kreisvier: «We don’t want to get bigger. We want to get better.»

The advertising industry is in the midst of a fundamental transformation. Artificial intelligence is accelerating processes, automating workflows, and challenging traditional ways of working. At the same time, the demands on brand management, creative work, and content production are constantly growing. While some agencies are coming under pressure, the Basel-based agency kreisvier continues to strengthen its position.

The company describes itself as an «agency for applied creativity»—a term that deliberately promises more than just creative ideas. In an interview with m&k, CEO Alexandra Vatansever, Chief Client Officer Sandro Looser, and Executive Creative Director David Lübke discuss growth in uncertain times, the opportunities and limitations of AI, the future of full-service agencies, and why impact remains more important than mere efficiency.

«Agency for Applied Creativity»—what does that actually mean, aside from the fact that it sounds good?

Alexandra Vatansever, CEO of kreisvier: We’re not just a creative agency, even though we love it. Our specialty is creativity that really works: great ideas that resonate with the audience—both online and offline. After all, an idea that stays in a drawer or is implemented only half-heartedly hasn’t done its job. The combination of creativity and genuine production expertise—that’s our forte.

The big agencies are shrinking. They want to grow. Why?

Alexandra Vatansever, CEO of kreisvier: For us, growth isn’t an end in itself; above all, we want to grow alongside our customers and generate new momentum through new business. If that means we can also expand as a team and create new jobs, that’s a nice side effect. But to be honest: We don’t just want to get bigger—we want to get better. There’s a difference.

Is growth—or size—even a measure of quality anymore?

Alexandra Vatansever, CEO of kreisvier: Size isn’t a measure of quality, but breadth can be an advantage. Agencies that handle a lot in-house have shorter lines of communication and more control over implementation. That benefits the client. But whether the idea behind it is a good one has absolutely nothing to do with the agency’s size. Quality comes from the mind, not from headcount.

How much of the work you do today would not have been technically possible three years ago?

David Lübke, Executive Creative Director at kreisvier: From a purely technical standpoint? Nothing. It certainly would have required more time and money, but it all would have been feasible even three years ago.

Which specific areas of work at your agency are being scaled back due to AI?

David Lübke, Executive Creative Director at kreisvier: Concept visualizations, layout mockups, mood board creations, etc.—generally things that arise during the creative process but aren’t necessarily the final result. A good example is our Zermatt campaign, which launched in May. The concept visualizations were created using AI. The final images, however, were created using traditional compositing, since quality and craftsmanship simply had to be the top priority here.

What can humans do better than AI in the creative process?

David Lübke, Executive Creative Director at kreisvier: Ideas, ideas, ideas.

AI is useful for brainstorming in that it helps you figure out what you don’t want to do. But that’s understandable. The best concepts emerge when you rethink things. The way AI works is simply the exact opposite of that: it creates something new from something old. But not from nothing.

Customers are always talking about efficiency. Who still talks about impact?

Sandro Looser, Chief Client Officer at kreisvier: Those who focus solely on short-term metrics neglect the substance. True success isn’t measured by the cheapest point of contact, but by how relevant a brand is in people’s minds. Efficiency saves costs, but impact creates lasting value. The impact of brands has been studied for decades. For decades, it has been proven that a strong brand brings success. Why should this suddenly no longer be the case?

«Return on Impact» Instead of Just ROI: Genuine Conviction or Just Another Industry Slogan?

Sandro Looser, Chief Client Officer at kreisvier: Let’s be honest: These are just new labels for old (half-)truths. Whether you call it «Purpose» or «Return on Impact»—what really matters is consistent brand management that’s true to itself. And to the people out there.

We don't always have to go out of our way to save the world; if you force a sense of purpose, you'll only end up with confusion. It's about consistency and congruence. Not every product has a higher purpose. And that's okay, too.

How do you prevent campaigns from just generating clicks without making an impression on people?

David Lübke, Executive Creative Director at kreisvier: If it’s just clicking the «Buy» button, it’s really all the same. Besides, I sometimes find it almost presumptuous that our industry thinks it can change perspectives and bring about behavioral changes with every touchpoint. Sure, there’s communication that makes people rethink things. But that’s really just a tiny fraction. To answer the question: being honest and not treating people like they’re stupid helps a lot. As a consumer, if youin or customerOnce they feel taken seriously, the foundation is laid.

What does «applied creativity» mean in an age when any AI can generate 100 ideas in a matter of seconds?

David Lübke, Executive Creative Director at kreisvier: Are there 100 good ideas? Ideas you actually want to implement? In my experience, no. And even if there were one good idea among them that you wanted to implement, you’d still have to execute it well. That’s where I’ve found my people at kreisvier. If the idea needs to be programmed, I head over to the «lab.» If it needs to be produced, I go to the «studio.» And for all things social, I go to «sofi.» For me, this local concentration of production expertise is what applied creativity is all about.

Are there still "classic" creative professionals today—or are there only hybrid problem-solvers now?

David Lübke, Executive Creative Director at kreisvier: The way creative professionals work has certainly changed. But at its core, we’re still doing the same thing. We come up with something good out of thin air and bring it to life. Thanks to these new tools, however, we’re all becoming more and more «T-shaped.» So the answer to this question is a crystal-clear «yes and no.».

You call yourselves a full-service agency. Is the term “full-service” even credible anymore these days?

Sandro Looser, Chief Client Officer at kreisvier: Absolutely. True brand management requires an agency that keeps the big picture in mind. Today, full-service means steering creativity across all disciplines and throughout the entire funnel. Without this central unifying force, the brand falls apart into inconsistent pieces. We coordinate our specialized units so that the strategy remains consistent at every touchpoint. Very few clients can achieve this on their own. Otherwise, they need a partner who’s on the same level.

Today, clients work with four to seven agencies at the same time. Do you want to be their lead agency or a specialist?

Sandro Looser, Chief Client Officer at kreisvier: Let’s be clear: We are a long-term partner. When you’re coordinating seven agencies at once, you often end up managing interfaces rather than identity. Brand management requires continuity and someone who takes responsibility for the big picture. We think strategically and ensure consistency so that the brand doesn’t get lost in the possibilities but instead makes a lasting impact.

How do you win customers these days—through ideas or through chemistry?

Sandro Looser, Chief Client Officer at kreisvier: An idea is often the door opener, but it’s the chemistry that makes collaboration possible. A good idea might win the pitch, but only mutual trust sustains a collaboration over the years. We’re not looking for fleeting flings, but genuine partnerships on equal footing.

Many brands today want to work with creators, but are afraid of losing control. Is that understandable?

David Lübke, Executive Creative Director at kreisvier: Absolutely. Creators are effective when they come across as authentic and independent of marketing departments. The latter must therefore let go—otherwise, the whole thing quickly devolves into cringe-worthy moments or negative reactions. If you want to maintain complete control, you’re better off doing it yourself. You can’t have your cake and eat it too.

To what extent does kreisvier actually operate in a data-driven way these days?

David Lübke, Executive Creative Director at kreisvier: Data plays a central role in strategy, insights, and target audiences—without it, brand management would be like flying blind. But as soon as it comes to the creative process, the role of data shrinks significantly. That’s where we still rely on gut feeling and intuition. Data provides us with the foundation, but it’s human intuition that adds the necessary rough edges to make a campaign stick.

What has been your biggest AI disappointment so far?

David Lübke, Executive Creative Director at kreisvier: She can be so stupid.

And what's the latest technological development that has really blown you away?

David Lübke, Executive Creative Director at kreisvier: The fact that I can code useful computer programs myself. Unlike creativity (which, in my own estimation, I’m actually quite good at), I’m constantly amazed at how good I am at disciplines that are foreign to me. Coding, for example. I’m sure developers see it very differently, but to me, it borders on magic.

How exactly is generative video AI, such as Veo, changing your work?

David Lübke, Executive Creative Director at kreisvier: We can show customers an initial prototype of the final product. This is incredibly helpful when it comes to «selling» ideas.

Where does automation end—and where does brand dilution begin?

Sandro Looser, Chief Client Officer at kreisvier: Watering down begins when you rely on run-of-the-mill AI. Those who rely solely on automation end up sounding like everyone else and lose their unique character. Brand management requires human intuition to stand out from the norm. While efficiency scales processes, only attitude prevents a brand from sinking into irrelevance.

What makes a campaign truly memorable today?

Sandro Looser, Chief Client Officer at kreisvier: The same as yesterday and tomorrow. It has to surprise, move, and be relevant. People are still people.

What role does intuition still play today in a data-driven world?

David Lübke, Executive Creative Director at kreisvier: Enterprise Captain Jean-Luc Picard once said, «It is possible to make no mistakes and still lose. That is not a weakness; that is life.»

The same is true of a data-driven approach. Here, too, you can do everything right, but at the other end of the process, it’s not machines but people who are involved. Intuition—«reading» the space, keeping the spirit of the times in mind, and so on—therefore continues to play a very important role.

Do you tend to rely more on your gut feeling or on insights from data and AI?

David Lübke, Executive Creative Director at kreisvier: Yes.

I think an «unqualified yes» is the only correct answer here. When it comes to strategy, insights, and target audiences, data naturally plays a central role. However, that role becomes significantly smaller when it comes to creating big ideas and concepts. Here, gut instinct is still king.

Sustainability has become a must for many brands. How can you avoid greenwashing in your communications?

Alexandra Vatansever, CEO of kreisvier: The sustainability trend has already passed its peak. Today, it’s simply expected that a modern company is structured accordingly. It’s no longer a differentiator, but rather a basic requirement. Greenwashing is prevented just like any other form of poor communication: by being authentic and credible. Those who only communicate what they actually do have nothing to worry about.

If you were starting the agency from scratch today, what would you do completely differently?

Alexandra Vatansever, CEO of kreisvier: kreisvier was founded 25 years ago, and to be honest, there are many things I would do differently today. Technology, structures, processes—the world has completely changed in those areas. But what remains the same is the most important thing of all: people. With a strong team, a shared vision, and genuine camaraderie, you can achieve anything—then as now.

Which skill will be massively underestimated in agencies five years from now?

Alexandra Vatansever, CEO of kreisvier: The Craft. Communication doesn’t happen at the push of a button; it requires people who create, make decisions, and think critically. The hype that AI can do everything and does everything better is massively overrated. The result is often disturbingly similar: a one-size-fits-all approach. The ability to truly create something will be worth its weight in gold.

And which role will disappear?

Alexandra Vatansever, CEO of kreisvier: Hopefully none. But they will undergo a fundamental transformation. A strategist becomes a curator—someone who evaluates AI output, contextualizes it, and refines it with a genuine brand perspective. A creative becomes a director: he directs people and machines instead of producing everything himself. What remains is judgment—and no machine can replace that.

What gives you hope for the industry?

Alexandra Vatansever, CEO of kreisvier: The uniqueness of human beings. We don’t want the cookie-cutter uniformity of a machine; we want to be surprised; we want to be moved. This need is deeply rooted within us and cannot be eliminated through optimization.

And what's worrying you?

Alexandra Vatansever, CEO of kreisvier: The fact that companies fail to recognize this point, and that costs take precedence over actual output. Those who focus solely on the cheapest option ultimately lose what makes a brand strong: relevance and impact in people’s minds.