Mirel was created by people who spent years doing the work it now accelerates.
Good practice gets lost under pressure.
Late nights before pitches. Briefs that make no sense. Clients asking for something strategic by tomorrow morning. Between us, we have spent decades inside agencies, businesses, and war rooms where decisions had to be made quickly, often with incomplete information and very little time.
What if good strategic practice survived the conditions it usually gets sacrificed to?
Mirel puts that practice into a system. Agency-specific workflows, persistent client knowledge and a strong first pass give people something substantial to challenge. Fast and reliable.
Why Mirel exists.
Good strategy drives success. Having it should not depend on whether the right person happens to be available at the right moment. It should be accessible. Reliable. Structured. Immediate.
From strategists, for strategists.
Across their careers, Mirel's founders have worked on strategy for Mercedes-Benz, Mastercard, Ferrero, Indeed, WeightWatchers, Euronics, Burger King, John Frieda, essence, Catrice and R+V.
Brand experience from our founders' careers. These brands are not presented as Mirel customers.
Johanna Schramm
Brand and communication strategist with deep experience in consumer psychology. Johanna has worked across creative agencies and marketing consultancies for brands including Burger King, L’Osteria, Guhl, John Frieda, essence, Catrice, R+V and DEVK.
Peter Kiefer
Builder of strategic systems that turn complex information into clear decisions. Peter connects marketing effectiveness with business impact and has shaped strategy across digital, CRM, creative and media agencies.
Built by strategists. The engineering came second, as it should.
Our goal.
Excellent strategy should depend less on perfect conditions. We want good strategic practice to be available across more accounts, pitches and people. The judgement remains theirs.