Lufthansa “New Premium” Brand Refresh
Led transition for Lufthansa and DDB Tribal, 2017–2018
Planned, shaped and delivered the unique Lufthansa experience: Tone of Voice, digital, BTL, dialog, visual language, and more. Partnered with the management of DDB Tribal, Lufthansa, and various stakeholders from partner agencies.
Mercedes-Benz – Integrated CRM Campaigns
Led transition of the CRM account for Mercedes-Benz, 2016–2017
Led and managed the dialogue experience of Mercedes-Benz – e.g. lead generation and activation strategies, content strategies and CRM concepts for 128 markets of Mercedes-Benz to promote 13 passenger cars ranges and 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
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 workshops, personas, brand and content architecture and advisory services for the founder and author of the Make Love Movement TV series and online activities (social, hub, television, blog, and others). Advised also for TV station tender and business setup. (Not involved in the further execution process, executed by public-service broadcasters)
Nominated for the Grimme Online Award 2014
airtours Luxury Travel Brand Relaunch
Led holistic relaunch and Account for airtours, 2009 – 2012
Led and managed the strategic direction for the
“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”.