Lidl’s Arnd Pickhardt on what it takes to turn a challenger brand into a contender


    Live your brand, think tirelessly about customers and do not compromise your expectations – that is the advice of Arnd Pickhardt, the man behind the pivotal Lidl Surprises campaign and winner of Marketing Week’s ‘Visionary Marketer of the Year’ award 2016. Here he shares his advice for achieving effective marketing and customer insight.

    When Arnd Pickhardt headed up Lidl’s UK marketing team in 2011, the discount supermarket had a market share of only 2.5%. Fast forward to November 2015 – when Pickhardt left the UK to take control of Lidl’s marketing in Germany – and market share hit a record high of 4.4%.

    This transformation and turnaround of perceptions are why Pickhardt was crowned ‘Visionary Marketer of the Year’ at the Marketing Week Awards in May, a category sponsored by Adobe.

    Volledig interview: Marketingweek