Cutting through sameness

PORTFOLIO

PORTFOLIO

I’m Anna – Creative Strategist & Messaging Specialist (German & English).

I work with agencies and brands that need sharp concepts, want to win pitches, or finally need to define what they really stand for.

With 30+ awards from my early career at Jung von Matt, I went freelance and have since delivered pitch-winning work for Porsche and Schneider Electric, created brand concepts for Henkel, Seeberger and others, and scaled my own agency from 0 to €300k in 1.5 years.

My real strength lies where creativity meets strategy.

Want to win a pitch or bring clarity to your brand? Let’s talk.

Anna Lena Charbonnier

Brand Strategist & Copywriter

 
Awards

Cannes Lions: 2x gold 3x silver, 1x shortlist
D&AD: 1 x yellow, 2 x Wood
Die Klappe: 2 x Silber, 2 x Bronze
ADC: ADC global bronze, ADC Germany: 1 x gold, 4x silver, 5x bronze
97th New York Festival: 3x 2nd Prize, 3rd Prize, 3x Finalist Certificate
Eurobest: 1 x gold, 1 x silver, 1 x bronze

What I like to do the most:

Challenge your AI copy.
Win pitches.
Build strong concepts.
Back them up with sharp strategic thinking.
Turn complexity into clear narratives.
Uncover the essence of a brand and help a company to understand what they actually stand for.

Most recent project: April 2026

Strategic Brand Positioning, Narrative Development & Naming for a Medical IoMT Solution

Curated projects

Circus SE Brand Narrative
Fueling humanity with AI-Robotics

BMW gold idea
“The future is electric”

From my first internationally published headlines for MINI to a film that went on to win multiple awards.

Mini John Cooper Works

Henkel Employer Branding Concept
Concept, Copy, Film with RCKT

Digital Zolutions

Brand Positioning, Brand Voice and Claim, Website Copy & Awareness Campaigns for a growing digitalization company

Seeberger
Brand Voice & Rebranding Campaign with LaRed

Clients & Accounts
I worked with

Foundations of my thinking

Air Up · ApoDiscounter · Bayer · BMW · Captain Morgan · Circus SE · Dr. Oetker · Fritz Kola · Henkel · Honey · Jägermeister ·Jung von Matt · La Red · MINI · Mondata · MUECKE · Porsche · RCKT · Seeberger · Schneider Electric · Scholz & Friends · Shory · Sparkasse · Strunk Connect · VCCP · Volkswagen · Zum goldenen Hirschen — and many more.

My perspective is shaped by a background in Philosophy and German Language, a certificate from JvM Academy in Hamburg and Berlin, advanced NLP training, and continuous work with psychology, sociology and human insight. All paired with over five years of international living and working, now based in Cyprus.

Quick detour

In 2024, I founded my own agency HIVEDRIVE focused on recruiting campaigns for German industrial clients, leveraging over a decade of copywriting experience. We scaled from zero to €300k revenue in the first year.

This journey taught me a lot about business, strategy, and — above all — my true strengths as a creative and strategist.