The Idea
Behind Mirel
Mirel was not created in a single moment of inspiration.
Or because some tech-bros thought they could.
Mirel was born from uncounted moments of pressure.
Pressure everyone working in agencies experiences daily.
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, startups, and war rooms where decisions had to be made quickly.
Often with incomplete information and very little time.
Strategy, in theory, is deliberate thinking.
In practice, it is often improvisation under stress.
Too many clients, too many projects, never enough time.
Mirel began as a simple question:
"What if the painful parts of strategy could happen in seconds instead of days?"
Not to replace human thinking.
But to remove the friction and that slows it down.
So that we have enough time to focus on what makes our work great
Why Mirel Exists
Good strategy drives success.
Understanding problems and finding effective solutions creates campaigns that drive our clients’ business forward. Builds brands that are true and invaluable assets. Changes people's attitudes and behaviour. Gives confidence.
Having a good strategy should not depend on whether the right person happens to be available at the right moment (or at all).
It should be accessible. Reliable. Structured. Immediate.
Mirel was built to assist teams when time, clarity, and strategic perspective are in short supply.
Mirel accelerates strategic thinking.
Mirel gives easy guidance for more effectiveness and better work.
Mirel protects and frees overworked teams.
Mirel elevates accounts with no existing strategy resources.
- Mirel helps you scale strategy. Instantly. Without new hires.
A Different Kind of Tool
Think of Mirel as a very capable senior strategist
who knows about every effectiveness study.
A strategist who has deep knowledge and experience in every strategic task
that comes across your desk and knows how to approach them.
A strategist who knows what “good” looks like and who detects bullshit immediately.
Who argues back if your perspective isn’t as sound as you thought. And gives reasons.
A strategist who can also conduct all the qualitative target audience research
you need without waiting for institutes or panel results.
A strategist who isnever too busy.
Actually, imagine if you had an unlimited number of those strategists.
So every member of your team has an expert level strategy sparring partner.
The Founders
We are agency veterans who understand AI and tech.
Not the other way around.
Johanna
Background in brand- and communication strategy and consumer psychology.
Deep knowledge about how communication actually works in the brains of target audiences. Understands brands as intentionally built systems that guide purchase decisions.
Spent years in the trenches of creative agencies and marketing consultancies, working for brands like Burger King, L’Osteria, Guhl, John Frieda, essence, Catrice, R+V Versicherung, DEVK.
Built Mirel from a simple observation: most strategy problems are not caused by a lack of intelligence, but by a lack of time and structure.
Peter
Background in building strategic systems that transform complex information into clear decisions.
Deep knowledge about effectiveness and marketing business impact. Translates marketing speak into arguments CFOs understand.
Has seen every kind of agency from within: digital agencies, CRM agencies, creative agencies and media agencies. Has developed and implemented strategies for clients across all categories and sizes from Start-Ups to DAX Groups.
Built Mirel from a single objective: Make effective strategic thinking accessible for everyone. Faster, clearer, and available whenever teams need it.
Our Goal
A world where strategy is not slow.
Where insight is not delayed.
Where good thinking is available exactly when it is needed.
Mirel Strategy OS
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