Progress on many fronts: innovative, international, integrated

The year 2025 was a very successful one for WEFRA LIFE and was characterised by new technologies, innovation and integration. In this dialogue, directors Matthias Haack, Niklas Kurz and Adrian Haack look back at the key developments: the complete integration of the family’s fourth generation, the consistent implementation of the AI-first strategy and lasting successes in all areas of the company. They also take the opportunity to look at the promising year 2026 will be, marked by AI enablement, international expansion and more growth.
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How did technology shape WEFRA LIFE in 2025? We do not see artificial intelligence as a buzzword. To us, it is a genuine lever for quality and efficiency. Based on our AI-first strategy, we have entrenched AI in all units and projects. It ranges from internal AI toolkits to our first AI-based campaigns as well as AI champions. Our ambition is to deploy AI anywhere it adds value – which is in analysis, automation and personalisation. What does it result in? Campaigns that are faster, more precise and more effective. For us, AI is not hype. Rather, it is a strategic imperative which is going to have a decisive influence on the future of healthcare marketing.
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What does the change of generation mean for WEFRA LIFE?

With the arrival of Adrian Haack and Niklas Kurz, the management team is now complete; the fourth generation is officially in charge, mixing dynamism with continuity. We combine experience with new energy and an international perspective and do that as a team who think and act intergenerationally – a driving force with speed and responsibility.
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In what ways did WEFRA LIFE develop internationally?
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We expanded our international presence significantly in 2025. Integrating France’s CMS Mediaplus and setting up a network of European publishers laid the foundation for Healthy Programmatic at a European level. The first international budgets, rising demand among global healthcare enterprises and a team integrated across national borders all show that we are reimagining healthcare communications.
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What other developments were significant for generating new business?
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We won new, highly regarded clients in all our business units, even in an increasingly complex market. Subjects such as DTx, ESG, data protection and platform transparency have become critical factors, and we have a response for them: integration. With our single point of contact model, we bring together PR, media, content, strategy, creation and technology for speed, consistency and quality. These are things our clients appreciate..
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What are the developments in sustainability at WEFRA LIFE?
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Sustainability remains an issue that cuts across the company. After a three-year carbon footprint audit, we entered the implementation phase in 2025 with solar energy, e-mobility and sustainable media and production decision-making. In parallel with that, we are making advances on regulatory standards, including for example our ESG reporting aligned with the Science Based Targets initiative. In 2026, the next step will be taken: data-based sustainability tools for more transparency and quantifiable impact.
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What things are you particularly looking forward to in 2026?
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Adrian Haack: ‘The international roll-out of our media productsand the start of our own AI unit, which will be a dedicated offering forclients and internal processes.’

Niklas Kurz: ‘2026 will be the year of enablement. We want toempower clients to communicate smarter with our tools, insights and advice.’

Matthias Haack: ‘Close collaboration with my two other managementteammates, and the innovation that will keep taking us and our clientsforward.’