/ SALTED ALMOND - Creative geniuses for social media content

On average, people in Germany spend 89 minutes a day on social media.

Social media are playing an increasingly important role in our everyday lives and have become indispensable. The potential of digital platforms has given rise to new business models and marketing strategies, including for companies. However, in order to shine with your online presence, you need experts who can provide you with tips and tricks. Salted Almond is one such young marketing agency based in Munich. Behind the agency are Valerie and Pascal, who together have used their great love of creative work to found their own label. Now they help their clients with concept and content creation as well as building their social media presence. For WYE, they put the accessories in the right light - the result speaks for itself! We would like to introduce you to the team and therefore asked them about their work, their everyday life and their personal interior projects:

1. You met while working together in the marketing department of a local gin distillery. How did you take the leap into the unknown to set up your own marketing agencyn?

We got on really well straight away. It was really quick that we found our flow at photo shoots and harmonized perfectly on set. When we left the company, we naturally stayed in creative contact. We kept dreaming of starting another project together or even something bigger over a beer after work. Valerie jokingly said: "Give me two years at a bigger agency, then we'll talk." Pascal called exactly to the day: "So, time's up, how are things looking?" The rest is history...

2. What makes you such a great team? What do you like most about working together?t

We understand each other blindly. Yes, it sounds cliché, but it really is like that. On set, it often happens that one person is already doing what the other is thinking at the same moment. We share the same vision and are valuable sparring partners for each other. But we also give ourselves the space to alternate between the role of the dreamer and the realist.

In many respects, we complement each other perfectly. For example, while Valerie has an eye for detail, Pascal keeps an eye on the big picture. Valerie takes care of the concept and the set Design and Pascal brings the technical know-how for the implementation. In general, the combination of marketing and production expertise enables us to offer relevant services for our clients.

3. How do you approach a project? Is there something that particularly inspires you? And do you ever have particularly uninspired days? If so, what then?

We tell brand and product stories with everything we do - so the first step is to get to know and understand the company, the brand and its products. This also includes defining goals together and considering how these can best be achieved. We don't think much of the "one solution fits all" approach. Then we move on to the brainstorming phase, i.e. finding ideas. Once we have an idea, we check it for feasibility and if everything fits, the responsibilities within the project are clearly assigned and we get started. We remain in close contact internally and with the customer throughout the entire project - that really is the key to success.

We really do find inspiration everywhere. It can be a walk where we discover a super exciting shooting location, a shop window during a city trip, a movie, music or even the look or vibe of someone at a party. Of course, we are also very active on social media.

If creativity doesn't really want to get going on uninspired days, there are always organizational or administrative tasks that need to be completed. But it can also happen on set that it takes a little longerto really get into the flow. But we always say to ourselves "Trust the process" and at some point the knot will burst. Good music helps too!

4. What do you enjoy most about your work? Is there anything you enjoy less?

The most exciting thing is the exchange with a wide variety of customers and partners. The stories behind the brands and products are mega interesting and provide inspiration in themselves. Our heart really beats for content production - we are in our element at photo shoots.

This is not an earth-shattering answer, but accounting and administration can of course be a real pain sometimes. However, it is very important to us that everything is done properly and promptly in this area too - which in turn gives us room for creative work.

5. What does your working day look like?

We launched "salted almond" in the middle of the pandemic, so our work has been very flexible and agile right from the start - always reacting to the current situation. It can happen that we don't see each other for a week or two and everyone works on their own and we only communicate with each other via phone and WhatsApp. Then there are times when we work in the same place every day. But we are in constant contact in one way or another - it can happen that a midnight brainstorming session spontaneously starts via WhatsApp or that admin tasks are distributed on the phone on the highway towards Italy.

6. What attracted you to working with WYE?

In our eyes, WYE is a visionary brand with clearly formulated values. The topic of sustainability is also very important to us personally. When pure aesthetics are added to this, we are completely convinced as Designlovers. What also appealed to us about the collaboration was the authentic and likeable appearance. This initial feeling was more than confirmed during the collaboration.

7. How do you explainryour profession to someone who has no idea about it?

Mostly using a product example - let's take a jam: While classic advertising comes with a product photo combined with lines à la "The best jam in the world. Buy now.", we try to bring the product to life with stories and offer added value. This can be the history of the company, but also "invented" stories that link the product to the reality of the target group's life. In the case of jam, this might be a photo of a family enjoying coffee & cake and a recipe idea in the text.

8. Okay and last but not least - let your imagination run wild: which project wouldryou like to realize if there were no limitsbe, no matter in which respect?

Our previous projects have already been a lot of fun - interesting products, authentic brands, nice customers who have placed their trust in us and given us enough freedom for conception and implementation. To add to this is probably what we generally dream of: to be able to let the circus in our heads run free - to really let the craziest ideas become reality without any restrictions. This can mean designing an elaborate space that seems completely exaggerated or like something out of a fairy tale, implementing ideas that require a super large number of models at the same time or custom-made props, creating sets that are more like art than advertising... For us, it's probably not a question of finding the ONE PERFECT PROJECT, but rather the dream of having enough space and freedom for creativity and experimentation.

Dear Valerie and dear Pascal - thank you very much for the exciting insights into your everyday life! We are delighted with your work and can only recommend you to others.