CMO of the Year 2017: Eric Liedtke

The CMO of the Year 2017 is Eric Liedtke, Global Brands Executive Board Member of adidas. That was the decision made by the CMO of the Year Jury after the CMO of the Year Council had identified five Top Finalists.

Eric Liedtke was honoured at the Innovation Day evening at a ceremonial gala for the German bank “Alte Bayerische Staatsbank” in the presence of around 300 guests.

After his laudation, Florian Haller, Chief Executive Officer for Serviceplan Group, presented the CMO of the Year 2017 award to the proud winner.
The following individuals were nominated for the CMO of the Year 2017 award (in alphabetical order):

  • Eric Liedtke, Adidas AG
  • Claas Meineke, Edeka AG & Co. KG
  • Henning Strauss, Engelbert Strauss GmbH & Co. KG
  • Dr. Jens Thiemer, Daimler AG
  • Hildegard Wortmann, BMW AG

Eric Liedtke, Executive Board Member responsible for Global Brands, adidas

“This award truly belongs to the entire adidas team who has reset our brand as the creator sports brand. We see ourselves as a ‘work in progress’, a brand that challenges convention and is always seeking to disrupt the status quo. We are honored to be recognized for our efforts, but would humbly add that our work has just begun.”

The jury’s verdict

This year, the speaker for the CMO of the Year Jury is Prof. Dr. Anton Meyer, Director of the Institute for Marketing at the Ludwig Maximilian University of Munich. The jury member’s explained the reasons for the decision as follows:

Prof. Dr. Anton Meyer

“Eric Liedtke, as the Global Brands Executive Board Member of adidas, played a significant role in expanding the competitive standing of the adidas brand in “a market” with strong global competitors thanks to innovative product launches and customisable products and on-site production, thus strengthening the brand. In doing so, the role of the adidas brand was changed from a traditional sports clothing brand to a modern lifestyle brand and doesn’t just communicate via brand touchpoints but is also made more attainable via experience platforms and providers (e.g. flagship store, 5th Av., N.Y. and strategical cooperations with influencers from the music, fashion and sport industries).”

Prof. Dr. Anton MeyerDirector of the Institute for Marketing at the Ludwig Maximilian University of Munich

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