I was once asked in an English-speaking setting what I do and out it came, without thinking: “I care.”
That sums it up pretty well. I care: about my family, our team – so that each individual and the whole team can flourish, about the well-being of the agency and our clients with their various challenges. Through our work, I am committed to achieving long-term positive development for people, nature, society and the economy. I care about my friendships, and I’m getting better at caring for myself, too.

But “to care” has another meaning: there are many things I truly care about.
People and their mental and physical health. Equal rights for everyone. Respect for nature and the animals we eat – and the ones we don’t.

What motivates me?

Looking back and looking ahead.

Seven years of “work hard, play hard” in Hamburg-based agencies meant lots of creativity on the table but very little influence when it came to decision-making. And being a PR woman surrounded by advertising creatives, I always felt that values-based communication inevitably ran up against one final boss: the “buy three, pay for two” sign.
My search for meaningful work brought me back to my family in Bavaria and to Munich, the place I now call home.

Today, I dream of a fruitful future in which my children can grow up free from worry and free to follow their talents and passions. That kind of future depends on our society learning a few things: that sharing brings more joy than owning; that conscious enjoyment and inspiring experiences make us happier than overconsumption; that a career isn’t the same as a hierarchy; that feminism benefits everyone; that good news deserves more attention.

I see it as my role to lead by positive example and to amplify the narratives that support a future worth living, for generations to come.