Former BMW Asia marketer Sonja Piontek launches brand consultancy

Sonja Piontek (pictured), former director of marketing at BMW Asia, has launched her own brand consultancy, named Sonnenkind, which stands for “Child of the Sun” in German. The consultancy looks to offer strategic brand development through inspirational and disruptive marketing. This includes developing brand strategies and training client-side marketing teams in the Asia Pacific market.

The company was officially launched in January this year, with its website still under development, Piontek confirmed in a statement to Marketing. Some clients Sonnenkind has on board include camera brand Leica Singapore, to name a few.

The consultancy aims to help local, regional as well as international clients to launch their brands into new markets as well as to develop their brands in existing markets.

“The focus is on brands that are open to challenge the status quo, that want to improve their brand image and that embrace a culture of ‘can do’,” Piontek added.

During her time as director of marketing, Piontek reported to managing director Paul de Courtois and was responsible for brand strategy, marketing communications, events, product management and pricing for BMW Asia. In her role, she helped establish brand partnerships with companies and organisations such as Leica Camera, Prince Harry’s Sentebale Foundation and the Singapore Polo Club.

Piontek also introduced the BMW brand into Myanmar within two years, as well as recruited seven new team members, placing focus on the strengths, attitude and diversity of the team. As director of marketing, she also set up a holistic BMW Driving Experience program for the region.