5 Minutes with… Anna Berlin

Anna Berlin is a creative director at Innocean Berlin. Having initially fallen into advertising by accident, her quick growth came from being "thrown in at the deep end," working primarily with automotive clients like Volkswagen and Kia.

The European Association of Communication Agencies (EACA) and LBB selected her as one of the female creative leaders to showcase across Europe as part of an ongoing series.

Chief executive officer of the EACA, Charley Stoney, says: “We all know how shockingly low the percentage of female creative leaders is across the industry. EACA’s own Creative Equality Survey 2024 also found that only 25% of creative awards in Europe have gone to women. I believe in the 'see it, be it' principle, so my hope is that this collaboration with LBB, to highlight female leaders, will provide vital role models for those rising up through the ranks."

As part of the series highlighting female creatives, LBB's Aysun Bora talked to Anna Berlin to hear all about her story. 

LBB> Where did you grow up, and what sort of kid were you? Were there any clues back then as to the career path you’d end up taking?

Anna> I grew up in Berlin, and as a kid, I was quite shy and introverted. I liked observing more than participating. I wouldn’t say there were obvious clues pointing to a creative career back then, but later, as a teenager, my father encouraged me to pursue something visual and creative. That opened the door to a creative path I hadn’t fully considered before, and looking back, it made a lot of sense.

LBB> How did you get into advertising? Was it a purposeful decision or more of an accident?

Anna> Definitely more of an accident. I was studying graphic design and did an internship afterward, where most of the work was quite traditional – more on the classical design side. I realised I was looking for something different, something with more energy and variety. So I started applying a bit randomly across different industries, just to see what was out there. Funny enough, the first place that got back to me ended up being exactly the right fit – and that’s how I fell into advertising.

LBB> In the early days of your career, what were some projects or clients that particularly helped you to grow and understand the business?

Anna> Since the beginning of my career, I’ve mostly worked with automotive clients – and my very first was Volkswagen. Being one of the biggest car manufacturers, it definitely felt like being thrown in at the deep end because it was so different from what I had done before. The expectations were high, the timelines were tight, and the teams were large and multi-layered. But that’s exactly what helped me grow quickly. I learned how to navigate complex processes and work with a real sense of efficiency and structure -- all things that have stuck with me ever since.

LBB> Are there any lessons that you wish you'd learned earlier?

Anna> I wouldn’t say there are lessons I wish I’d learned earlier; every experience has its own timing. If I hadn’t gone through certain challenges or stages, I probably wouldn’t have understood or appreciated the lessons as well.

LBB> What's the thing you're most proud of in your career so far?

Anna> Honestly, the whole thing! I’m proud of the progress, not just a single milestone.

LBB> What trends in the industry do you find yourself ranting about the most and why?

Anna> The current debate around AI is probably what I hear most. I don’t really rant about it myself – I think it’s more important to learn how to use it thoughtfully. If anything, my “rant” would be about how the industry sometimes prioritises appearances or buzzwords over substance.

LBB> Do you think creativity thrives more in times of constraint or freedom -- and why?

Anna> Creativity needs both. A brief can be constraining but gives direction and structure – it’s a challenge. It also requires the freedom and trust to experiment. So I’d say constraint and freedom are equally important – one gives shape, the other gives life.

LBB> How do you personally define resilience in the creative industry -- and how have you cultivated it in your own career?

Anna> For me, resilience is about patience, understanding, and staying flexible when things change – which they often do. I also think personal resilience really supports professional resilience; the way you handle challenges in life shapes how you respond to creative setbacks, too.