Gear Seven/Arc Studios/Shift
Wake The Town
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

“Look for the People that Are Different and Push Them”


Francisca Maass, chief creative officer at Grey Germany, on her love of writing, the value of mentors and her disregard for hierarchies

“Look for the People that Are Different and Push Them”
REKORDER, Berlin-based film and photography creative production studio is proud to support LBB. Over the upcoming months, as part of the sponsorship of the German Edition, we will celebrate creativity and introduce some of the most innovative and creative minds in the industry. 

In this conversation, we talk with Francisca Maass, chief creative officer at Grey Germany, about her route into the industry, the biggest lessons of her career and her personal approach to creative leadership. 

LBB> When did you decide that you wanted to pursue creativity for a living?

Francisca> I think when I started to work in the first agency. It was so much fun that I actually couldn’t imagine anything else any longer.

LBB> And what made you decide to become an advertising copywriter?

Francisca> I loved writing in school so I studied journalism. In my first job I then realised it was not so much fun. So I didn’t know what to do and went into a production company for TV shows and movies. But I missed writing. So friends said: “why don’t you go into an advertising agency as a copywriter?” And I did it. So it was the love of writing.

LBB> Looking back over your career, what were the projects or moments that you learnt the most from and why?

Francisca> That’s a tough one. I think I learned most when I jumped into cold water. I was lucky because I always had mentors who pushed me. Trusted me.

LBB> What does an average day as CCO at Grey Germany look like?

Francisca> Being in meetings the whole day. After that: responding to emails, solving problems and maybe having an amazing idea.

LBB> You've said that you're not interested in hierarchies. How does that belief translate into the way you run a creative department to make sure it's delivering the best ideas possible for your clients?

Francisca> I give everyone the opportunity to do stuff. And when I say everyone I mean everyone. I think I’m the most peaceful person if I have the feeling that people take responsibility and give their best. And if someone makes a mistake it's OK. We are just human beings. But I’ll make sure that it happens just once 

LBB> You've had one year pre- and (almost) one year during a pandemic. How has coronavirus changed your priorities or the way you see your work at a creative agency?

Francisca> It didn’t change. 

LBB> What advice do you wish you'd had earlier in your career?

Francisca> Don’t just look for the people that are like you. Look for the people that are different and push them.

LBB> What recent work are you most proud of and why?

Francisca> Our Barmer Campaign. Because our client showed some balls to do it. And were brave enough to talk about some serious illnesses.


LBB> Finally, what do most love to do outside of work? Is there any passtime or interest that has a special place in your heart and you'd love to tell other people about?

Francisca> This is quite boring: I love to go out with my dog. And I love to spend time with my stepkids because when they are around I really forget the work. It's amazing and totally new for me as a workaholic. And I’m addicted to Netflix, Amazon and books. But that’s maybe a result of Covid.

view more - Trends and Insight
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
REKORDER, Mon, 22 Feb 2021 14:35:58 GMT