Lufthansa “New Premium” Brand Refresh
Led transition for Lufthansa and DDB Tribal, 2017–2018
Shaped and delivered the unique Lufthansa experience (Tone of Voice, digital, BTL, dialog, visual language), partnered with the management of DDB Tribal, Lufthansa, and various stakeholders from partner agencies.
- Education and trainings
- Planning and delivering the integrated Lufthansa “New Premium Brand” experience with more than 1,000 sub-tasks
Mercedes-Benz CRM / Digital dialog campaigns
Led transition of the CRM account for Mercedes-Benz, 2016–2017
Delivered the dialogue experience – e.g. lead generation and digital activation strategy (direct), content strategy and CRM concept for 128 markets of Mercedes-Benz to promote 13 passenger cars ranges and its various models.
- Education and trainings on the job for CRM consultancy team, creative teams, pre-press and production team
- Planning and delivering the CRM measures for 13 car series and its various models
“Marcus has an excellent understanding of CRM. He was a real asset for us—and the reason why we rated the agency better.” – Director, CRM and Campaigning Mercedes-Benz
ValueChange Start-up, Greater Geneva Area
Brand & content strategy for the ValueChange start-up of Anja Langer Jacquin, 2016
Delivered the positioning/value proposition, brand strategy and execution for crucial touchpoints.
“Excellent collaboration, a good listener, and a good thinker. Is comfortable challenging opinions in a constructive way. Creative and flexible, yet doesn’t lose sight of what is important.” – Anja J., Founder and former Managing Director EMEA/Russia/Africa Cisco Consulting
Home of the Wild, South Africa
Brand & UX strategy, digital concept and execution for Home of the Wild (Krueger National Park), 2014
Delivered the positioning/value proposition, brand, UX and content strategy as well as the execution for crucial touchpoints.
“Very open-minded, inspiring, and focused co-creation; what an amazing project journey! Had a great experience with very nice people, challenging but awesome teamwork, striving together for perfection. Thank you for your trust!” – Anja & Paul
Make Love Movement
Make Love Movement Strategy for Ann-Marlene Henning, 2012 – 2013
Delivered personas, brand and content strategy for several Make Love Movement TV series and online activities (social, hub, television, blog, and others). Consulted for TV station tender and business setup.
Nominated for the Grimme Online Award 2014
airtours luxury travel brand (TUI travel, division airtours luxury)
Led holistic relaunch and Account for airtours, 2009 – 2012, 2009 – 2012
Won airtours luxury brand account for Wunderman and led and managed the strategic 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!” – S.S., Director Brand Excellence, airtours
Konica Minolta Europe
Led transition for Konica Minolta Europe, 2002-2006
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.
Invented, designed and implemented the print-on-demand publishing platform “Konicaminolta-123.de”.