ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its 99th year, these Awards celebrate the very best in advertising, design, illustration, photography, packaging, motion and digital media, all with a focus on craftsmanship and innovation.


Kathrin Guethoff

Global Executive Creative Director

Serviceplan China


Kathrin was born in Munich/Germany, and took her professional journey beyond the European borders in June 2005, after several years at agencies in Munich and Vienna, serving clients in Germany, Austria, and the East-European market.

From China she continued to hone her skills, working for clients in Mainland China and across Asia. Today, Kathrin is Global Creative Director and member of the international Creative Board at Serviceplan. From China she works with the different Serviceplan offices around the world, with a focus on the Eastern hemisphere, sharing her passion for creative exchange and inspiration beyond borders.

She spent 19 years in 4A agencies in Europe and Asia, and has been living and working in Beijing since the summer of 2005. With expertise in classic advertising and design, as well as digital and CRM, she covers an all-disciplinary field of fully integrated communication, including branding and strategy.

Besides her professional dedication for communication in all shapes and forms, she finds her passion and inspiration in Art & Photography, Running, and her Courtyard in Beijing.

– Her passion in working abroad & on global level: „I’m a culture addict and feel as global citizen. I love to dive in and find inspiration from all kind of things around me, and enjoy looking at things from different & always new perspectives. I’m fascinated by the richness one can discover.”

– Her work & life motto: “Always stay curious, keep a positive & optimistic view on things. It’s all a matter of attitude – the most important source of energy is inside yourself.”




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