After more than 20 years, agency group ressourcenmangel has a new name. More than two decades after the agency first took root in Frankfurt an der Oder, founders Benjamin Minack and Andreas Nickel have chosen to rebrand — with their market positioning firmly in mind.
Sometime between 2003 and 2006, we founded ressourcenmangel. In 2009, the agency became part of the Hirschen Group.
A lot has happened since then. Topics streamed across Facebook and LinkedIn feeds. We talked about work. About what we were doing right now, and about what’s harder to pin down. About responsibility that had grown bigger without anyone ever deciding it should. About pace. About whether you need to be louder in a world where everything is already shouting.
We talked about the industry — its routines and its exhaustion. About purpose, which was once genuine conviction and is now often little more than a veneer. About AI — not with euphoria, not with dread, more the way you talk about something that isn’t going away and is quietly reshaping everything. About commoditisation. About relevance. About the fear of going soft, and the equally real fear of losing yourself trying not to.
In between, we talked about the ageing of ideas. About letting go of things that were once right. About growth that feels good and somehow unfamiliar at the same time. About people who are new, and others who’ve been here longer than certain versions of ourselves.
Nothing came up more often than our name. Every new client, every old client wanted to know. Every colleague, every partner, every supplier. Always the same question: what does that even mean?
Now that’s over.
ressourcenmangel is now RYSM.
A name that finally needs no explanation.
