I8N for Gruner + Jahr

Gruner + Jahr is one of Europe’s largest premium magazine publishers, whose portfolio includes several iconic titles. Faced with a common structural issue in large media organizations: innovation existed as intent, but not as a clearly defined capability. Teams lacked shared definitions, ownership, and operational clarity around what innovation meant in practice. This resulted in fragmented initiatives, uneven engagement, and limited strategic alignment between leadership and operational teams.

The challenge was to transform innovation from an abstract expectation into a** repeatable organizational system with shared language, governance, and measurable priorities.**

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We worked with the founding team of I8N to design and operationalize its strategic foundation as an internal innovation function.

The work included establishing a clear purpose, vision, mission, and value system, followed by the introduction of quarterly OKRs to translate intent into structured execution. This created a shared operating rhythm between leadership and the innovation unit.

A core part of the work focused on building a common innovation language that could be used across departments, enabling consistent interpretation of innovation activities and expectations.

In parallel, a series of workshops and narrative formats were developed to engage leadership and teams, translating abstract innovation concepts into applied organizational practice. Communication initiatives, including an internal image film and podcast format, reinforced the positioning of I8N as a visible and accessible capability within the organization.

Over time, I8N expanded from its initial experimental role into a trusted internal advisory function supporting digital transformation topics, including early-stage AI-related initiatives.

I8N began as a small internal initiative within G+J IT, formed by a group of four founders aiming to address the lack of clarity around innovation within the organization.

Gruner + Jahr, as a large media enterprise undergoing digital transformation, required mechanisms to connect strategic intent with operational execution. Innovation efforts were present but dispersed across departments without a shared framework or consistent methodology.

The introduction of structured strategic design work—combining facilitation, narrative development, and organizational systems thinking—provided the conditions for I8N to become a recognizable internal entity with defined responsibilities and recurring engagement with leadership teams.

• Transformed a 4-person initiative into a formally recognized internal innovation unit within Gruner + Jahr
• Established a structured operating model including purpose, vision, mission, values, and quarterly OKRs
• Created a shared innovation language adopted across leadership and multiple business units
• Enabled I8N to become a trusted internal advisory function for digital transformation topics, including AI-related initiatives
• Delivered recurring executive workshops involving leadership and cross-functional teams
• Produced internal communication assets including an image film and podcast format to support organizational alignment
• Sustained organizational role and relevance until the acquisition of Gruner + Jahr by RTL
• Increased internal engagement with innovation processes through structured facilitation and strategic framing

Martin von Allesch / AI Lead Christian Mattern / System Architect Endpoint Management Karsten Reichel / Senior Director IT & Enterprise Transformation Conrad Leilich / Head of Content Services