If you had told me a few months ago that I’d be working at a German PR agency that feels like a Disney dream, I might have expected talking mice, spontaneous musical numbers, and the occasional fairy godmother offering to fix my media list. While the closest thing I’ve seen to a magic carpet is the tram up Stuttgart’s hills, my time at Sympra has been nothing short of enchanting—and deeply educational.
A Tale of Two Cities: Stuttgart vs. Hong Kong
Coming from Hong Kong, where skyscrapers block the blazing sun and my commute is a five-minute dash through a sea of people, Stuttgart feels like stepping into a quaint place—complete with red-roofed houses, lush green hills, and a friendly community that is a far cry from the barking of neighbours and aggressive car honking.
Here, my mornings begin with a cool breeze, the sight of families sending kids off to school, and cyclists powering up the hills (leg day, every day).
But beyond the scenery, I’ve found the real magic lies in the people and the PR practices that shape their work.
PR: The Universal Language (with Local Twists)
Whether you’re in Hong Kong or Germany, PR professionals encounter similar challenges: tight deadlines, managing diverse client expectations, and guiding clients who are deeply passionate about their products or expertise to communicate their stories effectively. However, the approaches to addressing these challenges can vary significantly depending on cultural and organizational contexts.
One interesting difference I noticed at Sympra is their approach to media pitches. Here, it’s common to include the agency’s own name in the pitch—an open declaration of credibility to journalists. A move signaling that Sympra stands behind its work and expects the media to trust its expertise. While I’m still learning if this is a Stuttgart specialty or a wider German practice, it’s a sharp contrast to Hong Kong, where agencies often work behind the scenes, letting the client’s brand take center stage.
Another key difference I’ve noticed is the nature of our clientele, which is shaped by the character of each city. In Hong Kong, CCG’s clients often come from finance, property, and technology sectors, reflecting the city’s status as a major global financial hub.
By contrast, in Stuttgart, the client base is much more industrial and trade-oriented, with companies specializing in areas like coatings, rug tiles, screws, and big bad machines!
This contrast not only influences the types of campaigns we work on, but also the messaging, media relations, and strategies we employ for each market.
As I’ve completed my exchange, you’ll have to excuse me for keeping looking for those “hidden Mickeys”—the small but meaningful differences that make each place unique, and the universal stories that connects us all. Every day here has been a ride—mostly uphill, but always rewarding. And while I’ve missed the Sympra fairy godmother (the grand chef), I have found colleagues who are generous with their time and insights. In the world of PR, that’s the real magic.
Tschüss! Till next time.
Jesa
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