Crossmedia’s story has not one, but two beginnings. Founded in Germany in 1997 by Markus Biermann, the first US office was opened by Kamran Asghar and Martin Albrecht just three years later. Co-existing for over two decades, the two entities have always been rooted in the same values and principles, despite operating in two at times very different markets. In this interview, Kamran and Markus share their views on Crossmedia’s secret sauce, discuss returning to the office post-Covid and explain what it means to not lose your soul in the face of growth.

Our industry is becoming less and less alluring, says Crossmedia USA co-founder Kamran Asghar. But what can we do to shift the dysfunctional, often toxic dynamic between clients and agencies? Kamran takes a look at how solutions-based operating principle, human intelligence, and operational transparency can help agencies regain their high ground as practitioners of excellent work.