Welcome to FRICTION RELOADED — the podcast. I'm Florian Schleicher, a marketing strategist, and this is where we cut through the noise. Because everyone is talking about trends. But most of it is noise. In this podcast, I sit down with industry leaders, marketers, and strategists who don't just talk about what's coming — they tell you what it means and what to do with it. Real perspectives. Actionable strategies.
"Creativity is the Superpower" - Fredrik Borestrom from the IAA on the big industry picture
Fredrik Borestrom is the World President and Chair of the IAA, the International Advertising Association, a body that spans 56 countries, bringing agencies, brands, media owners and academia under one roof. He stepped into that role in 2025 after leading the UK chapter from 2017 and becoming global Chair in 2024.
By day he is Director, International Agency Development at LinkedIn across EMEA and Latin America, working with brands and agencies from Germany and Austria to Spain, Israel and Brazil. Before LinkedIn he spent years in global media and tech, at Euronews and Eurosport, close to 25 years in the industry all told.
About the FRICTION RELOADED podcast and your host:
I'm Florian Schleicher [https://www.linkedin.com/in/florianschleicher/], a marketing strategist. This podcast focusses on my FRICTION RELOADED marketing trend report [https://www.future-strategies.com/friction-reloaded] and its four subchapters.
If you want more, check out my FutureStrategies newsletter [https://newsletter.ftrs-studio.com/] – monthly inspiration on marketing, strategy and sustainability.
And if you are looking for some inspiration on your brands marketing strategy, let me know. That's what I do with my marketing studio FUTURESTRATEGIES [https://www.future-strategies.com/].
2 Jul 2026
"Creating Memories Together" - Christian Schneider from Manner about what it takes to be a Love Brand
Christian Schneider is Director of Digital Marketing & Consumer Service at Manner. In this role, he is responsible for a wide range of areas, including strengthening and professionalizing the online presence of all 5 brands. This encompasses digital advertising, platforms and websites, performance marketing and social media, as well as data and analytics and consumer service – both nationally and internationally.
Most recently, he worked at the children's bicycle manufacturer woom, where he was responsible for e-commerce and later served as Global Head of Digital Marketing. Prior to that, Christian spent seven years at the automotive manufacturer Stellantis. After holding various positions within the Austrian organization, he moved to the Turin headquarters in 2020, where he and his team were responsible for all digital touchpoints across the company's brands in the EMEA region. And now he works for the love brand Manner.
About the FRICTION RELOADED podcast and your host:
I'm Florian Schleicher [https://www.linkedin.com/in/florianschleicher/], a marketing strategist. This podcast focusses on my FRICTION RELOADED marketing trend report [https://www.future-strategies.com/friction-reloaded] and its four subchapters.
If you want more, check out my FutureStrategies newsletter [https://newsletter.ftrs-studio.com/] – monthly inspiration on marketing, strategy and sustainability.
And if you are looking for some inspiration on your brands marketing strategy, let me know. That's what I do with my marketing studio FUTURESTRATEGIES [https://www.future-strategies.com/].
25 Jun 2026
"Something That Stays In Your Head" - Sandra Stichauner on the award winning NDA campaign
Sandra Stichauner is Chief Marketing Officer at the Austrian National Tourist Organisation, leading global marketing across more than 30 international markets. With over 15 years of experience in brand and tourism marketing, she stands for modern brand leadership at the intersection of strategy, creativity, and growth.
Previously, she held senior marketing roles at BIPA and Austrian Wine Marketing Board, where she drove brand positioning and transformation in highly competitive markets. Her focus lies on bold leadership, international growth, and building impactful brands that combine creative innovation with measurable performance.
About the FRICTION RELOADED podcast and your host:
I'm Florian Schleicher [https://www.linkedin.com/in/florianschleicher/], a marketing strategist. This podcast focusses on my FRICTION RELOADED marketing trend report [https://www.future-strategies.com/friction-reloaded] and its four subchapters.
If you want more, check out my FutureStrategies newsletter [https://newsletter.ftrs-studio.com/] – monthly inspiration on marketing, strategy and sustainability.
And if you are looking for some inspiration on your brands marketing strategy, let me know. That's what I do with my marketing studio FUTURESTRATEGIES [https://www.future-strategies.com/].
11 Jun 2026
"Unmistakably Human" - David Dittrich on Meaningful Friction in Marketing
David Dittrich has over two decades of experience at the intersection of music, technology, and marketing. Currently Head of Marketing at Hitradio Ö3 – Austria's leading radio station – he has previously led artist marketing at Universal Music, headed the festival brand LIDO SOUNDS, and built campaigns that earned a CCA Venus Award, Austria's premier advertising prize.
He has managed teams, multimillion-euro budgets, and large-scale events with up to 20,000 attendees. His work sits where cultural instinct meets commercial strategy – and today he's here to talk about exactly that.
About the FRICTION RELOADED podcast and your host:
I'm Florian Schleicher [https://www.linkedin.com/in/florianschleicher/], a marketing strategist. This podcast focusses on my FRICTION RELOADED marketing trend report [https://www.future-strategies.com/friction-reloaded] and its four subchapters.
If you want more, check out my FutureStrategies newsletter [https://newsletter.ftrs-studio.com/] – monthly inspiration on marketing, strategy and sustainability.
And if you are looking for some inspiration on your brands marketing strategy, let me know. That's what I do with my marketing studio FUTURESTRATEGIES [https://www.future-strategies.com/].
29 May 2026
"3 Big Shifts in Marketing" - Andreas Cieslar on the Challenges within our Industry
Andreas Cieslar is a distinguished brand strategist and marketing expert who has shaped numerous well-known brands in Austria. He currently serves as Head of Marketing and Branding at DONAU Versicherung, where he oversees the entire brand presence – from strategic positioning to execution across all channels – and has played a key role in evolving and repositioning the brand.
Previously, he held leading marketing roles at Casinos Austria, Wiener Städtische Versicherung, and served as Marketing Director at McDonald's Austria. He began his career at the Austrian Lotteries, where he successfully developed and expanded a wide range of products, including formats that remain integral to Austria's brand landscape today.
What sets him apart is his unique combination of strategic thinking and hands-on execution – from defining brand vision to delivering impactful campaigns. He is also known for his ability to lead teams, inspire people, and make complex ideas easy to understand.
His work has earned him multiple awards, including being named Marketer of the Year in 2025 – a clear testament to his effectiveness and success in marketing.
About the FRICTION RELOADED podcast and your host:
I'm Florian Schleicher [https://www.linkedin.com/in/florianschleicher/], a marketing strategist. This podcast focusses on my FRICTION RELOADED marketing trend report [https://www.future-strategies.com/friction-reloaded] and its four subchapters.
If you want more, check out my FutureStrategies newsletter [https://newsletter.ftrs-studio.com/] – monthly inspiration on marketing, strategy and sustainability.
And if you are looking for some inspiration on your brands marketing strategy, let me know. That's what I do with my marketing studio FUTURESTRATEGIES [https://www.future-strategies.com/].
15 May 2026
"Make It Feel Human" - Magdalena Horejs on strategy, IRL brands and AI
Magdalena Horejs is a Creative Strategist at Scholz & Friends Vienna, acting as the link between the client and the creative team. She moved to Germany in 2021 to study and stayed for four years – three of which she spent at Hamburg (main client: McDonald's). She also was part of the GWA young board, the leading association for advertising and communications agencies in Germany. Since 2026 she is back in Vienna, and heads up the strategy department alongside Lara Hohenwarter for Scholz & Friends.
About the FRICTION RELOADED podcast and your host:
I'm Florian Schleicher [https://www.linkedin.com/in/florianschleicher/], a marketing strategist. This podcast focusses on my FRICTION RELOADED marketing trend report [https://www.future-strategies.com/friction-reloaded] and its four subchapters.
If you want more, check out my FutureStrategies newsletter [https://newsletter.ftrs-studio.com/] – monthly inspiration on marketing, strategy and sustainability.
And if you are looking for some inspiration on your brands marketing strategy, let me know. That's what I do with my marketing studio FUTURESTRATEGIES [https://www.future-strategies.com/].
30 Mar 2026
"Now is Better" - Stefan Sagmeister on optimism, trends and AI
Stefan Sagmeister has designed for clients as diverse as the Rolling Stones, HBO, and the Guggenheim Museum. He's a two time Grammies winner and also earned practically every important international design award.
Stefan talks about the large subjects of our lives like happiness or beauty, how they connect to design and what that actually means to our everyday lives. He spoke 5 times at the official TED, making him one of the three most frequently invited TED speakers.
His books sell in the hundreds of thousands and his exhibitions have been mounted in museums around the world. His exhibit 'The Happy Show' attracted way over half a million visitors worldwide and became the most visited graphic design show in history.
A native of Austria, he received his MFA from the University of Applied Arts in Vienna and, as a Fulbright Scholar, a master's degree from Pratt Institute in New York.
About the FRICTION RELOADED podcast and your host:
I'm Florian Schleicher [https://www.linkedin.com/in/florianschleicher/], a marketing strategist. This podcast focusses on my FRICTION RELOADED marketing trend report [https://www.future-strategies.com/friction-reloaded] and its four subchapters.
If you want more, check out my FutureStrategies newsletter [https://newsletter.ftrs-studio.com/] – monthly inspiration on marketing, strategy and sustainability.
And if you are looking for some inspiration on your brands marketing strategy, let me know. That's what I do with my marketing studio FUTURESTRATEGIES [https://www.future-strategies.com/].
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