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In this interview, he explains how he plans to raise creative standards, harness AI and data without losing human judgment, and help DEPT deliver work that travels globally while staying locally relevant.

The agency has been appointed by Baros Maldives, La Réunion, and weloveholidays for ongoing PR and communications work.

Tasked with elevating DEPT into a creative powerhouse within its global network, she’s championing a vision where technology, data, and creativity work seamlessly together.

At DMEXCO 2025 in Cologne, Bas Vlugt spoke with Patrick Edlefsen, Managing Director DACH at Channel Factory. Since May, Edlefsen has been leading the region and shares his enthusiasm about the role and his market.