In addition, Marcus Podorf has delivered several premium brand relaunches and highly complex transformation projects. Our founder’s passion for business, brand and integrated marketing excellence is reflected in our expertise in establishing, maintaining, and sustaining outstanding brand excellence through strategic leadership capabilities. Please find an overview of Marcus Podorf’s most recent and high-profile, non-confidential projects and responsibilities below.
BDO AG x SAP
Strategy Advisory – Communications Strategy, global SAP-win
2020 – FY-2023
‘BDO’s picking up of SAP’s audit contract from the 2023 financial year represents further progress then, as the software company is its largest ever international client. SAP is the world’s largest provider of business software and has the largest market capitalisation in the DAX-30.’ – Consultancy.uk
BMW Austria, Eastern Europe, Germany & Switzerland
Digital Aftersales Strategies, Concepts & Campaigns
‘No one is as thorough as Marcus Podorf!’ – Program Lead BMW Germany, Media.Monks and THE MARCOM ENGINE
UX Strategy, Concept & Execution
tom logisch® – exploring the world in a better way
tom logisch® at 60th Salón Náutico, Barcelona
tom logisch® Rebranding
‘Marcus Podorf has pushed our business really forward!’ – Thomas Logisch, Founder & CEO
thjnk Duesseldorf x thyssenkrupp infrastructure
Director of Rebranding for the global civil engineering solutions provider thyssenkrupp infrastructure
‘Thank you for everything. You did a mega job – we love your accuracy very much!’ – thjnk
UX Design Strategy & Concept
Relaunch of the Webapp – UX-Strategy & -Concept
‘The rental is absolutely smooth.’ – Review of the German Gründerszene magazine, August 2022
Deutsche Bahn AG
Management Consulting & Strategy Advisory – CX Strategy
Strategy Advisory / Interim Director, Brand Strategy & Planning – Global Brand Repositioning
‘Our best pitch ever!‘ – Head of Business Development, Hirschen Group
Globus Group, Germany & Russia
Strategy Advisory / Interim Director, Brand Strategy & Planning – Holistic Marketing Strategy
‘The Hirschen Group can be happy about a new client from the retail industry. In the future, the WPP shareholding will work for the Globus hypermarket chain. The company, which is headquartered in St. Wendel, Saarland, decided to cooperate with the WPP holding after a multi-stage pitch with a total of eight participants. The cooperation is unusually long-term: The contract runs for five years.‘ – Horizont
Strategy Advisory / Interim Director, Brand Strategy & Planning – Repositioning
AI-Study, FUTaf ’19 at Federal Foreign Office
Freelance Director, Brand Strategy & Planning – Positioning & Launch Communication
Strategic Planning / Interim Director, Brand Strategy & Planning – Repositioning & Communication
Zalando – Zalando Outlet Stores
Interim Marketing Lead, Germany
Strategy Advisory, Brand Strategy & Planning – Positioning & Launch Communications DE
Markem-Imaje, the world-leader in CPG Tech (B2B)
Delivered the international transformation for the premium B2B brand
‘Thank you, Marcus, you’ve been great!’ – Geschäftsleitung, VORN Strategy Consulting
Interim Head of Lufthansa ‘New Premium’ Brand Refresh at DDB, Germany
Led and managed the strategic direction for the Lufthansa premium brand refresh (BTL) and Lufthansa Group Airlines rebranding for DDB Tribal, Hamburg.
‘Thank you, Marcus! We couldn’t have done it without you!’ – Member of the Management Board, DDB Tribal
Marcus led the elaborate and highly complex Lufthansa rebranding at DDB with an experienced hand. He was able to easily bring together the many strands (creation, process, brand, resources…) and prepare the new brand identity of the DAX-member and German love brand.
I particularly appreciate Marcus’ ability to think outside the box and his vision, which is always based on his in-depth professional expertise and many years of experience in global brand management.
Marcus is the most committed freelancer I have ever met. Content-driven and always honest, he is always 100% committed to the team and the long-term vision of the brand beyond the project.’
– Tillmann Kühn, Director, DDB Group
Lufthansa Group Airlines
Leadership & B2B2B Rebranding Strategy for DDB & Tribal, Hamburg
CRM account transition and set-up, CRM strategies and digitalisation, Car launches
Led the transition for the CRM account of 7 digits of budget for Mercedes-Benz, including Mercedes-Benz Cars, Mercedes Maybach, Mercedes me, and Pullman lines, within a highly complex start-up business of 6 months young with fast-growing environment. Provided education for the creation team and a culture task force due to a huge increase of multinational and multicultural personnel entering the company after the second month of assumption.
‘Marcus has an excellent understanding of CRM. He was a real asset for us—and a reason why we rated the agency better.’ – Director CRM and Campaigning Mercedes-Benz
Home of the Wild
Branding & Branded Website – https://homeofthewild.com
‘Make Love’ Movement
Strategic Consulting & Advisory Services for Ann-Marlene Henning, Initiator & Founder of the Make Love Movement
Nominated for the Grimme Online Award 2014
T-Systems – ‘Champs for Champs’ UX & Campaign
Champs for Champs campaign ecosystem
UX strategy for Philipp & Keuntje, Hamburg:
Holistic Relaunch, Digitisation, CRM and Marketing Strategies for airtours, the luxury brand of TUI travel
Won airtours luxury brand account for Wunderman and led and managed the strategic and creative direction for the airtours brand relaunch. Mastered the roll-out on time, on budget and within nine months of winning the pitch.
‘You did great work. And it was truly an amazing time I’ll never forget!’ – Stefan Schaub, Director Brand Excellence,
‘In the beginning of 2017, almost 8 years after the relaunch, airtours was able to announce that the average age of its customers had dropped from 55 years (2011) to 45 years and that 34% of its customers were regular customers.’ – airtours Public Relations, 2017
‘airtours continues to be the market leader in the luxury segment with the most comprehensive range of high-quality trips and a significant share of tailor-made individual trips for the German market.’ – airtours Public Relations, 2017
Relaunch and digitalisation of the “Vattenfall Highlights” loyalty program
Supervised the account Vattenfall Europe and its loyalty program “Vattenfall Highlights.” for The Wunderman Network.
Integrated marketing, rebranding and transition – Direct Sales & Marketing
Supervised the account and an integrated agency team (15+ people) for The Wunderman Network.
Lufthansa Miles & More Credit Card
Led the brand flip from Visa to MasterCard and CRM for the Lufthansa Miles & More Credit Card
Won brand flip project for weigertpirouzwolf and led and managed the strategic direction for the brand flip from VISA to MasterCard. Mastered the holistic relaunch on time, on budget and within six months.
Led the turn-around, changes and transition to secure the key account for weigertpirouzwolf. Set up and supervised an integrated dialogue marketing unit as consquence, responsible for creative conception, budgeting, production services and quality management (team of six people).
Led the brand and loyalty program launch for EnBW
Supervised the account and led the implementation and launching of the new SüdBest brand across all channels and media (ATL, Out of Home, Direct, CRM) for weigertpirouzwolf.
Led the brand relaunch for the premium brand markilux®
Won markilux® Account for KP&Z, managed the strategic direction and implementation of the holistic brand relaunch (B2C, B2B).
KONICA MINOLTA Europe
Led the rebranding and CRM campaigns for KONICA MINOLTA Europe
“Konicaminolta-123.de” Print-on-Demand Publishing Platform
Designed print-on-demand publishing platform, Konicaminolta-123.de.
“Scranning” CRM Campaign
Planned, executed and managed the real-time CRM campaign “Scranning” for Konica Minolta, awarded the DDP Deutscher Dialogmarketing Preis 2004 best in class.
“e-bizhub” CPC Tracking Platform
Gained experience in transformative business models (e-business digitalization).
Supervised the account, led national change strategy, local rebranding (B2B, B2B2B) and implemented several online and offline measures and campaigns after the merger of KONICA and MINOLTA.