Stephan Spies, Head of Art Buying for GALERIA KAUFHOF on art buying at times of financial hardship and a viewer of the UPdate Presence Library

Stephan Spies, who has worked for clients such as Aktion Mensch, Douglas, Henkel & Schwarzkopf Cosmetics, Palmers, Galeria Kaufhof, Unity Media etc. will be attending the UPdate as a visitor and viewer of the Presence Library.

Stephan Spies, in charge of art buying, casting and photo supervision, realised the new GALERIA department store wedding campaign in 2 days with Krentz Photography in Aachen. It was particularly challenging to capture the ideal combination of various elements in one harmonious overall image. Gabrielle Theurer took care of the models’ hair and make-up. The campaign launches in May 2010.

Stephan Spies has been a passionate art buyer for over 10 years and doesn’t just devote his talents to beautiful pictures – however it does provide a constant source of motivation and fascination. Since 2008, he has worked for the Metro subsidiary company GALERIA KAUFHOF and is the Head of Art Buying of the Wrw United advertising agency.

He first encountered Art Buying in his early 20s at SelectNY. It was clear from the start that this was his calling. After many years at SelectNY, Stephan Spies returned to Cologne where he improved on his know-how with Spiekerteam Communications. From 2002 to 2008, he worked as an Executive Producer for Beautyspots, an international production company, commuting between Cologne and New York. He was in charge of castings and photo productions. Through his collaboration with various creative agencies, he worked on the photo images of countless renowned brands in the hair and cosmetics industry.

For Wrw United, which ranks at number 12 of owner-managed agencies, Stephan mainly carries out the research for and the commissioning of creative services and their efficient realisation.

Stephan Spies: “The simple realisation of measures to meet target markets, based on the budgeted buying of models, photographers and photo teams has no longer sufficed for quite some time now. Cost saving has been on top of every business’ list since the credit crunch at the latest – often to the distaste of many a creative”.

With Shape 2012, the Metro Group, which also owns Galeria Kaufhof launched an all encompassing efficiency and value enhancement programme, to sustain and support the growth of the business on a long-term scale. The crunch, which has forced many a business to rethink their cost structures, has now also taken its effect on advertising agencies.

The model of future orientated art buying has been implemented at Galeria Kaufhof since the start of 2009, it is central, cost efficient and audit proof. All aspects come together with Wrw United. A team analyses the state of the market and its needs. Casting, negotiations and optimised buying all come from the same source – for each project, each budget. The creative conception and realisation and is carried out by the respective creative partner of Galeria Kaufhof.

Stephan Spies: “it is essential that creatives and agencies communicate as equal partners on the same level. This is the only way of reaching high standards of quality and efficiency.” Over a short period of time, his collaboration with Galeria Kaufhof has already seen major successes in cost saving and is consequently securing the future of the business.