NODEM 2013 Conference has ended
avatar for Martin Hegel

Martin Hegel

After studying business management and communication science Martin started his working career in advertising back in the 1990’s at the Frankfurt office of the global agency network Saatchi & Saatchi. He gained indepth experience of FMCG and retail and worked for brands such as Danone, Fuji and Samsung. He left in 2002 as a member of the management board having been in charge of several national and international clients. After a period at the Berlin office of the TBWA agency network, where he took responsibility for campaigns for Apple and Absolut Vodka, he has been focussing on communication and strategic tasks in the field of art and museum marketing until today. 
After creating numerous value added exhibition campaigns for several cultural institutions Martin was then especially successful in re-launching the brand identity and communication concept of the 200-year-old Städel Museum in 2010/11, one of the most important art collections in Germany. Parallel to the brand developing process he refined all its communication channels and products that increase the interaction between the museum and its visitors, such as advertising, social media, analogue and digital guides, apps, merchandising, the collections’ catalogues and various educational programs. The over all target of the repositioning was to develop a cultural brand experience which overcame the barriers between the physical visit and virtual contact with the collection while strengthening the potential of the individual experience and information needs of each visitor. 
Today Martin is working as the Head of Communication Design at the Museum of Applied Arts in Frankfurt translating the museum’s strategy “space for possibilities” into all its main disciplines, including exhibitions, education and communication, across analogue and digital channels. Moreover he also does strategic consultancy for the digital design agency Orange Hive and the Lean Museum Startup initiative.