Personal Views

New Normal in der PR?

"Fly the d*** plane first," is often said at the front of the cockpit during a crisis. But you should still let your team know which way leads to the new normal. And it's also best to inform your business partners promptly about your current offer.

Less silo thinking - more collaboration

Business-damaging silo thinking can be dismantled through technical solutions, reorganization and a trusting collaboration culture. Read here how this works.

New Work instead of Homeoffice

Entrepreneur Ingrid Wächter-Lauppe reflects on her experiences (already made in the last century) with New Work and mobile working. What is her opinion today? Enthusiastic about New Work ( despite considerable efforts), but thoroughly critical of home office (despite growing popularity). Read why and what solutions she proposes.

Ingrid Wächter-Lauppe im Interview zum New Normal

The "New Normal" - Uncertainty demands optimism

What changes will outlast the crisis? An interview with Ingrid Wächter-Lauppe on her assessment of the New Normal and the major task facing advertising as a whole in these uncertain times.

Digitization for SME

Digitization for SME

Is digitization also gaining momentum among small and medium-sized enterprises (SMEs)? What can SMEs do to make faster progress? In this discussion, three of our brand guards develop some ideas about what can be done by whom and how.

Trends from the wish list

More Data? Yes, where practical and affordable. More brand and values? Yes, because it is increasingly demanded by people. More balance and customer centricity? Yes, because this is the only way to guarantee success.

Podium Advantgarde  Data & creativity, Sales support &.Branding

Does Data Driven Marketing kill creativity and agencies?

Four successful ladies, CEO´s from Worldwide Partners agencies discussed this question and trends in B2B marketing.

Digitalisation in pharma

Why the change to digital communications means we need a different strategic approach. Read what Dominic Owens, Managing Director of our London based partner agency Seven Stones writes.

Global Brands, Local Delivery, Views from the US.

Slowly but steadily also American B2B marketers learn that global branding needs local alignment. Read how Godfrey, one of the US Worldwide Partners teaches its clients on this issue.

Emotionality also matters in B2B

Read why Google and CEB and also Ingrid Wächter-Lauppe believe in the importance to adress clients also with identity values (values that help to improve clienst self image)

Marketing Analytics in 2015: Top 7 Trends

2015 will see unprecedented changes: democratization of analytics, as it moves to the cloud and prices drop, Jeff Winsper describes the top seven 2015 trends in marketing analytics.

WPI & Waechter: "Transcend & Transform!"

Waechter & Waechter and the Worldwide Partners Network invited to a very interesting morning session. 70 agency partners from all over the world, international CMO's and enterpreneurs discussed on new challenges that marketing is facing today.

The importance of branding

This is a story of my own past as manager and board member in the IT industry and the learnings thereof:
To be the technical leader does not guarantee survival. You need more: interest in targets´ needs and branding, branding, branding!

International branding

Brands.: Are they better managed globally or locally? How and when work hybrid forms best? Read about our long term experience in our global network.

The importance of size in agency selection.

We are convinced: for many clients an agency with 55 people is just right. But there are other criteria. Read what our partner Chris Knopf, US thinks about that.

Outlook for 2014 – listen & reduce complexity

In 2014 I see the main task for our agency and our clients in integrating social & mobile, gathering and applying client customer insight to unified marketing solutions, in reducing complexity by simplifying and to manage change.

Constant reshaping of the agency: Outlook for 2013

Integration needs Big Idea. Agencies have to change constantly, but should they follow every buzz?. Read about prorities we have set for our agency group in 2013.