Third Wave meets Deutsche Postbank AG

Today we are happy to announce that Deutsche Postbank AG has commissioned us to be their lead agency for the development of their Social Strategy.

We hinted in our week notes that we won a big pitch and today we are happy to announce that Deutsche Postbank AG has commissioned us to be their lead agency for the development of their Social Strategy.


As you very well know, we usually do not participate in pitches. Previous experience taught us otherwise. At first, we were reluctant to even participate in this pitch, but fortunately Postbank had good arguments for wanting us in this pitch. Our one condition to ourselves for this pitch was: no compromises.

Not that compromising is per se something evil. But pitches have often a very specific dynamic, and we wanted to use this one to show our full expertise, our conviction of how to approach Social as something that is substantial, complex and not only focused on technology (as in choice of platforms) or campaign-based.

The fact that we won certainly emphasizes that we are on the right track, but it also shows how much Deutsche Postbank AG understands what needs to be accomplished. Our commission comes with an extraordinary display of commitment and trust towards us. We are very well aware and excited about that.

What we will do

As you would imagine, we cannot go into details. There is a lot of real strategy work to be done. That includes an in-depth research phase, getting to know the company, communicating our decisions in a way that is understandable to every party involved. Big corporations are complex entities, full of individuals. Often enough the best strategies fail due to lack of explaining. To put in the words of our friend Matt Gierhart:

Don’t blame clients for not “getting” it. You didn’t tell the right story.

We are fully committed not only to tell the right story, but to create a fully operational framework for a strategy that works as a living organism and evolve over time. This will be a challenging task, no doubt about it. Globally, the future of finance is uncertain – and that is why now is the right moment to prepare, change and adapt. So far, we’ve experienced the work with one of the largest consumer banks in Germany as immensely gratifying and we are looking forward to collaboratively shaping the future of how social is applied in the finance sector.

Author: Igor

Igor likes to connect the dots. As a strategic consultant in an increasingly complex world, he favours broad knowledge over specialisation. In the last five years, he helped shape strategic decisions at large corporations like Deutsche Postbank AG and Deutsche Telekom AG as well as at startups like Amen and In his work he is focusing always on finding the appropriate solutions as well as the people who will be executing upon his advice. Beside the consulting work, Igor speaks at international conferences on variety of topics (SXSW, PICNIC, re:publica, etc.).

3 thoughts on “Third Wave meets Deutsche Postbank AG”

  1. as i already told you in person – congratulations! you guys do rock very hard.

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