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Publication date: 21 July 2021

Could you give us a short summary of the persona of Andreas Rudolph?

After a wonderful childhood, super school years, and Economics studies, I started my career in the Marketing department at the Bose Corporation. A great company! After that, it got even more exciting in Marketing at Mercedes-Benz Leasing, where I first worked in the trade fair and event area and then very quickly became a Deputy and Marketing Manager. I had a great time until the company moved to Berlin and I, newly married, wanted to stay in Stuttgart and start a family. After Mercedes, I spent some time in the communications area at the Dresdner Bank. Then, 21 years ago, I started my own business.

What is it about Marketing that made you fall in love with it?

If you study economics, the NDH-1350 pager (Nieschlag, Dichtl Hörschgen) will be the elementary compendium of your studies. Prof. Hörschgen was convinced that memorizing his almanac was the last word… far from it. The two years of marketing at Bose in the USA awakened my love for marketing. For the first time, I was able to experience theory in application and learn about sales psychology. My time at Mercedes Leasing in the trade fair sector and my work in the organization team of the IAA then triggered my love of live communication.

Is there anything about Marketing that just makes you go “I hate this, I quit!”?

Yes, my first (and worst) time that a customer did not pay their invoices. I lost lots of money! It was a second of great anger. Moral of the story: never work for Jinko Solar!

Looking at how Marketing has developed over the last 10 years, what is a trend you expect to see in the next 10 years?

Ten years ago, futurologists were talking about digitalization. Today, you’re left behind if you aren’t “digital”. And marketing tells the stories about it. Who still designs analog ads today? Digital marketing… Performance tracking… Automation… These are the tools of choice today. We are able to pinpoint and focus on our target group so precisely, that we don’t have any scattering losses anymore. That’s fascinating! And we are just at the beginning.

Name someone in your industry whose content you really enjoy following.

I love Apple’s communications work. They play with the activation levels of their target groups and always manage to amaze people. They are able to create these amazing stories over and over again that simply “connect”, be it the revolutionary Apple silicon processors or something as simple as a new color option for the iPhone.

Name someone who inspires you in life and in work.

My mother with her outstanding love that made my sister and me who we are today and my father who was always my best advisor. And of course: my Boss at Dresdner Bank and Bastian here at HICO – two guys with a 50,000 volt drive each.

What makes HICO-Group “the” place for you?

The team and the constant change in tasks. I’m not attracted to repetitive tasks. The challenge is the newness.

What is the most interesting job you had prior to HICO?

That’s not easy to say. All my jobs have been interesting and exciting. Bose and the American marketing, Mercedes Bank with the power of a start-up, Dresdner Bank with the high level of responsibility, and self-employment with everything together. It was all important and formative; I wouldn’t want to miss anything.

What is the most interesting thing you’ve read this week?

The race into space by Branson, Bezos, and Musk. Branson had his nose in front.

Where would you go right now if you were invisible?

Into the spaceship of Jeff Bezos!

Favorite movie.


Favorite TV show.

Money Heist.

Favorite book.


Most exciting piece of technology.

The iPhone and Apple Watch.

Share your best piece of advice.

Be focused. Be ambitious. Always give 100%.

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