--- title: "Matthias Lechner · Wavect Expert Network" canonical: https://wavect.io/experts/matthias-lechner/ language: en description: "28 years building brands and running creative communications, from agency CCO to founding Austria's first Web3 and metaverse agency. Brought in when a …" image: "https://wavect.io/img/team/matthias-lechner.jpg" --- ![Portrait of Matthias Lechner](https://wavect.io/img/team/matthias-lechner.jpg) Independent specialist · Wavect Expert Network # Matthias Lechner 28 years building brands and running creative communications, from agency CCO to founding Austria's first Web3 and metaverse agency. Brought in when a Wavect build needs brand positioning, naming, and go-to-market messaging that actually lands with the market. Read this first The engagements listed below were delivered **independently with this specialist's own clients**. They are **not** projects run through Wavect, and are shown here purely as evidence of competence. **These specialists are not Wavect employees.** We bring them into our engagements when a brief calls for depth that exceeds our own bench. The client books Wavect. We bring in the specialist. 01 · SIGNALS ## Why we vouch for them - Head of Web3 & Metaverse, Brand Ambassador, Business Development at BREITETIEFE, the cross-agency collective for brand experiences across Austria, Germany, and Italy - Founder and CEO, NFBrands.X. Austria's first full-service Web3 and metaverse agency: brand strategy, NFT projects, XR visualization, gamification, Web3 development - Partner, p&p MultiTouch (Innsbruck) since 2019 - Former Managing Partner and CCO, p&p Marketing, which he led through its 2019 merger into the Hamburg brand agency FACTOR (FACTOR Innsbruck) - Former Partner and Head of Business Development, FACTOR (Hamburg, Innsbruck, Vienna) - Former Owner and CEO, MLWA Matthias Lechner Werbeagentur (Innsbruck) - Creative and art direction roles across agencies in Innsbruck, Bozen, and Paris since 1997 - Co-founder and honorary member, Coding4Kids.at, the volunteer initiative teaching programming to kids aged 10 to 15 02 · BIOGRAPHY ## In their own line of work Matthias started in advertising in Paris in the late 1990s, then built his creative career across agencies in Bozen and Innsbruck before founding his own, MLWA. In 2010 he became Managing Partner and CCO of p&p Marketing in Innsbruck, ran it for the better part of a decade, and led it through its 2019 merger into the Hamburg brand agency FACTOR, where he then took on Partner and Head of Business Development across the Hamburg, Innsbruck, and Vienna offices. Across all of it the through-line is the same: brand first, then the campaign, then the execution. In 2022 he founded NFBrands.X, Austria’s first full-service [Web3](/glossary/web3/) and metaverse agency, and today he also leads Web3 and metaverse work at the BREITETIEFE agency collective. The Web3 angle is current and real, but it sits on top of 28 years of doing the unglamorous brand work: positioning, naming, messaging, and the creative direction that makes a product look like it knows what it is. That is what Wavect rents when we bring Matthias in on a build that needs a brand, not just a UI. Outside the agency work he co-founded Coding4Kids.at, the volunteer initiative that teaches kids to code. 03 · WHEN WE BRING THEM IN ## Where Matthias Lechner plugs into a Wavect engagement Wavect builds the product. When a build crosses into a domain that exceeds our own bench, we bring in the specialist who already lives there. This is the brief for this one. - **Brand and positioning before the build** - When a Wavect-built product needs to be a brand and not just a feature list, Matthias does the naming, positioning, and messaging architecture first. 28 years of agency work, much of it as CCO, means he has set the strategy that the design and the copy then hang off. - **Go-to-market messaging and campaign** - Translating a product into campaign-ready messaging across channels, on and offline. When a launch needs more than a landing page, Matthias builds the campaign side while Wavect builds the product side. - **Creative and art direction for the product identity** - Visual identity, art direction, and brand system, so the shipped UI and the brand are one coherent thing rather than two teams guessing. Matthias started as an art director and has run the creative function at agency scale. - **Brand strategy for Web3 and metaverse products** - When a Wavect build lives in Web3, NFT, or metaverse territory and needs credible brand positioning instead of hype, this is the domain Matthias runs right now at NFBrands.X and BREITETIEFE, not a historical one. WHAT THE CREDENTIAL ACTUALLY COVERS ### What 28 years of brand and creative leadership actually covers Matthias does not hold a single named charter. What he holds is the operating experience of running the creative and brand function inside agencies, from art director to Managing Partner and CCO, and founding his own agencies twice. The work below is the bench we are renting when we bring him in. - Brand strategy, positioning, and naming - Messaging architecture and value-proposition development - Creative direction and art direction - Campaign development across channels, on and offline - Content and communications strategy - Go-to-market messaging for product and service launches - Web3, NFT, and metaverse brand strategy and project conception - Agency and creative-team leadership - DACH and Italy (Südtirol) market depth When Wavect brings Matthias in, this is the bench depth we are renting. It is not a credential we hold in-house. 04 · LINKS & VERIFIED PROFILES ## Verify them yourself [Website nfbrands.xyz](https://nfbrands.xyz/) [LinkedIn linkedin.com/in/matthiaslechner](https://www.linkedin.com/in/matthiaslechner/) [Email matthias.lechner@nfbrands.xyz](mailto:matthias.lechner@nfbrands.xyz) Verified profiles & ratings [NFBrands.X nfbrands.xyz](https://nfbrands.xyz/) [LinkedIn linkedin.com/in/matthiaslechner](https://www.linkedin.com/in/matthiaslechner/) [BREITETIEFE breitetiefe.com](https://breitetiefe.com/) ## Structured Data ```json { "@context": "https://schema.org", "@graph": [ { "@id": "https://wavect.io/#organization", "@type": [ "Organization", "ProfessionalService", "LocalBusiness" ], "employee": [ { "@id": "https://wavect.io/team/kevin-riedl/#person", "@type": "Person", "jobTitle": "Managing Director", "name": "Kevin Riedl", "url": "https://wavect.io/team/kevin-riedl/", "worksFor": { "@id": "https://wavect.io/#organization", "@type": [ "Organization", 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