Our new intern asks us questions we haven't asked ourselves

Katharina Irniger, or Kathy for short, has recently joined our team as an intern.

What we particularly noticed during their first week:

She doesn't just ask questions – she thinks unusually quickly in terms of connections.

And she observes things that often escape others.

The 21-year-old brings something that we greatly appreciate: curiosity in two directions.

On the one hand, her interest in people, shaped by her studies in psychology. On the other hand, a strong fascination with design, media, and the impact of content.

A combination that is currently rare – and one that challenges us.

We asked Kathy a few questions.

Have you paused or put your psychology studies on hold?

"I realized that studying psychology was sometimes too theoretical for me. I wanted something where I could directly see what is created – and what works."

My generation is often described as fast-paced. I think it's more that we recognize patterns faster.

When I engage with TikTok or Instagram, it's not just as a consumer. I'm interested in why something works – and how it can be reproduced."

What has surprised you the most so far?

"Everything here is so concrete. You're not just working with programs or ideas, but with systems. Especially in the areas of AI and prompting, I'm realizing that a lot of things aren't random. There are structures that you can understand and use in a targeted way."

This also applies to advertising and marketing. While everything often seems very casual, there is an overarching logic behind it that can be applied very precisely – especially with AI and with a focus on the target group.

Your "learnings" for this week?

"That you learn faster when you not only understand things, but apply them directly."

And that good results are usually the outcome of clear concepts, processes, and structures. Many people can quickly "pretty up" or expedite something these days. The art lies in using this skill strategically.

It doesn't always have to be AI – the combination and the idea behind it make the difference."

Speaking of projects, do you have your first assignment?

"Mhm… an elevator pitch. Three minutes. One clear message."

Let's see what comes of it."

We are excited – not only about the pitch, but also about what we will learn from Kathy in the coming months.