“Good Vibes Are a Prerequisite” for Kristine Holzhausen
Leo Burnett managing director, creation, Kristine Holzhausen, otherwise known as ‘Tine’, joined the agency’s Frankfurt office earlier this year. With her experience, working at DDB Düsseldorf and previously at Jung von Matt, she joins the Publicis team to come up with creative solutions to support clients.
When she began to embark on her university degree, Tine very quickly realised her knack for finding creative solutions to problems, and continually strives to think outside the box. Her passion is to nurture a team which can freely come together to discuss their thoughts, a place “where creatives feel motivated, heard, and supported” so that the entire team can benefit in return.
As an avid reader and people watcher, these are the places where she finds inspiration and encourages others to take inspiration from what they see around them. In her day-to-day life, when she isn’t in daily discussions and communication, she is mindful to keep time aside to ideate and figure out ways to bring those ideas to life.
Sharing more about her journey, Kristine speaks to LBB’s Nisna Mahtani.
LBB> Congratulations on your move to Leo Burnett and your new role! It’s quite a recent move but how has the transition been so far?
Kristine> Thank you! The transition has been quite exciting. It's a refreshing change to start a new job after spending such a long time with one agency. I've been warmly welcomed at Leo Burnett, and their open and inclusive culture has made it incredibly easy to feel like a part of the team from day one. During my first week, I jumped right into a pitch, which was a fantastic way to kick off my journey here.
LBB> For those who aren’t familiar, you’ve recently moved over from DDB Düsseldorf and before that, you were at Jung von Matt in Hamburg. What initially attracted you to the industry as an art director and what’s kept you here over the years?
Kristine> What initially attracted me to the industry is quite simple – it's the opportunity to be creative. Ever since I was a child, I loved drawing, designing, and even sewing my own outfits. Additionally, I appreciate the diversity of the job and the fact that no two days are the same.
After high school, I pursued studies in arts, French, and history. It was during my art lessons that I discovered my love for creativity but in a more practical and problem-solving manner.
I'm the type of person who thrives on challenges and finding creative solutions. I couldn't envision a career where I'd be doing the same thing day in and day out for the rest of my life. I love my work because it continually presents something new – new clients with completely different products, new problems to solve, new media, and evolving technology.
LBB> What does a day as a managing director, creation look like? What are some of the key responsibilities and tasks which make up your working day?
Kristine> My schedule is really packed. I spend a significant portion of my day engaged in discussions and communication (my husband would certainly agree). This involves talking with my teams to share thoughts and ideas, collaborating with clients to understand their needs and present our creative solutions, and connecting with the agency's staff to address challenges they may be facing.
Additionally, I make it a priority to set aside time for ideation. After all, that's one of the most enjoyable aspects of our job.
LBB> Is there anything you were keen to bring into the role in terms of mindset, working style or anything else?
Kristine> The best part of our job is how ideas can evolve and improve when creative minds come together to share thoughts and discuss. So for me, it’s crucial to create an environment where creatives feel motivated, heard, and supported. I believe that fostering a positive environment for brainstorming and idea exchange is essential because creativity flourishes when there’s a sense of enjoyment and collaboration.
Good vibes are a prerequisite for the full development of creativity.
LBB> Creatives are often inspired by their surroundings, hobbies, and interests. Where do you find your personal inspiration?
Kristine> I find inspiration in a variety of places. I'm an avid reader and enjoy books from all genres. I also love watching a wide range of series and movies. However, I believe that some of the best inspiration comes from the everyday world around us. By keeping your eyes and ears open. You can discover some of the best stories in the most unexpected places – like the supermarket or on the train (I’ve collected enough stories during my train journeys to Frankfurt to write a book). And, of course, I find a wealth of inspiration right at home with our three boys. There are so many amusing and crazy stories happening every day that it’s hard for anyone to believe.
LBB> Are there any creatives in particular who inspire you?
Kristine> Henri de Toulouse-Lautrec is one of the reasons I became an art director, as his work has been a significant influence. Additionally, I find inspiration in almost every meeting I have with my fellow creatives. The exchange of ideas and the collective creative energy in those moments often lead to fresh perspectives and inspiration.
LBB> In terms of the recent work you’ve seen, are there any brands or campaigns which you’ve looked to as points of inspiration?
Kristine> There are a lot of campaigns that inspire me. One of my favourites is the Uber Eats campaign. It's not only entertaining and fun but also genuine. It has made a significant impact and become part of pop culture in Germany. Another campaign that left a strong impression on me is the ‘Designed in Bangladesh. Made in Europe’ campaign for EKN Footwear. When I saw it, I couldn't help but think, ‘mist’ I would have loved to have done this. The simplicity and the impact of flipping the typical supply chain is truly remarkable.
LBB> Can you share a few trends which you’ve recently seen and believe will really shape the industry when looking to 2024 and beyond?
Kristine> One of the trends I see gaining importance is the focus on ideas that have a purpose and can genuinely provide solutions. I think the greatest ideas are those that go beyond generating awareness and contribute to solving real problems.
This trend is likely to continue shaping the industry as it aligns with the demand for more meaningful and impactful creative work.
LBB> When it comes to the creative process, what are your favourite and least favourite parts of it?
Kristine> My absolute favourite part of the creative process is that incredible feeling when coming across an idea, and the instant realisation that this idea is great and what we have to do to bring that idea to life.
The least favourite part is when you lose an idea during the process. You start with something great, but as it goes through iterations and feedback, there are moments when a once-special idea becomes average or worse.
LBB> What’s something surprising that people may not know about you?
Kristine> I'm a McDonald's pro. I worked at McDonald's for a year after finishing my studies.
