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.
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
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 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.
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.
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