LIGANOVA GROUP strengthens synergies between strategy and creation with new Brand Activation Unit

Stuttgart, August 22, 2024 – With this strategic update, LIGANOVA focuses on a holistic and innovative solution that redefines the future of brand experience. The Brand Activation Unit created for this purpose will include services such as strategy, activation of spaces in all dimensions (from pop-ups to brand spaces), communities, retail & experience touchpoints and strategic collaborations. The goal is to drive traffic and brand awareness, and to develop innovative, forward-thinking approaches that increase market and audience relevance. In addition, the Brand Activation Unit emphasizes the importance of strategic consulting as a key factor in creating value in an AI-driven era. 

The new division will be led by Karin Leiberg, who will assume the role of Director, Brand Activation & Strategy, effective immediately. Leiberg, who has been with Liganova for 13 years, has extensive experience in trend research, experience marketing and strategic brand communication. In her new role, she will further develop the synergies between strategic thinking and creative approaches and strengthen LIGANOVA in the area of brand experience. 

Leiberg started her career in trend research and business development in the USA before using her journalistic background to establish herself as a strategic content scout and curator. Since joining LIGANOVA in 2011, she has been instrumental in the development of innovative formats, both for LIGANOVA as a brand and for clients. Among other things, she played a central role in the development of Programmatic Brand Spaces, an innovative approach to the display and activation of brand spaces that is maximally scalable for both flagship stores and pop-up formats. 

Torsten Dietz, CEO of the LIGANOVA Group: “By consciously merging strategy and creation in one unit, we will further strengthen our position as a leading company in the field of brand experience. As Director Brand Activation & Strategy, Karin brings a forward-looking perspective that will enable us and our clients to stay one step ahead in a dynamic environment.”