Hyundai – brand integrity uphill (or with tailwind?)
Cases
Monday 10:00 AM - 10:30 AM
Language: Norwegian
When the world’s 3rd largest car manufacturer roll out new models, the challenge isn’t just building the cars – it’s ensuring the brand remains intact throughout the whole customer journey. Just in Europe 205,000 people work with Hyundai, spread across 41 countries and 3.000 dealers. But when only a fraction of these employees are directly tied to Hyundai, the risks of inconsistency and "screwing up” the brand are immense.
In this session, Hyundai and Papirfly share these multi-level challenges, but also how brand integrity can survive the complexity of global launches, why every touchpoint matters, and how the right systems (and processes) can turn uphill battles into tailwinds.
Speakers
Anne Marie Næss
Marketing manager, Hyundai Norge
Anne Marie Næss is Marketing Manager at Hyundai Motor Norway, with broad experience from both Shell and Synnøve Finden and over 15 years in the automotive industry. She has solid expertise in brand building at the intersection of global strategy and local relevance, and is not afraid to challenge established systems to create more effective solutions. At Hyundai, she leads the marketing and media strategy with a focus on both consistency and local impact.
Frank Tommy Brotke
Head of Product Marketing, Papirfly
Frank Tommy Brotke is Head of Product Marketing at Papirfly, global software company within Digital Asset Management and Content Creation for global brands such as Mercedes-Benz, Hyundai, PepsiCo and Microsoft. He has launched software products in 20+ countries - translating features into customer value.
