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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

At the Intersection

by Petra Sammer| November 22, 2013

Once upon a time we trusted our bank managers. Once upon a time editors decided which news was important. Once upon a time we checked our facts using library reference books. Once upon a time we were confident in our major institutions. Then the internet happened. Information became democratised and globalised. Citizen journalism took hold. […]