Spending three days with our Confrad partners in Berlin was a powerful reminder of the importance of stepping out of the day-to-day to work on the business instead of just in it. The Annual General Meeting not only delivered valuable perspective—it sparked meaningful conversations about how our agencies, our clients, and our world are evolving.
One of the most memorable themes woven throughout the week was the role that marketing and communications have played in the evolution of Berlin itself. From using adverts to attract new inhabitants from neighboring countries in the 1600s to the power of propaganda to alter Europe and the world forever during the last century, Berlin’s story is a living case study in storytelling and brand building—reminding us of the weight our work can carry in shaping societies.
Our time together also reinforced how much we can gain when we carve out space to learn. The guest speakers this year were exceptional—offering actionable strategies for new business growth, practical tips for navigating LinkedIn, real-world advice for working in China, and thoughtful provocations about the impact AI will have on our agency business models. Each session sparked honest, often vulnerable conversations that left many of us rethinking the way we approach growth and leadership.
Of course, no AGM would be complete without celebrating our best creative work. Congratulations to Hungry Minds for taking home this year’s Golden Bull Award for best case study. This was the most competitive and creative contest we’ve had in recent memory, with outstanding multimedia campaigns spanning consumer, healthcare, education, and B2B sectors across Europe and North America. The quality and diversity of work on display were truly inspiring. I was personally very proud of HDMZ’s second place finish, missing the number one spot by a single vote, for the important work we did for the Alzheimer’s Association Illinois Chapter.
As always, Confrad revealed both the unique cultural nuances of our home countries and the remarkably similar challenges we all face as agency leaders—finding growth, nurturing talent, and delivering work that makes a difference. I left Berlin with new ideas, renewed energy, and a deeper appreciation for this global community we’re so fortunate to be part of.
Until next time—thanks to everyone who made this year’s AGM such a success. Stay connected with Confrad and its member agencies by following them here.
