EDITOUR PETplanet Insider Vol. 23 No. 04/22 www.petpla.net 31 Why the global mouthpiece for the PET sector is looking so good Inside PETplanet by Kay Barton Since its start in 1999, PETplanet Insider has undergone several technical design alterations and developments – sometimes radical and sometimes subtle. And alongside the magazine, we have a digital presence online and countless other things that support our specialist information and make up our outward appearance. For almost 20 years now, this visual identity has been seen all over the world in the hands and on the screens of the most important decision makers in the PET sector. So we feel it’s high time to highlight the company that has (almost continuously) been behind PETplanet’s unique design: EXPRIM Editor Kay Barton made a small detour on our European Roadshow to drop into the village of Halver, around an hour’s drive northeast of Cologne. There, he spoke to “our” creative leader and agency manager Matthias Gaumann about him, us and our journey together. Interview with EXPRIM Advertising Agency, March 11, 2022 We met: Mr Matthias Gaumann, Owner and Managing Director PETplanet Insider: Matthias, it’s lovely that you’ve found the time to talk to us today about yourself and our work together. Tell our readers about your collaboration with PETplanet. Matthias Gaumann: I’ve been working with the team from PETplanet since 2001. At that time, I worked in a different advertising agency than I do today. When I left that agency in 2004, our paths also went separate ways but luckily not for long. In 2007, we found each other again. We met at the K2007 trade fair in Düsseldorf and remembered the positive and trusting collaboration of the past. It was rekindled from that moment on, and I’m still very happy about that. Thank you very much to Alexander Büchler for his courage, creativity and confidence! Many thanks for almost 20 years of collaboration with your fabulous, trustworthy, qualified and creative team that has come through so many highs and lows. PETplanet Insider: And thanks to you for your ongoing work on the graphical front! Tell us something about your personal background and how EXPRIM came into being. Matthias Gaumann: Coming from a generation that was lucky enough to experience computers finding their way into home offices and user interfaces becoming ever more intuitive, I was interested from an early age in shaping information simply and understandably in texts and images. Experiencing and shaping the development of the internet was and is still very exciting. I quickly made the decision to experience this fascination every day and study for a career as a media designer. Later, I also studied business management. The mixture of sound tradecraft, constantly changing technical requirements and creative challenges, as well as contact with great people and brilliant companies, still helps boost my motivation every day. EXPRIM means “expressing yourself” or “giving someone or something expression”. This is what we consider our task to be so this is why the agency has had this name since 2004. PETplanet Insider: Can you tell us about the range of tasks that can arise during a typical PETplanet day? Matthias Gaumann: My regular tasks include the design of and printable final artwork for the print media, such as PETplanet Insider. But sometimes, large-format layouts like tradefair stands, lettering for the Editourmobil or rollup banners are also part of my day. I also contribute graphics and layouts for digital media. PETplanet Insider: You mention the layout for the Editourmobil that you’ve always drafted. Everything else for the tour, in terms of graphics anyway, is also designed by you according to our basic ideas. What do you like, or even dislike, about this ongoing project? Matthias Gaumann: After a while you get to know the major players in the PET sector, even as a sector outsider. But through the Editour, you get to know the smaller companies and the hidden champions. I find the different company locations interesting too. You also get an insight into the companies and learn a bit about the people behind the big names, as well as the technology. Of course, the stories from countries I’ve never travelled to are also interesting. For example, Rolf Sinkovec (Editor’s note: former PETplanet IT officer and occasional tour participant) recently Tour Sponsors:
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