"Products and businesses need to have a personality that is unmistakably their own".

This is what Monika Kohut believes. It is her underlying principle in dealing with clients. The experienced consultant, manager and journalist looks back on a long career in all areas of Integrated Communications and Marketing.

Through her experience in small and large businesses, agencies and international corporate groups, she has acquired extensive knowledge, and perfected her skills in an intercultural context.

This knowledge has become such a part of her that she can call it up at any time, and her skills have helped her to fit into new environments and quickly come up with made-to-order strategies and concepts.

Her extensive stays abroad as well as the continuous developments of her Know-how, particularly in Marketing Communications, have had a positive influence on her flexibility and creativity. The challenge of learning about new subjects and fields is also a source of continued personal development.

"MarComs can and should contribute to the success of a business, both in terms of quality and quantity." This is only possible when products as well as businesses have their own specific personalities. A product certainly should have a monetary value for the customer, but she says, "It has to be experienced emotionally as well." To use these 'additional soft elements' successfully calls for being able to look beyond the nose on your face. It requires the development of a strategically reflected mix of all Marketing Communications tools and not some wild and woolly scheme.