Gerhard Ade - Curriculum Vitae

If you are interested, you’ll find detailed information about Gerhard’s career here. Be aware, however, that some of the information about the companies listed is outdated. Also, this portion of the Brand Tutorial site does not use cascasding stylesheet and is not compliant with certain web design standards.

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Accomplishments for Leading Clients

Microsoft

Invented the Windows Me name for a new consumer operating system and directed the brand’s presentation in packaging and in marketing communications. The name supported Microsoft’s commitment to providing software solutions that would enhance the personal computing experience. Other Microsoft branding projects included a new brand hierarchy and a new look for Microsoft Press’ publications, and package designs for various consumer applications software.

TRW

Directed implementation of the worldwide identity system for this Fortune 100 company. The move to a single brand, because it facilitated the setting up of licensing agreements with subsidiaries, reduced tax liability at the operating level, thus contributing annually to corporate profits. By this, too, the company anticipated the present consolidation of the automotive industry, thereby helping TRW to position itself as one of the largest and most fully global suppliers to OEMs.

The Timken Company

Modernized the visual brand appearance of this, the world’s largest bearings manufacturer. Customized existing software for routine communications and put into use the latest on-demand printing technology. The combination produced four benefits: it reduced production cost by at least 50 percent, improved consistency of presentation throughout the company’s operations on four continents, made it easy to change and add contact information, and allowed the individual sender to provide personalized contact information specifically targeted to the recipient.

Volvo and General Motors

Developed a brand system for an international joint venture. Met a tight deadline by simultaneously developing preliminary guidelines and their applications. Use of a distinctive symbolic logo helped the venture to establish itself at once as the third-largest heavy truck manufacturer in North America. Further, comprehensive prototype designs, with detailed specifications, made the more than 100 dealerships fully operational from day one.

The MetroHealth System

Created a new brand name and a new visual identity for this regional health care provider. The new name, capitalizing on the name recognition of an existing medical center and applied to all health care facilities throughout the region, elicited an immediate positive response from the public. Moreover, the use of a single brand reduced the number and variety of business forms in daily use, resulting in savings of up to 75%.

Professional Experience and Results

Creative Director, Landor Associates, 1999-2000

As a member of the executive team, managed client relationships and helped to develop new business. Supervising eight designers and writers, directed all creative aspects of client services. Established the use of the Extranet for new as well as existing clients, reducing travel expenses by at least 25 percent.

Associate Creative Director, Bouvier Kelly, 1998-1999

Developed advertising and marketing communications concepts and directed creative resources, externally as well as internally. Introduced interactive capabilities ; this expanded business with existing clients and attracted new ones, adding approximately 20 percent to annual billings.

SVP and Director of Operations, Interactive Media, Siegel & Gale, 1996-1998

Managed the resource allocation and the performance of the agency’s new 35-member interactive department, consisting of designers, producers, project managers and programmers. Using skills analysis and client feedback, improved workflow and reduced wasteful changes.

Founder and CEO, Ade & Associates 1986-1996

Developing brand strategies and creating identity systems, directed all aspects of the business. Provided marketing and financial communications> to Fortune 500 companies. Pioneered the use of summary annual reports, cutting production costs by 50 percent. Created some of the Internet’s first commercial Web sites.

Director, Company Identity and Creative Services, TRW, 1982-1986

On three continents,conducted more than 30 identity seminars for the company’s management and communications experts. Strengthened TRW’s design management with respect to all communications needs, both internal and external. By invitation, assisted operating units in various marketing and branding projects. Recruited as manager, was promoted two years later to director.

Prior Work Experience

Manager of Advertising and Design, McGraw-Edison Company, 1977-1982