VIRTUE, papabogner, Traktor. Brands like Magenta T-Mobile, McDonald's Austria, Wiener Stadtwerke and Kunsthistorisches Museum Vienna. I know how brands think. I know how agencies sell. I know how to move budgets and win pitches.
But I've also built one of Austria's first corporate TikTok presences for Magenta. Co-created creator-led campaigns reaching 40% of the country. Worked AI-native across research, content production and pitch development.
JAXE is where these two worlds meet. A senior independent practice for brands and agencies that need both — strategic depth and platform reality, brand value and content velocity.
Brand worlds that work in feeds, not just decks.
Winning and growing mandates with commercial discipline.
Research, concepting, production at speed.
The first "Famous Orders" menu of a German-speaking artist. Built around his track "Vergesse nie die Street" — bringing hip-hop and fast food together as two worlds that always belonged.
When online hate stopped being virtual and started costing lives, most brands stayed quiet. Magenta did the opposite — changed its terms and conditions to ban hate speech, then turned community-shared hate comments into a new interpretation of the song "Voices."
Magenta's TikTok averaged 300 views per video in 2021. Most telcos in DACH weren't on the platform. We built one of Austria's first corporate TikTok strategies — own format language, miniseries around campaign moments, influencer-led storytelling, launch with Billie Eilish.
Most anti-littering campaigns lecture. This one didn't. We turned McDonald's bins into destinations — with a guide app helping people find the most scenic bin near them. We barely pushed it on social. People shared it themselves.
A telco running its own sitcom on social. "Etepetete" turned Magenta's status promise into a multi-episode comedy format — showing what permanent VIP-zone life actually feels like. Sustained engagement, real fan reactions, a brand becoming its own audience's favourite character.
Led brand repositioning for Austrian DTC brand NEOH together with Warda. Created "Das neue Original" — now NEOH's primary brand slogan, conceived during the pitch conversation with the CEO. Strategy, idea and slogan in one.
Senior strategy and process work in the winning bidding consortium with Warda and Studio Freude. A return to the brand I helped build at VIRTUE — this time from the outside, in February 2026.
// The questions that come up most often when brands and agencies reach out.
Brands that want to move in culture without losing themselves on social. Past clients include Magenta T-Mobile, McDonald's Austria, Wiener Stadtwerke and Kunsthistorisches Museum Vienna. I work best with brands that have ambition for cultural relevance — not just performance metrics.
Branded content. The intersection where senior brand strategy meets content that actually performs on platform. 4 of my 5 CCA Awards are in Branded Content — for work with McDonald's, Magenta and T-Mobile.
Both. I'm currently embedded as Business Director at Traktor. I take on senior pitch support, sub-mandates and embedded leadership for agencies. For brands, I do brand strategy, content direction and cultural campaigns directly.
Vienna, Austria. I work across DACH and Europe.
Yes. AI is integrated across my workflow — research, concepting, pitch development and content production. I've already implemented AI-generated visual assets in live client work for Wiener Stadtwerke.
I'm currently selecting the next chapter. Open to senior in-house leadership, fractional partnerships and strategic mandates across DACH and Europe.
JAXE is the independent senior practice of Jakob Großebner — built on 12 years of senior agency experience and a deep belief that brand thinking and content reality should not be separated.
Open to senior in-house leadership, fractional partnerships and strategic mandates across DACH and Europe. Let's see if there's a fit.
