Fosteringโ Courageโ and Creativity: A Conversation with Martin Walthert and Philipp Skrabal
Martin Walthert, recently named CMO โof the Year, and Philipp Skrabal, Advertiser of the Year, share a common belief: โคcultivating an environment where bold ideas can โคflourish is paramount to success. Their insights reveal a focus onโข 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 whichโข everyone dares to say something – even if an โidea seemsโ so unfeasible,” explains Skrabal.He notes that quick consensus often indicates aโฃ lack of true innovation, as “the mostโค exciting ideas are the โones that make you think for a moment: โขMaybe this is too much or ‘thatโฃ 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 โto this kind of โคcreative exploration presents aโค challenge in a fast-paced business environment. Skrabal highlights the difficulty of measuring good ideas in hours, advocating for employee โownership. “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 โhave a good idea late than a mediocreโฃ one on time.”
The awards themselves โข- Walthert’s CMO of the Year and Skrabal’s Advertiser of the Year -โข are โviewed as โฃrecognition of collaborative effort.Walthert sees his award as “an appreciation for everyone who makes our ideas possible,” while Skrabal notes the increased visibilityโค it has brought to his agency, Farner, establishing โคit as a creative network beyond its previous โคperception as a PR firm. (He also jokingly acknowledges a boost to hisโ LinkedIn profile.)
In a direct exchange, Walthert asked Skrabal what it takes โคto achieve true excellence. โฃSkrabal โresponded, referencing advice from a โcolleague in Tel Aviv: “Bring โme what โขyou think can’t be done.” Heโ believes pushing boundaries is essentialโ for impactful work. โฃSkrabal, in turn, questioned โWalthert about the level of โfreedom granted โขto his teams. Walthert, while acknowledging productivity โฃpressures, affirmed his belief in the power of trust.”when people feel safe, the best ideas come about. โEfficiency should never become an โขend in itself – otherwise you lose the magic.”
Looking ahead to 2025, both leaders foresee the enduring importance of storytelling and theโ inseparable link between marketing and creativity. Skrabal states, “We tell stories – and when they are good, they connect people and brands. That remains.”โค 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 thereforeโ priceless.”