GIZ – Deutsche Gesellschaft für Internationale Zusammenarbeit


  • To develop an international brand for the Global Leadership Academy

The Global Leadership Academy is a programme offered by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) on behalf of the German Federal Ministry for Economic Cooperation and Development. It offers a range of interdisciplinary and practical opportunities for those in positions of responsibility in politics, business and industry, science and civil society to improve their innovation and leadership skills. The brief here was to expand views, change perspectives, initiate necessary adjustments and bring about systemic change. The agency therefore looked to Einstein’s statement, “Problems cannot be solved with the same thinking that was used to create them”, in its approach.


Alongside the traditional methods of brand development, DIE PR-BERATER take an innovative and creative approach to developing the strategic principles.

Kicking off the brand development process was a strategy workshop held jointly by the agency and those responsible at the Global Leadership Academy. Based on the results of the workshop, DIE PR-BERATER developed the strategic principles for communications that would position the brand in the international competition.

Before presenting the strategy concepts, DIE PR-BERATER turned to its international network to discuss the various approaches with managers in China, Egypt, Spain and Russia.