Emilio Döring

Why this persona fits the audience

Runs campaigns for 8 to 10 small brands across Germany and the Netherlands and currently pays for a DOOH planning tool alongside spreadsheets. He uses the tool for screen discovery and quick drafts, then reconciles hold lists and budgets manually before sending final recommendations to clients.

• Age: 41
• Location: Berlin, Germany
• Occupation: Independent DOOH consultant
• Income: €78,000
• Education: Master's degree in communication
• Company size: 1 (self-employed)
• Years in role: 12

“The beauty of a well-executed campaign lies not just in its reach, but in the elegant efficiency of its planning.”

Emilio Döring, 41, has carved out a niche for himself as an independent DOOH consultant based in Berlin. His journey into out-of-home advertising began over a decade ago, following a Master's degree in communication where he developed a keen interest in media's impact on urban environments. Initially working within agencies, he found himself increasingly drawn to the autonomy and direct client relationships offered by freelance work. This led him to establish his own consultancy 12 years ago, focusing on providing specialized DOOH planning and execution services for small to medium-sized brands primarily in Germany and the Netherlands. His income of €78,000 reflects his established expertise and consistent client base, though it also necessitates careful financial management and a constant drive for efficiency. Emilio is deeply invested in the precision of his work; he believes that meticulous planning is the bedrock of successful campaigns. This philosophy is evident in his current workflow, where he leverages a dedicated DOOH planning platform for initial research and drafting. However, he still dedicates significant time to manually reconciling screen availability, hold lists, and budget constraints using spreadsheets, a process he finds both essential for accuracy and frustratingly time-consuming. This dual approach stems from a desire for absolute control over the final recommendations he provides to his clients, ensuring no detail is overlooked. His passion for photography and urban exploration often intersects with his professional interests, providing him with a unique visual perspective on the DOOH landscape. He views his independence as paramount, cherishing the ability to set his own hours and choose his clients, which in turn fuels his commitment to delivering high-quality, reliable service. Emilio is currently evaluating his tools and processes, seeking ways to optimize his workflow without compromising the accuracy and strategic depth he prides himself on.

Background & daily life

A day in their life

Emilio's typical weekday begins around 7:00 AM with a strong coffee and a review of industry news. He cycles to his home office by 8:30 AM, often stopping to take a photograph of an interesting urban detail. The morning is dedicated to client work: responding to emails, refining campaign proposals, and meticulously updating spreadsheets with screen availability and pricing. Lunch is a simple, healthy meal prepared at home. The afternoon might involve a virtual client meeting or deep-diving into a new market's DOOH inventory using his planning tool. He aims to wrap up by 6:00 PM, often taking a late afternoon walk or a spin class before preparing a light dinner and dedicating the evening to personal projects or relaxation.

Lifestyle

Emilio lives a structured but flexible life in Berlin, valuing his autonomy. His rented apartment is minimalist and functional, reflecting his practical nature. He enjoys quiet evenings, often spent reviewing campaign data or editing photographs from his city explorations. Weekends might involve visiting a gallery or exploring a new neighborhood on his bike, camera always at hand. He prioritizes health through regular cycling and mindful eating, avoiding unnecessary complexity. Financial discipline is key; he budgets carefully, viewing his income as a direct result of his effort and efficiency.

Work life

As a freelance DOOH consultant, Emilio's workdays are a blend of client communication, strategic planning, and meticulous execution. He juggles campaigns for 8-10 small brands, each with unique needs and budgets across Germany and the Netherlands. His current workflow involves using a specialized DOOH planning tool for initial screen discovery and drafting campaign concepts. However, the critical reconciliation of hold lists and final budget allocations still requires significant manual effort using spreadsheets. This dual approach, while functional, consumes considerable time and demands constant vigilance to avoid errors before presenting final recommendations to clients.

Relationships

Emilio maintains a professional network primarily through LinkedIn and industry events. He has a few close friends from his university days, with whom he shares a pragmatic outlook on life. His family lives in a different region of Germany, and while they are supportive, they don't fully grasp the nuances of his freelance career. He values direct, honest communication and tends to rely on his own judgment rather than seeking extensive external advice for professional matters.

How they decide

Emilio is a highly analytical and research-driven decision-maker. He meticulously weighs options, preferring to gather all available data before committing. He values efficiency and practicality, often seeking the most logical and straightforward solution. While he uses tools to aid his process, he remains the ultimate arbiter, cross-referencing information and trusting his own judgment based on empirical evidence and past experience. He is not easily swayed by trends or hype, focusing instead on demonstrable utility and reliability.

How they sound

Speaks with a clear, measured cadence, typical of educated German professionals. His tone is generally calm and objective, avoiding overly casual slang or effusive language. He tends to use precise terminology when discussing his field but can simplify complex ideas for clients. He avoids hyperbole and focuses on factual reporting, preferring directness over ambiguity. His English is fluent but carries a subtle German accent.