Behind every success, there is a story – and today we get to dive into Doris Pfleger's. As a graduate of our university of applied sciences, she made her way to Germany, gained valuable experience, and eventually founded her own creative agency, Max & Doris, with great courage and vision. Recently, she was named one of the Top U33 by the magazine W&V – a list of young talents who, through their knowledge, understanding of marketing and advertising, leadership qualities, and above all, their curiosity and passion, are already making significant marks in the industry.

Since my childhood, I dreamt of working in advertising. It all started with drawing competitions. When I was still attending primary school, I would always go down to my parents' basement alone at night. There, an old computer with an internet connection stood, and I would search daily for the latest drawing competitions. It was really crazy – I ended up winning lots of national, but also international competitions, and through that, opportunities started to open up for me very early on.

At the age of 14, I had the opportunity to begin my training in graphic and communication design. During school, I repeatedly asked my teachers for marketing-specific literature because I was developing a leisure app in collaboration with the city of Graz and wrote my thesis on app marketing. Two years before starting my studies, I regularly visited the library at FH CAMPUS 02. I loved the selection of literature and immediately felt at home on the campus.

Can you share a special memory or highlight from your time studying?

The time spent studying was a truly exciting and educational phase in my life. I especially fondly remember the time spent with my fellow students. Our cohort had a great sense of camaraderie, and I still keep in touch with many of them today. Just recently, I took a ferry along the Elbe with my fellow student Erich. It always makes me happy when my fellow students visit me in Hamburg or when we reunite back home.

Which skills or knowledge that you gained during your studies have helped you the most in your career?

The theoretical foundations I learned during my studies were invaluable for my career. They laid a solid foundation on which I could build my practical experience. In particular, the in-depth insights into marketing, brand management, and consumer behaviour helped me understand the mechanisms behind successful strategies and implement them effectively in practice.

What did your career path look like after graduation? What stations did you go through?

After my graduation, I moved to Hamburg to found our agency with Max. As I had already started my training at the age of 14 and gained a lot of practical experience during my studies, I was able to work as an Art Director at a renowned agency in Munich while still studying.

The time in Munich was financially challenging – so in addition to my 40-hour workweek (all-in), I also worked 20 hours per week for another agency. During this time, I won several highly regarded newcomer awards and received very attractive job offers from well-known agencies across Germany. However, I'm really glad that Max and I decided to found our agency back then.

What was the biggest challenge when you started your agency "Max & Doris"?

Starting a company often begins with the feeling that you can do something better. For us, it was the belief that many brands no longer truly reach young people. For that, it takes a lot of patience and perseverance.

It's a bit like hiking up a misty mountain. You don't always see the path clearly, you don't know exactly what's around the next bend – but that's precisely what makes it appealing. It's not the big obstacles that push you forward, but the many small steps. And eventually, when the fog clears, you realise how far you've come.

Is there a project that is your favourite, or a dream project that you'd really like to work on one day?

It's hard to say which project would be a "dream project." We've already had the luck of working with some of the biggest brands in Germany. As long as we act as problem solvers in our projects, create real value, and get to work with creative and strategically talented people, every project is incredibly enjoyable.

Are there specific trends or developments in the field of Marketing & Sales that students should keep an eye on?

We currently live in a world that is increasingly polarised and fragmented. Many people move, or rather, primarily through social media, within their own bubble. Due to sophisticated algorithms, there are hardly any opportunities to address a large part of society at the same time. Brands are facing the long-term challenge of finding solutions to this problem.

How important do you think further education and lifelong learning are in this field?

The marketing world moves quickly and must constantly adapt to people's realities. For example, when media consumption habits change, it is crucial to be prepared and understand this shift. That’s exactly why lifelong learning is an essential part of the industry.

I advise students...

The fragmentation of target groups makes it essential to keep track of all relevant subcultures and understand the current zeitgeist. Megatrends often emerge in alpha cities like New York or London and frequently follow Everett Rogers' diffusion theory. For marketers, it is crucial to align with these global cities in order to recognise megatrends early and adapt them strategically for brands.

A few words with Doris:

I still have from my time at university?

• A meeting that came about in the first week when I invited the entire year group to my house for drinks.

Who has inspired you?

• FH CAMPUS 02 has a special ability to bring extraordinary people together. Every person I had the pleasure of meeting there – whether students or professors – impressed me with their uniqueness and incredible determination. I also frequently meet alumni from other cohorts, who now live in cities like Hamburg or Berlin and have also embarked on exciting paths.

If I were to study again, I would...

• ... enjoy the time just as much again.

My studies in 4 words:

• It was a great time! 🙂