The leadership team behind frauwenk (front, left to right: Alexander Becker, chief of storytelling and media strategy; Susanne Hohenschuh, chief of operations and AI transformation; Miriam Graf, chief of strategy and client services; back: Andrea Buzzi and Oliver Struckmeier, managing director frauwenk & The Medical Network).
He answers the question himself: “No. The opening sentence should really be: People are interested in real people. Effective communication is about individuals who have something extraordinary, inspiring or even provocative to say. Only then do the brand, the narrative, the marketing and the products come into play.” 88
|
Issue 144
|
August 2026
This philosophy is at the heart of everything frauwenk does and demonstrates how truly effective, modern PR works. Founded 18 years ago by Andrea Buzzi, the consultancy has successfully supported more than 250 tech and innovation companies. While its client base and service offering have expanded over the years, its core focus has remained the same: communication for tech businesses and future-focused organisations. Through its sister agency, The Medical Network, Buzzi has applied the same approach to one of today’s most exciting growth sectors by providing specialist communication consultancy for digital health. With offices in Hamburg and Berlin, frauwenk specialises in raising the profile and strength-
So, when businesses and brands ask themselves what successful communication looks like today, the answer is rarely more AI or more digital tools. Instead, it lies in better strategic advice and more authentic human communication. That is precisely where frauwenk’s technology communication specialists make the difference. www.frauwenk.works
|
“Let’s try a little thought experiment,” says Alexander Becker, chief of storytelling and media strategy at frauwenk. “Would you continue reading this article with genuine interest if the opening sentence was: ‘In the following paragraphs, an AI will explain what effective modern communication looks like and how to get your company featured in the media’?”
ening the reputation of technology and innovation companies, helping them achieve measurable business growth. At the same time, the consultancy keeps a close eye on the rapidly evolving search landscape shaped by generative AI systems such as ChatGPT. Naturally, the team makes extensive use of AI and digital tools. But they remain exactly that: tools. AI can help you work faster, but it will not help you stand out. The ideas, judgement and relationships that drive truly effective communication still come from people.
TEXT: MARILENA STRACKE
AI and digital tools have transformed and automated marketing. But when it comes to communication that truly resonates and delivers results, people still need to be at the heart of it. More than ever. This is exactly what communications consultancy frauwenk is proving.
PHOTOS: ANGELA REGENBRECHT
IN THE AGE OF AI, COMMUNICATION STILL COMES DOWN TO PEOPLE