Who We Are
Impulse is a public relations and communications agency that exists to elevate the furniture, lighting, and accessories industry.
Founded by Tanja Demmerath in 2002, the Berlin-based firm advocates for talented European designers and brands and is driven by the conviction that exceptional design enriches lives and well-being. With an unwavering commitment to quality, Impulse crafts powerful PR strategies and innovative concepts that always begin at the human level, and end with meticulous execution.
Scroll down to learn more about our team and guiding principles.
WE SCULPT STORIES THAT COMMUNICATE
the value of design.
Combining creative flair with 20 years of business acumen and an extensive media network across Europe, Impulse employs a comprehensive approach that integrates storytelling, branding, and experiential marketing to enhance brand positioning.
Impulse takes great joy in fostering genuine relationships built on trust, and approaches every project with a down-to-earth professionalism, emphasizing authenticity, curiosity, and transparency. Tanja and her staff workhands-on to deliver bespoke, groundbreaking solutions that help clients distinguish themselves and leave a lasting impression. Demonstrating a spirit of generosity and daring, Impulse thrives in dynamic situations where creativity and instinct take centre stage.
Our Guiding Principles
-
Impulse’s founding mission 20 years ago – to celebrate the work of talented designers and brands, and to further the design industry as a whole – remains as a guiding light. Impulse’s belief that great design enhances quality of life motivates Tanja Demmerath and her team to strive for excellence and means that every task, be it large or small, is a joy for Impulse to fulfil.
-
Every good relationship is founded on trust. Impulse commits considerable energy towards understanding each client’s specific situation and goals. The team applies a down-to-earth professionalism, authenticity, curiosity, and transparency, aiming for long-term relationships sustained by trust. From this point any challenge can be overcome, and incredible work can be achieved.
-
Impulse launched in 2002 with a progressive idea to apply a fashion-PR mentality to interior design. Tanja Demmerath’s belief in taking proactive, calculated risks still underpins the agency’s work today. This courageous, agile and instinct-led attitude has led to innovative processes and projects that have enables clients to stand out from the crowd and more importantly, to be remembered.
-
Public relations are at their best when forged by a spirit of generosity. To Impulse, this means offering good hospitality: listening, empathy, anticipation, and consideration. Impulse’s definition of a “personal touch” goes beyond the surface: every client, project, and media outlet is nurtured through a tailored service measured by output, not input.
-
To Impulse, success is synonymous with quality. This means developing high-quality PR strategies and creative concepts, then carefully guiding their execution to ensure high-quality impact. The pathway to successful outcomes is different for each client and project, and Impulse believes paving each unique path is the fun part.
-
Every Impulse project is entrepreneurial in nature. Creative and commercial expertise are applied in a 360-offering of storytelling, marketing, branding, and art direction, all grounded by a pragmatism about business bottom-line. Believing in the importance of the whole brand universe, Impulse’s holistic strategies deliver nuanced communications that work.
FOUNDER & PR DIRECTOR OF IMPULSE
Tanja Demmerath
Tanja's passion for interior design and public relations ignited early in her career, leading her to establish her own agency in 2002 with a vision to revolutionize the sector.
Recognizing the dearth of interior design PR in Germany, she transformed Impulse into a specialized agency for European interior design brands, infusing it with the finesse of a fashion PR firm. Tanja's personal approach, coupled with her profound understanding of the design industry, facilitated the development of an extensive media network and comprehensive design expertise. From design thinking to product development, to manufacturing to the supply-chain, to marketing, Tanja became fluent in the language of design, allowing Impulse to forge meaningful connections between clients and media and to develop holistic communications strategies.
From the outset, Tanja’s version of public relations put the emphasis back on the “person” through a genuine interest in human creativity and interaction, a love of discussion, knowledge-sharing and social gathering. These values have shaped the Impulse brand and team, and enabled the agency to become a linchpin within the very community it serves.
The Impulse Team
Two decades in, Tanja continues to lead Impulse with the same daring spirit the agency was founded on and enjoys close partnerships with renowned design brands across Scandinavia and central Europe. Her connections within the design and lifestyle sphere remain unparalleled, cementing Impulse's influential position within the industry.
Tanja’s hands-on approach to each project is supported by her team of incredibly talented storytellers and publicists collaborating from Impulse’s Berlin studio. Agile, close-knit and experienced, Tanja’s staff members share her affection for interior design and work with a committed approach and a dash of impulsivity. Each team member contributes a variety of skills within communications, events and branding to form an interdisciplinary agency able to adapt to client and project needs.
