5 Minutes with… Franziska Gregor
Starting her journey at Publicis Groupe Germany’s Frankfurt office back in 2010, Franziska Gregor has over 13 years of experience working within adland’s agencies and beyond. As a passionate traveller and someone keen to hear about people’s life stories, it's no surprise that she celebrates individuality and stays true to herself.
Over the years, Franziska has worked across DDB, Jung von Matt, Grey, HeimatTBWA\ and TikTok, before co-founding Serviceplan Culture at the beginning of this year, alongside Niko Backspin and Sven Labenz. Having been on both the client and agency side of things, she shares how “trust and professionalism” underpin good working relationships, as well as making sure that even the little details are considered.
Sharing some of her favourite projects over the years, as well as more about her journey so far, Franziska speaks to LBB’s Nisna Mahtani.
LBB> How did you first get into the industry? Was it through your degree choice, work experience or something else?
Franziska> I have a deep passion for listening to people’s life stories. Travel is my biggest love, that’s why I started my career in the marketing game at Axel Springer in New York, then did my rounds at DDB, Publicis Groupe, Jung von Matt, Grey, HeimatTBWA\ and TikTok. To be honest, I've always been driven by curiosity, itching to create something epic that gets people buzzing. And I've got this thing for diving into the next big thing, the kind that sets the pace for where advertising is headed. So, come January this year, Niko Backspin, Sven Labenz, and I threw our hats into the ring and birthed Serviceplan Culture.
LBB> In those initial days, what was the most formative experience you took away with you? Do you still pay mind to that advice?
Franziska> What matters to me is enjoying what I do and staying true to myself without any pretence. And let's face it, the charm of the ad game, whether you're in an agency or on the brand side, is the people you meet and the stories they bring. So, if you sponge up all that goodness and stand up every time you fall, you're gonna thrive.
LBB> Can you share some of that initial work you created, what it was like and how it shaped your creative journey?
Franziska> During my time at Grey/KW43, I had the privilege of working on a project close to my heart: the Human Rights Foundation: SARAM (for the people of North Korea). SARAM, meaning ‘human’ in Korean, embodies a commitment to the often overlooked people of North Korea. Our goal was to shed light on their plight and evoke empathy from the global community.
The challenge lay in creating compassion for individuals who couldn't be physically represented. To address this, we conceptualised a generative logo that dynamically displayed different North Korean names, symbolising the diverse individuals within the nation. This approach humanised their experiences while preserving their anonymity, fostering a deeper connection with viewers.
The project at Grey/KW43 was not just about creating compelling visuals, it was about sparking meaningful conversations and advocating for those whose voices often go unheard. This experience shaped my creative journey by reinforcing the power of storytelling to drive social change and inspire empathy.
LBB> Before joining Serviceplan at the beginning of this year, you worked across agencies such as Publicis, DDB, Jung von Matt and more. From all the experience you’ve gained, what is the key to client-agency relationships?
Franziska> Trust and professionalism. Good vibes between agency and client - they're built on trusting each other's know-how and being pro all the way. And being pro? It's about getting where the other side is coming from, stepping up when it's crunch time, being honest even if it’s not always comfortable and nailing every little detail.
LBB> You’ve also worked brand-side at TikTok, how was that different from your other roles and what did you learn about yourself from the role?
Franziska> Working at TikTok provided a unique perspective, transitioning from agency life to the brand side of a global tech giant. Witnessing the company's rapid growth and evolution from its inception was nothing short of inspiring.
Entering this new environment, I encountered a different set of dynamics, where shaping corporate culture and driving business growth followed distinct rules. It was a learning curve navigating through these nuances, understanding how to leverage strengths and address weaknesses inherent in both agency and brand roles.
What stood out to me most was the contrast in work styles. While the brand side offered stability and strategic depth, I found myself drawn to the hands-on, fast-paced creative environment synonymous with agency life. There's an undeniable thrill in exchanging and implementing ideas at lightning speed, a dynamic energy that fuels innovation and drives results.
Reflecting on my experience at TikTok, I discovered the importance of aligning with a work environment that resonates with my creative spirit and allows for impactful collaboration. It reinforced my preference for a hands-on approach where creativity flourishes and ideas come to life with agility and passion.
LBB> In terms of leadership, can you define your style or explain how you lead your team?
Franziska> When it comes to leadership, I believe in authenticity over clichés. Rather than resorting to buzzwords like ‘trust’, ‘collaboration’ and ‘flexibility’, I strive to embody openness and loyalty, principles honed over nearly two decades in the industry.
One of the cornerstones of my leadership style is a commitment to self-reflection. I actively seek feedback and acknowledge my mistakes, viewing each experience as an opportunity for growth. Moreover, I challenge the notion of perfection, particularly in the context of gender expectations. As a woman in leadership, I understand the unrealistic pressure society often places on individuals to excel in every aspect. Instead, I advocate for embracing imperfections and valuing authenticity.
Central to my approach is empathy and understanding. I prioritise listening to the journeys of both my team members and those who guide me. This fosters a culture of mutual respect and collaboration, where everyone's perspectives are valued. Perhaps the most significant lesson I've learned is discerning which battles are worth fighting. I channel my energy into productive endeavours rather than engaging in fruitless arguments, recognising the importance of preserving focus and momentum.
In essence, my leadership style is characterised by authenticity and a commitment to continuous self-improvement. It's about fostering a culture where individuals feel empowered to be their true selves and contribute meaningfully to our collective journey.
LBB> What are some of the more recent campaigns you’ve worked on and are proud of?
Franziska> Currently, we are working together with O2 to further expand its long-term commitment to music, particularly in the areas of hip-hop and beatmaking. Recently, we have renovated two hip-hop-specialised production studios in Berlin and Hamburg, equipped them with state-of-the-art fibre optic technology, and increased O2’s visibility in the urban music scene through cultural engagement. Established artists as well as newcomers in the German producing and hip-hop scene can work here and benefit from the new technological possibilities.
Cultural marketing in the music sector is a key component of our O2 brand management. It brings the O2 brand promise 'can do' to life and differentiates the brand even more in the competitive market. The 'O2 Music Studios' are another physical 'can do' proof point in the music sector. Together with our partners 'A Million Entertainment' and 'DIY-Studios', we are making an innovative contribution to the urban music culture in Germany and creating a place where music dreams come true. Hopefully, as a hip-hop fan and O2 consumer you could listen to a new song before the song is part of your playlist.
LBB> How would you describe the German market and how does it differ from others? Equally, how is it a space which supports international creativity?
Franziska> The German advertising market is a dynamic tapestry that seamlessly weaves together tradition and innovation, creating a landscape that is both rich in heritage and forward-thinking.
One of its defining characteristics is the emphasis on storytelling and emotional resonance. German ads have a unique ability to tap into deep emotions, forging connections with consumers based on authenticity and sincerity, values deeply ingrained in German culture.
In this fiercely competitive market, numerous agencies vie for prominence, driving innovation and pushing boundaries to capture audience attention. Despite its competitiveness, the German advertising industry thrives as a hub of international creativity. With a diverse population and a strong presence of global brands, there's a constant exchange of ideas and influences from around the world. Many agencies actively seek collaborations with international partners, fostering a culture of creativity and innovation.
However, amidst this dynamism, it's crucial to prioritise inclusivity and diversity. Embracing young and unconventional talents, promoting inclusion, and staying abreast of innovations are essential for sustaining the industry's vibrancy and relevance on the global stage.
LBB> Aside from all things advertising, where do your hobbies and interests lie?
Franziska> Since my school days, I've embraced my individuality, often standing out from the crowd with my self-made clothing and penchant for rock and metal music, despite it not being the mainstream choice in my hometown.
Storytelling has always held a special place in my heart. Whether through movies, anime, or the graphic novels and books that line my shelves, I find joy in immersing myself in captivating narratives and exploring diverse worlds of imagination. Art galleries and bookshops are my sanctuaries, where I could easily lose track of time exploring the depths of human expression and literary treasures.
Above all, travel fuels my soul. It's not just a hobby but a lifestyle that enriches my perspective and inspires my creativity. It was this love for exploration that initially drew me to the advertising profession, knowing it would allow me to blend my passions with my career in a meaningful way.
