, sales, and partnerships.

Based on the idea of a “Creative Collective,” we assembled capabilities according to project needs to deliver tailored solutions.

Co-Founder & Chief Creative Officer, Heimat Hamburg, 2013–2019

Founded Heimat in Hamburg. Responsible for team building and growth, creative positioning, and business development.
Heimat Hamburg grew to approximately 60 employees and was acquired by the TBWA network in 2019.

Managing Director Creation, Jung von Matt/Spree, 2006–2012

Responsible for the agency’s creative output and development (approx. 100 employees). A strong personal focus was mentoring young talent — acting as both player and coach.

Member of ADC Germany, since 2006

Creative Director Art, DDB Berlin, 2003–2005

Creatively responsible for brand and product campaigns, primarily for Volkswagen. These campaigns contributed to DDB becoming one of Germany’s leading creative agencies at the time.

Senior Art Director, Springer & Jacoby GmbH, 2001–2003

Campaign development for Mercedes-Benz and TUI.
Awarded first Cannes Lion during this time.