pssst... petra sammer | strategies | stories | trends


For more than 25 years I´ve worked with international teams around the world. But my hometown is Munich. I am born there. Grew up there and still live there. Sounds boring? Well, Munich is the most beautiful city in the world (in my opinion). 


Since 2018 I run my own business helping clients and companies to find and tell better stories - in presentations, marketing, PR, social media, film - online and offline.

Happy to meet you, let´s get in contact:

Email: |

Phone: +49 (0) 173 207 38 46 |  LinkedIn | Twitter Instagram

Petra Sammer is a creative, strategist, consultant and trend scout for marketing, PR and communications. As keynote speaker, book author and trainer Petra passes on her knowledge and experience from 25 years of consultancy.


In her seminars and workshops, Petra inspires and motivates communication managers and teams to recognize latest communication trends to make use of them creatively and effectively in their own work.


Petra started her career as a journalist after studying film philology. Gaining initial experience in an advertising agency, she joined the communications network Ketchum in the early 90s. For over decades she was responsible for strategic and creative direction as Managing Director, Global Partner and Chief Creative Officer. With Petra´s guidance, Ketchum Germany was recognized as Germany´s most creative agency in 2015 and 2016 (PR-Kreativ-Ranking Germany).


Creativity, Ideation and Storytelling are Petra´s core areas. Numerous companies and organizations benefited from her advise and support becoming more creative and effective storytellers – such as Altana, Bayer, Bertelsmann, BMW Group, Bosch, Bundesvereinigung der Deutschen Arbeitgeberverbände, Burger King, Campari, Caritas, Erbe Elektromedizin, Freudenberg, GlaxoSmithKline, G2A, Gothaer Versicherung, IBM, IHK, Henkel, Hitachi, Merck, Mercedes-Benz, Nestlé, Pixar, Random House, Starbucks, Sennheiser, SOS-Children´s Villages International, Unilever, Union Investment, TransferWise, Telefonica, WDR, Whirlpool/Bauknecht and many more.


Petra Sammer is the author of bestselling books "Storytelling in Marketing und PR" (O´Reilly, 2014, 2017) (Top 10 PR-books on amazon) "Visual Storytelling" (O´Reilly, 2015) and "What´s your Story? Leadership Storytelling“ (O´Reilly, 2019).


She has won numerous awards in marketing & PR, served as a jury member of the Cannes Lions twice, D&AD Awards, CLIOS and Eurobest Awards and others. Petra is founder and curator of the Storytelling Think Tank Plot – a forum and annual conference for creatives in PR, advertising, film, journalism, gaming and technology discussing trends and innovation around storytelling and communication.


And pssst! … Petra is always on the lookout for good ideas and stories.


  • 2018 Foundation  of pssst... petra sammer | strategies|stories|trends
  • 2010 - 2017  Global Partner | Chief Creative Officer Ketchum  (international communications agency)
  • 2006 - 2010 Managing Director Ketchum Germany (Munich, Dusseldorf, Berlin)
  • 2002 -  2005 Group Manager Corporate Communications, Technology & Crisis Prevention Team
  • 1999 – 2002 Group Manager Food, Beverages & Healthcare
  • 1992 Start at Ketchum 
  • 1991 Magister LMU Munich (German Literature | Film Arts & Philology, Economics, Politics) ... first steps in several adverting agencies
  • 1968 born in Furth/Munich


Keynotes (selection)

Books & Publications

Awards & Jurys

  • 1998 German PR Award "Best Sales Promotion" for US Sunflower Association
  • 2003 PR Report Award "Best Product Launch" for “Mission MINI/BMW/MINI"
  • 2004 PR Report Award "Best Corporate Campaign" for  “Was geht? Zukunft konkret/IG Metall Bayern"
  • 2006 German PR Awarward "Best Change Communication" for “One company, One sound/Deutsche Leasing"
  • 2007 German PR Award "Best Online Relations" for “FriendsScout24 goes Second Life/FS24"
  • 2008 European Excellence Award "Best Corporate Communication" for “Opening BMW Welt/BMW Group"
  • 2010 PR Report Award and German PR Award "Best Consumer Campaign for “Barbie turns 50/Mattel"
  • 2013 Jury member Eurobest Awards 
  • 2014 Jury member Cannes Lions (PR Lions) & CLIO Awards & PR Bild Award 
  • 2015 Ketchum awarded as the most creative PR agency in Germany” (PR Kreativ Ranking 2015)
  • 2016 Jury member Cannes Lions (Innovations Award - Creative Data) & D&AD Awards
  • 2016 Ketchum awarded as Germany´s most creative PR agency (2nd year in a row according to PR Kreativ Ranking 2016)
  • 2017 Jury member D&AD Awards & Best-of-Content-Marketing-Awards
  • 2018 Marketing magazine absatzwirtschaft ranked as top 20 marketing blog in Germany  
  • 2018 / 2019 Jury member dpa Infographic Award 
  • 2019/20 Jury member Best-of-Content-Marketing-Awards
  • 2020 TEDx Talk at TEDx Stuttgart