The Peter Schmidt Group will strengthen its management team with the arrival of Lukas Cottrell

Expanding brand and design agency appoints top consultant / Combining Strategy and Brand Management

The Peter Schmidt Group will continue to grow and strengthen its management team with the arrival of a new general manager, Lukas Cottrell, as of February 2015. The 43-year-old will join the Peter Schmidt Group from the Hamburg office of the brand agency Landor, where he has been working in a similar position since 2011, and is going to lead Frankfurt’s Brand Management and Brand Strategy activities.

The Peter Schmidt Group is the fastest growing brand and design agency within Germany with strong global customers, such as the Imperial Tobacco Group, driving its business to further expand this leading position. "We are pleased that Lukas Cottrell is going to join us and support this expansion," says Gregor Ade, Managing Partner at the Peter Schmidt Group. "Lukas has distinctive brand know how, leadership experience and entrepreneurial thinking while at the same time being a solid team player and empathic consultant."

The international background of Lukas is especially important for Managing Partner Armin Angerer: "Lukas’s strengths lie in his experience of global brand implementation. The Peter Schmidt Group will not only benefit from this excellence, but also from his cultural understanding of diverse markets and knowledge of consistent, global rollouts."

Lukas is acknowledged as one of the most prominent people within the branding industry and has extensive experience of working in global agencies. Most recently, he has been responsible for the development of integrated sales and marketing strategies for clients such as BASF, BMW, Henkel, Johnson & Johnson and Volkswagen. For BMW, his "Future Retail" strategy has been successfully supporting the development of a world wide, multi-channel distribution landscape for this international player.

The ongoing expansion of the Peter Schmidt Group has also necessitated a further development of its corporate structure that has resulted in the two divisions of Brand Management and Brand Strategy being combined to facilitate future growth. By aligning these core activities more closely together, the Peter Schmidt Group’s claim to leadership within the brand and design industry will further be substantiated and strengthen client consultation, from first customer contact right through to brand implementation, and Lukas will be central to this process.

Managing Director Günther Misof, currently responsible for the Brand Management division, is then planning to retire in late February 2015 following Lukas’s full incorporation into the business of the Peter Schmidt Group. With over 40 years of professional experience, Günther is one of the most recognised brand experts and prominent figures within the industry. Until its merger with the Peter Schmidt Group at the end of 2013, he had also been the CEO of the Brand Implementation Group, an affiliated company of the Peter Schmidt Group. "Günther Misof has developed the portfolios of Brand Implementation and Brand Management of the Peter Schmidt Group over the past ten years into a unique, commercial proposition" says Gregor Ade. "We are extremely thankful for his many years of service and committed relationship to our business and are especially grateful for his vision and his tireless advancement of brand relevant issues.”