01
Insight
I start with the audience — what they watch, share and care about, and where the cultural opening is.
Creative strategist · International
From insight to format to campaign
for media, entertainment and brands.
Turning audience insight into formats, campaigns and partnerships for media, entertainment and brands.
Profile
Creative strategist with international experience at the intersection of media, entertainment and brands.
Combines strategic thinking with a deep understanding of content and audiences to develop positioning, formats and partnerships for media companies as well as consumer, lifestyle and hospitality brands.
How I work
Three steps, one thread.
Every project follows the same line: understand the audience, build the format that fits it, and turn it into a campaign that travels.
02
Format
That insight becomes a concrete idea: a series, a show concept, a content format built for how people watch today.
03
Campaign
The format goes live — as a campaign, an editorial programme or a collaboration with brands, media and creators.
Selected impact
Formats and campaigns that deliver
Ideas are only useful when they move something — audiences, organisations and results.
+186.6%
Hotel Lindauer Hof
Audience growth
Follower growth delivered with 96 strategically planned posts.
12×
Badrutt's Palace Hotel
Video views
A video-led content format that also contributed to measurably more bookings the following season.
33%
MIPCOM Spotlights
Engagement rate
Alongside a 28% click-through rate for the editorial series.
1M+
Lipton #BeMoreTea
Viewers reached
A multi-platform branded entertainment campaign in Switzerland.
Selected brand & industry experience
- McDonald's
- Unilever
- Swisscom
- Ovomaltine
- Badrutt's Palace Hotel
- Zurich Tourism
- Sky
- Sony Pictures Television
- BBC Studios
- ABC Australia
Case studies
From the brief to the result.
Three recent examples — from audience growth to format modernisation to international positioning.
01
Hotel Lindauer Hof
Social format & audience growth
Challenge
Grow the hotel’s social audience through a focused, sustainable publishing approach.
Insight
Understand what the hotel’s audience actually wanted to see — and what made the place distinctive.
Approach & execution
A recurring social content format, delivered as a disciplined programme of 96 posts.
Outcome
Follower growth of 186.6% across the programme.
02
ABC Australia
Format strategy & modernisation
Challenge
Modernise a classic TV format so it reaches younger digital audiences — and the international market.
Insight
Understand how younger audiences actually watch today, and what the format must keep to stay itself.
Approach & execution
A modernised format strategy: what stays, what changes, and how the format works across digital platforms.
Outcome
A clear path for the format to connect with younger digital audiences and travel internationally.
03
JoomBoos
Positioning & international pitch
Challenge
Position a Croatian Gen Z platform credibly for the international market.
Insight
Know what international buyers and partners look for — and what makes a Gen Z platform distinctive to them.
Approach & execution
International positioning and pitch preparation, built around the platform’s audience strength.
Outcome
A sharpened international story and a pitch prepared for MIPCOM.
Newsletter & platform
TV Futurist
Building the bridge between TV, brands and creators.
My own B2B platform on where media and culture are heading — the audience thinking behind every strategy, format and campaign I develop.
1,200+ industry subscribers
Read by people at Netflix, Disney, A24, BBC, adidas, WPP and more.
Curation & Moderation
Programmes, panels and live conversations for industry audiences — I bring the questions, the guests and the through-line.
- Panels & talks
- Festival and summit programmes
- Fireside chats
- Industry sessions
Speaking & events
On stage and on programme at global industry events — on the future of TV, Gen Z audiences and the creator economy.
Branded Entertainment Summit, Cologne
Hosting and curating the inaugural summit for producers, agencies, brands and creators shaping brand-funded content.
IPXchange — Independent Producers' Exchange, Cologne
Curated and moderated the exchange in 2023 and 2024 — plus presentations on Gen Z, Branded Entertainment and the Creator Economy.
NEM Dubrovnik
Panel | What mega mergers mean for the future of media.
Gen Z Decoded: Digital Training Day, Cardiff
Curated and moderated the whole day — plus a presentation on Gen Z: what TV producers can learn from Gen Z's platform-native storytelling and audience engagement.
Copenhagen TV Festival
Why Gen Z is not lost for the TV industry — understanding the digital native generation.
Unboxing Gen Z: Rio2C, Brazil
What brands can learn from Gen Z's approach to authentic storytelling and branded entertainment.
MIPTV, Cannes
Adapting your business model for tomorrow's social space.
Fremantle Global Entertainment Development, London
Gen Z and digital platforms — understanding the next generation of media consumption.
Expertise
Audience understanding is the core — formats, campaigns and partnerships are what it becomes.
01
Audience & Insight
Reading audiences and culture, and turning that reading into concrete creative direction — the core of everything I do.
02
Format & Content Development
Original concepts, modernised formats and series built from insight, for how people watch today.
03
Campaigns & Branded Entertainment
Social-first campaigns and branded content that earn attention instead of buying it.
04
Positioning
Distinctive positions for brands, formats and platforms — grounded in audience and commercial reality.
05
Creative Partnerships
Brand, media and creator collaborations built on shared creative value.
06
Curation & Moderation
Sharp programmes, panels and conversations for industry audiences.
Experience
A career spanning formats, campaigns, production and international content.
Education
Entertainment Master Class · Erich Pommer Institute, Berlin (2009)
Film & TV graduate studies · Film University Babelsberg Konrad Wolf (2008)
TV studies abroad · Kingston University London (2007)
Literature & Media Studies · University of Konstanz (2004)
Languages
- German — native
- English — fluent
- French — basic
- Spanish — basic
- Portuguese — basic
2021—Now
Independent Creative Strategist
International
Audience strategies, formats, positioning and partnerships for media, tourism, hospitality and entertainment clients — plus the TV Futurist platform, curation, moderation and teaching.
2019—2020
Senior Content Strategist
Jung von Matt/Limmat · Zurich
Brand and content strategies for international consumer, lifestyle and premium brands; Ovomaltine content reached 70–100K views per video with ~20% Instagram engagement.
2017—2019
Head of Content Partnerships, EMEA
Frequency Networks · Zurich / Los Angeles
Content and audience strategies for Liberty Global brands; partnerships across EMEA with VICE, Ringier/Blick, Studio71, LADbible and more.
2016—2017
Head of Branded Entertainment
TBWA · Zurich / Los Angeles
Branded entertainment and social-first concepts, including narrative Instagram formats for McDonald's; led a team of strategists and producers.
2014—2016
Head of joiz Studios
joiz TV · Zurich
Built and led the branded-entertainment studio as a member of the executive team; Lipton's #BeMoreTea campaign reached 1M+ viewers in Switzerland.
2014
Commercial Manager
The Project Factory · London
Developed, pitched and sold digital entertainment products, including Sherlock: The Network (BBC) and Downton Abbey (ITV/NBCUniversal).
2013—2014
Social Media Producer
Spirit Studios · London
Social strategy for Made in Chelsea — around 130,000 tweets per week — plus Sony Pictures Television and Kevin Richardson.
2012—2013
Digital Assistant Producer
Bigballs Films / COPA90 · London
Production and localisation of YouTube formats including The Eurofan.
2011—2012
Sales Executive
Sky · London
International content sales across Benelux, Ireland, the UK and US VOD.
2010—2011
Story Developer / Storyliner
Producers at Work · Berlin
Story arcs and episodes for the Sat.1/ORF series Hand aufs Herz.
“Curating and moderating conversations about the future of media and culture.”
Recognition & industry roles
Thought Leader of the Year 2018 · M&K
U.S. O-1 Extraordinary Ability Visa · 2019—2022
Rose d'Or Awards · Jury member since 2019
Rio Web Fest · Jury member since 2021
Television Academy · Emmy voter 2017—2022
A format, a campaign, an audience question?
Let’s make it resonate.
I work internationally with media companies, brands, agencies and ambitious teams on formats, campaigns, audiences and creative partnerships.