AGENCY EXECUTIVE IN
CULTURE & ENTERTAINMENT
CULTURE & ENTERTAINMENT
I lead culture and entertainment across markets at TBWA\ Worldwide, helping brands build meaningful connections with fans, communities – and humans.
ABOUT
With a background spanning advertising, journalism, strategy, and innovation, I have spent the last 15 years translating cultural shifts into business opportunities. Today, I oversee culture, entertainment, social, and talent capabilities across agencies and countries, bringing together expertise from across disciplines to create work that drives both relevance and growth.
My belief is simple: brands earn long-term relevance when they truly become part of culture, not just observers from the outside
On Stage
Decoding Cultural Shifts in Germany & Beyond
Alina Ludwig
Hanno Stecken (DDB)
Holger Hansen (Accenture Song)
Jannis Johannmeier (The Trailblazers)
& Lara Muhn
Tatjana Wenig (Female Force)
Steph Karl (HeySteph.tv)
Sehriban Cirik (Amazon Music)
& Lara Muhn
SKILLS
Experience
03/25 – today Head of Culture & Entertainment at TBWA\Worldwide04/24 – 02/25 Independent Pop-Culture Creative & Strategy Director
10/22 – 03/24 Head of Strategy at THE AMBITION GmbH (Düsseldorf)
07/21 – 09/22 Director Strategy
03/20 – 06/21 Director Strategy at Saatchi & Saatchi @ Publicis (Düsseldorf)
04/19 – 02/20 Senior Strategist
06/15 – 03/19 Freelance Strategy Director (Berlin & Düsseldorf)
04/14 – 05/15 PR-Manager at Kruger Media (Berlin)
04/13 – 03/14 Social Media Manager at Vice Media (Berlin)
10/12 – 03/13 Promo Assistant at Domino Records & Mute Records (Berlin)
03/12 – 09/12 Internship Online Editorial Team at Intro Magazine (Cologne)
Education
10/09 – 03/13 Bachelor of Arts (Journalism) at Macromedia Cologne
Qualifications
2025 Future Vision – Strategic Foresight for Creative Professionals
2024 Future London Academy // “Innovation Strategy, Trendspotting & Strategic Foresight”
2024 Future London Academy // “Creative Leadership”
2023 Harvard Business School // Disruptive Strategy