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Case Study

Strong team. Specific gaps. A clear next move.

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Challenge

What was sitting underneath.

Approach

What we asked. What we listened for.

Results

What moved. By how much.

Conclusion

Why it held. What stays after.

Challenge

Set-up

Drehmoment Marketing is a Hamburg-based creative agency. Christoph Riekmann runs it as CEO. The team has a strong reputation in its segment and a strong internal culture. Heading into 2026, the agency was navigating two parallel shifts: the AI changes reshaping creative work, and the strategic question of how the agency's value would be priced and delivered going forward.

Christoph wanted a precise read on the team before the year accelerated. He brought TPRC in for that read.

A creative agency depends on its people. The ones who carry client work that depends on judgment, taste, and trust. From the outside, the team looked steady. Retention was good. The work was good. The clients were good.

What Christoph could not see clearly was whether the team was in a position to carry what was coming. AI is rewriting the production layer of agency work. Client expectations are shifting underneath every brief. The conversations that decide whether a team adapts or stalls happen between people, in moments that leadership rarely sees.

The agency did not need a transformation program. It needed a precise read.

  • 1. Readiness QX
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Drehmoment Marketing
Hamburg, Germany

“ The assessment helped us precisely target how to prepare for what’s coming next as a team and as a company.”

Christoph Rieckmann · Founder & Managing Director, Drehmoment

Approach

What we asked. What we listened for.
The Readiness QX diagnostic ran from kickoff in mid-December 2025 to debrief at the start of February 2026.

Phase 1: Design

The standard Readiness QX battery covers seven categories of the work environment: self-relationship, team relationship, leadership, growth opportunities, corporate alignment, work-life balance, and inclusion. 21 questions in total, scored on a 5-point Likert scale. On top of those, Christoph and the TPRC team designed 13 custom questions tailored to Drehmoment's situation. Long-term client orientation. AI readiness through the agency's own DECAID Academy. Work joy. The gap between what the agency promises and what it delivers.

Phase 2: Distribute

Anonymous links. A two-week response window in early January 2026. TPRC ran the technical setup and the reminder cadence. The agency leadership did not have to chase anyone.

Phase 3: Analyze

Quantitative scoring across all 34 questions. Qualitative coding of the open-text responses. Score ranges read against the QX framework: 4.0 to 5.0 marks the foundations to protect, 3.0 to 3.9 the areas that warrant a closer look, 1.0 to 2.9 the categories that need action. Cross-correlation between standard and custom items to surface where the two pictures matched and where they diverged.

Phase 4: Debrief

A full report in German. A live presentation to leadership. Three prioritized recommendations sequenced by likely impact, not by score.

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Results

What the Readiness QX is built to do

The Readiness QX is an engagement assessment redesigned for readiness: it measures whether the environment around a team is set up to support what is being asked of them.

A strong foundation confirmed.

The data named the agency's strengths. Team cohesion, leadership, and inclusion came back as the foundations. The things worth protecting in any year ahead.

Specific gaps surfaced.

Not vague concerns. Specific places where the environment was not yet set up for what the agency wanted to do next.

AI readiness in focus.

The team's own AI capability work came up as a place where they wanted more. They saw the variable. They named the gap themselves.

A clear next move.

Three prioritized recommendations, sequenced by impact, not by score. The agency walked out of the debrief knowing where to start.

Pressure was coming. They knew where to act before it broke.

Conclusion

What the data clears up.

A Readiness QX does one thing. It tells leadership what the team would tell them, if leadership had a clean way to ask.

For Drehmoment, the answer was specific. The agency does not have a culture problem. It has an alignment problem in two places that matter for the year ahead. The mission and values are not yet visible in daily work, or in the service promise the agency makes to clients. The AI capability building inside the agency is not yet hitting where the team needs it to hit.

These are tractable. The TPRC report ended with three priorities sequenced for impact: build out individual development plans and tighten the AI capability work; translate the agency's values into visible behaviors and into the client-facing service promise; live the processes the team already agrees should be in place.

Christoph now has a precise read. The team does too.

The strong team is the team the data confirmed. The gaps are gaps the team itself wants closed.

Keep reading.

Original papers from our team. The full library of current research and articles.

Practical application.

The principles of people readiness are clear. The work of moving the numbers inside an organization is specific. This is how it actually gets done, step by step.

Start the conversation.

Thirty minutes. We listen to what is happening in your organization, place it against the readiness framework, and tell you what a diagnostic would surface.