01
Insight
Understanding how audiences behave, what they care about and how their habits are changing — then identifying the opportunity behind those shifts.
Creative strategist · International
From insight to format to campaign
for media, entertainment and brands.
Turning audience insight into formats, campaigns and partnerships for media, entertainment and brands.
Profile
Creative strategist with international experience at the intersection of media, entertainment and brands.
I combine strategic thinking with a deep understanding of content and audiences to turn insights into positioning, formats, campaigns and partnerships.
How I work
Three steps, one thread.
I start with the audience, turn that insight into a clear creative direction, and develop the format, campaign or partnership that brings it to life.
02
Idea
Turning that insight into a clear creative direction — from positioning and concepts to formats, content and partnerships.
03
Execution
Bringing the idea to life as a format, campaign, branded entertainment project or strategic partnership.
Selected impact
Strategy, formats and campaigns that deliver
Ideas are only useful when they create an impact — for audiences, organisations and the business.
+186.6%
Hotel Lindauer Hof
Audience growth
Follower growth through a focused content and audience strategy.
12×
Badrutt's Palace Hotel
Video views
A video-led content strategy that increased views 12× and contributed to measurably more bookings the following season.
33%
MIPCOM Spotlights
Engagement rate
Alongside a 28% click-through rate for the editorial series.
1M+
Lipton #BeMoreTea
Viewers reached
A multi-platform branded entertainment campaign in Switzerland.
Selected brand & industry experience
- McDonald's
- Unilever
- Swisscom
- Ovomaltine
- Badrutt's Palace Hotel
- Zurich Tourism
- Sky
- Sony Pictures Television
- BBC Studios
- ABC Australia
Case studies
From the brief to the result.
Three recent examples — from audience growth to format modernisation to strategic partnerships.
01
Hotel Lindauer Hof
Audience & content strategy
Challenge
Build a stronger social presence and grow the hotel’s audience with content that could be sustained over time.
Insight
The strongest content came from what guests actually cared about — and what made the hotel distinctive.
Approach & execution
Developed a focused content and audience strategy, translated into recurring formats and posts.
Outcome
186.6% follower growth with 96 posts.
02
ABC Australia
Format strategy & modernisation
Challenge
Modernise a classic TV format to reach younger digital audiences and strengthen its potential for the international market.
Insight
Reaching younger audiences required rethinking how the format could work across digital platforms without losing what made the original format distinctive.
Approach & execution
Developed a modernised format strategy defining what to retain, what to evolve and how the format could extend across digital platforms.
Outcome
A modernised format proposition designed for younger digital audiences and international markets.
03
Zurich Tourism
Content & strategic partnerships
Challenge
Reach potential travellers in the US, UK and Germany through an informative and entertaining content series about Zurich.
Insight
Reaching audiences in each market required the right local media, production and distribution partners.
Approach & execution
Researched and approached potential partners across the US, UK and Germany, including MTV, Vogue, Time Out and VICE, and developed the partnership opportunities with them.
Outcome
Negotiated a production and distribution deal on behalf of Zurich Tourism.
Editorial & industry intelligence
TV Futurist
Building the bridge between TV, brands and creators.
I created TV Futurist to track and analyse the shifts reshaping entertainment — from changing audience behaviour and emerging formats to creator-led IP, branded entertainment and new business models.
1,200+ industry subscribers
Read by people at Netflix, Disney, Warner Bros. Discovery, A24, BBC, Banijay, Red Bull, adidas, Puma, WPP, Ogilvy and more.
Curation & Moderation
I develop, curate and moderate industry programmes, panels and conversations around media, entertainment and changing audiences.
- Panels & talks
- Festival and summit programmes
- Fireside chats
- Industry sessions
Speaking & Events
I speak at international industry events about how audiences, formats and business models are reshaping entertainment.
Branded Entertainment Summit, Cologne
Hosted and curated the inaugural summit for producers, agencies, brands and creators shaping brand-funded content.
NEM Dubrovnik
Panel | What mega mergers mean for the future of media.
Gen Z Decoded: Digital Training Day, Cardiff
Commissioned by Media Cymru: curated and moderated the whole day — plus a presentation on Gen Z: what TV producers can learn from Gen Z's platform-native storytelling and audience engagement.
IPXchange — Independent Producers' Exchange, Cologne
Hosted, curated and moderated the exchange in 2023 and 2024 — plus presentations on Gen Z, Branded Entertainment and the Creator Economy.
Copenhagen TV Festival
Why Gen Z is not lost for the TV industry — understanding the digital native generation.
Unboxing Gen Z: Rio2C, Brazil
What brands can learn from Gen Z's approach to authentic storytelling and branded entertainment.
MIPTV, Cannes
Adapting your business model for tomorrow's social space.
Fremantle Global Entertainment Development, London
Gen Z and digital platforms — understanding the next generation of media consumption.
Expertise
Audience understanding is the foundation — creative strategy turns it into ideas that shape formats, campaigns, positioning and partnerships.
01
Audience & Insight
Reading audiences and culture, and turning that reading into concrete creative direction — the core of everything I do.
02
Format & Content Development
Developing and evolving formats, content and IP for changing audiences and platforms.
03
Campaigns & Branded Entertainment
Developing campaigns and entertainment-led ideas that connect brands with audiences through content.
04
Positioning
Finding a distinctive position for brands, formats and platforms — grounded in audience insight and commercial reality.
05
Strategic Partnerships
Identifying and developing partnerships between brands, media companies, platforms and creators.
06
Curation & Moderation
Sharp programmes, panels and conversations for industry audiences.
Experience
From television and storytelling to creative strategy.
Education
Entertainment Master Class · Erich Pommer Institute, Berlin
Film & TV graduate studies · Film University Babelsberg Konrad Wolf
TV studies abroad · Kingston University London
BA Literature & Media Studies · University of Konstanz
Languages
- German — native
- English — fluent
- French — basic
- Spanish — basic
- Portuguese — basic
2021—Now
Founder & Creative Strategist
TV Futurist · International
Working across media, entertainment and brands on audience strategy, formats, campaigns and partnerships, while building TV Futurist as my platform for industry analysis and ideas.
2019—2020
Senior Content Strategist
Jung von Matt/Limmat · Zurich
Brand and content strategies for international consumer, lifestyle and premium brands; Ovomaltine content reached 70–100K views per video with ~20% Instagram engagement.
2017—2019
Head of Content Partnerships, EMEA
Frequency Networks · Zurich / Los Angeles
Content and audience strategies for Liberty Global brands and platforms; acquired content and developed partnerships across EMEA with VICE, Ringier/Blick, Studio71, LADbible and others.
2016—2017
Head of Branded Entertainment
TBWA · Zurich / Los Angeles
Branded entertainment and social-first concepts, including narrative Instagram formats for McDonald's; led a team of strategists and producers.
2014—2016
Head of joiz Studios
joiz TV · Zurich
Built and led the branded-entertainment studio as a member of the executive team; Lipton's #BeMoreTea campaign reached 1M+ viewers in Switzerland.
2014
Commercial Manager
The Project Factory · London
Developed, pitched and sold digital entertainment products, including Sherlock: The Network (BBC) and Downton Abbey (ITV/NBCUniversal).
2013—2014
Social Media Producer
Spirit Studios · London
Social strategy for Made in Chelsea — around 130,000 tweets per week — plus Sony Pictures Television and Kevin Richardson.
2012—2013
Digital Assistant Producer
Bigballs Films / COPA90 · London
Production and localisation of YouTube formats including The Eurofan.
2011—2012
Sales Executive
Sky · London
International content sales across Benelux, Ireland, the UK and US VOD.
2010—2011
Story Developer / Storyliner
Producers at Work · Berlin
Story arcs and episodes for the Sat.1/ORF series Hand aufs Herz.
Recognition from across the industry.
Recognition & industry roles
Thought Leader of the Year 2018 · M&K
Rose d'Or Awards · Jury Member since 2019
Rio Web Fest · Jury Member since 2021
Television Academy · Emmy Voter 2017—2022
U.S. O-1 Extraordinary Ability Visa 2019—2022
A format, a campaign, a new idea?
Let’s talk.
I work internationally with media companies, entertainment businesses and brands on creative strategy, formats, campaigns and partnerships.