Creative Hive: How the honeycomb grows

m&k: At a time when traditional associations in many industries are struggling with declining membership, your Creative Hive concept is growing and thriving. What makes you special?

André Paetzel: Well, first of all, we are not an association or a political advocacy group. We are a community—a group united by the belief that creativity is a key driver of positive change in the economy and society. Through our in-person events, we connect and engage the community—here we explore current and major topics such as entrepreneurship (startups, investors, and family businesses), sustainability, art & culture, health, talent, as well as marketing and leadership issues. Perhaps the secret is that we’re an open system for anyone who wants to make a difference and has ideas. There’s no competitive mindset here. And when community members support one another with ideas or expertise, the principle of «pay it forward» applies. Ultimately, we grow through ideas, not through membership fees.

You’ve been the CEO of Creative Hive since the beginning of the year; before that, you and Publicis Chief Growth Officer Christoph Pietsch had been running the project more as a labor of love. Why the shift toward «professionalization» now?

First and foremost, we follow our instincts and believe in the community’s potential. What was built out of passion and fun—with simple means but a great deal of love—is now taking on a more structured form. We also sense a need in the market to support brands, institutions, and individuals in developing, curating, and revitalizing—in other words, activating—their very own ecosystems. The brand is thus evolving from a community of 3,500 members into a community builder. This feels like a logical next step for us.

What are your «basic rules» for modern, sustainable community building?

First and foremost, a clear shared vision, a statement of purpose, and a framework of values are of the utmost importance. They serve as a kind of collective navigation system—and, at the same time, as guiding principles for our shared activities. In addition, inclusion and diversity are of the utmost importance to us, not least to ensure that all members feel welcome and heard. Community-building is the ultimate way to build trust capital—a long-term investment strategy that, if done right, yields high returns. Transparent communication and simple sets of rules organize our cultural interactions: «We help each other,» «Payback always comes,» or «Creativity is a team sport.».

«Come by—you're always welcome. Maybe we'll build the »Davos of the Creative' together soon."

What do you personally value most when it comes to networking?

For example, showing genuine interest and attention to the person I’m talking to. It’s important to me to build authentic relationships based on trust and honesty. I firmly believe that genuine connections are more valuable in the long run than superficial interactions. Furthermore, I greatly value mutual support within networks. To me, this means that I don’t just strive to benefit from others, but also actively work to help and support others wherever I can. The community is the foundation for our interactions, and for us, that means growing together. As Viktor Frankl said: «It never, ever depends on what we can expect from life, but rather solely on what life expects from us.»

What highlights does Creative Hive have planned for this year?

Creative Hive is a highlight all year round because the community is built on relationships. And those relationships don’t just become more valuable and tangible during events or programs. But of course, we also offer inspiring programs such as the Leadership Circle, collaborations with the «Top 40 Under 40» in the capital, insights from the arts and cultural sectors, and events focused on clusters like entrepreneurship, sustainability, and marketing-focused offerings like «CMOs United – Leaders in Growth & Transformation» or the Agency Leaders Dinner with 100 agency representatives. In addition, this year will feature a major study examining creativity and its impact on both people and organizations—“Welcome to the C-Suite, Creativity.”.

Finally: If anyone reading this is interested in your project, what’s the best way to get in touch with you?

Of course, we love meeting people in person. If you’re still skeptical, feel free to contact us on LinkedIn, by email, or by phone. Stop by—you’re always welcome. Maybe we’ll build the «Davos of the Creative World» together soon.

André Paetzel is a native of the Ruhr region. He first entered the media world at Grey Worldwide. This was followed by stints at Deutsche Markenarbeit (now part of Handelsblatt), Publicis, Grey Adventures, and Kienbaum. For more than 15 years, he has been deeply involved with brands in the context of digitalization. André Paetzel has lectured at universities such as the AMD in Düsseldorf and the University of St. Gallen. Together with his partner Christoph Pietsch, he runs Creative Hive, creating inspiration and impact for people and organizations.