Huawei Cases and Donald Trump: Review of the guest lecture by Max Lederer, Jung von Matt

“Make it possible” – with this claim Huawei is successfully selling smartphones and more worldwide.

The agency Jung von Matt has played its part in ensuring that Huawei is also successful on the German market.

Invited by Prof. Michael Jonas, course director Digital Design, Max Lederer, Executive Creative Director and Partner at Jung von Matt, told our students and interested guests about his work for the Chinese company in a guest lecture.

From the first briefing to the moment when the American President Donald Trump tweeted that US companies like Google had to suspend their business relations with Huawei.

Using cases as examples, he showed how his team created social media campaigns that built a loyal community and highlighted features such as the image quality of the smartphones. At times colourful and loud, then emotional with charity thoughts.

“We enjoyed creating unforgettable campaigns for Huawei. Our aim was to show that technology is not only used for the sake of it, but that it can change life and society for the better. With this message, we were able to reach many customers,” says Max Lederer.

At the end he gave our students the advice to follow their empathy. “Understanding human behaviour is the key to working in communication”.

We thank Max Lederer for his exciting lecture and his visit to Brand University.