Fostering Courage and Creativity: A Conversation with Martin Walthert and Philipp Skrabal
Martin Walthert, recently named CMO of the Year, and Philipp Skrabal, Advertiser of the Year, share a common belief: cultivating an environment where bold ideas can flourish is paramount to success. Their insights reveal a focus on psychological safety, trusting teams, and prioritizing impactful creativity over rigid efficiency.
Both leaders emphasize the importance of creating a space where individuals feel comfortable voicing even seemingly impractical ideas.”You need an environment in which everyone dares to say something – even if an idea seems so unfeasible,” explains Skrabal.He notes that quick consensus often indicates a lack of true innovation, as “the most exciting ideas are the ones that make you think for a moment: Maybe this is too much or ‘that won’t work’.” Walthert echoes this sentiment, describing brainstorming sessions where all suggestions are welcomed without initial judgment. “Judging too early kills creativity.Mistakes are part of the process.”
However, dedicating time to this kind of creative exploration presents a challenge in a fast-paced business environment. Skrabal highlights the difficulty of measuring good ideas in hours, advocating for employee ownership. “Then you think for yourself, then you think ahead, then responsibility arises rather of accounting.” Walthert acknowledges the pressure to deliver sales results but stresses the need to prioritize freedom and effectiveness. “Better to have a good idea late than a mediocre one on time.”
The awards themselves - Walthert’s CMO of the Year and Skrabal’s Advertiser of the Year - are viewed as recognition of collaborative effort.Walthert sees his award as “an appreciation for everyone who makes our ideas possible,” while Skrabal notes the increased visibility it has brought to his agency, Farner, establishing it as a creative network beyond its previous perception as a PR firm. (He also jokingly acknowledges a boost to his LinkedIn profile.)
In a direct exchange, Walthert asked Skrabal what it takes to achieve true excellence. Skrabal responded, referencing advice from a colleague in Tel Aviv: “Bring me what you think can’t be done.” He believes pushing boundaries is essential for impactful work. Skrabal, in turn, questioned Walthert about the level of freedom granted to his teams. Walthert, while acknowledging productivity pressures, affirmed his belief in the power of trust.”when people feel safe, the best ideas come about. Efficiency should never become an end in itself – otherwise you lose the magic.”
Looking ahead to 2025, both leaders foresee the enduring importance of storytelling and the inseparable link between marketing and creativity. Skrabal states, “We tell stories – and when they are good, they connect people and brands. That remains.” Walthert concludes with a powerful statement: “Creativity is not a luxury.It is the hardest currency we have. Because it creates an impact where numbers alone have no effect. Good ideas are rare – and therefore priceless.”
