An Insightful Visit to Mediacom and Saatchi & Saatchi in Shanghai

During a one day visit to Shanghai, International Brand Communication (IBC) Master’s students of our partner university China Academy of Art visited famous agencies Saatchi & Saatchi and Mediacom. Guided by Lecturer Betty Siegel (who is also lecturing at Brand Academy’s Hamburg campus), they learned to what extent the competencies of both agencies overlap, that they are creative in very unique ways, how a creative agency differs from a media agency, how brand strategy is translated into creative concepts (both in China and internationally), and which key competences are needed for the digital future of brand communication.


Not least the students were able to gather important insights into the day-to-day life at both agencies, what they expect from their employees and how the recruitment process works.

We thank Peter Peterman (Chief Strategy Officer at Mediacom) and Frank Fuhrmann (Strategy Director at Saatchi & Saatchi) for the amazing opportunities and Karen Feng (Head of Talent at Saatchi & Saatchi) and Alex Zhang (Associate Strategy Director at MediaCom) for their inspiring presentations.