Carsten Kinast

Background

About Carsten Kinast

I’m an experienced C-level professional with more than 30 years in the creative and digital industry, including 20 years as managing director of market leaders such as Ogilvy, Serviceplan and Dentsu. During this time, I had the chance to help build or shape brands like Canon, the AOK Federation, Honor, Nivea and Aldi. I'm now advising top managers, companies, investors and start-ups looking for new perspectives and inspiration in times of change. At the core of my strategic services is the believe, that brand and brand strategy deserves more attention as a strategic management tool. Globalization, digitalization and the growing importance of sustainable business practices, due to crises and other societal issues, are making managing a company more and more complex. In a time when everything seems to be in a constant state of flux, companies need a framework that enables them to make faster and better decisions. Brand and brand strategy can become this framework. When consequently developed with what I call systematic stakeholder management. Why? Increasingly, it is not the quality of the product or service alone anymore that defines the success of a company. It’s the relationships with employees, customers, partners and society. My mantra is Business Creativity, because I am convinced that creativity is a key driver for growth. Based on my many years in creative environments I’m a fan of combining entrepreneurial and strategic thinking with creativity. Creativity in this case doesn’t mean creative craft, but the ability to purposefully break down traditional ways of thinking so that new perspectives and solutions emerge. It also means creating a culture of inspiration, openness and collaboration and to make projects so inspiring and understandable that those involved are motivated to contribute. I’m working on project basis, as interim manager or as a member of the board of directors. What I value about my self-employment is my independence. I recommend what I think is right and, if necessary, call in the experts from my network who are most suitable for the task. I’m always happy to jump on a call for a good conversation. Just reach out.