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

Moving Beyond Brainstorms

by Petra Sammer| July 12, 2010

Everyone knows it. Everyone feels it. And creative guru Edward de Bono said it recently in Werben & Verkaufen, a German advertising and communication trade magazine: “Brainstorms are outdated. They are useful to exchange opinions, but they don´t produce a single new idea.”   Surprisingly, some studies show that brainstorms can be one of the […]