Monday, October 23, 2006

New Mastermind: Max van Lingen (New Media Director Mexx)

Max van Lingen studied at the Royal Academy of Fine Arts in Den Haag, where he got his Bachelors degree in Publicity
After this, he studied at the Faculty of Art, Media and Technology in Utrecht, and got his Masters degree (with distiction) in Media Design at the Middlesex University in London.

After working as a freelance multimedia Communication Designer/Consultant, during which he also worked for the Apple University Consortium, he started working for the fashion brand Mexx in 1998 as Art Director Interactive Media, responsible for strategy and concept development and leading an Interactive Media Team.

In this function, he developed a New Media Value Chain concept, based on the principle that continuously adding value to a digital information chain, will finally lead to integrated Brand Experiences for both internal and external audiences.

At this moment, Max is studying Brand and Design Management where his focus is on integrated strategy development.
Strategy, Branding, Design and innovative thinking are his drivers for the development and design of brand- and business-solutions in a broader sense.

Mission Statement Mexx Interactive Media:
"We strive for integrated, efficient and effective ways-of-communication, taking consumers and their (latent) needs and desires as starting points, and combining "the convenience-of-the-known" with "the surprise-of-the-new". Innovation and Design are our key drivers for differentiation"

Quote by Rattan Chadha (founder of Mexx):
"A brand has to move constantly, connected with its consumer. If you move too fast, you will lose your consumer, if you move too slow, the consumer moves without you."

1 comment:

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