About me

Liane Siebenhaar stands as a beacon of modern leadership in the advertising and communications industry, a true creative force shaping its future. As Partner and Spokesperson of the Management Board at Scholz & Friends Hamburg, a member of the Partner Board of the Scholz & Friends Group, and Chief Effectiveness Officer of the Scholz & Friends Family, she embodies a rare blend of strategic depth, creative daring, and profound industry impact.

Liane's journey began with a foundation in psychology, which she masterfully applied to brand strategy at Jung von Matt. Her career trajectory reflects a relentless pursuit of innovation and effectiveness, with senior roles at agencies like Code and Theory (London), Jung von Matt, and Snapchat (DACH), where she pioneered transformative AR and performance strategies. Before joining Scholz & Friends, she served as Managing Director and Chief Strategy Officer at Accenture Song, further solidifying her reputation as one of Germany's top strategists.

What truly defines Liane as a creative leader is her unwavering conviction that creativity must drive measurable business results. She is the visionary behind the GWA Effectiveness Guidelines ("Don't be effective by accident!"), a critical framework guiding the industry towards more accountable and impactful marketing. Her leadership in this domain is unparalleled, evidenced by her presidency of Effie Germany (since 2020), her multiple roles as Jury Chair for Effie Germany, and her presidency of the Deutscher Digital Award (DDA) in 2023. Her esteemed jury memberships at global creative benchmarks like The One Show, ADC Germany, and the Cannes Lions (including the Cannes Effectiveness Jury 2023) underscore her profound influence on defining and recognizing creative excellence that truly works.

Liane's leadership philosophy is rooted in fostering an environment where creativity flourishes through collaboration and empowerment. She champions the "Friends-Kultur" at Scholz & Friends, a testament to her belief in breaking down silos and encouraging seamless exchange between diverse talents. She understands that the best ideas emerge from collective intelligence, fostering a vibrant and interconnected professional community.

Beyond her professional achievements, Liane is a passionate advocate for a more inclusive and responsible industry. She actively engages in public discourse on the evolving portrayal of women in advertising, emphasizing how brands can genuinely empower and strengthen women, and promote authentic role models. As a prominent voice for diversity, equality, and inclusion, she ensures that the industry understands its role in reflecting and shaping societal progress. Her support in initiatives like "UnsilenceTheViolence" for TERRE DES FEMMES highlights her commitment to leveraging communication for meaningful social good.

Recognized as one of W&V's Top 100 Minds of the Creative Industry (2019, 2022), W&V's Top 5 Club (2023), and Capital Magazine's Top 40 under 40 (2021), Liane Siebenhaar is more than an executive; she is a catalyst for change, a mentor, and an inspiration. Her ability to blend strategic rigor with creative audacity, coupled with her dedication to industry-wide advancement and social responsibility, firmly establishes her as a preeminent creative leader of our time.

Liane's work

Unsilence the Violence

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