Since 2019, Annika Keilhauer has been in charge of the Wächter PR agency, a division of Wächter Worldwide Partners based in Munich, Germany. Before she was Head of the B2B PR team talking to trade journalists and opinion leaders of all kinds for customers from various industries such as construction, real estate, dental, technology, FMCG and logistics. With her degree in cultural and international management and over 18 years of agency experience, Annika stands for efficient targeting and strong interdisciplinary thinking. Annika is also a member of the Worldwide Partners Next Gen Council, helping to drive future-focused strategies to lead our network into the next generation. 

We asked Annika ten questions to learn more about her background, what excites her about the advertising industry and what independence means to her.  

WPI >> Where did you grow up and where do you live now?

Annika >> I was raised and born in lovely Oldenburg, a green, Northern city that has the oldest pedestrian precinct in Germany and many farms. After university I migrated down South to the vibrant Bavarian capital Munich.

WPI >> How did you end up in the advertising industry?

Annika >> Quite frankly, I started in advertising with my first internship and "ended up" in PR by coincidence, as my application was forwarded within the agency group. As I wanted to become a journalist as a kid, I never regretted it though! And as disciplines continue to merge and mingle I'm at the centre of content creation now, which is great fun.

WPI >> What excites you about the advertising industry? What pisses you off?

Annika >> The energy is great. People who are not afraid to think out-of-the-box or try new things and make things happen. What pisses me off is the "die in beauty/design is everything"-approach. And agencies that sell fancy boxes without content, talking endlessly in client meetings without listening. 

WPI >> What was your first job and what did it teach you?

Annika >> My first job was ghostwriting speeches for my father, CEO of an old pensions' home at the age of 15. It taught me that trust is everything: If you have a talent and you get the chance to prove it, it doesn't matter who or what you are.

WPI >> What is a book, movie, TV show or podcast that you find inspiring?

Annika >> Terry Pratchett and Chris Brookmyre's work is inspiring in keeping your humour and how to tell unconventional stories. The German TV show "Who steals my show?" where celebrities and a wild card applicant battle to host the next episode of the game show in their own style is really innovative and funny.

WPI >> What is one of the favorite projects you have worked on at your agency?

Annika >>The root canal treatment of a polar bear! For our dental client COLTENE we have been drafting case reports for over 10 years now. Looking for new patient files, we stumbled across the treatment of a zoo animal, which perfectly illustrated why you have to act swiftly and reliably with the matching products.

WPI >> How has Covid-19 changed your life, personally or professionally?

Annika >> It accelerated digitilisation in Germany, giving me the opportunity to introduce mobile work and a lot of things that otherwise would have happened very slowly. Personally, I discovered how spoilt I am to have two lovely children, a choir I go to, places I travel.

WPI >> What is the biggest takeaway you have learned since being elected to the WPI Next Gen Council?

Annika >> WPI is an amazing source of energy and ideas with so many lovely, helping people. It's so easy to ask for support, not only on regional issues but also on verticals you don't have and/or creative inspiration. Everyone in the agency should know about that, not only the contact persons of WPI.

WPI >> What does independence mean to you?

Annika >> Independence means being free to do new, wild stuff. Less red tape, less hierarchy, less "I wouldn't if I were you". Thinking for yourself is very independent, in private and professional life.

WPI >> What would you be doing if you weren’t in advertising? 

Annika >> Either a singer or music teacher, a novelist or TV host, or someone supporting companies who come up with clever solutions to stop climate change. Or maybe running an ice cream parlour at the Baltic sea - the world is full of opportunity! 

This article is an installment in a series where Worldwide Partners speaks with members of our Next Gen Council. Check back for more interviews with our council members.