Success and growth — or conviction and confidence — aren’t decided along the way. They’re decided at the very beginning, when you’re clear about the path to the goal. When you’re able to make a decision that ignites direction, orientation and excitement. A momentum. The first 10% define: why, what and how we do it.

With more than 20 years of experience in top agencies from TBWA, Jung von Matt to Heimat — from Chief Creative Officer to founder. That journey shaped me into a C-Level powerhouse who prefers to work hands-on and all-in.

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.

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.

How.

“Full service” tries to cover everything. “Full focus” defines what truly matters — and builds everything around it. No permanent overhead. No diluted expertise. No decorative complexity. Instead: A senior-led core. A curated network of top specialists for: Lean structure. Maximum relevance. Zero fat.

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.

Let’s start your first 10%:

Whether you’re shaping a brand, launching a product, or just know it’s time to move — let’s create clarity, make the first decision, and set the direction.

thefirsttenpercent@gmail.com - (49)17610578966

More? mathiasstiller.com/

Cases

Nikon “I am…”.

A photo as an expression of who you are. A simple insight rooted in a human need.

The first 10%: “I am…”.

The creative foundation: 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?

Weleda “Touched”.

A touch is always emotional. In care, even more so. When it’s natural — and when it bridges brand and human — it becomes Touched by Nature. The first 10%.

A simple truth, translated into simple, modern design. Proven. Persuasive. Inspiring — demonstrated through powerful examples from commercials, OOH and products.

Aldi “Ne, Aldi”.

When you’re done fighting over cents, you change the game. Can anyone do that? Nope, only Aldi can do.

Because Aldi didn’t just join the discount market — it defined it.

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.