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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

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 […]

If …

by Petra Sammer| June 17, 2014

If a single Scarecrow is able to teach kids to care about what they eat and to spark a conversation about food, it deserves a Grand Prix at the 2014 Cannes Lions.

PR Lions: Exchanging Clippings for Real Conversations

by Petra Sammer| June 16, 2014

After more than 20 years with Ketchum, I thought I knew a lot about international work. How naive I was. Serving on the PR jury at Cannes Lions, I had the pleasure of seeing more work from every corner of the world in five days than I have in my entire career. That’s the beauty […]