Andreas Winiarski | The Innovator 25

Andreas Winiarski

The Innovator 25: Andreas Winiarski

Founder & managing partner, RCKT Rocket Communications


Influence & Engagement

"Dare to have your own opinion and fight for your dreams. Do you have Powerpoint or something to say?"
After overseeing public relations for German VC giant Rocket Internet, Winiarski spun off the startup incubator's communications division as a standalone agency. And while Winiarski is now free to develop his entrepreneurial ambitions, it is likely that he will retain his focus on turning high-growth technology companies into credible public brands. Winiarski has spoken passionately in the past about how startups are like "classrooms without teachers", the kind of thinking that has helped him develop compelling PR and digital strategies with small budgets and small teams.

In what area of marketing/PR do you see the most innovation?
Social media & online marketing.

How would you describe the communications/PR industry’s level of innovation?
Lagging other industries.

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Content & creativity.

Who most influences how innovative a brand’s marketing/PR is?

How do you define innovation?
To dare something the mainstream does not like.

Most innovative PR/comms campaign you’ve seen in the last 12 months?
Brain says: DILL Restaurant. Heart says: The Freezing Child.

What brands and/or agencies are most innovative when it comes to marketing/PR?
Adidas, Apple, Marks & Spencer.

Describe a moment in your career that you would consider ‘innovative.’
When I first realized the meaning of the sentence:  Do you have Powerpoint or something to say?

Who is your mentor and why?
My wife. She has always been more than a perfect mother or superb cook. She is my biggest fan and critic at the same time. For the last 20 years I have learnt a lot from her and i feel this will never stop.

How do you get inspired?
Surfing through the Internet, reading good stuff and listening to classical music.

Advice for people seeking to bring new ideas, ways of doing things to their organizations?
Dare to have your own opinion and fight for your dreams. Never ask for yes or no decisions. Nail someone by creating smart facts.

In your opinion, what’s the most innovative place in the world?
You might call it London - I call it the capital of Her Majesty's empire. For me - even as a German - London is still the melting point of the world. I always enjoy being there and getting inspired from people from all over the world.

What’s your favorite time of day and why?
Early in the morning doing my morning run. Quality time for fresh thoughts.