Why DEPT is Reprioritising Creativity with New DACH Agency Hires
DEPT’s new DACH leadership is setting a bold new standard – from integrating AI into the creative process to leading with purpose through its B Corp commitment.
Since joining the German teams earlier this year, head of DACH Wolfgang Lünenbürger-Reidenbach and vice president of clients for DACH, creative and media, Natalie Martens have been committed to embracing a new chapter at the agency.
They speak with LBB’s Olivia Atkins about why creativity must be more than an add-on, how brands are outpacing political discourse on innovation, and why the agency is uniquely positioned to shape the future of brand storytelling.
LBB> DEPT has long been recognised for its expertise in tech and innovation. What inspired the agency’s increased and renewed focus on creativity?
Wolfgang Lünenbürger-Reidenbach> Creativity is deeply rooted in our values. Being relentlessly curious is a building block of creativity. DEPT® has always been known for its tech and innovation expertise – but today, being digital-first isn’t enough. The most successful brands don’t just use technology; they shape culture. And that’s where creativity comes in.
But we’re not just adding creativity on top of what we already do. We’re redefining what creativity means in a digital world, using technology to unlock new ways for brands to connect with people in a meaningful way. We’re staying true to our pioneering spirit – just expanding what we pioneer.
LBB> With the recent changes in the German government, have you noticed a shift in how brands approach creativity and innovation? And how is DEPT adapting to these new dynamics?
Wolfgang> Even if changes are coming, it’s too early to analyse it. Overall, we see that businesses and brands are outpacing the public discourse when it comes to innovation and adapting to the changes needed around climate action. As an agency with values and our B Corp certification, we are on point here. A lot of brands are much more open to change and innovation than you would expect from listening to politics. Internationally, we of course see first changes due to the global shift in the discourse. But we stand firm with our values and beliefs.
LBB> Natalie, you’ve mentioned that creativity alone isn’t enough – it needs to intersect with data and technology. How do you plan on combining these approaches at DEPT®?
Natalie> For me, creativity has always been about more than just great ideas – it’s about making an impact. And today, that impact happens when creativity, data, and technology come together. At DEPT®, these aren’t separate disciplines – they fuel each other.
I’ve seen throughout my career that data and technology – whether it’s AI, automation, engineering, or immersive experiences – don’t limit creativity; they expand what’s possible. AI helps us move faster and optimise ideas in real-time. Engineering brings those ideas to life, turning concepts into seamless digital experiences. And emerging technologies like AR, VR, and web3 open up new ways for brands to connect with people.
For us, data isn’t just about insights – it’s also about media. We always think of creative and media together because the best ideas only work when they reach the right audience. Real-time performance data helps us optimise creativity in the moment, and media strategies shape our concepts from the start.
That’s why we focus on three things:
1. Using data to supercharge ideas – not replace them. AI, analytics, and media insights help us make smarter creative decisions and drive real impact.
2. Engineering and technology as creative playgrounds. We don’t just use AR, VR, and web3 because they’re trendy – we experiment with them to create richer, more immersive brand experiences.
3. Breaking silos with multi-disciplinary teams. Our creatives, media strategists, engineers, and data analysts work side by side from day one – leading to faster execution, smarter ideas, and seamless brand experiences.
This is how we make sure creativity isn’t just keeping pace with technology – but using it to create what’s next.
LBB> DEPT's recent B Corp recertification highlights a commitment to balancing profit with purpose. How does this focus on sustainability and social impact influence the agency’s creative direction?
Wolfgang Lünenbürger-Reidenbach> Our B Corp status is more than a certification – it’s a core commitment. As a company, we’ve set clear goals around sustainability, reducing our carbon footprint, and fostering DEI, and these priorities shape how we operate and the work we create.
This extends to the projects we take on. We’re proud to have delivered impactful work like Undo the Firewall and Easy Genomics and to partner with brands like Trainline and eBay, whose missions align with ours. Across the entire business, we actively support initiatives that drive positive change.
Our B Corp status is also a guiding principle for our growing team. It helps us build and maintain shared values, ensuring that the ideas we put forward, how we bring them to life, and the messages they carry are not just creative – but meaningful.
LBB> Wolfgang, you’ve spoken about making DEPT the leader in modern creativity in DACH. What specific changes or initiatives are being introduced to achieve this?
Wolfgang Lünenbürger-Reidenbach> We will further strengthen our creative capabilities. I have a strong belief that this post-TV-age needs a different kind of agency to drive creative campaigns, while a lot of agencies are still very traditional in DACH. We are built differently. In former times, digital and social have been the extension of a campaign.
Today, it’s TV and OOH that are just these extensions. For those brands that want to connect to audiences in a culturally relevant way and embrace the creativity that is talking to today’s needs and that is not only digital-first but digital-born, we are here. With the breadth of our services and solutions and the great creative people we have, we feel that we are in the pole position to own this space.
LBB> AI is transforming the marketing landscape. How is DEPT integrating AI into its creative process while maintaining the human touch that makes campaigns impactful?
Wolfgang Lünenbürger-Reidenbach> We don’t just use AI – we love it. It’s not a threat to creativity; it’s an accelerator. AI helps us move faster, think bigger, and push creative boundaries in ways that weren’t possible before. But at the end of the day, the magic still comes from people – AI is just one of the tools that helps us bring bold ideas to life.
We integrate AI into our creative process in three key ways. First, AI gives us smarter insights to get better ideas by analysing trends and audience behavior in real time. This ensures our work isn’t just visually compelling but also meaningful and effective.
Second, we use AI-powered content creation to generate visuals, optimise messaging, and personalise creative output – allowing us to produce content at scale without losing the human touch.
Third, automation unlocks creativity by handling repetitive tasks like asset resizing or A/B testing, freeing up our teams to focus on big, original thinking.
AI isn’t here to replace creativity – it’s here to supercharge it. And at DEPT®, we’re all in.
LBB> With major wins like Lufthansa Group and Salamander, how do you see DEPT’s creative and strategic approach evolving to meet the needs of both legacy brands and digital-native clients?
Natalie> Winning brands like Lufthansa Group and Salamander prove that we can bridge two very different worlds – legacy brands looking to modernise and digital natives pushing for rapid growth. For established brands, it’s about transformation. We help them evolve, keeping their heritage intact while making them future-ready with fresh creative thinking, data-driven strategies, and cutting-edge tech. For digital-native brands, it’s about speed and scale. These companies move fast, and they need partners who can match their pace – helping them experiment, adapt, and stay ahead of the competition.
What makes us unique is our ability to flex between both. We don’t have a one-size-fits-all model. Instead, we tailor our approach, blending creativity, technology, and data to meet brands exactly where they are – and take them where they need to go.
