Posts: Petra Sammer

Petra Sammer Author

Petra Sammer is Partner and Chief Creative Officer, Germany, where she promotes brand storytelling and delivers award-winning campaigns for the likes of Burger King, Bosch, BMW, Kodak, IBM, Mattel, Merck, Pixar, Starbucks and Sennheiser. Stating “we [as individuals and global brands] are all journalists now,” Petra employs a 5-step model for turning brands into storytellers to help them “break through” and connect with their customers. Based in Munich, Petra is a Cannes PR Lions jury member, and recently served on the Eurobest jury. @petrasammer

Don’t Let Storytelling Become a Fantasy

by Petra Sammer| October 19, 2016

Over the last few years, storytelling has become one of the most frequently used buzzwords in PR.  The accepted wisdom now seems to be that, the future of communications lies in storytelling – and PR owns that expertise.

Learning the New Rules of Grammar: The Language of Visual Storytelling

by Petra Sammer| March 30, 2016

At the age of one babies start to draw. Perhaps some dots on a sheet of paper (or on the wall). Babies are excited about the fact that they can leave a mark—and impress their parents. Two dots, a straight line and a circle—call it the visualization of  “Mama” and you’ll get an excited, proud […]

Painting Pictures With Words

by Petra Sammer| June 23, 2014

If there was one word on everyone’s lips in Cannes last week, it was “story.” But scratch below the surface and you’ll find the richer ground upon which great stories are built. I asked some of Ketchum’s Cannes delegates if they could sum up the main themes of the festival in a single word; following […]

The Creativity Behind the Curtain

by Petra Sammer| June 19, 2014

Coming to Cannes and being inspired by the award-winning work – more than 1,000 Lions in 17 categories – is like diving into the deep end of a giant pool full of options and opportunities. You emerge with a new idea of what´s possible and how far you can go. Every winner at this year’s […]

About to be “Scene@Cannes”: Episode 4

by Petra Sammer| June 19, 2014

Our Scene@Cannes interview series continues to make waves at Cannes, this time featuring notable storytellers Keith Reinhard and Mary Lee Copeland. Follow our Cannes adventures by viewing our Scene@Cannes social stream here.

Scene@Cannes Highlights

by Petra Sammer| June 19, 2014

As I’ve been focused on my role as a PR Lions juror, my Ketchum colleagues here at Cannes have been exploring every corner of the festival listening to speakers, making observations and gaining insights to take back to their home offices and clients. Our colleague Jeff Lewonczyk has gotten some inspiration of his own, bringing […]