#IB We sell, or else

Fakultät International Business – Alles für Ihren Erfolg

We had the honour to listen to Lothar S. Leonhard and Jorinde Gessner, both Ogilvy & Mather Advertising Frankfurt. Lothar S. Leonhard was Chairman of Ogilvy & Mather Germany for over 25 years as well as Chairman of the General Association of German Advertising Agencies (GWA). He is a member of the so-called Hall of Fame of Advertising. Jorinde Gessner is a Management Supervisor working with clients in the B2C and B2B area.

Ogilvy & Mather is a globally integrated communications agency with specialists in all the major disciplines. It is one of the most creative agencies in Germany. The agency was founded in 1948 by David Ogilvy in New York and is now the fifth largest agency network in the world with 487 offices and 24.600 employees in more than 100 countries. The German agency has its origins in the Frankfurt Heumann advertising company that was acquired in 1964 by Ogilvy & Mather.

In 2014 the agency was awarded for the third consecutive year as „Network of the Year“ at the Cannes Lions Advertising Festival and was named the “Effies World’s Most Effective Agency Network” for two consecutive years, 2012 and 2013.

Lothar Leonhard and Jorinde Gessner gave us profound insights into some interesting case studies demonstrating different approaches to global and local advertising strategies. Also, they gave an overview of European and German media trends and regulatory issues. After their lecture the Summer School and Master students had the opportunity to work in groups on a case study featuring Arrow Electronics. Arrow is one of the largest global providers of products, services and solutions to industrial and commercial users of electronic components and enterprise computing solutions with 17.000 employees and 22.8 billion US $ turnover in 2014. The company tasked Ogilvy to find out, why inventors do not get the same or more attention as actors, singers or models. Arrow and Ogilvy started a brand campaign Heroes of Innovation in 2015, which has been designed to give inventors the respect and recognition they deserve.

Arrow now wants to roll the campaign out across Europe in key markets e.g. France, UK, Italy and the Nordics. The task of the students was to prepare a presentation on ideas of how to further promote the Heroes of Innovation online platform in these key markets.

We like to thank Lothar S. Leonhard and Jorinde Gessner for their great presentations and workshop. It was a real pleasure to listen to them and their ideas.

Jorinde Gessner and Lothar Leonhard
Jorinde Gessner and Lothar Leonhard
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