Copenhagen, December 4th, 2019

Based in Copenhagen, WeThink is an independent advertising agency that combines creativity with clever media thinking and courage to deliver results to its clients.

Its expertise in brand building and performance marketing stretches across multiple media channels, always ensuring the work stays true to its objective.

Ghita Holst founded WeThink together with her two partners, aiming to create an agency that would focus on all the Nordics.

In an interview with TIA, Holst describes her path to a leadership position and the evolution experienced by the agency.

Which experiences would you like to highlight that have brought you to where you are today?

I took my education as a communications designer in Munich where I lived for 6 years. The education and, not least, living abroad have been inspirational and created a good starting point.

In 2002 I became creative director and partner at Unplugged where I work with many interesting clients. In 2012 I decided to start WeThink which is focused on Nordics, as I thought that there was a Nordic agency missing here.

Based on the industry characteristics, how is it to be a woman in a leadership position?

It has been the same as being a man. I think that leadership depends on if you are good leader and your attitude to develop your business and employees.

How would you describe WeThink’s evolution from when it began to now?

It’s all digital now. We started focusing on strategy, but we quickly saw, that if we wanted to be in the market, we have to think digital from the beginning. Today 90% of what comes from the agency its digital. We measure everything for all our clients.

We recently launched WeThinkSocial which is focused on SoMe. Everything is evolving and we have to know how we use the channels in different ways than before.

We believe in Strategic Partnerships that have it all in-house. And that’s why our costumers can choose to use us 360 degrees or after their needs. Our digital world is changing all the time, and with our way to work as an agile agency, we always have the best people onboard.

Please describe the agency’s philosophy

We have a flat organization. We believe that an idea can come from anywhere. It doesn’t depend on the title you hold or how long you have worked at WeThink.

I hate when people talk down to other people, we are a human agency. You should treat other people the way you want to be treated yourself. If you feel good you develop ideas much better than being afraid.

What makes WeThink stand out?

From the start we had a Nordic perspective. Now some agencies pops up and offer to handle the Nordic. But WeThink are several steps forward, because of our 7 years experience.

Many people (and agencies) think it’s quite similar to communicate in the Nordic countries, but it’s not. There are differenties between culture, the way to use words, pictures and of course legal. Today we work locally, Nordic and Globally and have a broad experience with many different industries. We work closely with our customers and challenge them all the time.

WeThink claims to combine creativity with clever media thinking. Could you describe your approach to the creative process?

We have our own tool – CobWeb© – which helps us to do the media strategy and mapping but also the way to use data cross the channels and touch points.

It’s about using Data/insights on the right and most effective way and use it intelligently when we are on the creative process. A creative idea based on insights, should be so good that you can actually integrate it in all the channels. A channel, can’t make a bad idea good.

How do you motivate team members to fulfill personal goals?

Everyone can come and have their opinion on an idea and how to do it. We are investing in young talents from all over the world, who have the passion in their field.

We teach them to be “WeThinker’s” and have a creative meeting once a week, where our creatives can exchange ideas and bring inspiration to the team. We listen to them, follow their ideas and try to inspire them. And at last, we give them all opportunities to be a part of projects which they never will have at a larger agency.

Speaking about clients, what’s the most common problem they approach with?

We work with clients locally, Nordic and globally and they come with all kinds of challenges, whether it’s developing a go-to-market strategy, concepts, campaigns, design, web design, SoMe or digital communication strategies. Our CobWeb model helps us get around on all channels and creates line that helps us.

2020 is about to start.. Is there anything in the pipeline that you can share with us?

The big effort this year was creating WeThink Social and I would like to see it grow and develop next year.

We made a global Hero campaign in 2019 and we are going to create part two 2020 for Bluebeam and for SAS EuroBonus Mastercard we are working on at campaign in Q1. There are a lot of new clients, and I am positive and have good vibes for 2020.

In your opinion, what’s the most exciting part of working in digital at the moment?

It’s interesting, it’s good to have a light tower so we know that we are working in the right direction. I love changes and I love working on the edge.

The speed is a challenge for everybody, but I think it’s interesting. There are new things coming up and we have to realize fast which are the ones to develop.

Everything is moving really fast and every day there are new digital opportunities that you have to consider if they are relevant or not. Our job is to advise our clients.

Please describe in brief Denmark’s digital industry and audiences

Denmark is a very digital country; we live and work digital. Denmark is often used as a test market, as the Danes are very critical but also curious to try new things.

What piece of leadership advice you put into practice in your day-to-day life?

I worked with a lot of good people and clients throughout the years. When I was in Munich, I made a decision when I was listening to the song “I did it my way” – you have to do it your way.

Where do you go if you want to get inspired?

I travel a month every year. Here I get inspiration through culture, people and art. So I get inspired all the time.

Thanks Ghita!

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