25 February 2026
For decades, corporate websites have followed the same logic: menus, static pages, and carefully constructed user journeys. But AI changed how people interact with information. Users no longer search. They ask. And yet, even the AI companies building this future, still rely on websites built for the past. A contradiction we couldn’t ignore.
Sidekicks is an AI platform developed by smartclip, RTL Group’s adtech business — built to bring agentic AI to the media industry. It launched into one of the most explosive and competitive technology categories, where distinction is survival and momentum is everything. To match the speed of innovation, our marketing had to move just as quickly, and just as fearlessly. So the corporate website wasn’t treated as a standard marketing asset. It became something else: an opportunity to reimagine what a website should be in the age of AI.
Credits and awards for making adtech sexy
Team
Shira Leffel
Vice President Marketing &
Product Education at smartclip
Lisa-Theresia Rischke
Head of Brand at smartclip
Karen Knüppel
Marketing Design Manager
at smartclip
Harshita Parnami
Marketing Design Manager
at smartclip
Rosen Dimitrov
Graphic Designer at smartclip
Lee Richter
Marketing Specialist at smartclip
Awards
2025 Creative Communications Award (C2A)
Honorable Mention: Sidekicks Logo Design, Branding
2025 The Communicator Awards
Award of Excellence: General-Brand Redesign or Refresh for smartclip
2025 The Communicator Awards
Award of Excellence: General-Brand Website Redesign for smartclip
2025 The Communicator Awards
Award of Distinction: Features-Video or Moving Image for smartclip
2025 The Communicator Awards
Award of Distinction: Features-Animation or Motion Graphics for smartclip
2024 Creative Communications Award (C2A)
Honorable Mention: Brand Identity, Branding for smartclip
2024 Creative Communications Award (C2A)
Winner: Websites, Online Media for smartclip
2024 German Design Award
Winner: Excellent Communication Design Web for smartclip
2024 German Design Award
Winner: Excellent Communication Design Brand Identity for smartclip
