Breakthrough with Lennart Hintz - Learn. Innovate. Impact.

In this new series, we ask our people to define what 'Breakthrough' means to them, both from a career standpoint and a personal note.

This issue features Lennart Hintz, Global Operations Director.

What does ‘breakthrough’ mean to you?

To me, a “breakthrough” is related to a real step change – not only marginal improvement, but bringing something to a new level or approaching it completely differently. That can be by using a new technology, but also by just approaching something in a new way.

What was the breakthrough moment in your career?

The moment when I realised that continuous learning, exploring new things, a great team and great colleagues and the feeling to create some value are way more important than titles and power.

Tell us about a piece of work you were involved with that you would define as a breakthrough.

During a re-pitch as incumbent agency we had to find something new to surprise the client. We re-looked at data, combined data sources in a new way and introduced new KPIs focussed on attention instead of media price only. This new way of approaching campaigns allowed to increase the campaign effectiveness substantially, and this piece of work helped us to retain the client.   

What breakthrough in this industry - achieved by someone else - do you really admire? What do you admire about it?

Today, algorithms have a lot of influence on what is seen on Social Media and played out to a broader audience. Whilst that itself may be a dangerous development as important information might not be visible for some people, I admire those who can decipher the algorithms and translate into creative concepts which than help content to go viral more often than not.