A new visual identity, a new positioning with the motto “Amplified Imagination,” and the launch of the “PSG Imagine” innovation unit – a lot has happened at Peter Schmidt Group in recent months. Now the brand and design agency is taking the next step and combining its de-centralized teams into two “communities” for corporate and consumer branding. This will enable the agency to ensure the greatest possible flexibility for its clients. 

 

Kristin Janoschka (Executive Director Consulting), who has been with Peter Schmidt Group for more than 10 years, will head the Corporate Branding community. “Kristin is an impressive leader,” said Managing Partner Lukas Cottrell. “She has successfully managed all major corporate branding and transformation projects in recent years. She inspires our clients with her outstanding personal commitment. Giving her even more responsibility is the logical consequence.” 

 

Inga Wolter (Executive Creative Director), who has been with the company for more than 20 years, will be responsible for the Consumer Branding community. “Inga is an exceptional talent,” said Cottrell. “As an experienced designer, she combines creative and strategic expertise in a captivating way. For years she has been consistently achieving top results in all markets for our global FMCG/CPG clients. Under her leadership, one of our agency's core competencies is in excellent hands.”

 

 

Ruediger Goetz hands over creative leadership  

 

 

The new creative structure at Peter Schmidt Group brings with it new responsibilities. Ruediger Goetz had already withdrawn from operational business for personal reasons a few months ago, and he will leave Peter Schmidt Group at the end of 2024 to pursue new challenges. His responsibilities will be assumed by Felix Damerius (Corporate Branding) and Sven Rieckmann (Consumer Branding), both of whom serve as Executive Creative Directors. 

 

“Ruediger is an outstanding figure in our industry. He has shaped Peter Schmidt Group with his visionary creative leadership and passion. Working with him has been extraordinary and the results speak for themselves,” said Managing Partner Lukas Cottrell. “I am also extremely grateful to him for the inspiring spirit he has brought to our agency culture.” Ruediger Goetz sees his goals at Peter Schmidt Group as having been achieved with the continuous increase in creative quality over the past few years, and he knows that the agency is well positioned for the future. “With Felix Damerius and Sven Rieckmann, the agency has outstanding creatives in its ranks who think innovatively and are leading brand work into the future,” Goetz said. 

 

The other members of the management team will remain unchanged. However, Florian Lauffer will take on the new role of Chief Growth Officer, coordinating all of the agency's growth initiatives. The fast-growing office in Lisbon will continue to be managed by Chief Creative Officer Pedro Vilar.

 

 

New business as the year ends  

 

 

The agency rounded off the year successfully by acquiring several new clients in the third and fourth quarters of 2024. These include Essity, which chose Peter Schmidt Group to further develop the global portfolio of its Zewa, Lotus, Region, and Familia brands. TÜV Rheinland, the Spanish beer brand Estrella, and a new client in the automotive sector were also added.