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    Exhibition Plaktivat: Posters that change society

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    EPICA JOINS FORCES WITH ONE YOUNG WORLD

    Piyush Pandey to receive Creative Leaders Tribute

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    Konferencija Comeleon – Anja Zerbin, Njemačka poštanska banka: Razvili smo program kako se nositi sa promjenama u digitalizaciji i razvili put do digitalne kulture

    Comeleon Conference – Anja Zerbin, German Postbank: We have developed a program on how to deal with the changes in digitization and a way to Digital Culture

    Anja Garbajs: Dogodek je specifičen medij, saj je enkraten, začutiš pa ga lahko z vsemi čutili. Lahko ga gledaš, poslušaš, otipaš, vonjaš in okusiš

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

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    Diary of a Methuselah #154: Three days at the PRO.PR Conference

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    Diary of a Methuselah #152: Jure Apih handed me the baton of The Cup

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    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

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    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Tri pitanja za Ricardo Fergosso

    Three questions for Riccardo Fregoso, Executive Creative Director, McCann Paris and President Creative, McCann WorldGroup

    Three questions for Mark Tungate, Editorial Director at Epica, on the upcoming Epica Awards 2019

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Comeleon Conference – Anja Zerbin, German Postbank: We have developed a program on how to deal with the changes in digitization and a way to Digital Culture

A message to communication agencies: Be pushy and bold in honesty (cut the bullshit)

01/10/2019
in Featured, Interview
3 min read
Konferencija Comeleon – Anja Zerbin, Njemačka poštanska banka: Razvili smo program kako se nositi sa promjenama u digitalizaciji i razvili put do digitalne kulture
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Drugi jezik na kojem je dostupan ovaj članak: Bosnian

“8 ways to definitely fail Cultural Change” is going to be the topic of the presentation of Anja Zerbin from the German Postbank. Not about aloof, glossy stories, but about authentic ‘beautiful ugly-truth’ experiences, change works. -The Postbank approach is based on that. That takes time. And nerves. And much else. Anja will share: the hit and shitlist of their culture transformation approach at the forthcoming Comeleon Conference at the 24th and 25th of October 2019 in Tuhelj, Croatia.

After gaining experience in a communication agency, Anja Zerbin initially worked in the Deutsche Bank Group, where she was responsible for communication and change processes in various corporate divisions and subsidiaries for many years. She specializes in change and value creation processes in the digital transformation. At Postbank, she is responsible for the fourth pillar of the Digitalisation Strategy – Digital Culture.

MM: As Head of ”Digital Culture” at the German Postbank, what do you understand by a digital culture change, and why is it important to you and to the Postbank?

Anja Zerbin: Nothing increases the speed and complexity of our market as much as digitization. As does the whole industry, our company faces the challenge of becoming more flexible given an environment of uncertainty, complexity and intransparency. Therefore Agility becomes a fundamental and necessary competence. And that is just one part in a digital culture. In my point of view this is the best answer for a corporate to the current environment and the pursuit of success.

MM: Anja, you came from corporate communication, why did the Postbank appointed someone from communication as the responsible person for the culture change and not as often practised from Human Resources? And what role does communication play in the change process in the Postbank?

Anja Zerbin: They probably just hired the person with the best skills… Seriously, if you want to drive a profound and deep change such as in culture, you have to appoint people with the right skills, the right drive an some Experience in Change. And mainly those Changers work in related departments of HR or Communications. But they could well work in Accounting or Compliance… Internally, tasks and responsibilities shift across the structural borders of departments. We all do communicate. With each other, the outer world etc. That cannot be a sole responsibility of one department. We all do, must constantly learn. That cannot be a sole responsibility of the HR Department. All of us are Ambassadors of an Employer Branding, not just Marketing. So with the blurring of structural responsibilities, all departments need to find their purpose, their focus. We have to find a way to work in networks, and to find our own valuation gain within the process of digital transformation.

MM: Have you done everything in-house or did you have support from any agencies and if so, which profile of agencies?

Anja Zerbin: When we founded a Direct Bank 4 years ago, we used an agency to help us establish an open office concept, including “how to deal with interpersonal frictions” that new office concept could cause.
Throughout that we mutually developed a program on how to deal with the changes in digitization up to developing a way to Digital Culture. Since two years we tackle the topic in-house.

MM: What kind of competencies would you wish from the communications agencies and/or creative agencies to help companies for the culture change?

Anja Zerbin:

  • Be a sparring partner
  • Know your partner and his circumstances (espec. In larger Corporates and their slow decision makling processes)
  • Be pushy and bold in honesty (cut the bullshit)
  • Be respectful. Try to help rather than to sell.
Tags: Comeleon ConferenceCroatia
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