In 1907, Persil became the first packaged washing powder on the market in Germany. Today, the brand is a world-wide icon of dependable washing power and purity. But as universal as those values are, they are interpreted very differently in different cultures. The Peter Schmidt Group has been responsible for Persil’s brand presence for more than 10 years. Katrin Niesen and Armin Angerer will present the evolution of a strong brand within the framework of product innovation and design. They will reveal how the world does laundry – and which design codes work.

Brand Talks

Brand Talks is the new rapid talk format on the second conference day. After the keynote by London-based branding expert Michael Johnson (johnson banks), talks change in a 30-minute cycle. The final talk gives Thomas Müller, Head of Design and Innovation at Fjord with his summary “The End of Branding As We’ve Known It”. Moderator of the Brand Talks: TYPO programme director Jürgen Siebert.

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Katrin Niesen

Executive Creative Director, Peter Schmidt Group

Katrin Niesen began working with the Peter Schmidt Group in 1995. Six years later, she moved on, gathering two years experience as creative director at Lothar Böhm, before moving to Brand Union (previously Enterprise IG), where she handled international accounts for another two years. Niesen has been back with the…

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Armin Angerer

Managing Partner, Peter Schmidt Group

Armin Angerer studied furniture design and interior design in Innsbruck. He moved to Hamburg in 1991 to work as a designer at Peter Schmidt Studios. He gave up his second career in favour of design - for years he played volleyball in the Austrian national league. He was appointed creative…

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