Former Saatchi & Saatchi Strategy Director Lara Muhn joins THE AMBITION

Till Hesterbrink



A new director strategy

THE AMBITION, Germany’s first hiphop and culture consulting firm, expands its strategy & brand expertise and brings on Lara Muhn as Director Strategy from Saatchi & Saatchi.

She previously worked at VICE Media, TLGG, BBDO, Scholz & Friends and thjnk, among others.

Joining Forces: Lara Muhn x The Ambition

In order to be able to handle the high demand from companies and institutions for access to hiphop culture, the Düsseldorf-based consulting firm THE AMBITION is further expanding its capacities and competencies.

On July 1st, Lara Muhn, a renowned expert for brand strategies who has grown up in hiphop culture, joins the company.

Lara Muhn has been working as a creative and digital strategist for over ten years, during which time she has worked for VICE Media, Kruger Media,, TLGG, C3, BBDO, Scholz & Friends, thjnk and most recently as Strategy Director at Saatchi & Saatchi in Düsseldorf for two years. During this time, she worked for brands like OREO, LU (Mondelēz), L’Oréal, AXA and OPPO.

“The common theme of my career has always been music and lifestyle – from music journalism to music communication for big brands. That’s why I’m all the more excited about my new job at THE AMBITION, where I can use my skills as well as follow my passion.”


The Ambition is for the culture

Fashion, design, luxury goods: hip-hop culture has become an enormous economic factor. Gucci, Mercedes Benz and Paris Saint Germain rejuvenate their brands through it. Companies like Beats by Dre, Supreme, and Yeezy, which grew out of the culture, are making billions in sales.

But most companies have not yet succeeded in harnessing this enormous potential for themselves. This is where THE AMBITION comes in and supports companies in profiting from the business and marketing potential of hiphop culture in the long term.

“In order to sustainably and credibly charge brands with cultural relevance, you need a very sharp sense of both worlds. Only when the DNA strands of the brand and the culture are woven together in the right places 1+1 does equal 3,” said co-founder and CEO Phillip Böndel.

Only six months after its founding, the team has grown to a total of six permanent and nine freelance employees. Among them are editors and cultural experts in the fields of rap, street fashion, street art and street dance.