Kathrin Guethoff

Kathrin Guethoff

Chief Creative Director at Serviceplan China
Beijing, China

About me

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. Kathrin was Chief Creative Officer at Serviceplan China for four and a half years, with a supporting role in Serviceplan‘s offices between Russia and SE Asia. She spent 19 years in 4A agencies in Europe and Asia, including 12 years experience in Advertising and Creative Business in Greater China and the APAC region, living and working in Beijing since summer 2005. During her early years in China she headed the Creative Department of BBDO Interone China as the Executive Creative Director in which role she was jointly responsible for the build-up and development of the agency in China, with offices in Beijing and Shanghai, starting with 5 employees in 2005. With expertise in classic advertising and design, as well as digital, social marketing & CRM, she covers an all-disciplinary field for fully-integrated communication, including branding & strategy. While covering a mix of several industries over the years, her main focus has always been on the Automotive segment as well as premium and luxury brands. Within her long-term engagement for BMW and BMW Group in Mainland China, she worked for BMW in several Asian markets, including Malaysia, Japan, HK, Taiwan & Macau, as well as on global campaigns rolled out in 30+ markets. Besides being in interested in communication in all aspects and finding new perspectives, her passion is Art & Photography, Running, and her Courtyard in Beijing. – Her 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.”


Chief Creative Director
Beijing, China
July 2013 - Present (8 years 1 month)
Executive Creative Director
Interone Beijing
July 2005 - June 2013 (7 years 11 months)
Senior Art Director
New York, United States
September 2001 - May 2005 (3 years 8 months)


Communication Design

1995 - 1999 (4 years)

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