26 November 2025
When we set out to rebrand smartclip, we weren’t just updating colours or refreshing our logo. We were taking on something much bigger: the challenge of making adtech — notoriously complex, often invisible — feel tangible.
Because in this industry, abstraction is the default. But we believe that the people building and using this technology deserve clarity, not clutter.
So we fearlessly attempted a new direction. And we reimagined everything:
Our technology — brought to life through 3D animations that turn the abstract into something you can almost touch.
Our brand identity — bold, minimal, and designed to reflect the sophistication of our tech.
Our website — bringing clarity to our offerings, identity, and purpose.
Today, I’m proud to share that this work has been recognised by the Communicator Awards 2025, with four wins across brand, design, video, and animation:
- Brand Identity – Award of Excellence in Brand Redesign / Refresh
- Website Redesign – Award of Excellence in Brand Website Redesign
- 3D Technology Animations – Award of Distinction in Animation / Motion Graphics
- Rebrand Launch Video – Award of Distinction in Video / Moving Image
Each piece is part of the same mission: make the invisible, visible. Make adtech understandable. Make it feel real.
Because marketing shouldn’t be an afterthought in tech — it should be as ingenious, intentional, and fearless as the product itself.
This recognition is an incredible milestone. But more importantly, it’s a signal that we’re building a brand that reflects what we do best: simplifying the complex.
Shira Leffel is the VP of Marketing at smartclip, the adtech business of RTL Group. She leads the marketing and product education department, helping Europe’s largest broadcasters adopt innovative advertising technology solutions. With over 10 years of marketing leadership experience across tech—ranging from startups to public companies—Shira specialises in transforming complex technology into compelling, marketable stories. Her career has taken her across the globe, with roles in the United States, Canada, Israel, Mozambique, Brazil, and now Germany, shaping her inclusive and impactful approach to marketing. Shira graduated Summa Cum Laude and First in Class with an M.A. from Tel Aviv University and First Class Honours with a B.A. from the University of British Columbia.
Shira Leffel
VP Marketing & Product Education
