Thank you, Marina, for sharing your valuable insights and detailing how your team navigates the dynamic world of innovation. We look forward to keeping up with your progress and achievements as Managing Director of Mediaplus Media 1.
Managing Director
Playbook of Innovation:
Can you answer this in one word? Innovation, for you, is…
Marina Sperling:
Improving.
Innovation is to question whatever I’m doing and not to be satisfied with the current situation. It can be for every situation, whether in my private or business life. Innovation isn’t just about a new idea or something with creativity - that’s how many people use it. But, for me, it’s more: Innovation is the constant upgrading of a situation or a topic.
Innovation is seen by everyone from a different angle. If you’re on the insights team, in the Creative Collective, in finance, or in consultancy; innovation always differs. Innovation doesn’t only have to be about winning awards.
Playbook of Innovation:
Why is innovation important for you, your teams, your agency, clients, consumers, and the industry?
Marina Sperling:
Innovation is constantly improving and upgrading. It’s a little like a motor, which you should use to question what you’re doing and to continue improving. It drives me to question and to keep renewing. When I watch my team and our approach to innovation, I see that we work closely together with a shared sense of purpose. This collaborative spirit is what we strive towards, especially within the House of Communication. If I look at the angle we come from when we talk about innovation, it’s a lot of out-of-the-box thinking. It brings a fun spark and a willingness to create something new and different for our teams, clients, and end-consumers. It’s a whole process that cascades down.
In the agency, we upgrade, improve, and develop ourselves to be better at what we do. We’re not only thinking about products and services. Our clients appreciate that the more we innovate, enhance, and question ourselves, the more tailor-made and valuable our work is for them. That’s the differentiating factor for the agency and our clients.
That’s why innovation must always be with us. I asked myself what the opposite of innovation is. If I have two words: innovation and standard, then standard would be what stands against innovation. Innovation is the only way to have satisfied clients and maintain long-term relationships with them. For my team, change allows them to be successful and confident, enhancing our combined productivity and proficiency. It’s a connection.
Playbook of Innovation:
How do you create an environment where innovation can flourish?
Marina Sperling:
In our agency, everyone is welcome and asked to participate in shaping and developing their work and the broader circumstances within the agency. We’re very good at listening and adapting to people’s suggestions. There’s an open environment for employees to flourish with their strengths, and it isn’t limited to strategy alone; it also includes refining processes, like working and improving the collaboration process between the audit department and consultants.
People are powerful here. Over time, they learn that their voices are heard, especially when they’ve worked with the agency for an extended period. In this company, you’re always allowed to give your opinion. This mindset and welcoming atmosphere that your proposal is of worth, no matter which hierarchy level you come from, a fundamental part of our DNA.
Everyone’s CICC – the internal tool that helps determine the individual goals of the employee, management, and agency – includes innovation. It’s everywhere. And while awards are often seen as a measure of innovation, they represent just one aspect. Innovation isn’t limited to awards or ideas alone; it’s about exploring a wide range of approaches and continuously evolving. There are countless ways to innovate beyond the typical boxes we see. Embracing this broader perspective helps us unlock new opportunities and drive growth.
I also think we have a lot of training in-house and well-built campus programs. The idea that everyone learns and develops connects to change and improvement. It’s deeply engrained here in the DNA. After more than 20 years of working for network agencies, I especially noticed that Mediaplus stands out for its unique emphasis on the integration of creativity and innovation, this sets Mediaplus apart from any other agency I have experienced.
Playbook of Innovation:
What inspires you?
Marina Sperling:
I love to go outside, travel to new places, have new impressions, and experience new things. This is inspiration or innovation in the classical sense. But when I’m fully relaxed and able to daydream, I experience new ideas, that’s when my brain achieves a moment of complete openness; that’s when the best ideas come to mind.
Playbook of Innovation:
Is there a tool, service, or product inside your agency that you consider a great example of innovation?
Marina Sperling:
My team and I make the most out of the Creative Collective, which brings diverse expertise across the agencies. This collaborative effort helps us explore a variety of innovative approaches. The Creative Collective includes people from each agency to unite experts in media and allows the most innovative brains to come together and dedicate their time to a central project. That’s why I’d like to name the Creative Collective. It’s not a tool or a productitself. It’s more of a unique service, with very unique talents.
Playbook of Innovation:
In your opinion, what’s the most innovative thing about Mediaplus?
Marina Sperling:
The most innovative aspect about Mediaplus is that we’re not only paying lip service, as many agencies do, but we want to be ahead of the curve, and we’re actively investing in topics like AI and the Creative Collective.
The fact, Serviceplan Group is especially eager to be a first mover in leading AI projects, therefore they are putting a whole team around Eva Lihotzky which shows that the whole house is very serious about their commitment to innovation and establishing the Munich Serviceplan AI Lab.
Mediaplus is also investing in new ideas and projects through the Creative Collective. It isn’t something most media businesses are doing. I believe this is the core of what it’s about. It requires people who support and stand behind these ideas to push them forward. The agency positions itself as a leader in the industry and sets itself up for continued success in the future. Mediaplus' approach to innovation is not just about talking the talk; it's about walking the walk.
Playbook of Innovation:
Did your view of innovation change in the last years? If yes, why?
Marina Sperling:
Yes, a big yes.
At the moment, AI has become a disruptive innovator in our world. After the internet came in, the smartphone followed. AI is now the third disruptive factor emerging around us. In general, we have innovation on the evolution side that evolves slowly. But this is on an evolution basis. Now we’re in a disruptive situation, and there are discussions about AI taking over jobs in our daily work. People are asking, “How will my work look in the future? What services can be provided by AI? What will it look like in the next two or three years?” It shows that something big is happening around us. Nothing to be afraid of, but to incorporate and grow from.
I believe the key is to balance the use of AI and technology with human creativity and imagination. While AI can bring efficiency and advancements, it’s important to remember that true innovation often stems from human intuition and creativity. In this ever-evolving landscape, it's crucial to stay open-minded and adaptable to embrace the changes and opportunities that come with it.
Playbook of Innovation:
Thank you for sharing your insightful perspectives on how innovation is evolving, especially with the impact of AI and the significant changes we’re seeing. Before we let you go, we have one final question: What’s your season — summer or winter?
Marina Sperling:
Winter, because I can go skiing, and it’s one of my favourite things. I love it, and it’s only possible in the winter. There are many nice things to do around the wintertime, especially in our northern hemisphere. It’s lovely. I also love Christmastime and baking cookies for my family during the holiday.
Overall, winter holds a special place in my heart because of the joy and magic it brings. I look forward to it every year.
Playbook of Innovation:
Thank you, Marina, for sharing your valuable insights and detailing how your team navigates the dynamic world of innovation. We look forward to keeping up with your progress and achievements as Managing Director of Mediaplus Media 1.
