Q&A with Kolja Eikelmann, CMO & Head of Marketing at PPG Industries

MEDIA 7 | June 20, 2019

CMO & Head of Marketing at PPG Industries
Kolja Eikelmann, CMO & Head of Marketing at PPG Industries is a forward thinking and result-driven Marketing expert with 20 years of experience in the FMCG marketing industry. 

In this Q&A, Kolja shares his unique marketing experiences and gives us interesting insights about PPG Industries, a global supplier of paints, coatings, optical products, and specialty materials which is driving innovation, sustainability and color in the industry.

MEDIA 7: What inspired you to get into Marketing?
KOLJA EIKELMANN:
I wouldn’t be able to say when I first realised marketing was the path for me, but I think it’s been evident my whole life that I’m interested in the diversity that marketing allows. Since childhood, I have always been so fascinated with the details of a product, no matter what it is. I have an endless sense of curiosity and I think that was the major driving factor for me to enter the world of marketing.

I realised marketing might be for me when I discovered the unique opportunity it offers to be involved in all spectrums of the business; not just advertising, but also in creating solutions and analysing outcomes. The overarching goal is always to make a real difference and help people in their daily lives, and marketing allows you to both be a part of the solution as well as a witness to the outcomes.

My job with PPG is very colourful – just like my company! Within my one job title I get to explore innovation, creativity and analysis. This variety has always been appealing to me.

M7: You have an exemplary marketing experience of more than 20 years in the FMCG industry. How have the marketing dynamics changed over these years and what tactics do you feel modern marketers should adopt, to survive in this competitive world?
KE: 
As you would expect of any industry in the 21st century, marketing is constantly changing and increasing in complexity in this digital age. The increasing presence of digital media and the growing demand for ease-of-access online services, has resulted in the field growing broader than ever before. The possibilities now are numerous, but they are fragmented; you must be truly dedicated to the field to build the knowledge base of marketing tools required to thrive in such a climate. Ultimately, PPG wants to produce work that has the greatest impact on businesses, this was arguably easier in the past when you had a traditional, simple media mix, as opposed to now when success depends on mastering traditional media and online outlets, social media and digital advertising tools.

For example, it can be easy to spend a lot of money on Google ads that are expected to be high value, but instead, organizations might see greater return on sales if the money had been allocated to a faster and more agile response to SEO.

In marketing, it can be easy to get caught up in the creativity of the work – as that is most often our strength – but not fully immersing yourself in the analytical side of things is a mistake that is often reflected in outcomes. I would recommend that every marketer should always make sure to know their KPIs inside and out and try to get as familiar with Excel spreadsheets and analysis as they are with the creative work.

In this constantly changing modern landscape, marketing has become even more important than ever before. Specifically, in the paints and coatings industry, marketing was a late bloomer as it has been driven by shelf sales for so long. However, as an industry we are refocusing on innovation and purpose; and pushing the boundaries on what is expected from paints and coatings and what they can do. PPG aims to improve and protect the world through our products – but none of this is possible without proper marketing to support the business.


"A focus on our customers, our innovation, our people and our entrepreneurial way of working – are all elements that inspired the One PPG vision, and what most accurately represents the key to our successful way of working."

M7: Your work experience spans across highly complex matrix organizations to entrepreneurial and start-up businesses. What do you believe is your driving force behind your proven track records and achievements?
KE: 
I am very proud to say I have left behind a strong track record of positive differences within the companies in which I am working. Although I have worked in many different, seemingly unrelated industries, the knowledge and tools that I learnt at each step along the way continue to prove invaluable for each new challenge I face. From paints, to dairy, to cosmetics – your collective marketing knowledge spans across whichever business you are a part of. Once you’ve built up this knowledge base, the true challenge is not having the tools but knowing which tools to use and when.

I have always been most drawn to companies that challenge me to make a difference. This is how I’ve shaped my career and how I made my decisions on where to work.

M7: How well do you believe that a service-oriented and data-driven leadership approach along with business strategy and operational execution can lead to company growth with an upsurge in revenue/sales?
KE: 
I strongly believe in a service-oriented and data-driven leadership approach, as well as incorporating social and ethical capabilities. Data-driven leadership is the key to the future – in many industries – but especially in marketing. The industry today is all about knowing your KPIs and business cases, which are data rich. Working in marketing is about being able to positively impact business outcomes, and that ultimately boils down to the ability to add value for your customers and consumers. Focussing on PPG work as a service-oriented industry highlights the need for data availability – both in that of the business and that of our customers – to be able to best consult and serve. Knowing your data is the key currency for success in the 21st century.

Data analysis can provide us with information such as click through rates and viewership. We are able to access tools now that, if used right, can prove invaluable to achieving successful outcomes. Being able to use this information to your advantage will allow you to instantly see whether your data retrieval is successful. Every business case and KPI that you set out to tackle can then be achieved using the data to measure sales growth.

M7: PPG Industries has been included in the list of American Fortune 500 companies. What do you think has made it possible to build a fortune for PPG industries?
KE: 
PPG has a strong culture of building the business across SBUs through investment, innovation and acquisition. We are one of the leading and largest paints and coatings companies in the world. This status is maintained by PPG’s culture of investing in R&D and constantly challenging the boundaries and expectations of the coatings world.

The opportunity to build our position as a market leader in many countries around the world is only possible through our global network and international approach. For example, our Alison Park facility in Pittsburgh, Pennsylvania is a major hub of innovation for PPG – but work that is done there is often inspired by an idea from Europe, that itself was driven by a customer need from Asia. To stay on the frontlines we can’t sit still and be complacent. Our recent acquisition of Hemmelrath and a new plant in Tianjin, China is evidence of our strategy to expand our foothold, our abilities to deliver for customers and our capacity for innovation to maintain our position as a market leader.

PPG has many moving parts which all function in different areas of the world across different business units, but our central goal is to add customer value. A focus on our customers, our innovation, our people and our entrepreneurial way of working – are all elements that inspired the One PPG vision, and what most accurately represents the key to our successful way of working.


"Data-driven leadership is the key to the future – in many industries – but especially in marketing."


M7: How is PPG Industries’ tagline ‘WE PROTECT AND BEAUTIFY THE WORLD’ serving its purpose of enhancing the world through its paints and coating solutions?
KE: 
PPG is in every part of daily life – even if you don’t realise it. You touch and feel PPG in your living environment practically 24/7: from your car to an airplane, to your refrigerator, to your laptop or even your soda can. This tagline reflects how PPG’s paints and coatings cover every part of life. PPG products provide the expected functionality of adding a colour or coating to an object, but even more than that, PPG products enhance the longevity of an item and increase its appeal. Whether it is an electronics coating that makes a laptop feel smooth to the touch, or a coating that protects the body of an airplane from overheating in the sun. PPG’s mission is not to provide what is expected, but to offer innovative solutions to questions no one expected an answer for.

Environmental impact is one of the greatest concerns of the 21st century, for both our customers and us as manufacturers. As a business founded on mass production, it is our responsibility – and therefore our challenge – to be as positive a force as possible in the fight against climate change. This is why so many of our modern products are developed to align to both PPG’s mission of protecting the world and the United Nation’s Sustainable Development Goals: boat coatings that reduce friction and therefore reduce fuel consumption, aircraft windows that don’t need frames to reduce plane weight to help minimise carbon emissions, electric vehicle battery coatings that enable cars to travel for significantly longer periods of time per charge, increasing the viability of electric vehicles on roads. We are innovating with purpose – for the public, for our customers, for consumers and for our own PPG people.
The world cannot function without paints and coatings in our everyday life, and that’s why PPG’s tagline is so powerful. If we are going to continue to be a worldwide presence, we want to be sure we are making the world a more beautiful place in the most long-term, stable way possible.

M7: You have taken transformational business initiatives to foster incremental business changes and drive cultural change throughout the organization especially in dynamic business sectors. What are some of the advantages of taking such timely measures?
KE: 
As part of the global shift towards greater digitization, businesses have the opportunity to drive cultural change. Digital transformation is a key component, especially as peoples' buying habits are evolving and changing how they purchase products. This is acutely felt in Europe, with its variety of different countries, cultures and languages. From a marketing standpoint, the industry is offering incremental business changes in this new culture of on-demand. In the age of Amazon and digital transformation, people want easier and faster solutions from the paints and coatings industry. Customers want to get the job done as quickly and as easily as possible with support from the supplier. As a result, PPG is innovating to be more agile and fast, by developing architectural paints that take less time to dry or offering customers a more on-demand paint matching experience.


"A successful campaign is one tailored to the needs, style and audience of the customer."

M7: You have an amazing experience of working with top leading companies like Nestle, L’Oreal and currently PPG Industries, how influential was your role in transforming marketing tactics for these organizations?
KE: 
My roles in these organizations were really diverse. For L’Oréal, I was more into sales and worked within category management. This later proved very influential for my future marketing career as it introduced me to the integration between marketing and sales in helping to serve customers in the best way possible. Integrated communication between marketing and sales is an essential tool in connecting both ends with the business purpose while still staying customer focused. You need to drive your campaigns forward and also sell your products in a much more complex way that is completely focused on the customer’s view. In order to do this, you need to know what is best for the customer when you place your products within a category role. This requires a lot of analytical skills to convince a customer what is best for them. You need to oversee the whole thing and act almost as both an internal and external consultant for your company. This whole picture view of the marketing process really influenced my journey and helped me strengthen my skillset for my future roles, such as when I was head of digital for Nestle.

When it comes to marketing, you can’t just pick the most creative, 360 media campaign available and offer it to the client. A successful campaign is one tailored to the needs, style and audience of the customer. To be best at what we do, it is essential to build an in-depth understanding of your customer’s view and what is best for them. This experience came with me into my work for PPG in using this knowledge to establish myself in a more leading role. At PPG I am also the communicator in the company and need to understand everyone’s view and connect with all the different departments. I am not only the marketer in my department but I’m also responsible for looking at the whole value chain within this digital leading role. PPG has experienced double-digit growth in the past two years in both B2B and B2C and this success is down to how closely we collaborate here.

M7: Kolja, what is your super power?
KE:
I would say my super power is a combination of my visual and analytical skills, articulated through my courageous and enthusiastic mindset. Being able to both develop a specialized skill set and confidently acknowledge my areas of expertise and strength makes for a very beneficial cocktail to drive progress. Having empathy and other social skills are important to exert a positive influence within my team at PPG. However, these qualities should also be backed by facts – knowledge, experience and history -- which is a combination I have not seen in many people. Being self-confident and believing in my strengths is a powerful tool in business, and something that has greatly helped me along the way.

M7: Knowing what you know now, what advice would you give your younger self?
KE:
I’m really driven by being up to date and well informed in as many areas as possible, and I would advise my younger self to do the exact same. I’ve always been a very curious person, but I would tell my younger self to be even more so and to take in as much information as possible. In this fast-moving world, that is just getting faster as we become more digital, there is always something new to learn or discover. If you remain stuck in one point of view or one way of thinking, you are already behind the curve. Stay flexible, stay interested and always remain in a constant state of learning.

ABOUT PPG INDUSTRIES

PPG: WE PROTECT AND BEAUTIFY THE WORLD™
At PPG (NYSE:PPG)
, we work every day to develop and deliver the paints, coatings and materials that our customers have trusted for more than 135 years. Through dedication and creativity, we solve our customers’ biggest challenges, collaborating closely to find the right path forward. With headquarters in Pittsburgh, we operate and innovate in more than 70 countries and reported net sales of $15.4 billion in 2018. We serve customers in construction, consumer products, industrial and transportation markets and aftermarkets. To learn more, visit www.ppg.com.

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"Piasecki's expansion into Coatesville is further testament to what many of us have known for years - Chester County is a great place to grow your business. It's incredibly exciting to see a company like Piasecki, a long-time aviation industry innovator, continue their commitment to developing new technologies like the PA-890 hydrogen fuel cell-powered helicopter right here in PA's sixth district. These advancements have the potential to transform vertical lift flight and help eliminate carbon emissions. Piasecki's Coatesville expansion will revitalize the manufacturing facilities which were formerly home to Lockheed Martin/Sikorsky Heliplex. I'm proud to support their vision and will continue to support innovations such as hydrogen fuel cell development through my work in Congress." Piasecki's acquisition and expansion into the Heliplex facility was enabled by the strong support from Pennsylvania Governors Tom Wolf and Josh Shapiro; Chester County Commissioners; the Chester County Economic Development Council; Senator Robert Casey; and Congresswoman Chrissy Houlahan. 80 years of innovation — now pioneering the next generation of vertical flight "2023 marks 80 years of PiAC innovation in vertical flight, a legacy that began in 1943 with the PV-2, the second successful helicopter to fly in America, now on display at the Smithsonian Air & Space Museum. Shortly after, PiAC developed the world's first tandem rotor helicopter — a revolutionary design that has been instrumental in countless life-saving missions around the globe since WWII — and which lives on in Boeing's CH-47 Chinook helicopters," said Piasecki. "PiAC is building on this legacy with a truly groundbreaking vertical lift technology portfolio, including advanced digital flight control and flight automation technology, hydrogen fuel cell and hybrid propulsion systems, morphing aerostructures, and more. We work closely with partners in government, academia, and industry to advance these technologies and develop platform and system-level air vehicle integrations as well as conduct flight tests." Major PiAC R&D programs currently being executed: • Hydrogen Fuel Cell PA-890 eVTOL — The PA-890 eVTOL aircraft is the first zero-emission hydrogen-powered compound helicopter. The slowed-rotor winged helicopter is intended for use in a variety of missions including Emergency Medical Services (EMS), delivery of high-value On-Demand Logistics (ODL), On-Demand Mobility (ODM) personnel air transport, and many other commercial applications. In addition to zero carbon emissions, the PA-890 eVTOL enables up to a 50% reduction in direct operating cost and reduced noise compared with today's fossil fuel turbine helicopters. PiAC is collaborating with ZeroAvia, a leader in hydrogen-powered fixed wing aviation, to develop and implement its revolutionary High Temperature Proton Exchange Membrane (HTPEM) hydrogen fuel cell technology for PA-890 and other VTOL applications. Investment from the U.S. Air Force in the ground testing of a 660kW HTPEM hydrogen fuel cell propulsion system is accelerating the development, certification, and production fielding of the PA-890 to address the needs of the military as well as the $40 billion commercial light helicopter market. • Aerial Reconfigurable Embedded System (ARES) — ARES is a modular multi-mission tilt duct VTOL vehicle that can be operated unmanned (UAS) or with an optional manned flight module. ARES is designed with a small landing footprint to enable shipboard and expeditionary operations as well as provide embedded multi-mission C4I, ISR, combat, and logistics support to small distributed combat forces operating over extended distances and in complex terrain. Rapidly-reconfigurable Mission Payload Modules deliver mission flexibility that significantly reduces overall logistics footprint and cost. The ARES Demonstration Vehicle was developed in partnership with Lockheed Martin with funding from DARPA. With follow-on funding from the U.S. Air Force and Army, PiAC and Honeywell are developing and integrating a triplex fly-by-wire flight control system to initiate ARES flight testing by the end of this year. • Adaptive Digital Automated Pilotage Technology (ADAPT™) — ADAPT™ is a flight control software package designed to achieve unprecedented improvements in safety/survivability, performance, and affordability for U.S. military and commercial aircraft. ADAPT™ exploits the inherent redundancy of control effectors present in advanced VTOL platforms and modified legacy fleet rotorcraft to automatically allocate control commands between effectors to respond to aircraft damage or to optimize the control configuration of the aircraft for increased performance, maneuverability, reduced vibration or fatigue loads, or for a weighted combination of these attributes. About Piasecki Aircraft Corporation (PiAC) PiAC is an award-winning developer of vertical lift aircraft. It specializes in the design, fabrication, and flight testing of experimental rotorcraft and unmanned air vehicles and has developed and flown more than 25 advanced VTOL and UAV aircraft to date. Customers include the U.S. Air Force Research Lab and AFWERX; the U.S. Army Futures Command Aviation and Missile Center and Medical R&D Command; NAVAIR; DARPA; and SOCOM; as well as leading OEMs such as Lockheed Martin and Boeing. PiAC is a recipient of numerous awards including the Presidential National Medal of Technology, Smithsonian Air & Space Achievement Award, and the prestigious Tibbitts Award for small business innovation from the U.S. Department of Defense.

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AIR TRANSPORT

Stratolaunch Expands Fleet with Virgin Orbit's Modified Boeing 747

PRnewswire | May 26, 2023

Stratolaunch, LLC ("Stratolaunch") today announced that it has received approval from the U.S. Bankruptcy Court for the District of Delaware to acquire Virgin Orbit's modified Boeing 747 and its related parts and equipment, marking an expansion of Stratolaunch's air-launch fleet. The acquisition is expected to close by July 31, 2023. Stratolaunch is a technology accelerator that enables reusable and routine hypersonic testing through world-class aerospace vehicles and in-flight test capabilities. Upon closing of the acquisition, the additional aircraft will be repurposed as a launch platform for Stratolaunch's Talon-A reusable hypersonic testbeds and is expected to be fully operational in 2024. The expansion of Stratolaunch's fleet will increase its in-flight test capacity and ability to support government and commercial customers globally. "The addition of this aircraft is a transformational milestone," said Dr. Zachary Krevor, President and CEO of Stratolaunch. "With Roc remaining as our mainstay aircraft, an additional 747 brings expanded capabilities and flexibility to our platform. We will be able to increase both our flight test capacity and reach to become an even stronger partner to global customers." The acquisition of the modified 747 follows Stratolaunch's first successful Talon-A vehicle separation test on May 13. During the separation release trial, Stratolaunch demonstrated clean and safe separation of hypersonic vehicles and confirmed telemetry between the vehicles and on-the-ground communication assets. With this landmark test complete, Stratolaunch will progress toward its first hypersonic flight of the TA-1 expendable testbed in late summer 2023. Krevor continued: "The need for hypersonic testing has never been greater and we are committed to fulfilling this national imperative. We are making tremendous strides as we continue to enable the future of hypersonic testing. With the recent successful Talon-A separation test, we are excited to prepare for our first hypersonic flight of the TA-1 testbed." The acquisition is subject to customary closing conditions. Following closing of the acquisition, the aircraft will undergo maintenance and modification to accommodate its new hypersonic test mission. The launch platform will also be renamed in the coming months. About Stratolaunch Stratolaunch's mission is to advance high-speed technology through innovative design, manufacturing, and operation of world-class aerospace vehicles. Stratolaunch designs, manufactures, and launches aerospace vehicles and technologies to fulfill several important national needs, including the need for reliable, routine access to space and the need to significantly advance the nation’s ability to design and operate hypersonic vehicles.

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AEROSPACE

Axiom Space, Build-A-Bear Partner to Send Teddy Bear to Space

PRnewswire | May 23, 2023

Axiom Space and Build-A-Bear Workshop have partnered to fly a furry fifth crew member alongside the Axiom Mission 2 (Ax-2) astronauts. The teddy bear, named GiGi, took flight yesterday as the Ax-2 mission's zero-gravity indicator wearing Axiom Space's next-generation spacesuit. GiGi going to space continues the tradition of having a zero-gravity indicator inside the spacecraft to provide a visual indicator when the spacecraft has reached the weightlessness of microgravity. As the fifth crew member of Ax-2, GiGi's mission is to inspire children around the world to learn about space and consider careers in science, technology, engineering, the arts, and mathematics (STEAM). "Axiom Space is excited to partner with the iconic brand Build-A-Bear to encourage children of all ages to learn about space exploration and our efforts to expand access to microgravity for individuals, countries and institutions to conduct meaningful scientific research," said Sandra Nelson, Vice President of Marketing, Axiom Space. "GiGi was designed and built for the next generation of space explorers who will enable us to explore beyond, build a sustainable future in low-Earth orbit, and realize the extensive science research that will be achievable with their involvement and active participation in STEAM." Sharon Price John, President and Chief Executive Officer at Build-A-Bear, emphasized the intent of this new partnership and special flight. "Guests dream big at Build-A-Bear, and the opportunity to partner with Axiom Space as part of the Ax-2 mission and send GiGi, the furry fifth crew member, to space is a special honor that we hope inspires youth across the globe to reach for the stars, pursue adventures, and follow their passion," she said. "With Build-A-Bear's 25-year history of creating special moments, our GiGi wearing the next-generation spacesuit, has the wonderful opportunity to be part of history as the Ax-2 crew's zero-gravity indicator." About The Ax-2 Mission The Ax-2 crew launched to space by way of a SpaceX Falcon 9 rocket and a Dragon spacecraft from Launch Complex 39A at NASA's Kennedy Space Center in Florida. The Ax-2 crew includes Commander Peggy Whitson and Pilot John Shoffner, both from the United States, and Mission Specialists Ali Alqarni and Rayyanah Barnawi representing the Kingdom of Saudi Arabia. GiGi's Story This partnership is driven by the shared goal for GiGi to encourage youth to learn more about space exploration and consider career paths in STEAM. Young enthusiasts can follow GiGi's journey on her blog designed to help kids see themselves through her unBEARlievable experience. "As a young cub, I was always drawn to math and science projects. After the gift of a telescope one summer, I felt connected to the stars in a way I never had before, and I knew STEAM studies were for me," says GiGi in her blog. "Now as a full-time astronomer and aspiring astronaut, I am over the Moon to be part of the Ax-2 mission. After all, it takes a lot of heart and courage to be a space explorer, and I am ready for it." ABOUT AXIOM SPACE Axiom Space is building history, guided by the vision of a thriving home in space that benefits every human, everywhere. The leading provider of human spaceflight services and developer of human-rated space infrastructure, Axiom Space operates end-to-end missions to the International Space Station today while developing its successor, Axiom Station – a permanent commercial destination in low-Earth orbit that will sustain human growth off the planet and bring untold benefits back home. ABOUT BUILD-A-BEAR® Build-A-Bear is a multi-generational global brand focused on its mission to "add a little more heart to life" appealing to a wide array of consumer groups who enjoy the personal expression in making their own "furry friends" to celebrate and commemorate life moments. Nearly 500 interactive brick-and-mortar experience locations operated through a variety of formats provide guests of all ages a hands-on entertaining experience, which often fosters a lasting and emotional brand connection. The company also offers engaging e-commerce/digital purchasing experiences on buildabear.com and its age-gated, adult-focused "Bear Cave". In addition, extending its brand power beyond retail, Build-A-Bear Entertainment, a subsidiary of Build-A-Bear Workshop, Inc., is dedicated to creating engaging content for kids and adults that fulfills the company's mission.

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PPG Industries

PPG Industries

We work every day to develop and deliver the paints, coatings and materials that our customers have trusted for more than 135 years. Through dedication and creativity, we solve our customers’ biggest challenges, collaborating closely to find the right path forward. With headquarters in Pittsburgh, w...

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